Social Media and Technology are killing our focus. Every iPhone update further erodes our attention spans. We probably won’t even be able to pay attention for an entire 140 characters soon. With so many brands competing on social media, first you have to get attention, then you’ve got 3 seconds or less to make your case.
Step 1: Cast an Authentic Visual Net
According to both BufferApp & SocialBro, a large percentage of people check social media during their lunch breaks: Give people a reason to look at your content, instead of their sandwich. You want them clicking while they chew.
Rather than just posting pre-fabricated banners, include high resolution candids that reflect your brand mission. Real-life examples of how your brand helps make life suck less, are a great way to get your viewers trust. Keep additional text to a minimum and links shortened. Bit.ly is a great site for link shortening and tracking.
You want a steady number of people saying, “Cool. I should check this out...” Instead of “Hmm...back to my sandwich!”
Step 2: Use Emotional Bait
People act on their feelings, so get them excited about a new discount, feature, product, or tool. Offer a solution to a problem that’s making them pull their hair out. Make them laugh. Show them a cute kitten. Make them associate a positive emotion with your brand.
Your net is closing in on your viewers when your status updates have a growing number of likes, shares, and comments. And if people are reaching out to you with questions, comments and proposals you’re doing great.
Not sure where to start? Define the needs of your audience so that you can share content related to their interests.
Step 3: Catch Butterflies with a Purpose
When people see your content, they should quickly understand what you’d like them to do. Make your poster/banner/flyer pop by featuring the benefit, deal, product or tool you’re offering in the center of the net. If you get someone’s attention, don’t waste it.
If you want people to subscribe to your newsletter, make that clear and offer a benefit for them. If you want them to attend an event, highlight the best perk of that event. If you want them to like your Facebook page or follow you on Twitter and Instagram, ask them nicely and follow their pages where relevant as well.
The content you share should tell that same story of the “About” section on your website. Most people will see a single piece of your content before they see your website. So make it count with definitive blurbs.
If you’re unsure of how clear your purpose is, ask a friend if they understand what your brand means after seeing some of your content. Check to see how much engagement different types of posts get, and look for trends.
Your brand can make a difference, but if you don’t tell your story in 3 seconds or less, not enough people will know about it.