Internet has transformed what were unidirectional messages into a real-time dialogue with and among millions of people.
The world has become mobile. With millions of smartphones and connected devices, people expect to find what they are looking for on the Internet in seconds – and they usually do. Also on the Internet, people receive what is good, even if they were no looking for it. Content is what creates the need to search. The phenomenon is still in its infancy, but brands already assume that quality content does not have to go to the people: it makes people go to it.
It is very important in this increasingly competitive market that customers, or potential customers can get the right information at the right time – if this does not happen, this person will find your competition. And this is something no brand likes.
All brands want to say something to us, to sell us something. The increasingly low threshold of attention and the visual pollution is increasing proportionally. There’s noise, lots of noise and people’s short attention span is making the demand for quality content essential. There can be no effective marketing without good content, Nor without a good content strategy. The truth is that virtually all communicate, but few connect with their audiences.
So when your content struggles for the attention of one person it has to try to avoid being part of that noise. But how?
Smartphone society as we know it is still redrawing the relationships between people, brands, media, the world. The increasingly small screens frame our new reality. Smartphones are still reinventing the relationship between brands and customers.
The average consumer attention is less than eight seconds. So it is not only necessary to draw their attention, but it is essential to keep it and tell them everything they need to know in eight seconds or less.
In recent years it’s no longer enough with good texts, photos prevailed in the effort to make real differences in impact.
If three of the 20 contents you see offer an attractive, sexy, original image, we are all very clear about where your attention will focus first.
Suppose that most people only retain about 10 to 20 percent of the information they read. How much can be said in a tweet so that 10 percent of that tweet is remembered? That’s probably only four words.
By adding an image to the same tweet, you will make the person who sees it remember about 30 percent of the text. A good image reinforces and conveys your brand message in a more natural and human way. Attracting people’s attention, arousing their memory and causing the desire to share is part of a new way of understanding the cycle of content.
Images are not only effective to draw attention to your content, but they also help people keep your message.
We are all content: we generate it, we consume it, we share it.
In this dizzying world where brands live to attract the attention of consumers, people no longer take the time to stop and read regularly. They need to absorb messages naturally, as if they were part of the air they breathe, with the least possible effort.
Our brain is designed this way. Advertising and marketing meet and match science.
How many companies are seriously thinking about the effectiveness of the message they are sending, without getting themselves in traps in internal meetings?
But companies are wondering, where is this trend leading to?
It seems that that key principle that says it’s no longer a struggle of the big against the small, but of the fast against the slow, applies perfectly. While many brands are beginning to consider using images as part of their content strategy, soon they may find out that they are not effective enough.
We are starting to see that in the search, an image alone is not enough to keep their focus. Brands and people are starting to need more. That’s called video.
Soon, 90% of Internet streaming will be video, and by the year 2016, 1.2 million video minutes -the equivalent of 833 days or more than two years- will cross the Internet every second.
The video is a great way to tell your story and capture the attention of viewers on social media and beyond. Audiovisual helps more customers better retain your message. And at the same time, it does not require reading. With visual and audio, customers and potential customers can see and hear your content, getting the recall rate up to 70 percent. If we consider that we only retain 10 percent with text only, not using video means that you have not understood the future.
But like photos and texts, video faces, too, many of the same challenges, especially to the reduced attention span of the people.
People do not want your content interrupting them when they are watching something interesting. Make your content something that people may be interested in. People ignore general content, but adore particular content.
In the recent past what could be shared on YouTube in a two-minute video, now should not exceed 30 seconds. And although there are no absolute truths in the field of communication and content, certain trends in the habits and consumption habits of people are beginning to take shape. One significant piece of information is that your brand has less than five seconds to capture and hold the attention of people before they choose to delete and ignore your ad.
Your client is your content.
It’s no longer enough to catch the attention, it must also be kept. It used to be about the number of interactions that you made; now it’s about their quality, too. It’s about making your content interesting for people.
The caveat here is that simply having a picture, image or video is not enough. Content is part of a commitment, not a campaign. Building a brand is a progressive commitment to people. Good content no longer speaks to people, it speaks with people. Put people in the center of the stories. Make the person the hero of your brand. The king of your story.
Content is a long-term relationship, based on trust and truth. It should not be looking for retweets, likes, or pins; it should be looking for relationships.
If you’re lucky, the mere presence may be enough to pull people’s attention for a brief, fleeting moment. But if you want to keep their attention, you have to earn it. Optimizing, integrating and socializing.
Simply adding a photo or video is not enough; the addition of value reinforces its content, creates trust and attracts the viewer with a closer and knowing look. It does not seek to say what the brand is: it shows it.
Once your brand has earned the trust of people, and once it generates real value in the content, only then will it find success.
But before we go on creating more content, consider whether this is consistent with your brand, where and how you’re going to share it and what your objectives are. Make your content a progressive story of your brand. And remember not to interrupt, but to attract. The best advertising of your content is the one made by the customers who are in love with your brand.
We already live in the era of the digital monarchy, where the customer is king. But remember, Branding is God.