Mobile devices have become an indispensable aspect of daily life. You can’t go anywhere now without seeing at least one or two other people scrolling on their phone, either searching for answers to a question, reviewing a product, or just keeping themselves busy in a lengthy line. These moments are called micro-moments and are explained by Google: “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something.”
Having another platform like mobile to communicate with consumers is equally beneficial for both brands and the consumers. Mobile gives brands another opportunity to interact with a consumer in these micro-moments and consumers now hold the power to get what they want, when they want it, and how they want it. This flux of power means that brands and their marketing teams must do a lot more to capture and hold the attention of consumers with thumb-stopping content.
Thumb-stopping Content’s Importance
What does Thumb-stopping content mean? Exactly what it sounds like. Consumers see thousands of digital ads a day, all day long and the average amount of time spent on anything by a consumer is three seconds. This means your brand has three seconds to stand out with high quality content that can stop a thumb and cut through the noise of everyone else to capture the attention of consumers.
So how do you create thumb-stopping content?
1. Be Concise
Want to win the three second audition? Make sure your site reflects what you are trying to get across. When a user searches for something they are looking for instant answers and since 91% of mobile consumers look up information on their smartphones while in the middle of a task, they want answers now. If the subtext to your link does not contain the answers a consumer is looking for, with the least copy possible, it is on to the next one.
2. Be Mobile Friendly
There is nothing worse than tapping a link to a site that you think has the answers on your phone and it pulls up off center and out of whack. Additionally, if it takes more than five seconds to load, do not expect a consumer to stay. Having a site that is unresponsive results in an instant move on for most consumers. To hold the attention of a consumer, your site should be responsive and adaptive. The site should automatically adjust to any screen and make it easy for a consumer to scroll through and find the answer or product they were searching for. Another option is to create an app since 90% of the time consumers prefer a mobile app to a mobile site.
3. Target Your Audience
Take advantage of your brand’s story. Work on creating content that’s aligned with your brand’s target audience as well as the brand’s values. According to Google, 69% of consumers agree that the quality, timing, or relevance of a company's message influences their perception of a brand. So whatever your brand puts out, make sure it reflects you and reminds consumers why they chose you. Also make sure your team is utilizing geotargeting and consumer demographics when creating your advertising strategy. Geotargeting offers a way for marketers to customize campaigns and content based on certain geographic regions, helping brands stay relevant in their message.
With only three seconds to hold a consumers’ attention, the pressure is on for brands and their marketing teams. To be successful in creating thumb-stopping content for the days to come, brands must constantly work at staying creative and relevant in the way they advertise to their target consumers.