How To Keep Your Audience Engaged On Social Media
Last month, a few of our Motoza team members took on Social Media Week Conference in London. Social Media Week (SMW) is one of the world’s premier conferences and industry news platforms for professionals in media, marketing and technology. Their mission is to give professionals in the marketing and technology industry insights, ideas and opportunities in order to advance their organizations and clients in a globally connected world. Throughout the 3 day conference, we heard over 100 speakers discuss a variety of different topics from the future of AI in the marketing industry to trends in social media. One of my favorite talks was about fighting the dopamine drip- how to keep your audience engaged. It’s ironic that the amount of time spent on social media is growing exponentially, however the percentage of time spent actually interacting with content is decreasing. While the average person scrolls about 300 ft on social media feeds per day, users are only spending an average of 2 or less seconds viewing videos on their Facebook news feeds and less than 1 second viewing Instagram stories. With never ending news feeds and shortening attention spans, the question for business owners is how can we capture enough attention to tell a story worth listening to?
Most businesses approach this conundrum by clipping their messaging on social media to try and tell the same marketing story, but in shorter and shorter packets or use flashy sales techniques. However, each time you shorten the posts or ads, you lose messaging impact. Studies show that if your content is relevant and engaging enough, people will make the time to view it. If we turn to the film industry, which is less competitive than social media, we can see that films are in fact getting longer. Attention isn’t getting shortened. Trends is binge-watching on streaming apps such as Netflix prove that if the content is good enough audiences will find the time to consume it. This brings us to content quality. Users do not want to feel like they are being advertised to while on social media. People get on social media to keep up with friends, family and to be entertained. Viewers would rather stare at a blank screen than something that looks like an ad, according to tests done by YouTube. People will actively go out of their way to avoid ads. This is confirmed by Pinterest where 50% of people don’t think they’re being advertised to, despite 75% of content coming from brands trying to promote their products – because people tend to view at content longer when they can’t tell the difference between ads and content. So drop the flashing sales banners and go back to the drawing boards. Focus on entertainment first before telling your brand message.
We’re now in the most competitive marketplace for brands. To win, you need the best stories and the most engaging content. Let us know if you are still looking to better understand social media behaviors or need help running your paid advertising on Facebook/Instagram. Motoza is here to help!