Written by: Vickie Sullivan | September 07, 2023
2 Tactics to Create Content That Captures Attention
Short-form video is the fastest-growing content format on every social media platform, according to content creator Austin Armstrong. That includes TikTok, Instagram Reels, and Facebook Reels, he said during an episode of MarketingProfs’ Marketing Smarts podcast.
If you decide to use short-form video, Armstrong says there are key things you should do to make that format work. They include mastering the structure of vertical video, opening the video with a powerful hook, and ending with a clear call to action.
If you don’t want to use short-form video, you should still apply the practices to your other content. They are your key to capturing people’s attention amidst the never-ending tsunami of content.
Stop the Scroll: How to Get People to Pay Attention Your Content
Here are two tactics you can apply to short-form video, as well as other content formats, to capture attention:
• Use scroll-stopping hooks: Yes, scammers use false headlines to emotionally manipulate people. But you can use emotional triggers authentically. For example, lead with a legitimate reality check. What is the big elephant in the room that you can hook people with? Lead your content with that, and folks will stop scrolling and pay attention.
• Focus your ask: Armstrong makes a great point during his interview: Putting multiple requests at the end of your content can stall action. Instead, ask for one thing – something that creates intent or urgency. If you do that, responses will increase. Ask yourself: What is the one thing that will compel your audience to act?
Listen: What Makes Folks Stop Scrolling on their Social Media Feeds
Short-form video forces us to focus on what gets attention and what doesn’t. You don’t have time for the “here’s who I am and why you should care” introductions. So, grab focus, provide value, and make the ask. Getting people’s attention isn’t going to get any easier.
Now Read This:
- Thought Leaders: Use this Strategy to Position High-Drama Issues
- Outsmart Your Competition. Attract More Opportunities