Getting in front of the right audience, and the right people is key but the art of grabbing and holding attention on social media is more crucial than ever. Recently, I came across a video where Gary Vaynerchuk, an influential figure in the digital marketing world, discussed "attention hacking" on social media platforms. As someone deeply involved in marketing and business growth, I found his insights particularly relevant for entrepreneurs and marketers looking to make an impact in 2024.
Gary begins by likening attention hacking to "day trading attention." This analogy draws a parallel to the fast-paced, precise nature of stock trading. The core concept revolves around understanding where your audience's attention is and capitalising on it. Decades ago, this attention was on television and newspapers, but now it's shifted to platforms like LinkedIn, TikTok, Facebook, Instagram, and YouTube.
One of Gary's key points is the importance of the first three seconds of a video or the initial few words in a post. Maybe your opening remarks at a networking event. In the digital age, capturing attention quickly is essential. He emphasises the science behind the art – the strategic placement of thumbnails, the timing of posts, and the choice of words. As someone who's spent years in marketing, I know the value of these seemingly small details. They can make or break a campaign.
Gary also stresses the importance of adapting to current trends and cultural moments. Clever and creative content that taps into popular culture can significantly boost engagement. I must admit, I've found this more difficult the older I've become.
Gary also talks about the emotional connection in marketing. He suggests using imagery and messages that resonate on a personal level, like a parent missing their child's game due to work. This kind of content strikes a chord and can lead to a stronger engagement with your brand.
Finally, Gary criticises the underutilisation of platforms like LinkedIn. He points out that many people spend more time and effort on physical presentations at conferences than on their digital presence, which is accessible every day of the year to a much larger audience. This observation is a wake-up call for businesses to prioritise their digital content strategy.
Gary's video suggests that attention hacking in 2024 is about understanding where your audience is and engaging with them creatively and empathetically. It's about the science behind the art of content creation and the emotional connection you forge with your audience. As someone who has seen the evolution of marketing over decades, I find these insights fascinating and crucial for anyone looking to make a significant impact in their business next year.
Incidentally, I shall be leading a brand new workshop on January 18th in Wells where the focus will be on winning better business from better content in your marketing. Details and tickets here: Wells Business Forum