How to captivate your audience in less than 30 seconds
In today’s day and age people want information immediately, so how can you captivate your audience in less than 30 seconds?
In our day and age, many consumers want information immediately. Customers are reluctant to wait and will continuously search for immediate answers that are provided on the spot. It is believed that audiences tend to switch off after 30 seconds so it is very important for brands to try and capture their audience’s attention in less than 30 seconds. Thirty seconds might actually seem like a short amount of time but in reality it is actually very long.
Research conducted by Microsoft a few years ago identified that brands have less than 10 seconds to draw the consumer’s attention as it was found that human’s have an attention span of 8 seconds. This is all stemming from the new digital and mobile age which has made us all impatient to wait for information. Our short attention span and our desire for real-time on demand information has resulted in apps such as TikTok take centre stage. The platform is becoming the fastest growing social media platform ever with over 800 million active users. Marketers are drawn to the short video app due to its fast paced nature and ability to engage audiences in a short amount of time.
Therefore, since consumers look for this fast paced type of content, how could brands engage their target audience in less than 30 seconds? How could marketers communicate with “distracted” consumers in this amount of time? We take a look at several ways on how to do just that.
10. Know your audience
Before even starting to develop a short campaign or video, the number one rule in marketing is to know your audience. By creating content that is aligned to your audience needs and wants will keep them engaged for longer and your efforts will not go to waste. Identify what your audience craves and only then should you start drafting up ideas on how to engage them.
9. Provocative statements
Start off your video or campaign with a provocative statement. This will immediately catch the attention of the person watching. By putting in such a statement viewers will be more likely to keep on watching as they will want to know what you are offering that is so exciting and different to what is out there.
A statement that could definitely catch your audiences attention and make them wonder in which direction you are going is, for example, “SEO is a gimmick”. The video/campaign can then go on to explain why it is not actually a gimmick but in that split second you gained the attention of the viewer.
8. Catchy phrase
Use a catchy phrase or hashtag that people will remember after the video/email/ social media campaign. The sound bite/ phrase/ hashtag must be brief and catchy that will remain in the mind of the viewer when they click off. The soundbite will create a buzz in the viewers mind which will make them remain engaged throughout the short video.
A memorable soundbite that has remained popular for more than 50 years is the one by John F. Kennedy:
“Ask not what your country can do for you – ask what you can do for your country?”
These soundbites will keep your audience engaged and increase the interest of the reader or viewer.
7. Shocking / Surprising statement
Another way to make people spend more time taking in your content is by producing surprising facts. Take time to research statistics that may be valuable to your audience and could also startle them. By producing facts and statistics will show your audience that you are serious about what you are talking about.
Viewers love it when brands tell them a story. Do not just lecture your audience but paint a picture for them, let them imagine. By telling a story, viewers will be able to put themselves in their desired position whether it is as the protagonist or the villain. Story telling will help provoke your audience and may inspire them to take action.
5. Images over text
Let’s be honest, no one is a real fan of just reading long paragraphs full of text, especially if you are trying to captivate your audience in less than 30 seconds. Marketers should look at using striking and colourful images to amplify the points they are making. A book written by John Medina, called the “Brain Rules”, showed that audience retention stays at 65% when images are used while it drops to 10% when text heavy messages are used.
4. Let your audience know who you are
Establish yourself as someone who knows what they are talking about in this short amount of time. Once you gain the viewers attention, the audience should know who they are listening to and why they should continue listening. You could either include your job title or give a small brief description such as:
“My goal is ABC and I will show you how to tackle XYZ”
3. Keep it simple and concise
No matter the type of content, make sure that it is simple. Get straight to the point. Your audience already know what they are looking for so give them the answers they crave in the shortest amount of time possible. Brands that go on and on will lose their customers to someone who is ready to take them from point A to B in the quickest way possible.
Make your content scannable, use bullet points, bolding and headings to help customers navigate.
2. Go personal
Consumers are more likely to purchase or engage with your brand if you personalise their experience. Research indicates that 80% of consumers are more likely to take notice of your brand if a company offers personalised experiences while 90% find it appealing. By personalising the consumer experience, you are not only engaging your audience but there is a higher chance of brand loyalty and increased revenue.
1. End with statement
The last few seconds of your video or the end of your social media / email campaign should end with a question or statement. Consumers/viewers will likely forget the first 5 seconds of the video but they will remember what you said last. Make it count and make it impactful. If you decide on a question, make sure that it will keep them wondering and reassure them to visit again to find out the answer. Your consumers will remain curious and will look forward to the answer. However, if you do decide to use a statement, make sure it is short and simple, based on something you already said.
“There you have it – 10 ways on how to captivate your audience in less than 30 seconds”
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