Marketing teams will be prepared to fulfil the demands of both the current and next generation of customers by helping audiences become aware of how they can address their problems through their services and products, and sustained attention and focus.
While virtual events and live streams can successfully bring geographically disparate audiences together with minimal cost and maximum convenience, audiences worldwide have been experiencing digital fatigue as a result of the increased time they spend in front of their screens over the last year. Furthermore, attention spans are dwindling by the year.
Maintaining user attention will be more difficult for businesses and marketers, particularly when it comes to streaming events. In comparison to physical events, webinars and virtual shows have a disadvantage. Visitors are more likely to maintain their focus because they must commit both time and money to attend an event in person. Most users, however, tend to multitask while logging into webinars, resulting in considerably shorter attention spans while streaming.
Also Read: Five Strategies to Drive a Successful Multichannel Marketing Campaign
Therefore, when streaming video content, marketing professionals should focus on user engagement. This can be accomplished by including interactive features that allow viewers to pick, influence, or contribute to the content of the live stream. Live chats, opinion polls, direct messaging, and even games are some examples of how hosts can encourage user engagement.
Competing for people’s attention
People’s attention spans have shrunk as they have grown accustomed to having all of the information they require in the palm of their hands. While this has its advantages, it also means that the competition for people’s attention has never been more intense for marketers.
Most people feel tugged in a million different directions, but individuals born into a digital age have an attention span of 8 to 12 seconds. In light of this, short-form video has become increasingly popular, with Generation Z and Millennials driving the charge.
Getting users to engage
Marketers quickly saw the value of a mix of long and short-form video and included it into their marketing plans. This has proved especially effective for companies trying to reach out to a diverse, younger audience, which can be difficult to engage.
Videos can be even enjoyed by folks with very short attention spans when done right, and they can also be authentic and creative, capturing the audience’s imagination and driving results. It is possible to drive authenticity and develop genuine engagement if brands are ready to invest in user engagement to understand the mindset of their audience.
Having a strong online presence where businesses can be viewed at any time is another approach for getting noticed. Direct messaging and live chats make brands appear accessible and real, and they meet customer expectations by giving immediate responses.
What is the best way to market to future generations?
For marketers working with short attention spans, converting current information into bite size videos is a popular strategy. The long-form content can be teased where appropriate by breaking it down into a more digestible format.
Also Read: Utilizing Surveys for Greater Employee and B2B Customer Loyalty
Although short videos can be effective in grabbing attention, not all users will be looking for quick-fire material all of the time. To stay current, pragmatic marketers will need to convert content into a longer-form webinar or session when appropriate in order to increase user engagement.
Producing high-quality content isn’t a one-size-fits-all approach, and not all forms of streaming and video will be appropriate for every business. With a comprehensive digital strategy in place, marketing professionals can focus on gaining engagement and leveraging it to build long-term relationships.
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