Eyeballs are increasing, but earning attention isn’t so easy
Do you know that the average user unlocks their phone 110 times a day? We live in an age where mobile devices, for many, have become an irreplaceable extension of personal identity. I’ve done a few live polls where nearly 9 in 10 people have admitted to first checking their smartphone before they brush their teeth. The mobile-first age also means that users are inundated with different content feeds like never before- on different social platforms, chat apps, and newsreader apps.
To win the battle of the content feeds, it is important to recognise increasing importance of agile, sticky content creation - by understanding how content is made relevant for users, planning ahead, optimising, having a clear content strategy and understanding each nuance of every unique platform.
Understand real-time signals of context and intent
A fundamental step into winning the battle of the content feeds is to look at planning (& owning) different moments along a user’s digital journey. Real-time user intent can be measured and addressed when one distinguishes the signals from the noise.
At Twitter, we have a framework, #PlanForTheMoment, where we advise brands on how to maximise everyday, connected, and live moments, and the preparation the brand can plan for depending on their readiness & resources.
Does it Work?
A user’s digital journey with a brand is never a straight road or reaches an end-point, and is often cyclical in nature. After all, earning a user’s attention in this content-hungry age of digital noise is not a pre-requisite, but a reward. According to our Path to Purchase research with Nielsen , over 56% of our users are influenced by content on Twitter when buying a product or service, with 1 in 3 of our users reaffirming that what they had read or done on Twitter had helped in making a mobile purchase. Content is digital currency, and brands are defined by the moments that people have with them. Understand the combination of content and contextual understanding of such moments , and you will be able to power your brand’s digital presence- translating into relevancy, user attention, and meaningful brand engagement.
The writer is Christel Quek - Regional Content Lead, Twitter (Asia, Middle East, Africa)
Hear Quek speak on Content Marketing Integration at Content360. Know more about the conference, here
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