In Germany the Autobahn is a stretch of motorway, or highway with no speed limits! People can drive as fast as they please with no legal repercussions. Yet the Autobahn still has billboards. With people driving 100 mph + on a consistent basis, how is the advertiser supposed to grab their attention?
We’ve established that attention is merely the brain multitasking priorities based on their relevance. When someone is in charge of 2 tons of multiple controls, buttons and distractions travelling at 100 mph, what have you got to do to get them looking at your ads?
This is the same principle we have to apply to the Facebook newsfeed! People dip in and out of Facebook, scrolling at 100 mph trying to find something, anything to escape from what they’re doing at the time.
The speed at which users dismiss or accept information on Facebook has caused changes like text over video so you don’t have to click on the link. Or visual prompts to turn on the sound in the first few seconds before someone speaks. People don’t have time to give your content a go. You have to grab them instantly, within that first 8.5 seconds or they’re gone. It’s getting to the point where even well known influencers, with loyal followings have to up their game to keep their audience engaged with every piece of content.
I can see a change coming in how we use platforms like Facebook. When a platform is so young (as of writing facebook is only 11 years old), but changing and adapting so fast, it’s no wonder people are struggling to market effectively on them without pissing off the users!
The funny thing is, as advanced as we are as a society with regards to online communication, we have to apply the age old principles of billboard marketing to keep up with the users on these platforms.
When I think back to my childhood, we didn’t have ipads or smartphones. On car journeys, my brother and I would play games to pass the time. We would be in the back of the car pretending we’re flying a spaceship, firing missiles at other ‘spaceships’ with a very loud and annoying… “ping, ping, poing, poing” noises. Why my brother is honing in on the target giving detailed instructions, “slight left, engage...FIRE! Ping, ping, poing poing!” our poor dad was trying to concentrate on driving. As we were getting louder and louder, and my dad was getting more and more agitated by the journey he would see a billboard with 5 words plastered across the middle of it…
“McDonalds, 500 yards, next exit”
“Thank god! Boys, who fancies McDonalds?“...Spaceship game over, my dad can concentrate again!
Even with all the distractions, the one thing that my dad’s brain done automatically was multitask. He recognised he wanted to find something that would get him away from this situation, driving the car went to autopilot and the door closed on the gunfire and space battle. Another door opened on the big golden M on the billboard he passed at 75mph!
With that, McDonald's was offered as the perfect distraction, we shut up and he could relax again. All in less than 8.5 seconds.
How can you market like this? How can you give someone a reason to not only click on your ad, but opt in to your lead magnet or purchase a product with a simple, direct call to action in less than 8.5 seconds? Remember you haven’t got to sell them in 8.5 seconds, just get them to the next step in your marketing funnel.
And yet, with the fast pace market we’re trying to attract, so many marketers and business owners are still trying to get someone to prioritise their content over anyone else's with 1000 word FB posts, rubbish stock images that have been used hundreds of times over and cliche headlines that have become the norm!
“My simple 6 step system to unlocking your full potential and living a fulfilled life!”
...Please! it’s time for a change. It’s time to get creative!
It’s time to go back to the good old days, when you only had a few seconds to grab someone's attention with a 6m x 3m poster. Fortunately, social media is now the highway, the newsfeed is the traffic. All you have to do is get a little creative.
To understand how we can best do this, we first need to understand what the issues is and where this wave of advertising dross has come from.