🎯 WTF Is A Micromoment? 3 Examples Of High Impact

Hey there,

Welcome back to another edition of Bootstrapped Growth. 👋

Today, we dive into a modern strategy for getting users’ attention. Micro-moments are small, intent-rich moments when people turn to their device for a quick answer or discovery. Brands that show up with the right message in these moments, can influence purchasing decisions in seconds. Think of:

📱 “I want to know…”

📍 “I want to go…”

🛍 “I want to buy…”

💡 “I want to do…”

Table of Contents

• 🚀 Strategy

• ⭐️ Extra Tips

• 🛠️ Resources

Thanks for reading. Let’s jump in!

🚀 3 Ways To Tap Into Micro-moments For Growth

1) The ‘I want to try’ moment

Glossier (skincare brand) uses Google Shopping ads and TikTok retargeting aimed at users searching for ‘best moisturizer for sensitive skin’.

Their user-generated content style in TikToks showcase real customers with before and after results that is tailored to search queries and moments.

@lexusmperezz

#GlossierPartner My skin really needed Futuredew this winter❄️💦🤤 @glossier #dewymakeup #makeuphack

Takeaway ➡️ Show up in users’ search moments. Speak like a friend, not a brand by leveraging user-generated content.

2) The ‘I want to go’ moment

Airbnb serves personalized recommendations based on past searches and bookings. This ensures that they show hyper-targeted listings similar to ones that users have previously viewed, and suggests experiences aligned to users’ interests.

Airbnb also provide targeted inspiring content (e.g. neighborhood guides) based on trip types (e.g romantic getaway vs business trip) to achieve a higher rate of booking conversion.

Takeaway ➡️ Anticipate and serve what users are most likely looking for based on past behavior, preferences and location data. This saves users time and increases engagement.

3) The ‘I’m hungry now’ moment

Uber Eats is the expert for capitalizing on real-time micro-moments. Their ‘Tonight, I'll Be Eating’ campaign has celebrities share what they're ordering. This taps straight into ‘I want to eat’ micro-moment and is even more effective when combined with location-based push notifications (’Your favourite Thai is 15% off — 10 mins away’) just as dinnertime approaches.

Takeaway ➡️ Combine time-based and location signals to nudge users in the exact moment of decision especially in mobile-first experiences.

⭐️  Crafting Your Micro-moment Strategy!

1. Map your customer journey into ‘I want to…’ moments

   Think like a customer. Look for patterns in seasonal searches related to your business. What are users trying to solve in 10 seconds?

2. Optimize for speed & relevance

   Show up when and where your customers are looking. Your landing page, ads, emails and messaging should instantly reflect user intent. Ensure your website loads quickly on mobile devices.

3. Small content, big impact

   Use micro-content (think Instagram Stories or TikTok videos) to capture micro-moments. One GIF or one 15-second demo video can be enough.

🛠 Useful Resources

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