What is the latest study you’ve read on the topic of a consumer’s attention span towards online content? 10 seconds, 6 seconds, 3?
Whichever article it was, one thing is likely clear: the attention span of a consumer has been dropping to mere seconds these days, and it’s always been such a crucial piece of data that researchers just keep on studying it over and over again.
This crucial piece of data is used heavily by marketers, for one, in developing content to market products and services. However modern the approach, though, the end goal of every marketing campaign remains the same: to SELL. Now it’s just a matter of hooking your customers within the first three or so seconds, enough to drive them to want to know more about your product or service.
Is sound impossible? We’ll give you a few tips on creating attention-grabbing content that can get your consumers in the buying headspace you want them in with one of the newest digital marketing trends to capture attention and drive action precisely because of its time-sensitive nature: stories.
Reorder Your Business Page
Before even thinking about driving traffic to your website (ideally this is where you want your consumers’ curiosity to lead them), you should make sure their destination is something worth spending time on. Ensure that the order of your business page or site conveys your unique selling proposition FIRST, and as succinctly and as effectively as possible.
Detail your products and services, and stay as transparent as possible. Customers want something they can trust! Create an about page and keep it updated. Lastly, make a dedicated page for reviews and feedback that can convey social proof to your potential customers. Finally, make the whole page or site as aesthetically pleasing as possible, without sacrificing readability.
Make Your Bio Drive Information
After reordering your business pages, it’s time to make sure the meat on the bones actually means something to your consumer. Make sure that all the information is clear, updated, and easy to understand, and that it clearly conveys what your company is trying to sell.
No hidden agendas, no secrets! Make sure also that your information stays consistent across all platforms, differing only in the number of characters depending on how much your social media platform will allow. Finally, make sure that all your pages, especially your bio and contact page (duh!) have a clear call to action.
Utilize Links & Tags
Okay. You’ve fixed up your landing pages and are ready to actually drive traffic. One way to do it is to simply use the mention and tag feature in your stories. As platforms like Instagram continue to drive accessibility, it’s 100% possible to have your consumers click on your profile, then your website, purely from a tag/link/mention.
Simply use the ‘#’ and ‘@’ signs to bring up the mentions and tags in your stories, and anyone who sees them can simply click and be brought to the page that features that tag or that account. Pro tip: use bold fonts and bold pops of color, plus some simple typography, to point more attention to your links and tags.
Speaking of Instagram, the ever-popular social media platform had come out with a feature called IGTV. It’s simply a shoot-off of the platforms video posts that allows one to post videos longer than 15 seconds. It gives users the option to view it via a story (which is much preferred, to be honest) or via a post teaser. The ‘x seconds left’ feature also comes in handy in letting you know how much of a video you have left to watch.
Maximizing this option allows you to tell users more about your product or service because watching content through IGTV feels more compact and light as opposed to a full-on video from YouTube. According to statistics, 9 in 10 marketers have landed a new customer from a social media video. It splits videos with a ‘Keep Watching’ option after a certain time span to allow a ‘recharge’ of the attention span, increasing the probability of retaining your user up until the last quarter of your content.
However, it’s important to note that you have to keep your content relevant. Otherwise, your consumers won’t even get to the Keep Watching timestamp!
Connect Your Social Pages
Delve outside of the realm of Instagram – where stories are undoubtedly the norm now as people post fewer actual posts and relegate content to the quick convenience of stories – and explore other places that offer the same feature such as Facebook. Called ‘My Day’, the platform’s feature operates much like Instagram stories in that it disappears after a day, and content is customizable.
Because both platforms are run by the same company, Instagram has the option to post stories directly to Facebook as well (whether once, or repeatedly). Make the most of this option and hit two birds with one stone! Chances are your IG audience and FB audience will resonate with your content one way or another.
Invest in Advertisements
Stories are a great way to interact with a captured market and with people who already somehow know your product and service, but investing in paid ads to get stories to appear on your target market’s feed is a no-brainer. Snapchat has been the first to do it, and Instagram and Facebook are catching up.
Be prepared to shell out not only for the actual ad posting but also for the creation of these said ads. They have to be perfectly well-studied if you want them to work for you!
Use Research Tools
…And to get the most optimized content, you HAVE to invest in research tools as well. Tools like SEM Rush can help you make the most of your Stories to drive content to your website, ensuring that all the content you put out there is reviewed for maximum efficiency.
From wording to positioning and design impact, taking the time to review and pay attention to a 6-second ad can make or break any marketing campaign. Make sure you have a clear call to action (i.e. ‘Swipe Up!’ or Link in Bio!), too! Don’t take this bit for granted, as it’s the leg up you’ll be glad you took one day.
And there you have it! It’s all now just a matter of creating instantly consumable content, that companies can pitch at consumers before they even have a chance to decide whether they would like to see the content or not. It is how one creates demand! It is clear, after all, that stories are the future.
That 3-second attention span is practically yours. Just remember to organize, maximize, connect, and research! That extra mile could be the thing that earns you more traffic driven to your website.