Imagine it was close of business… everyone is back home from work and there’s just some time to chill before it’s bedtime. A bowl of cereal and fruits in hand and this person is about to “Netflix and Chill” – an interesting TV series is on but he/she decides to multitask and go through their social media while putting half the attention on the show.
They stumble on your page and they find something that makes them laugh or something deep that resonates with a situation they’ve been in, so they pause the show or mute the TV and keep scrolling down your page, one post to another, finding something interesting as they go… one link leading to another post — oh there’s a post you made on why they shouldn’t vote this year (even though the post really is about why they should vote!)
Guess what? This person is on your page for more time than them or even you thought they could ever stay!
That right there is what is called BRAND BINGE-ING!
The question this beautiful Monday is, “Is your brand binge-worthy?” If no, how can we make it so? How do we move your brand from the “waka pass” role to the lead act in this online engagement screenplay (pun intented)?
1. I keep talking about the power of storytelling. It doesn’t have to start with a “Once Upon A Time”… NaturesBeauty NG did a post one time that had the heading saying “How I Was Tagged A Dummy Because of Vitamin D”… it caught a lot of attention. What I did from the beginning of this post is storytelling – painting images of getting out of traffic and into the house in front of the TV in your heads (something many of us are looking forward to doing at the end of today).
What is your brand’s message and what medium is best to tell it? Stories, videos, articles? Know it and use it!
2. Grab people’s attention right away! You want to talk about a product you have to sell, don’t start by boring them! Imagine they are on the road and need to get somewhere real fast! Do this with your feature images, first paragraphs, first slides on your videos etc. I saw a video today. It was fun watching it, the background music was cool so I stayed and watched it to the end – even though I had no idea the message the brand was trying to pass with the video. Don’t do that to yourself. Grab their attention, don’t lose their interest and make sure they are informed at the end of your story/video/caption.
3. One more! Make your content interactive and be reachable. Don’t teach them something and then close off your comments section, many people don’t have the patience to email you. Create a communication channel where they can ask you questions and you can go like, “oh I wrote something on this earlier, you should totally check this link!” Or better still create FAQs section on your pages like NaturesBeauty NG did.
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