a deep-dive into: micro moments

What are they? And how do I use them?

Let’s be honest,  no one’s really watching your three-minute brand video on LinkedIn. Not because it’s bad. Because they’re busy. Micro-moments are how you meet them where they actually are — mid-scroll, mid-search, mid-chaos — with something quick, clear, and worth stopping for.

These are those split seconds when someone’s looking for a fact, a fix, or something that just looks nice. They’re short, snappy, and solve some of video marketing’s biggest headaches: low engagement, foggy messaging, and forgettable content.

The Bigger Picture: Building a Brand Mosaic  

Fragments of Burberry content from across their socials

The best brands don’t rely on one grand narrative anymore — they build a mosaic of moments. Each tiny fragment — a behind-the-scenes clip, a looping shot, a few words of tone-perfect copy — adds another tile to the bigger picture. 

Take Burberry. You might catch two seconds of a trench coat in motion, a sliver of music, or a passing frame of mood and light. None of it screams “Buy Now.” But piece by piece, it paints a feeling — confidence, craft, British cool. You don’t need the whole story in one hit, because you’re living it in fragments.

That’s the power of micro-moments done well. They don’t replace your hero films — they surround them. They’re what turn single campaigns into an ongoing conversation.

Micro-moments aren’t about shrinking your message. They’re about sharpening it,  and stitching it into something bigger.

How To Make Them Work For You. 

1. Repurpose Old Content

We know what you’re thinking, ‘How am I going to create all of this content?’

It’s okay! You’ve already got the material. It’s probably just hidden. 

That long-form brand film, the product demo, that behind-the-scenes clip buried in your shared drive — they’re all waiting to be reborn as micro-moments. Pull out the best line, the most striking frame, or that one reaction shot that feels authentic. Each can live a new life across different platforms… from Reels and Stories to email loops, trade show screens, or even internal comms.

It’s not about squeezing every drop out of your assets; it’s about giving your ideas more room to live. When you reframe and remix your content, you’re not repeating yourself , you’re reinforcing your story.

2. Match the Mindset

Ask: what’s my viewer doing right now?

Are they mid-scroll between meetings? Searching for dinner inspiration? Or looking for something to cheer them up at the end of a long day? Each mindset calls for a different kind of moment.

If they’re searching for proof, give them a stat that earns trust fast — something bold and specific. If they’re in inspiration mode, show the transformation — before-and-after visuals, or a single line that makes them think, “Oh, that’s smart.”

Take WWT and The National Trust for example. They both break up monotonous Linkedin feeds with their lighthearted invitations to stop think about nature for  a second - offering a breath of fresh air amongst what can be a rather intense algorithm. 

Micro-moments work best when they fit the mood — when they feel like the right thought, at the right time, in the right tone.

A brilliant Linkedin post from WWT

3. Build Breadcrumbs 

Each clip should lead somewhere. Intrigue to insight, awareness to action. Think of them as conversation starters, not one-hit wonders.

A behind-the-scenes clip might tease the process. A stat might lead to a case study. A six-second visual might link to your longer brand story. Each one gives your audience a reason to keep following the trail. 

Netflix does this brilliantly. Their micro-teasers feature a single quote, a reaction shot, a sound bite,  all leading back to a fuller story, building intrigue without giving it all away. The magic’s in how the pieces connect.

String a few moments together and you’ve got a full narrative told in fragments, a breadcrumb trail that turns passive viewers into curious followers.

Because attention might be short, but curiosity has stamina.

There’s no single formula for micro-moments, and that’s the beauty of them. They give you freedom to experiment, to test tone, to play with rhythm. Whether it’s a looping visual, a throwaway thought, or a snippet from a bigger story, each one adds shape to how your brand shows up in the world.

Think of it less as a tactic and more as a mindset — a sharper, more creative way to think about your brand presence across social and beyond.