Surfing Facebook, Twitter, Instagram, Vines, and other sites has become an exercise in speed reading. My little finger is getting callouses from all of its hits to the “Page Down” key.
Whether it is newsletters I have subscribed to or a Facebook wall, I am giving everything less and less time to grab my attention. I do appreciate a well-reasoned argument on stopping nuclear proliferation. Really. But, I don’t often click on a link that a friend has posted as “important” in a good-for-you way.
I admit it. I am looking for instant gratification for my intellect, wit, and aestetic sense. I make split-second decions on whether to skip or linger. And, if I have to think about whether I want to read your post, it’s too late.
If I, a 59-year-old sophisticate, am giving you a second to make me want to read your stuff, see your deal, or learn about your company, how much time do you think a 20- or 30-something prospect gives you?
Fortunately, the basics of marketing are unchanged whether the medium is a high gloss magazine or an app that shows a photo that self-destructs in 15 seconds. People are attracted to pretty women, puppies, and cute babies. “Women” includes “men”. “Puppies” includes “kittens”. And, “children” includes “toddlers”, “children”, and sometimes even “young adults”.
Right now Facebook and other top-tier sites promote users’ photos and videos more than text links. That’s because their metrics show that users click on those type of stories more often.
So, make sure that you remember to include lots of pictures of women/puppies/babies… or similar gut-grabbing ones… in your online activity. I am happy to help businesses develop attention-getting photos and campaigns — just give me a shout for professional marketing help. Of course, you may have all the ideas and photos you need on your smart phone with its pictures from the last family vacation.
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