Today we’re going to rant about “microsites,” a broad term used to describe creating a “new” website experiences. It will cover the why, some pros, some cons, and probably go off topic.
1/n
Microsites are defined loosely.
This could be a microsite: nike-react.com
This used to be a microsite: hubspot.com/agencies
This used to be and is a microsite: web.archive.org/web/2015121215… (which at some point was spotifywrapped.com, now spotify.com/us/wrapped/)
2/n
Microsites can be subdomains, brand new domains, or even subfolders of a brand - the telling sign is generally the tech stack differs (not always true). Quick hop on builtwith.com and you'll often see React apps powering parallax experiences (RIP Flash websites).
3/n
Microsites are commonplace with large brands because it's easy to bypass red tape. Your average ad agency creative/millennial wants to do something in the 1~2 years they're working with their clients, and the typical "brand manager" wants to be digitally innovative 🤖✨🚀
4/n
Oh, and micro-sites are generally extremely targeted and focused on one objective, whatever they're designed for. Nike React shoes well, let you really experience that $$$. Spotify was likely looking for some media buzz - before "this year in review" content got old.
5/n
So pros of microsite?
🏢 Cut through some bureaucracy. If you've been in an argument about what can be on the home page, you know.
🧪 Really clear attribution. You won't have to share any first/last/mixed attribution.
🎯 Really clear goals. ROI optional.
🤖 Flexible tech stack
6/n... whoops
The cons though?
🌲🪓Campaigns are often short-lived and not evergreen. ♻️Folks let domains expire/no redirects.
🧩You're siloed, when you could be integrated, creating knock-on benefits for the whole website
💿📀💽Data often collected inconsistently.
7/n
I used to be on the camp of "why don't you just do it right the first time?" But as time has passed I've learned that done is better than perfect.
I've learned to let go of "content created" which doesn't require SEO to gatekeep.
8/n
If anything, I've learned to embrace and enable folks who want to do something "different" and help set them up for easier "migrations" once their efforts are wrapped up.
Those are their projects. Focus on your projects that impact your goals, gaining allies as you go.
9/n
"Fight for things you care about but do it in a way that will lead others to join you."
RIP Justice RBG
10/end
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