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We are at war

Winning the war means being relevant and having conversions, achieving quality reproductions that represent a return on investment, and most importantly: being shared.

Juan Pablo Morales*

In the same way that I announced it on October 3rd at my conference at TecnoTelevisión, Brian Vellmure, Managing Partner of Salesforce Ignite, would say it in his trend keynote at Mipcom twelve days later. "THE WAR FOR ATTENTION: EXAMINING THE NEW MEDIA ECOSYSTEM", was the title of his talk.

While we do not finish realizing the change in consumer habits, the rise of content consumption and additionally the penetration of mobile phones, the big market players, telcos and media companies, both digital and traditional, have not stopped in their race for growth, through the largest corporate mergers and acquisitions in history. This has only one reason. We are at war for audiences.

- Publicidad -

This is not only limited to large corporations, but also jumps into the field of digital content of brands, videos of youtubers and user-generated content, from any Instagram post, video on YouTube or publication on Facebook Live, to any meme on WhatsApp.

The overload of stimuli that every day has more flooded society, has impacted on the times of attention and its quality. We fight for attention continuously, every second, every time a mobile vibrates or a message or notification arrives to a user.

Winning the war means being relevant and having conversions, achieving quality reproductions that represent a return on investment, and most importantly: being shared. If the content does not achieve these things, any effort will have been in vain. For this there are some important techniques.

The first secret, as mentioned by the neurosurgeon Roberto Rosler, is that you have to stop trying to capture the attention of users and start paying attention to them.

The transformation of the concept of audiences to that of users, forces us to start interacting, and for this we must build relationships.

Relationships are based on trust, trust in knowledge, knowledge in dialogue and this in communication based on knowing common interests and providing experiences and emotions around them. This is the only way to connect effectively and increase the odds of being shared. Organic will always be better than scheduled.

Paying attention to users is establishing mechanisms to get to know them, and for this interaction on social networks becomes fundamental. You have to test, change narratives that do not work, experiment, deliver meaningful content, always publishing with the same frequency promised. You have to ask your users to speak up and ask. When this happens, immediately establish a dialogue, give them your full attention, and forget about the rest.

- Publicidad -

Sales and conversion optimization is the result of listening, understanding analytics, knowing which types of content have more views and more average dwell time, and making real-time decisions with this information.

They are no longer lemons. If life gives you creativity, make videos.
The structural premise is that communication through video is more effective than any other medium or language. Moving images speak to the central brain, and it is with the reptilian brain that we need to connect primarily.

1.    For this, start on point. The narrative begins in the knot, continues through the beginning and ends at the denouement. The knot must connect with something that hooks, that users do not know, with a title that arouses curiosity, with a predefined image that does not encourage you to slide the screen or click somewhere else. In three or four seconds you should connect with a message, preferably using sound effects and images that make the user not want to detach from your story.
2.    Connect. There is nothing more effective in bridging the distance between us and our users than the emotions aroused by stories and riddles. It is Storytelling, more than a narrative, a technique to cross the mind of the audience and touch emotions, connect and influence. Hau to make users identify with the publisher, vibrate and put themselves in their shoes. Messages should preferably have meaning, meaning and transcendence. Making stories awakens memories, allows us to link knowledge, hooks us with the character. Start with questions and preferably never let go of good humor.
3.    Invite your community to create with you. Engage user-generated content in your own videos. Everyone likes to be seen and star in a story. We all have a mobile or a camera and so do they. Be sure to keep your contact details and authorizations. Be creative. Use WhatsApp with your audience.
4.    Be brief. It is not in vain that popular Spanish saying that, according to the Cervantes Virtual Center, was written by Baltasar Gracián in 1647 and that says: "The good, if brief, twice good" and that even quotes: "And even the bad, if little, not so bad". With attention spans declining, if we are brief with forceful, connecting and exciting messages, the likelihood of being shared, memorized, and remembered will be greater. Adjust the length of your videos to the shortest time required. One of the first things users see when playing videos is their length, and this is another deciding factor that determines their viewing.
5.    Speak the same language as your users. If we talk with the same codes, it will be easier for them to associate messages with something known and the feeling of identity of the users will be more effective. The language and message should be easily related to something common of the users. The more unknown and strange the communication, the more difficult it will be to relate the message, so we must be very practical to get hooked.
6.    Engage rewards and challenges to users, include surprising narratives, color change techniques, tones, rhythm and voice volume, keep moving, experiment with shots, camera, shapes and sizes.
7.    Never stop replying to your users. Make a checklist by taking note of everything you are asked for. You live for your users, make them feel relevant and important.

In communication, every day we play battles, training must be constant. This is a war and every day we must prepare ourselves as the elite body of the best squad.

*Juan Pablo Morales is a Consultant and CEO and Founder of Nuevos Medios Entertainment. You can contact him through his Twitter account @JuanPMoralesS

Richard Santa, RAVT
Author: Richard Santa, RAVT
Editor
Periodista de la Universidad de Antioquia (2010), con experiencia en temas sobre tecnología y economía. Editor de las revistas TVyVideo+Radio y AVI Latinoamérica. Coordinador académico de TecnoTelevisión&Radio.

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