Are You Skippable?

By Azleen Abdul Rahim

Today, people surf up their internet, read and consume content and socially engaging with their friends online at a faster pace than ever before. Enjoy-the-moment wisdom begins to sound like a crappy vocabulary today. There is no such thing as enjoying a particular moment anymore. 24-hour a day seems shorter than ever now and there is no time to waste.

Yes, you are skippable if you are boring and nothing interesting to be found in you. However, people won’t skip you if they notice that you’re somewhat different. They will stop for a while to have a look at what you’re posting. Then they realised – ah, same difference. They will then continue with their wall scrolling until they find something else worth their attention.

Many brands manage to spark curiosity for people to stop by, only to find them to leave after just 2-3 seconds. Not many are capable of grabbing attention. It is a very difficult thing to do especially via online. But once you manage to spark people’s curiosity and eventually their attention, then the probability of pushing them further into the rabbit hole of making them like what they see is potentially higher.

The quality of the story. This is one of the strongest way you can play with when developing a content. The authenticity of it, natural texture within it as if that scene is a real-life story instead of like an advertisement will make your brand hard to be skipped.

Defensive branding play.Obviously brands want to ensure that the content is relatable to them all the way when they produce a content. This is a bad, bad idea. Never rush in gaining people’s trust. The content must be dedicated for the audience’s benefits first. Too much of product centric or hard selling content play will result you being skipped right away. Find something subtle, soft approach to relate back that content to your brand.

Build for 5-second watchers.When you build your content, a video for example, build it for those who stop by for 5 seconds and leave. These 5-seconds watchers are as crucial as the ones who stayed longer in making them stay. Even though your content is beyond than just 5-second,  push the best part of the video early if possible.

Make it real. Make the content that don’t look like a marketing stunt at all. Make it more layback that incline towards storytelling mode. Emotional storytelling that is.

With these theories, you will find yourself interesting and less skippable again.