15 May, 2019
Imagine standing in the middle of a library with 100-foot shelves packed with books that are so close together that dust can’t even slide through. You’re in the library looking for the instructions on starting a garden. You look up and see the section titled “DIY Gardening”, you know your answer is somewhere in that 100-foot shelf filled with relevant content. Now comes the fun part, sifting through all that information to find the right answer to your question. Let’s be honest, just imagining it is a grueling task.
This scenario is what consumers face every day.
You have a question. You type it into a search engine. You’re met with multiple answers and relevant resources within seconds. Despite the hyper-speed turn around in relevant content, the consumer is still confronted with a 100-foot shelf of answers and ideas. For business, the focus has now shifted from publishing relevant and personalized content to focusing on the customer’s experience with your brand. How can you hold the consumer’s attention long enough to consider your solution or product?
Answer: Instant Digital Gratification
It is exactly the definitions of the words that compose the phrase. It is the literal split second you have to capture the attention of your audience. A report by 3M report suggests that humans process visual content 60,000x faster than text. The importance the transactional experience consumers have with your brand is equal to the importance of that initial visual capture. Every step throughout the customer’s journey, there should be something in place to keep their attention. If there was a large sign that said winning strategy and a big gold button to go with it, now would be a good time to hit it.
It comes down to no one has time. Every day, hundreds of posts run through your feed, all of which, 90% of the time, are relevant to you. Switch to your business brain, and you see the problem. All companies are providing relevant content. All consumers are receiving relevant content. Now, the question is, how will you capture interest and maintain it? This is question weighs heavier in funneling in a new audience or boosting interaction with your current audience.
Use more Images: Adding an image to a tweet results in 150% more retweets than tweets without images.
Make it short & sweet: Make the content informative and to the point. Generation Z, the rising consumer base, has an attention span of 8 seconds.
Loading Speed: No one has time! Make sure your business’s website loads quickly on mobile devices and desktops. This is crucial. 53% of mobile site visits exit the page if it does not load within 3 seconds.
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