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How long do you have to grab someone’s attention?

Posted on 7/12/17 9:52 AM

LIKE A FINE WINE, FACEBOOK'S AD REPORTING GETS BETTER WITH AGE: 

HANDPICKED BY SHANE KEHL

Just about every month, Facebook rolls out more metrics to help better determine the effectiveness of their ads. Recently, Facebook realized that if someone clicked an ad but left the page before it fully loaded, you weren’t seeing real ROI (even though Facebook told you that you were). Now, in the spirit of transparency, this issue will be fixed and marketers will know if people clicking have had any previous experience with their page.

Why this matters...

Being able to see if a user has interacted with your organization on Facebook before provides you with huge value. You will be able to use this data to determine if potential donors convert on their first visit, or if it takes them two or three visits until they’re ready to convert. Also, the advancement of the “link clicks” metric will allow you to have a more accurate report when looking at site visits from Facebook, compared to previous months when Facebook errors still existed.

DON'T ACT LIKE A PESKY SALESPERSON:

HANDPICKED BY ASHLEY MADISON

Entrepreneur presents The 5 Ingredients of Content That Superchargres Your Advertising Effort. It’s no longer enough just have educational content, it pays to produce educational content that aims at informing the consumer, rather than trying to directly sell them something.

Why this matters...

Potential constituents don’t just commit to your organization because a blog post or guide told them to do so; they want to learn about your mission, what work you do, and how it will benefit a cause they care about. Being salesy is not a good look, so if you’re looking to develop valuable pieces of content follow these guidelines.

YOU NEED TO GET THEIR ATTENTION IN THE FIRST 8 SECONDS:

HANDPICKED BY KELSEY WHITEHOUSE

Video is a fantastic way to engage users, but you have to remember that people still have short attention spans. These might be the reasons no one is watching your videos. Producing video is a step in the right direction, but you still need to distribute it across several channels and target the right audience. Here is how you can get better results from your efforts.

Why this matters...

With so many people watching video, and also creating video, your content needs to be eye-catching and remain engaging. As mentioned in the first link, the average person watches a video for 8 seconds, which means you don’t have much time to lure them in so they stick around while you try and get your mission across. Get your general message across in the first 8 seconds and then continue to expound upon it after because if you try to be too cute in the beginning they’ll be on to the next one.

Topics: Facebook Advertising, Digital Advertising

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