Thank you for engaging with my post.
So why are you here? What are you hoping to find?
Grabbing attention on social media has never been more challenging. In an illuminating article on increasing clicks on Facebook ads, Neil Patel says that marketers should use photos of attractive people. This is not new, but somehow, it is still surprising. Half naked girls sprawled across the bonnet of the latest racer were once seen as a must-have to engage purchaser interest. However, in recent years, advertising that is ‘degrading to women’ has dropped out of fashion. In July 2017, the Guardian published an article warning of proposed industry guidelines to ban advertising that promoted gender stereotyping.
Grabbing attention is fundamental to sales
AIDA – Attention, Interest, Decision, Action
No attention, no interest, no sale.
But what if you are struggling to get the attention of your target market?
Attention span has dwindled exponentially with the rise in social media. There is now so much white noise. We are awash with inspirational sayings, pithy quotes and cheesy stock images. A positive visual bubble bath.
Eileen MgGurty wrote about attention span in her blog
“In 2015, the average attention span of an internet user was 8.25 seconds (down from 12 seconds in 2000). A goldfish can pay attention for 9 seconds, so we are now moving into gnat territory.”
However, my guess is that most users scan social media adverts for less than a fraction of a second, let alone 8 seconds.
An article by John Stevens on attention span in social media concludes:
“It’s been estimated that we’re now exposed to about 5,000 daily ads; couple that with declining attention spans, and it makes sense that most of your prospects aren’t even noticing your ads. …….There’s so much going on, and possibly 99.9 percent of people won’t notice your offer the first time; increase the potency of your message by repeatedly communicating it across several channels”.
Grabbing attention on social media can be expensive.
John Stevens concludes that an ad has to be repeated constantly, over many different channels to have an effect. More advertising spend on Facebook and Twitter. Groan! Surely, there has to be another way.
So, if stereotypical images are to be restricted and white noise is at screaming pitch, what does have traction?
What made you click through to this article? Did you experience an emotional response when you looked at the photo? What was it? Please use the comments box to document your thoughts/emotions as well as any other comments that you may have.