Upside-Down Thinking by Patric Fransko
by Patric Fransko
August 26th, 2015

Three Steps to Capture an Online Audience

Recently, I was fortunate enough to visit with some Facebook executives on various ways one could market a product or service using their platform. One of the most interesting topics was the idea of the need to create, using Facebook speak, a “thumb-pause” moment. To understand the term, just look at the way we use our cell phones. We scroll the page using our thumbs, often very quickly. Facebook estimates that an average post only stays on screen for two to three seconds before it has been scrolled past. The idea around the “thumb-pause” moment is to create a piece of content that causes the user to pause during their scroll and check out what you posted.

Your company's Facebook goal should be to cause a "thumb-pause" moment, seen here.

Your company’s Facebook goal should be to cause a “thumb-pause” moment, seen here.

More than 50 percent of all internet traffic is now happening on mobile devices, and that number is only expected to grow. It’s important to think about how to make sure your content is recognized when attention is limited and post volume so high.

Here are three things you can do to help with that:

  1. Include an Attention-Grabbing Picture or Graphic

With so much noise on the internet and so many things competing for a viewers’ attention, posts with text only don’t get a second look. You need to include a picture or graphic with your posts. This should be a relevant, clear picture or interesting graphic that will make people notice. The word “relevant” should go without saying, but often I see pictures that grab my attention only to discover that it has nothing to do with the post’s content.

  1. Nail the First Sentence

It’s important to craft a first sentence that intrigues people and makes them want to learn more. Even if you’re successful getting someone to pause at your content via a great picture, you still only have a few seconds to generate enough interest for them to engage with your content. If your first sentence is not impactful, they’ll lose interest and scroll past your post.

  1. Pay Attention to the Details

Are you using a picture formatted in such a way that it gets cropped and much of the photo is missing? This is something I see all the time that can be easily corrected. Or sometimes links can display the wrong picture or have sentences that cut off mid-stream in the description. Correcting these mistakes will cause your posts to be that much more professional and noteworthy.

Remember, all you is to the count of three! The best content in the world is useless if no one sees it. Implement these tips to help your content create the “thumb-pause” moment you’re looking for.

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  1. In the end always”call for action” by giving the consumers contact details and a reason to call urgently. Leon Levy Klingshield South Africa

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