Attention rate or attention span is the amount of time a person can spend on a task before they get distracted or lose interest. In the context of marketing and the digital business world, it means the amount of time you can keep a viewer or customer engaged.
Maximizing attention rate is the key to attracting customers and keeping them coming back for more. It’s not too hard a feat once you learn how to capture one’s attention and keep one’s interest stimulated.
In the fast-moving world of digital, there are millions of resources out there trying to pick at our attention spans, begging us for a few moments of our time. So, to gain people’s attention, you will have to develop content that’s unique, appealing, and neither over-stimulating nor under.
Let’s understand this better, shall we?
How to Benefit from Attention Rate?
If you could learn how to capture potential customers’ attention and then keep them engaged for the duration of their low attention rate, you will have mastered the art of selling and marketing.
There are several influencing variables to keep in mind. Let’s look at them together, shall we?
1. Keep it short and sweet
Nobody is looking to read pages and pages of useless information for no good reason other than wasting their precious time. Many marketers can sometimes make the mistake of adding too much content to their websites or confusing their customers with irrelevant detail. Avoid this mistake and stick to what’s short, relevant, and sweet.
2. Add loads of graphics
One of the perhaps most crucial things to do is not create content that’s dry or dull. In the digital age of high-def graphics, images, short videos, and illustrations, it would be near criminal not to add any of these to your creations. When it comes to attention rates, they are captured by colors and engaging material, not mere words.
3. Do not over-sell
Another way to put this is to be careful not to over-stimulate viewers with what you’re putting out there. Yes, there is such a thing as too colorful, too loud, too graphic. You may grab attention, but if you don’t know how to keep it, the point will be rendered useless.
So, try to create content that’s meaningful, smooth to consume, gentle in tone, and elegant. Nothing that’s “too much” for the eyes.
Why is Attention Rate Important?
You may wonder why attention rate is so important to consider, here’s why:
From viewer to customer
Science shows that engaging the hippocampus of the brain, or in other words, appealing to consumer’s attention can create a lasting impression. With precious content, you may make a mark that lasts, and this is precisely what converts to sales and community building in the long run.
Increasing audience engagement
As a brand or freelance marketer, one of your primary goals is to increase audience engagement and to get people genuinely interested in your products and services. To do this you to grab people’s attention.
Without understanding how to do this, you will miss out on a very significant influencing factor. With material that engages the attention, you can go to lengths with what you say to people and even influence them.
Overall, it’s a brilliant idea to understand how attention rate works and then to make it a point to work on. Your end goal should be to successfully build a community that remains connected to your brand and its products and services. Don’t waste your audience's time and make sure your content is also visually appealing. Building trust in your content will keep customers coming back for more.