UNDERSTAND YOUR AUDIENCE
Gone are the days of trying to just outdo your competitors. Fighting for attention means competing against every bit of content out there, as well as people’s valuable time. This poses a particularly challenging environment, Brands need to reconsider their approach, looking more specifically at where their audiences are, what they’re interested in, their buying behaviour, and what truly resonates with them. Right time, right place has never been more applicable.
FIRST IMPRESSIONS REALLY COUNT
With such short attention spans, creating the right hook is more imperative than ever. Despite the average attention span being 8 seconds, in reality most people will have decided whether or not to engage with content further, in nearer 3 seconds. It’s therefore crucial that the first few seconds of your content presents the information and tone that you want it to, hooking the audience’s attention as soon as possible. And no, it doesn’t mean tacky ‘clickbait’ headlines.
Instead, creating compelling headlines, dynamic visuals and immediate value propositions will all help in capturing attention. Don’t forget to consider these elements across every piece of content you put out into the world.
PROVIDE REAL VALUE
For marketers, and brands as a whole. How can you stand out in a sea of endless, fast-paced content and personalised algorithms? Hooking people in is only the start; retaining attention is where real impact is made. To thrive, brands need to create content that delivers real value, offering insights, solutions, or entertainment that genuinely aligns with audience needs. Quality over quantity builds trust and holds attention longer.
Storytelling is a timeless yet powerful approach to holding attention. A well-crafted narrative not only captivates but also forges an emotional connection, which is proven to make it more memorable. (I'm sure we can all recall a specific advert, video or article that sticks out in our mind because we connected more deeply with it).
Making content interactive and /or shareable through emotional resonance or practical utility is also a great way to extend its reach and impact. Not only that, but it is a great way to achieve brand awareness, organically.
CREATE CONTENT 'LOOPS'
A clear call-to-action is a key tactic for keeping engagement alive, guiding audiences toward the next step, whether it's clicking a link, commenting, or exploring more. By doing this successfully you create content 'loops' that hold attention for longer, taking consumers on a journey that goes full circle and avoids fragmented experiences that can cause frustration and disengagement.
CREATE OMNICHANNEL CONSISTENCY
The average number of touch points for creating a customer is eight, so ensuring the messaging, tone, and experience across a variety of platforms feel cohesive and unified, is imperative. Leveraging data analytics to understand how audiences interact with different channels will help refine your strategy. Knowing where attention spikes and drops can guide you in crafting content that resonates most effectively across touch points.
GET PERSONAL
Finally, nothing sustains attention like making it personal. Consumers are far more likely to engage when they feel content speaks directly to them. Tailoring messages based on demographics, preferences, and behavioural insights can create a sense of relevance that cuts through the noise.
