1. expressed in few words; concise; terse.
2. characterized by conciseness or verbal brevity.
3. compressed into a small area, scope, or compass.
Since 2011, I have identified a major trend for each year:
- 2014: The Year of Analytics Management
- 2013: The Year of Consolidation
- 2012: The Year of Alignment
- 2011: The Year of the Video
Where 2013’s trend of consolidation dealt with platforms, the 2015 trend of succinctness deals with content. Back in 2013, many of my clients had signed up for every social media platform, had multiple websites, and had no plan to connect their online presence together. This year’s trend of succinctness has to do more with content than with the number of platforms.
The main driver of the succinctness trend is mobile. People using mobile devices to visit a website view fewer pages and spend less time on the website. This means that pages stock full of content will not be read. Succinctness refers not only to text, but also to the ability to communicate in other formats. For example, an image or video may better tell a story than 15 paragraphs of text.
What are the main points you want to communicate on any given page? If you have a lot of text supporting the main points, first realize that very few people are going to read the full content. Cut the content in half. Cut it in half again. And for good measure, cut it in half one more time. If you can express your point in very few words, your content will be more likely to be consumed.