It doesn’t matter how great your content is, if you don’t engage your audience straight away, there’s a good chance that you’ll lose them. Figures show that the average adult attention span is now around five minutes – a staggering drop from twelve minutes, just ten short years ago. This means that you not only have to grab the audience’s attention, but, you also have to hold it unfailingly. Here’s how it can be done:
It’s been proven that visuals are hugely successful when it comes to attracting and maintaining an audience. Thoughtful (and sparing) use of images can really help to keep your audience engaged for longer.
Telling a story (particularly a personal one) is an excellent way to get your audience invested in your message. Make sure that your story relates to your overall objective and encourages questions from your audience.
Asking your audience a question, which is controversial or provocative, is a tried and tested way of increasing engagement. However, tread carefully – there’s often a fine line between riveting and repelling.
Feel the pain
Let your audience know the benefits of your product or service, and the pain points that it solves. Conveying empathy helps them to visualise themselves within the context of your content for much more successful engagement and interaction.
Use cold, hard facts and figures to back up your content. The stats don’t lie and this is a compelling way of getting your point across while maintaining engagement – particularly if the statistics are shocking or surprising.
Audience engagement is an art form, which involves delving into human psychology. Your audience will usually have one question in mind throughout the whole process – ‘What’s this got to do with me?’ Answer this for them, and you can’t lose.