Attention span shrinks 🤯 - Your new B2B marketing mix needs
- Weekend browsing on LinkedIn - Hi, Gen Alpha..
- Here is what’s happening..
- 1. The hook
- 2. The art of making people stay
- Wanna get inspired on crispy B2B content?
- Over and out👋
Attention spans are ⬇️ And yes - your b2b content mix needs to adapt. Here is what’s going on and what to do about it..
Weekend browsing on LinkedIn - Hi, Gen Alpha..
Yesterday, I read a LI post by Therese Olsson - talking about how we now welcome Generation Alpha 👋 who is first to grow up with tech and internet from birth 🧑💻
As a result attention spans sink to 8-12 mins 🤯 and demand for micro-learning is on the rise..
At Univid we have seen this as a clear trend emerging during the past few years in B2B as well - with shorter more frequent webinars on the rise 📈
Here is what’s happening..
Fun fact: A TED Talk is 18 minutes long - based on neuroscience and strategy 🧠
Yet a lot of B2B orgs still push non-interactive webinars beyond 1hr 🕢 expecting attendees to stay and convert..
🚗 the same attendees are on their phone on their way to work, at work, after work watching shorts on TikTok, YT, Reels..
🤔 retention rates are dropping and leads don’t stay until the end or convert
Why should B2B be any different?
Just like TikTok, YT, Reels have algos rewarding engagement + avg watch time - thus, making their creators go all in on this..
B2B content creators, marketers and webinars hosts now ALSO need to adapt the formula for successful video content in 2023 with (1) The hook and (2) The art of making people stay 👇
1. The hook
🪝Short format creators spend 80% of their time on the first 3s..
How long do you spend on your webinar intro? Or first 60 seconds of your video tutorial?
2. The art of making people stay
Then short format creators spend a TON of time on how to make people stay and engage.
For live video this could be using patterns like:
✅ Activate with poll in the first 3 minutes
✅ Welcome people with their name. Dare to get personal. Top live-streamers on both Twitch and TikTok do this too
✅ Let the games begin.. run a few polls throughout to challenge your attendees and reward the top %
✅ Put attendees in control via chat or polls to decide the sub topics or content - just like that interactive Netflix movie Bandersnatch
✅ Split preparation into 50% on content, 50% on how to engage the audience
✅ Ask for next week’s topic - allow for open input. In this way you, upfront, crowdsource relevant ideas and build demand of what people will stay for
Well, while trust is key in b2b and that is not built in 2s clips - people still don’t want to watch hours of slow TV style content 📺
Wanna get inspired on crispy B2B content?
Mattias Åkerberg with Copykvarten is a great inspiration here to check out - with 15 min engaging boosts that draws a big crowd and lots of retention.
Instead of tabbing out, attendees ask - how do we get more? When’s the next one?
Over and out👋
Bye to +1 hour lecture style power hours w/o interaction. Hi interactivity!
Follow the newsletter below for more B2B growth learnings and insights!