The attention economy has changed everything. People are bombarded with content, distractions are endless, and companies are fighting harder than ever to keep audiences engaged. Marketers have mastered the art of grabbing attention and making messages memorable—something many Learning & Development (L&D) teams struggle with.
One solution? Apply marketing principles to microlearning.
Marketers know how to craft concise, compelling messages that resonate with audiences in seconds. When learning professionals adopt these same tactics, they can create short, high-impact learning experiences that stick. The most effective marketing campaigns follow clear, proven strategies—something I’ve observed firsthand in senior marketing roles at companies globally recognized for their marketing. These same techniques can transform microlearning.
Keep it focused: One learning point
The best advertisements don’t try to do too much at once. Every Super Bowl ad, every viral campaign—each one hammers home a single, clear message. Microlearning must do the same.
Take Apple’s Shot on iPhone campaign. It didn’t try to list every technical feature of the camera. Instead, it showcased stunning user-generated images, sending a clear and singular message: the iPhone takes incredible photos.
How L&D can apply this concept
Too often, instructional designers cram too much information into a single module, overwhelming learners and diluting retention. A better approach is breaking concepts into bite-sized, focused lessons:
Ineffective: A leadership training module that covers delegation, coaching, and feedback in one session.
Effective: A microlearning series, with each module covering just one skill at a time:
- A 60-second video on how to delegate tasks
- A quick quiz on coaching styles
- A job aid outlining a framework for delivering feedback
Takeaway: If learners can only remember one thing, what should it be? If your microlearning tries to teach more than one concept, it’s not microlearning—it’s just a short eLearning course. Consider a microlearning framework to help hone your purpose and how the learning fits into your overall performance goals.
Make it distinctive: Creativity grabs attention
With millions of marketing messages hitting consumers daily, brands use creativity to stand out. The Old Spice The Man Your Man Could Smell Like campaign is a great example. The ad’s absurd humor, rapid transitions, and direct audience engagement cut through the noise, making it a memorable commercial.
How L&D can apply this concept
L&D teams often default to traditional corporate messaging that learners quickly forget. Instead, apply creative techniques like metaphors, contrast, and unexpected elements to make microlearning more engaging and memorable:
Ineffective: A typical eLearning slide listing company values
Effective: A microlearning module that begins by showcasing the values of your best friend—direct, friendly, and reliable. Then, it juxtaposes these qualities against the company’s core values—transparency, warmth, and dependability—to create a compelling comparison that makes the message more memorable while reinforcing the company’s culture
Takeaway: Be intentional about how you design learning. Try creative, unconventional approaches like metaphors, contrast, and intrigue to make the message distinct and memorable.
Concise copywriting: Less is more
Marketers understand that long, dense content doesn’t sell. The most effective ads use sharp, clear, and compelling messaging. That’s why marketers follow the Red Pen Rule—eliminate 20% of words to improve clarity.
How L&D can apply this concept
L&D professionals often struggle with overloading learning materials with unnecessary details. Here’s how to apply marketing-style concise messaging to microlearning:
Before: "Employees are expected to fully comply with all aspects of the data privacy regulations as outlined in the company’s official compliance handbook"
After: "Follow data privacy rules—review the handbook"
Takeaway: Cut the clutter. Apply the KISS principle (Keep It Short & Simple) and only include need-to-know content.
Harness emotions: heart & mind engagement
Marketers understand that logic doesn’t drive action—emotions do. A great example is The Farmer’s Dog I’ll Always Love You commercial, which follows the lifelong bond between a pet owner and her dog. The ad evokes deep nostalgia and sentimentality, showing moments of joy, companionship, and aging, ultimately reinforcing the emotional connection between pet owners and their dogs.
How L&D can apply this concept
Emotional learning experiences increase retention. Instead of relying on passive content, create an emotional connection through scenarios, storytelling, and reflection:
Ineffective: A compliance training module with dry, legal jargon
Effective: A scenario-based learning module that lets employees experience realistic ethical dilemmas, triggering empathy and reflection
Takeaway: Emotions make learning stick. Whether through nostalgia, inspiration, or personal connection, design microlearning that evokes a strong response and becomes memorable.
Use humor strategically
Humor makes messages more engaging—but only when done right. A great example is the Snickers You’re Not You When You’re Hungry campaign, which humorously illustrates how hunger changes behavior.
How L&D can apply This concept
Humor can increase engagement but should never overshadow the learning objective:
Ineffective: A typical cybersecurity training with bullet points on password safety
Effective: A humorous animated microlearning module showing the chaos caused by weak passwords (like a hacker using "password123" to take over an office)
Takeaway: Humor works when it reinforces the message. If it’s just for laughs, it’s a distraction.
Final thoughts
Marketers have spent billions of dollars testing what works—and their insights can revolutionize microlearning. By borrowing from marketing’s best strategies, L&D professionals can create microlearning that cuts through the noise, engages learners, and drives real behavior change.
If marketing can make people remember a product, L&D can make people remember a skill.
Image credit: Pict Rider