Companies and brands that have managed to survive the Covid era now have very little time to strategize their operations, grab that much-needed success, or even simply find new customers in new, innovative ways based on the disruptive power of digitization and new media. Those who deal with marketing and communication, in this complex historical conjuncture, will undoubtedly have to take into high consideration the value of the time factor, which could lead a possible consumer to perform an action or a purchase that otherwise he would have never completed.
What’s important is to create content that instantly captures the consumer’s attention, locking them in immediately and never letting go. This is a result that can only be achieved with content that is up to the mark, based on emotional storytelling, and oriented primarily towards satisfying the most human needs of each user. The content must not only be effective but must also be able to produce its effects in the shortest possible time, even instantly. These results can be achieved largely through brilliant, effective, and well-directed communication, capable of reaching its target at the right time and in the right place, hitting it right at the heart. The most effective contents, from this point of view, are those that stop the attention of the observer in a fraction of a second, by virtue of some peculiar characteristic that makes them particularly suitable for the purpose.
The new advertising on social networks
In the advertisements that we see every day on social media like Instagram, for example, we notice more and more often the presence of visual elements in motion, small fragments of an image that move, turn on themselves, or expand with sudden zooms. In all likelihood, we have come to the conclusion that every small movement, even the slightest and most insignificant, is capable of immediately stopping the observer’s gaze, and that it will probably hold on to it just enough to lead the person to take concrete action, or even simply to look for more information about the brand in the social biography or in the links provided in the profile.
In movement, therefore, is enclosed the key to capturing the attention of people, whose curiosity is thus stimulated in a single instant. In a moving element, on the other hand, we can glimpse the presence of a small story, a tale in the making of which we absolutely (perhaps unconsciously) want to know the conclusion. We continue to stare at the moving object because we want to know what will happen to it, even if it is an element that is completely foreign to us or in which we have no interest whatsoever. The increase in the presence of these kinds of moving elements in online and social advertising messages is due precisely to their ability to obtain immediate and demonstrable feedback.
Moving elements
Once you have the attention of the casual observer (and possible future client), the game is almost over. After devoting four or five seconds of their time to watching the image or video in motion, in order to discover the final outcome, each person will naturally feel encouraged to learn more about the brand and the account that published the advertising message, through an exploration of the wall, the website or other social channels belonging to the same company. This is exactly the result you want to achieve, i.e. the moment immediately preceding purchase or subscription to a newsletter. The most complicated part is certainly not represented by the facilitation of the purchase, which should be an established practice for all brands, but in leading people to the completion of the final action, inducing them to step by step to follow their curiosity and explore the online spaces of the brand. And this result, nowadays, can only be achieved with quality communication that focuses on the attractiveness of its contents, which must be able to attract the attention of the person almost instantly.
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A single moment of awareness can change the fate of any person. If we will be able to acquire the precious ability to focus all our attention on the present moment, our perception of time will completely change, and our days will turn into a brilliant succession of unique, special, and unrepeatable moments, just like those (very rare) during which we come across a special content appeared on the net.
