When I first started posting about my writing processes and marketing insights on LinkedIn, I felt exhilarated.
It helped me build an engaged following over time and allowed me to share my ideas and experiences with thousands of people in my network. And the best part is, it helped me avoid the hassle and lengthy process of writing, editing, and publishing full-fledged articles.
That’s when I realized the impact of microblogging. It gives you the ability to capture your fleeting thoughts and share them with the world in real time.
In this article, we’ll discuss:
- What is microblogging?
- What Microblogging Is Not
- 5 Reasons Why Microblogging Is an Important Aspect of Content Marketing
- 8 Best Microblogging Sites & Tips to Create Engaging Content [+ Examples]
Some popular microblogging platforms include X (formerly Twitter), Tumblr, Instagram, and Facebook. You can also publish microblogs on Medium or WordPress. It allows for swift dissemination of thoughts, news, updates, or any piece of information that the author deems share-worthy.
Here’s an example of me microblogging on LinkedIn:
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Microblogging has become a big hit these days because people prefer consuming shorter content. Most of us don’t spend enough time to read even a couple of paragraphs in an article. With microblogging, you can create crisp content optimized for shorter attention spans.
This form is best used when:
- The topic or post has low search intent but a high potential for virality.
- You want to take advantage of the communities on common microblogging platforms.
- You’re covering a live event and want to provide timely updates.
- You’re using your microblog to deliver multimedia content without a lot of accompanying text.
When it comes to microblogging, HubSpot Marketing Manager Pamela Bump discusses the importance of catching your reader’s eye fast.
“Draw immediate attention to your piece. Include an interesting image, chart, or graphic. Or, hook the reader with an interesting first line, like a statistic, question, personal anecdote, or zesty take,” she notes.
Microblogging sites have tons of posts competing for attention. While this may mean a larger audience is exposed to your content, you also have more competition.
“Unlike a blog on a website, a microblog on sites like LinkedIn, Twitter, Tumblr, or other social media channels will compete on a feed with all sorts of other interesting content that algorithms have handpicked for your reader. You need to do what it takes to capture their interest,” Bump says.
What Microblogging Is Not
After talking to several folks in the content industry, I feel the definition of microblogging isn’t very clear. People perceive this writing technique differently. So, it’s important to clarify what isn’t included in a microblog.
A full-fledged website with a blog section doesn’t qualify as a microblog. While it’s easy to set up a blog site from scratch with HubSpot’s free blog maker, you’re going beyond the scope of microblogging if your content is anywhere more than a few hundred words.
Privately shared articles or detailed breakdowns on any topic/theme also don’t fit the definition of microblogging. Besides, I know that social media and microblogging platforms share some similarities, but the latter isn’t a substitute for networking or content sharing.
5 Reasons Why Microblogging Is an Important Aspect of Content Marketing
I’ve personally found that microblogging works well for sourcing + documenting knowledge. It’s also a great tactic for building social proof when you incorporate direct client feedback or testimonials.
I chatted with other microbloggers in my network to discover these five main reasons for embracing this format today.
Building a Niche Audience
You can appeal to a specific user segment and build a hyper-engaged audience for your thoughts by consistently posting microblogs. It’ll add more credibility to your name and expand your network.
For example, this U.K.-based bookstagrammar posts micro-reviews for all the books she reads, along with a recommended reading list. She has close to 30K followers on the platform.
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Creating a Localized Impact
The geo-tagging function on platforms like Instagram is perfect for sharing region-specific ideas. As opposed to full-fledged articles, you can reach your intended audience quickly and drive conversations locally.
Collecting Real-Time Insights
I’ve also seen early-stage brands getting positive ROI with microblogging. Small teams expected to do more with less can use this technique to share updates, get feedback, and build marketing momentum.
Here’s a cool microblogging example I found on X. This early-stage fintech startup uses X as its microblogging site to keep users in the loop.
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Testing Ideas Quickly
Given that microblogs help you reach a broader audience in a short span of time, they’re great for testing new ideas about your work, life, and everything in between. Explain your ideas in detail and take others’ views on the matter.
Engaging Users at Scale
While most articles take time to rank on search engines, brands can create microblogs to educate and engage users at scale. These blogs can improve visibility and make your brand more discoverable, too.
Here’s an example by Gong, a revenue intelligence platform, on LinkedIn. The SaaS brand posts these helpful microblogs to educate its target users (sales reps) and boost engagement.
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Now that we’ve discussed what microblogging is and how it can benefit you, let’s uncover the best microblogging platforms.
8 Best Microblogging Sites & Tips to Create Engaging Content [+ Examples]
I experimented with and closely observed several microblogging sites to shortlist these eight top sites for creating an active microblog. I’ll break down each platform with an example and actionable tips.
1. X
X (formerly Twitter) is the OG of all microblogging sites and one of the most popular platforms around. It originally focused on the concept of conveying every idea in 140 characters or less, encouraging users to write crisp and clear posts on any idea.
You can include text, links, photos, videos, GIFs, audio, and more in your posts. The platform also lets you enhance discoverability with hashtags. Premium users can also use up to 25,000 characters to share their thoughts.
However, when it comes to X, you’ll want to keep your words poignant. There’s no need to be lengthy if something more succinct works.
“Make content fast-paced and feed-friendly. Once you’ve caught the reader’s attention, you have a few seconds to retain it on these fast-paced platforms,” says Pam Bump. “Don’t overwhelm them with big blocks of text or heavily worded commentary. Explain your points concisely in short paragraphs or listicles with bullets or numbers.”
If my experience of building an audience on X has taught me anything, it’s that you need to post and engage consistently to get some traction and see engagement on your posts.
While you’ll find multiple microbloggers on X, Justin Welsh, a personal growth strategist and business advisor, presents the perfect example of sharing knowledge nuggets in microblogs.
2. Tumblr
Tumblr is another one of the most insanely popular hubs of short-form content. This microblogging site lets you write a short blog and include multimedia in your posts.
When you follow other blogs, their posts will show up in your dashboard. You can also comment on and reblog other blogs’ posts on your own blog.
Despite the growing popularity of other platforms, Tumblr continues to be a hit among loyal users and an ideal choice for microblogging.
“I actually am one of those folks who was on Tumblr in high school and came back as an adult,” says Kaitlin Milliken, a program manager at HubSpot. “I run a small productivity blog where I track my different methods for getting things done.”
When asked why she enjoys the platform, Milliken shares the specificity of her niche.
“My posts and others about productivity share the same hashtags. I can make sure I reach the right audience,” Milliken says. “My feed also reflects my interest, so I’m not sifting through random posts just to get to the one that’s relevant to me.”
Here’s a great example that showed me why this platform is so great. A user named Sikfan Kitchen shares their recipes of different food items with ingredient lists and detailed steps.
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3. Pinterest
Unlike most microblogs, Pinterest is purely visual. The platform lets you create boards as collections of pictures curated around a specific topic. You can also post Pins of your favorite pictures and add Tries, which are notes and photos of ideas you tried.
You can also follow other people’s profiles and topics, the most popular Boards covering specific topics. The platform has separate profile options for individuals and brands to create specific content types.
I personally found Etsy’s Pinterest profile to be an excellent microblog. The brand spotlights many sellers in each post and showcases their craft.
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4. Instagram
Instagram is the go-to tool for creators and influencers. But turns out microbloggers love the app just as much. The flexibility of creating content in different formats gives Instagram an edge over all other platforms because people can share their thoughts and stories in many ways.
The potential to go viral on the app also makes it an appealing choice for many. But instead of chasing virality, it’s best to focus on delivering value through your microblogs.
For example, a health creator named Selma has 790K+ followers on Instagram because of her recipe microblogs shared via reels.
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5. Facebook
You might know Facebook as the most popular social media network in the world. But it’s also the most robust microblogging platform out there.
The platform works the same way as most other social media apps. You can share text-based updates, photos, GIFs, videos, an emotion you’re feeling, an activity you’re currently doing, and the location you’re currently in.
You can also ask for recommendations on where to go when you’re about to visit a location, tag friends and events in your updates, poll your friends, support and donate to a nonprofit, answer a question about yourself, create fun lists, and a lot more.
Microbloggers — like The Artidote, an artist collective — use this app to share regular updates for their audience in multiple formats.
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6. LinkedIn
Having tried and seen the power of LinkedIn, I personally consider it the #1 platform for working professionals, service providers, and freelancers.
Whether you want to demonstrate your expertise or share consistent updates on building/learning in public, LinkedIn lets you share long posts, images, carousels, and even polls. You can also share more detailed articles or start a newsletter to share content consistently.
My active presence on LinkedIn has enabled me to share my learnings with thousands of users and earn followers organically.
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When it comes to LinkedIn, you want your copy to be both professional and interesting. That’s also true, as LinkedIn posts have a longer life cycle than those on other social media. When asked for LinkedIn tips, Amanda Sellers, a blog strategy manager at HubSpot, emphasizes the importance of choosing your words wisely.
She notes that humans are curious and love mystery. According to Sellers, you can tap into that natural curiosity by using a technique called open loops.
“Open loops implant a question into the current paragraph without immediately answering it. This helps build momentum and keep them hungry for the next paragraph where the answer may lie…” she says. “The next paragraph answers that but implants another open loop (and so on).”
7. Mastodon
Mastodon is a decentralized social network similar to X. Users can post toots — short status messages — to communicate their opinions or ideas on any theme. The platform is also made up of various communities (like Reddit) to make your microblogging more public and reach a specific audience with every blog.
Mastodon differs from every microblogging site in this list in terms of its privacy settings. You can choose to share content publicly, show it to followers only, or send it via direct messages.
You can also find others’ toots based on a federated timeline and engage with their posts.
Here’s a great example of a Mastodon microblog from Zach Weinersmith, an American cartoonist known for his geeky comics and writing style. He posts his thoughts on human psychology and behavior with these short blurbs.
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8. Threads
Threads is a comparatively newer microblogging platform similar to X. You can post photos, videos, or text-based content with an Instagram-like interface. It’s great for visual bloggers who want to document their ideas visually instead of writing text-heavy posts.
You can become more discoverable on Threads using similar tactics as Instagram — use hashtags, geo-tags, and collaborate with other more popular bloggers.
Here’s a Threads user named plantedinthegarden sharing their experiments and progress from all gardening adventures. This account shares gardening tips and posts pictures of their own garden to help others learn.
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You’re all set to start your microblog.
Microblogging is a unique subset of blogging where brevity reigns supreme. Unlike long-form blogs and videos, microblogging captures your ideas in limited text.
This format is becoming more popular because of a tangible shift in the way people consume content. They’re more drawn toward bite-sized posts that don’t take too much time and effort to understand.
Editor’s note: This post was originally published in May 2019 and has been updated for comprehensiveness.
