A recent study has shown that the average attention span of humans is just 8 seconds. To put this number in perspective, goldfish have longer attention spans. If, as a marketer, you have suspected that web users are pathetic when it comes to staying focused online, you are certainly right. Whether online or on mobile platforms, potential customers are not paying attention. This is partly due to the fact that so much content is competing for the attention of individual users. But the fact that people are creatures driven by instant gratification also matters.
Content consumption online is rapid. The demand is high, so the supply must meet it to remain relevant, points out Bill Busbice, a veteran entrepreneur and developer of the app, HWY Pro. It goes without saying that markets must produce content with those super-short customer attention spans in mind. Content does get categorized differently. There’s longer content that only attracts dedicated readers invested in the topic. For the average consumer, this level of engagement is not statistically possible. So how can a brand produce content that applies to these attention-deficit customers?
Tips for Instant Gratification Content:
Create Bite-Sized Content
Ingeniously titled as “snackable” content, these are articles and videos that consumers can consume almost immediately. A short article about your brand that can be read in less than 2 minutes is perfect for the modern web audience than a longer 1,000-word article. Aim to produce concise content that doesn’t take up too much time to consume. Target quality over how much text can be crammed into an article. Make articles quick and easy to read and get to the point in videos under 3 minutes.
Add Tags to Increase Sharing
What content is a customer most likely to click on and go through? The content published by a friend or a family member shared on social networks like Facebook? Marketers can significantly increase the shareability of content by adding open graph and Meta tags to content. Meta tags help users find what they are looking for. OG tags are great for giving a brief summary of what’s inside, such as the details that appear on social networks. Write intros to content keeping in mind that people will be scrolling down a newsfeed. Marketers only have a fraction of a second to grab the attention of such a user.
Make Content Easy to Comprehend
Creating articles or videos short doesn’t necessarily make them easier to understand. Consumers are highly deferential toward content that is easy to swallow. This is content that is simply written and contain one or two photographs. Never assume the customer knows what you are talking about. Write as if to a 12-year old to make complex arguments sound better and to motivate customers to buy your product.
Also, now it’s important for content to be available instantly and also be distributed faster. That is to say, content and websites publishing content must load fast, ideally under 2 seconds. Just keep in mind that modern consumers don’t wait for anything and publish accordingly.