THE ATTENTION ECONOMY
MAKE YOUR MUSIC SING AMIDST THE NOISE ON SOCIAL MEDIA
Social media is clamorous. There are unlimited emojis, boomerangs, 15 second video clips, and selfies vying for your attention.
How can you stand out?
That’s where we come in.
At Rividia, we understand the art of social media marketing. We stay on top of the attention economy. We’ll share some of our strategies and observations with you here (for free! Don’t ever say we didn’t give you anything…) but if you want to get specific, feel free to give our team a call for a consultation. Our marketing experts are ready to help you skyrocket your social media following, build a cohesive and convincing brand, and target the perfect audience.
What Exactly Is the Attention Economy?
“The attention economy” refers to the challenge of attracting and engaging social media users. It is a phrase coined by John Beck and Thomas Davenport all the way back in 2001. To put it in simple terms: Kim Kardashian, Shishi Maru the cat, and that viral video of the woman in the Chewbacca mask are all stealing your potential audience’s attention.
Time: The Limited Commodity
People have a limited amount of time per day to spend on social media. A study by Global Web Index in 2018 says that the average social media user is engaged on platforms for three hours per day. This involves everything from scrolling an Instagram feed to clicking through linked articles or DMing friends.
Three hours may sound like a lot, but a person can only consume so much content in that window. You want to capture your target audience’s attention… and keep it there. With millions of browsing options at their fingertips, standing out is no small task.
Every single minute there are:
- 4,000,000 likes on Facebook
- 350,000 tweets on Twitter
- 2,000,000 likes on Instagram
- 300 hours of new content uploaded to YouTube
- 204,000,000 emails sent
We’re going to show you how to snatch up those valuable minutes and convert them into engaged fans and followers.
Instagram & Facebook Are Like Manhattan
Social media is a digital Times Square. There are advertisements screaming at you from every corner of your desktop and with every scroll down on your cell phone. But, like Times Square, it can also be a lot of fun, so people keep coming back again and again.
Check out these statistics:
- Oberlo reports that 3.5 billion people are social media users- accounting for 45% of the global population.
- About 68% of all U.S. adults have a Facebook page.
- Emarketer discovered that 90.4% of all millenials are active on social media.
- 1.62 billion people visit Facebook every single day.
- The amount of tweets sent out on any given day could be compiled into a 10 million page book, according to Ryan Cote’s Ultimate List of Twitter Statistics.
Another Day, Another 5,000 Advertisements
5,000. That is the average number of marketing messages that a person sees per day. This includes everything from billboards to commercials to social media posts. It’s a lofty number, and it means that your voice can easily get lost. Brands are continuing to put out more and more content, hoping that a higher volume will help them stand out from their competition.
However, more content isn’t always the answer. Studies show that about 40% of all blog posts receive fewer than 10 interactions. There’s also a large amount of content written for big brands that is never even used.
By creating advertisements and posts that are helpful, interesting, and purposeful you may be able to rise above the noise. Reach beyond cheap traps for attention. Show your audience how you can help, encourage, or uplift them.
Warning: Don’t Be Annoying
Guess what? Internet users are fed up with obnoxious and poorly crafted advertisements. According to a blog on Hubspot, 33% of internet users find online advertisements completely intolerable. That is why they block them.
In the past few years, ad blocking has risen by 41%.
The last thing you want is to become a “blocked” entity.
People are quick to block or unfollow channels that they find:
Poor video, sound, or photo quality can also turn off followers.In addition, Instagram users report that they unfollow accounts that post too many times in a row and crowd their feeds with too much content. On the opposite side of the spectrum, when an account goes AWOL, it often loses followers. Inactivity loses interest. Instagrammers say that they don’t appreciate accounts that are full of “reposts.” All of these principles can be applied to other social media channels as well such as Twitter, Facebook, and TikTok.
Post for Short Attention Spans
Did you know that the average person has an attention span of only 8.25 seconds? Our brains are flitting from thing to thing at an alarming rate.
80% of all internet browsers abandon a website in less than 5 seconds, so your content needs to be:
Some ways to grab and hold onto your audience’s attention include:
- Posting original material
- Getting help from influencers that cater to your market
- Promoting contests and giveaways
- Encouraging shares and getting good circulation on the web
- Creating seamless campaigns and websites
- Generating iconic, stand-out graphics
- Offering something no one else has
On a technical note, if your website or content doesn’t load immediately, your audience probably won’t stick around and wait. Build a website/feed that is immediately engaging. Slick graphics, sliding pages, and large icons help to keep a visitor’s attention and guide them through the web page.
Rividia can help you with all of the above strategies, and offer more unique ways to boost your following. We are about holistic success. As an artist, your career and your social media presence are linked. Let us handle your marketing strategy so that you can focus on honing your craft.
Don’t Reach Everyone
Proper social media strategy isn’t about reaching everyone. It’s about reaching all of the right people. One way to cut through the thick, sticky center of the attention economy is to narrow your audience. Marketing to anyone with eyes isn’t effective. It’s a waste of money and energy.
If you write country love ballads, you don’t need to advertise to people who prefer heavy metal and grunge hip-hop. If you are a spoken-word poet, there’s no need to advertise to bubblegum pop enthusiasts.
Facebook has created an incredible network of analytics tools to help you target your perfect audience. Once you create a fan base, followers will broaden your circle by sharing your music. When it comes to the technical side of Facebook analytics, Rividia can help. It can get a little detailed but with professional guidance it is easy to identify and market to the people that need to know about you.
Identifying Your Audience
So, who is your audience? Who are you writing for? Who do you imagine at your shows? Who do you expect to be listening to your music? Who do you think will buy your products or use your services?
Start by identifying:
- An age range
- A geographical range
- A cultural range
Next, consider other factors such as:
- Economic status
- Political stance
Search for similarities amongst your fans. Are they hipsters who like going to coffee shops and scouring Spotify for obscure bands? Are they football players? Truck drivers? Corporate ladder-climbers? Dog-owners? Music Think Tank suggests that you find as many general similarities as possible and try to connect with your audience over those topics. Use this as a springboard to create a culture that surrounds the music you produce and reinforce your brand.
Create Relationships & Cut Above the Clamour
Your brand should be a friend to your following/fan base. Successful social media campaigns are able to rise above the noise by maintaining a working relationship with their people.
In order to do this, you have to be willing to:
- Listen to your audience
- Communicate regularly
- Ask questions
- Seek feedback
- Stay connected
- Attune your message to your fan base
- Select a specific audience to target
- Adapt to your fan base as needed
When you are in a crowded room at a party, who do you look for? Chances are that your face lights up when you see someone familiar- a friend, relative, or significant other. People you already know take precedence over strangers.
Social media can work the exact same way. People readily engage with the people they are close with. You can’t track down each of your followers and ask them out for coffee. However, you can create a presence online that is relatable, intriguing, and allows people a window into your life.
Make your fans and followers a part of your process. This creates lasting relationships with your music. It also allows you to reach more people as followers share your posts/music and broaden your circles. Everyone wants to support their friends and family. With authentic interaction, you can win your way into your followers’ hearts so that they treat you with the same enthusiasm. They will be your messengers and help spread the word about your music/product in the social sphere. Think big. The power of going viral is an amazing, career-changing thing.
How to Get Personal
Capitalize on aspects of your unique personality that you want to share with your fans. This may mean telling the backstory behind one of your songs, or explaining why you have dedicated a certain song to a relative. Be willing to share a part of yourself.
CAUTION: As mentioned above, don’t get overly emotional. There is a fine line between being open, and sharing too much with too many tears. Make sure that you are genuine, not weepy. Too much gushy, mushy, teary content can easily repel followers.
Let’s get back to the main point. People want to know your story. If your journey into the world of music has bumps in the road, twists and turns, hills, and valleys, share those with your fans.
Reality TV shows like American Idol and The Voice are built on this concept. Viewers enjoy hearing the musicians, but they are more interested in learning the histories of the contestants. That is where they connect with them most.
Make your online brand unique and personal by:
- Including your fans in your day-to-day activities on Instagram stories
- Sharing photos from everyday life, backstage, or childhood
- Including backstory for special songs or moments
- Highlighting points in your music career that mean the most to you
- Thanking your fans, friends and family on social media for how they have helped you along the way
So much more can be said about forming and fortifying your online brand. That is where Rividia comes in. Our Nashville-based company has an entire service area dedicated to this concept: Rividia Icon. We currently work with the All American Rejects, Lauren Daigle, and For King & Country, to name a few. Let us work some magic for you, too.
Nothing Stays the Same- Be Ready to Adapt
Social media will change. Your audience will morph. Be ready.
Back in 1994, AT&T was the first company to introduce a fresh new advertising technique: the online banner ad. Initially, their first banner ad had fantastic engagement (44%!) Now, click-through rates (CTRs) for traditional web banner ads have decreased by 99%. The world got over them quickly and businesses had to be more creative. Now, the average CTR for web display ads is only 0.08%.
Adaptation looks different for every social media campaign. It may mean changing your color scheme, brand, or number of posts. It may mean asking something of your audience, or simply placing information in the right places so that it is easily accessible. It may mean adding helpful and engaging features to your website or marketing your newest single in a full-out social media blast. Simply know this: one strategy won’t last forever. In the ever-evolving attention economy, change is the fuel that is driving the engine. You’ll need to stay on top of new trends in social media and use them to your advantage.
Attention Is a Gift
When all is said and done, the attention economy points to one major fact: attention is a gift. Each person who subscribes to your YouTube channel, likes your Instagram post, and retweets you is giving you a small piece of his or her day. While some companies and brands try to hoard that attention, channel it, and exploit it, the best way to handle the attention economy is with patience and gratefulness.
Treat your followers with respect. Thank them for (literally) giving you the time of day. Give them little gifts that allow them to respond to you, get to know you, and in turn, convert into true fans.
Trying to stand out in the attention economy can seem almost impossible, but with the right attitude, strategies, and team, there is a way to break through.
Call Rividia for Professional Digital & Social Marketing Help
- Streamline your advertising process
- Target your ideal audience
- Apply strategies to promote your music/products
- Create engaging content
- Advertise creatively
- Manage your brand
- Brainstorm along with you
- Keep you up to date with trends in the media-sphere
How can we help you use the attention economy to your advantage? Connect with us. You won’t be disappointed.