Ever stopped to think about how much of our daily life revolves around our phones? It’s pretty undeniable that we spend a big chunk of our time on social media, consuming content made by an army of content creators producing an insane amount of data – like 2.5 quintillion bytes every day. To put it simply, that’s a whopping 1,000 petabytes!
But what grabs our attention in this sea of content are those short, snappy and drama-driven videos, like YouTube Shorts and Gram Reels. It doesn’t matter if you’re a youngster or someone with a few more years under their belt – we all love these quick hits of content. In India, the short-form video industry is booming, boasting over 250 million active users in 2024, and that’s because this format suits our fast-paced, always-scrolling lifestyle perfectly. With a projected increase to 650 million users by 2025, it is evident that this format has certainly created a niche for itself, shaping the way we consume content.
The fact is further emphasised by Deloitte’s prediction that the number of smartphone users will hit the 1 billion mark by 2026, with growth particularly driven by the rural sector at a Compound Annual Growth Rate (CAGR) of 6%. This domination of mobile interaction is also the reason why the rise of short-form content has become more than just a passing trend solidifying digital habits.
The Attention Challenge
Keeping up with the changing landscape of content consumption comes with its own hurdles. One prominent challenge is the looming content overload, saturating social media platforms with an abundance that makes capturing user attention increasingly elusive. To make matters trickier, the current generation has a knack for having a pretty short attention span. And, with everyone constantly scrolling, breaking through the digital noise to connect with the right audience becomes a formidable dispute.
However, the good news is that brands can overcome all these challenges through a nuanced understanding of effective strategies and their meticulous implementation to ensure that the content not only stands out but also prompts users to pause in their perpetual scroll.
Strategies to Stand Out Amidst Digital Noise
1. Identifying the Core Message
Let’s delve into the essence of content—the pulsating core that captivates your audience. It’s not just about racking up views or grabbing attention for the show. It’s about giving real value that clicks with your audience. How? Simply put, focus on what truly defines your brand or campaign’s message. Let that be your guiding star, ensuring that your content not only captures attention but speaks directly to those who truly matter.
2. Say It with Facts
Hear this – In 2022, global mobile ad spending soared to a staggering $327 billion, with projections reaching nearly $400 billion by 2024 (source of Statista). Did that tidbit grab your attention? Facts and figures aren’t just fancy extras; they’re the substance of your content. They add weight, making your information not only stick but also resonate as credible and relevant.
3. Add Visual and Dynamic Elements
In a world where attention spans rival a goldfish’s, visuals are your secret weapon. Short videos, timelines, and polished infographics, especially on platforms like LinkedIn, Instagram, and others. These aren’t just eye-catching elements but are more attention magnets, weaving a visual story that your audience won’t want to scroll past.
4. Employ Metaphors and Illustrations
Language is an art, and storytelling is its masterpiece. Sprinkle in metaphors, share experiences, and incorporate vivid illustrations. Why? Because the audience shouldn’t merely comprehend your message; they should feel a profound connection to it. Craft a relatable narrative that forges a genuine bond through the enchantment of storytelling.
5. Embrace Design Innovation
Envision design strategy as a creative playground. Experiment with formats, typography, and colours to give your content a rhythm that effortlessly guides users. Draw inspiration from renowned brands like Airbnb and Apple that have excellently utilised elements like white space and scrolly-telling. Infuse vibrancy with gradient backgrounds, integrate micro-interactions in the form of emojis and symbols, experiment with dark mode for less eye strain and more engagement, and other such elements that enhance the presentation aspect compatible on all devices.
Wrapping it Up,
The key to a successful content strategy lies in its simplicity and adaptability. Take, for instance, the genius approach of the In-shorts app in reshaping news consumption. Recognising the undeniable transformation in how people engage with content, In-shorts opted for a succinct format – delivering news in just 60 words.
Unlike the race for virality, In-shorts prioritised user engagement, a decision that catapulted them into the echelons of renowned news apps today. Their commitment to understanding the evolving habits of information consumption and crafting content accordingly serves as a beacon for content creators navigating through the present challenges.
So, in this speedy world of tiny screens and short attention spans, let’s learn from those who keep it short and sweet (the KISS formula). Be quick, be adaptable, and remember that short, user-friendly content can make a big impact.
Sarah Johnson, AVP Creative, Social and Content, ARM Worldwide
