Marketing to Today’s Audience: 9 Ways to Create Quick Content for a Short Attention Span

How to create content for social media.

9 Best Answers to How to Create Content for Social Media

With any small business today, either you or your social media marketing agency needs to know exactly how to create content for social media, quickly. Generating relevant and engaging content for social media for a finicky generation is not a quick & easy task.

It’s also no secret: your target audience has a short attention span. In today’s world of smartphones, social media, and instant gratification, people are accustomed to getting information right away. 

In fact, one study done by Microsoft showed that the average human attention span in Canada has fallen to 8 seconds, which is shorter than a goldfish by 1 whole second.

Because of the short attention span your audience has, your social media strategy needs to be based around grab and go content. Some digital marketers refer to this type of content as “snackable” content.

Here are a few sharable content ideas on how to create a good content for social media without sacrificing the quality of your work.

1. Give Them What They Want

Since your social media audience is used to instant gratification, they know what they want right away. This means they’ll engage with your content if they think that what they’re getting out of it is something that they want.

For this, you’ll have to answer 2 questions:

  • What are you offering?
  • Who is your target audience?

Knowing your audience is absolutely essential to knowing what type of content they’re going to click on, and what they’ll be interested in spending their money on.

Make sure you do your research and figure out what your audience wants. Then, give it to them. You can do this through Facebook and Google Insights, keyword research, and data analytics.

2. Use a Teaser

If your content is longer, like a blog article, give your target audience a teaser. It has to be just enough to give them the idea that they’ll enjoy the content and want to click through for more.

This technique is also useful for improving your bounce rate on your website. The average user will leave a website in 10-20 seconds, which gives you a very small window to get your message out there.

If you give someone a teaser to lead them back to your page, you’ll have more people clicking through who are actually interested in reading your blog or seeing what you have to say. So, more people will stay on the page longer.

Teasers are also effective for bringing people to your page if you offer them some kind of exclusivity, like a backstage snapshot.

9 Ways to Combat Your Target Audience's Short Attention Span

3. Optimize for Mobile

Smartphones are blamed for causing the average short attention span, so why not take advantage of that for your own social media strategy? 60% of time spent on social media is through mobile, and 79% of users are more likely to engage with brands through apps.

This means that your brand needs to be active on popular mobile apps and post content that will be visually appealing on a smartphone.

Follow this simple rule for mobile: more visuals, less words. That doesn’t mean you shouldn’t write anything. But you want it to be something they’ll see and register right away.

Consider looking into using apps to market to your audience as well. Whether your brand has its own app, using a social media app, or you’re advertising within an app, make sure you are taking advantage of that spectrum. 

4. Cater to Millennials

Millennials are more likely than older generations to engage with brand content on social media. They’re the ones using mobile and social media more than any other demographic, even though you do want to account for other ones.

Statistically, millennials are more open to brand content on social media, and will be more likely to hear what you have to say. So your best chance for engagement is to choose your content according to what millennials are sharing and posting.

Do your research and check the analytics to see what’s working and what isn’t. It takes a bit of practice, but you’ll get a balance and an idea of what you need. 

5. Keep Up With the Times

Make your content as relevant as possible to what’s going on in the world. Be up to date on special events, holidays, sporting events, and other positive celebrations. That’s what everyone is going to be talking about, so it’s the best way to get in on the conversation.

This is also a great way to let your audience know where your brand personality stands. Are you a fun, modern brand that keeps up with the times? Then prove it.

In today’s world, users are attracted to brands that seem updated, because newer stuff is more exciting. Try using some emojis to really stay modern, but don’t overdo it.  

Keep the conversation going with timely content and you’ll see a spike in your engagement.

9 Ways to Combat Your Target Audience's Short Attention Span

6. Engage With Your Audience

Here’s a really easy way to get your audience’s attention without doing a whole lot of work: engage with them. Retweet, repost, share, and regram audience posts when they mention your brand on social media.

Not only does this give you something different to share, but you’ll make your audience feel like you care about what they have to say and that you appreciate their shout outs. That’s the key to keeping a long term audience that will be more likely to read your content in the future.

7. Keep it Short and Sweet

The main goal of grab and go content is to keep it short, light, and sometimes playful, depending on your brand.

Your audience is likely scrolling through their phone in situations like waiting in line for coffee, on the bus during their morning commute, or sitting in a waiting room.

In many situations, they’re just casually scrolling through and not looking to engage with anything that requires a lot of time to consume.

At the same time, this is when they’re looking for that entertaining content that will be helpful to pass the time.

So give them something fun that they can quickly like or share. Some good ideas for this type of content include quotes, “did you know?” tip graphics, quick facts, or short jokes. Layer these over a fun or attractive image for ultimate engagement potential.

This type of light content is also great for starting a conversation, which can get people talking about your brand as well. How many times have you seen an interesting fact and had the urge to share it with someone? It’s common, and it works.

9 Ways to Combat Your Target Audience's Short Attention Span
8. Nail the UX Game

When it comes to grab and go content, user experience is key.

Since we already know that your audience isn’t going to stay on your page for very long, give them what they want and make it easy for them to find it.

The easier the information is to find, the faster they can get to it, and the more likely they are to consume what you’re trying to say. It’s that simple!

9. Use Video- But Not For Too Long

Statistics show that users will actually spend a bit more time watching videos than they will reading your content- but not that much longer.

The key to using video is to make it attention grabbing within the first 8 seconds. Since that’s the average human attention span, that’s roughly how long you have to hook the user.

Make sure you’re including subtitles. 85% of Facebook videos are viewed without sound. Why? Because people are watching these videos in places where they can’t use the sound.

Meetings, classes, and public places like coffee shops are the types of locations that people are going to be scrolling through their phone for entertainment.

They’ll be more likely to watch your video if they can consume it without sound. Make sure you account for them.

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9 Ways to Combat Your Target Audience's Short Attention Span

The Wrap

In today’s busy world, people have a short attention span and don’t want to spend too much time reading through content to see if it’s relevant to them. You have to give them what they want and tell them your message up front.

Build your digital marketing strategy around grab and go content for social media platforms. You can bring them to your website to digest more content, but they won’t go there if they don’t think there’s something they want to see there.

It’s a millennial’s world, so take advantage of that.

If you need help with your digital marketing strategy, VPDM is here for you. We can help you get on track and make sure you’re building engaging content for the right target audience.

Contact us today for a consultation to see what we can do for you.

Digital Marketing Company Toronto Niagara and St. Catharines. VPDM Digital MArketing & SEO.

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Lesley Cornelius

Lesley is a digital content copywriter at VPDM who loves researching and writing about any topic. She loves to engage with a variety of audiences and communicate with just about everyone. In her spare time you can find her indulging in literature, music, and movies.
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