Each spring, I teach a four-part social media series for business owners through the SBDC I also consult at. Almost every time, a similar question is asked when we begin to discuss what kind of content to produce: “Does content need to be entertaining to get the scroll stopped?”
Before I share my perspective on this, let's consider a thought-provoking question: What underlying motivations lead someone to open their favorite social media app and begin to scroll?
Connection and Belonging: Humans crave connection and a sense of belonging at our core. Social media provides a virtual space where we can interact with others, share our thoughts and experiences, and feel part of a community. Whether reconnecting with old friends, joining interest-based groups, or simply feeling heard and validated by others, social media fulfills our innate need for social connection.
Self-Expression and Identity: Social media platforms offer a canvas for self-expression and identity exploration. We carefully curate our profiles, share glimpses of our lives, and express our opinions and beliefs. This ability to craft our online personas and present ourselves to the world in a specific way can be empowering and addictive.
Information and Entertainment: Social media is a vast repository of information and entertainment. From breaking news and viral trends to memes and funny videos, these platforms provide constant content that keeps us engaged and informed. The fear of missing out (FOMO) on the latest updates or viral sensations can be a powerful motivator to stay connected.
Validation and Approval: Social media has become a source of validation and approval in the digital age. We measure our self-worth by the number of likes, comments, and followers we accumulate. The dopamine hit we experience when our content receives positive engagement can be highly addictive, driving us to seek more and more validation from our online peers.
Distraction: Some people use social media to avoid or escape negative emotions like sadness, anxiety, loneliness, etc. Immersing themselves in the online world provides a temporary distraction from confronting difficult internal feelings.
Understanding why people tap into their social media app of choice is the first hurdle in creating content that will get your community to pay attention to what you are putting out there.
User Attention Is A Precious Commodity
Mastering the art of creating attention-grabbing posts is crucial for any brand or individual looking to stand out, and where the question “Does all content need to be entertaining?” is a YES.
Scroll back up and re-read numbers 1, 3, and 5. Social media is a form of escapism for the user, who logs on to be entertained and distracted from dealing with whatever is happening in their real life. This could be waiting in the waiting room of the doctor's office, in the pickup line at their child's school, or dealing with some emotional news they just received.
Here are some practical tips to help you craft content that stops the scroll and commands audience engagement:
Know Your Audience: Before embarking on any content creation journey, it's essential to have a deep understanding of your target audience. What are their interests, pain points, and preferences? Tailoring your content to resonate with your audience will significantly increase its effectiveness.
Use Visuals Wisely: Visual content is more likely to capture attention than plain text. Incorporate eye-catching images, videos, and infographics to make your posts visually appealing and engaging. Ensure that your visuals are high-quality and relevant to your message.
Spark Emotions: Emotions have a powerful impact on human behavior. To connect with your audience on a deeper level, try content that evokes emotions such as joy, surprise, humor, or inspiration. Emotional posts are more likely to be shared and resonate with users- an example of this is dog videos.
Ask Questions and Encourage Interaction: Encourage audience interaction by asking questions in your posts. People love to share their opinions and experiences, so prompting them to engage with your content through comments, likes, or shares can boost your post's visibility and reach.
Keep It Concise and Scannable: We are dealing with a 3.5-second attention span, and users have short attention spans. Keep your posts concise, clear, and scannable to make it easy for users to consume your content quickly. Use bullet points, subheadings, and short paragraphs to make your posts visually appealing and easy to read.
Stay Consistent: Consistency is key to maintaining audience engagement on social media. Develop a content calendar and schedule posts regularly to keep your audience interested and coming back for more. Experiment with different content formats and track the performance of your posts to refine your strategy over time.
You can effectively command their attention amidst the endless scroll by prioritizing entertaining and emotionally resonant content tailored to your specific audience's preferences. Remember, social media is often an escape or a source of connection for users, so crafting content that fulfills those core desires is key.
Continuously experiment and analyze what resonates most with your community. Embrace visuals, spark emotions, encourage interactions, and maintain consistency. Success on social media requires a delicate balance of strategic planning and an innate understanding of what truly captivates your audience.
Ultimately, the ability to stop the scroll lies in your capacity to create content that entertains, informs, and resonates on a profound level. Master this art; you'll unlock a powerful connection with your audience, fortifying your brand's online presence and driving meaningful engagement. In the realm of social media, the scroll never stops, but with the right approach, you can become the highlight they pause for.
Let's chat if you need help on how exactly your business can achieve entertaining online.
