Social Media Stat of the Month - Facebook Keeps Your Attention Longer
According to a recent study, the human attention span is now approximately eight seconds – one second shorter than a goldfish. The study credits the ubiquity of the smartphone in today’s hyperconnected global culture as a key culprit in diminishing one’s ability to focus on a single task for an extended period of time. This knowledge is critical for social media marketers, as it indicates that the greatest challenge is capturing the attention of an audience member for more than eight seconds.
How can you combat the short attention span of social media users? You might already have the solution in your current marketing arsenal. According to this report from Omnicore, Facebook boasts extraordinary attention-grabbing capabilities. The report states that Facebook users spend an average of 20 minutes per visit. This makes the average monthly time spent on the platform nearly 600 hours per user!
If your brand has not yet integrated Facebook into its social media marketing regimen, you may want to consider adding it to your digital utility belt. Do you already have a Facebook page for your company? You’re off to a great start!
Here are some tips to maximize engagement with your followers on Facebook:
Don't Treat It as a Chore
Treat your brand’s Facebook page as a key landing spot for your followers and customers. The platform offers comprehensive multimedia integration, such as text, photo, and full-length video capabilities in addition to their live broadcasting feature. While live videos have to be recorded in real-time, you could automate other types of posts through queueing software like Hootsuite or Buffer. Utilizing a queueing platform will allow you schedule and automate your Facebook posts so they don’t interrupt your daily business activities. This will also enable you to pre-plan your content to make it more interesting and engaging.
Acknowledge your followers’ efforts to engage with your brand. This shows that you are paying attention to them. If they leave your restaurant a five-star review, be sure to comment and say thank you. Has someone messaged you about the terms of a sale at your clothing store? Respond to their concern in a timely manner. Doing so will boost your followers’ trust in your brand. Remember, though, to keep it professional and don’t fight fire with fire.
Integrate Live Video Content
Broadcasting live videos to your Facebook page is a great way to grab your audience’s attention. According to Animoto, Facebook was the most impactful social network for businesses in 2016 – 8.4x higher than any other platform. Facebook videos also perform much higher than photos, as videos have a 135% increase in organic reach over photos. This means that people are more likely to notice and respond to a video on your page than a still picture.
Keep It Consistent
Once you start regularly using your Facebook account as a central marketing tool, be sure that you are consistently interacting and posting on there. This will result in your followers better recognizing your brand and perceiving it as reliable. Remember that, above all else, authenticity is king when you are crafting your content.