As far as I remember, we always had fishes at home. My brother was obsessed with these aquatic creatures. But in spite of my friendly (nagging) ways, I could never develop an interactive bond with them. I came. I gave food. They ate. They forgot me (happily) till I came again with food.
Goldfishes are believed to have an attention span of just 9 seconds. But post 2000, a new ‘fish’ has beaten them in fickleness. We, humans now have an attention span of 8 seconds (a study by Microsoft).
Now that makes the task of creating and sustaining meaningful interaction problematic. Yet the study also states, “They’re better at identifying what they want/don’t want to engage with and need less to process and commit things to memory.”
Here are three effective ways to beat the human algorithm to create sustainable engagement:
- Create experience
People love experiences. This in part makes us human. We feel. When content creates experience, it enjoins its audience as co-conspirators or co-creators. Content that drives engagement through experience creates a sustainable bond. For example, using metaphors in storytelling instigates the sensory cortex of the human brain. The more vivid the experience, more the engagement.
- Say more with less
As Todd Brison states quite deftly in his article, “Focus less on more. Focus more on less”. Attend to the best flower in your garden. Create the brilliant 8 second spark and the fire will follow. Maximize the impact by minimizing the zone of contact.
- The Storyteller
Active voice matters. Audience wants to be addressed directly. They want to be seen, to be remembered. They same goes with the storyteller. The audience wants to visualise the speaker. They want to know the persona. Mascots are unique and visualised form of the voice. Give a personality to the voice.
The Goldfish Takeaway
Going back to talking about goldfish, research at Keio University (Tokyo, Japan) found that goldfish are able to distinguish between classical music by two different great composers, Johann Sebastian Bach and Igor Stravinsky. Create a distinct voice for your brand and even the human fishes will recognise.
Watch how Vigilbox engages with its audience using this simple animated video:
Find out how you can engage with the human fishes. Ask for a quote: http://www.brainpanstudio.com/quote
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