Winning the war means being relevant and having conversions, achieving quality reproductions that represent return on investment, and most importantly, being shared.
Juan Pablo Morales *
In the same way that the 3 of October announced it in my conference in TecnoTelevisión, Brian Vellmure, Managing Partner of Salesforce Ignite, would say it in his keynote of tendencies in Mipcom twelve days later. "THE WAR FOR ATTENTION: EXAMINING THE NEW MEDIA ECOSYSTEM" was the title of his talk.
While we did not finish realizing the change in consumer habits, the rise in content consumption and additionally the penetration of mobile phones, the big players in the market, telcos and digital and traditional media companies have not stopped in its race for growth, through the largest corporate mergers and acquisitions in all of history. This has only one reason. We are at war for the audiences.
This is not limited only to large corporations, but also jumps into the field of digital content brands, youtubers videos and user generated content, from any Instagram post, YouTube video or Facebook post Live, to any meme on WhatsApp.
The overload of stimuli that has more and more flooded the society, has impacted on the times of attention and its quality. We fight for attention continuously, every second, every time a mobile phone vibrates or a message or notification comes to a user.
Winning the war means being relevant and having conversions, achieving quality reproductions that represent a return on investment, and most importantly, being shared. If the content does not achieve these things, any effort will have been in vain. For this there are some important techniques.
The first secret, as mentioned by Neurosurgeon Doctor Roberto Rosler, is that we must stop trying to capture the attention of users and start paying attention to them.
The transformation of the concept of audience to that of users, forces us to begin to interact, and for this we must build relationships.
Relationships are based on trust, trust in knowledge, knowledge in dialogue, and communication based on knowing common interests and providing experiences and emotions around them. This is the only way to effectively connect and increase the chances of being shared. The organic will always be better than what is prescribed.
To pay attention to the users is to establish mechanisms to know them, and for this the interaction in social networks becomes fundamental. You have to try, change narratives that do not work, experiment, deliver meaningful content, always publishing with the same promised frequency. You have to ask your users to talk and ask. When this happens, immediately establish a dialogue, lend them all your attention and forget about the rest.
The optimization of sales and conversions is the result of listening, understanding the analytics, knowing which types of content have more visualizations and more average time of permanence, and making decisions in real time with this information.
They are not lemons anymore. If life gives you creativity, make videos.
The structural premise is that communication through video is more effective than any other medium or language. Moving images speak with the central brain, and it is with the reptilian brain that we need to connect primarily.
1. For this, start at the tip. The narrative begins in the knot, continues through the beginning and ends in the outcome. The knot must connect with something that hooks, that users do not know, with a title that awakens curiosity, with a predefined image that does not encourage to slide the screen or to click in another place. In three or four seconds you must connect with a message, preferably using sound effects and images that make the user not want to detach from their story.
2. Connect There is nothing more effective in shortening the distance between us and our users than the emotions that awaken stories and enigmas. It is Storytelling, more than a narrative, a technique to pierce the mind of the audience and touch emotions, connect and influence. You have to make users identify with the publisher, vibrate and put on their shoes. Messages should preferably have meaning, meaning and transcendence. Making stories awakens memories, allows us to connect knowledge, hooks us with the character. Start with questions and preferably never put aside good humor.
3. Invite your community to create with you. Involve content generated by your users in their own videos. Everyone likes to be seen and star in a story. We all have a cell phone or a camera and they too. Be sure to keep your contact information and authorizations. Be creative Use WhatsApp with your audience.
4. Be brief It is not in vain that Spanish popular saying that, according to the Cervantes Virtual Center, was written by Baltasar Gracián in 1647 and that says: "The good, if brief, twice as good" and that even quotes: "And even the bad, if little, not so bad. " With the periods of attention in descent, if we are brief with strong messages, that connect and excite, the probability of being shared, memorized and remembered will be greater. Adjust the duration of your videos to the minimum time required. One of the first things that users see when playing videos is their duration, and this is another decisive factor that determines their visualization.
5. Speak the same language as your users. If we talk with the same codes, it will be easier for them to associate the messages with something known and the user's sense of identity will be more effective. The language and message should be easily related to something common to users. The more unfamiliar and strange the communication, the more difficult it will be to relate the message, so we must be very practical to get hooked.
6. Involve rewards and challenges to users, include surprising narratives, techniques of color changes, tones, rhythm and volume of voice, maintain movement, experiment with plans, camera, shapes and sizes.
7. Never stop answering your users. Make a checklist taking note of everything you are asked for. You live by your users, make them feel relevant and important.
In communication, every day we play battles, training must be constant. This is a war and every day we must prepare ourselves as the elite corps of the best squadron.
* Juan Pablo Morales is a Consultant and CEO and Founder of New Media Entertainment. You can contact him through his Twitter account @JuanPMoralesS