You’re scrolling on your phone, zooming past posts and ads at lightning speed, suddenly, you stop because you’ve landed on a post about those performance tires you’ve been eyeing for your car. An influencer just posted about the install process and the overall first impressions of it. You’re eating it up, they look great, and you’re liking what you’re hearing about how they handle on the road.
Pause.
What drew you to this? Well, it’s because it’s relevant to you, first and foremost! When advertising or branded content is relevant to them, 80 percent of people are more open to it. Making sure you’re putting the right content in front of your audience is absolutely essential.
Have you ever found yourself scouring the web for a video tutorial on how to get something done? YouTube is an awesome place for this, but I'm sure you’ve noticed that there’s roughly a million different videos on it, but luckily, YouTube’s algorithms are built in such a way that it’ll not only push what it thinks is the most relevant content to the top of your search, but it’ll choose the most engaging content to show you.
Engaging is the key term. People crave engaging content that will either help confirm what they know at depth, or teach them something they didn’t that's relevant to them. 88 percent of people said YouTube helped them broaden their perspectives or ways of thinking. So when making your content, make sure it offers the consumer something engaging that will keep them coming back for more.
The details are everything in good storytelling. People said that "unique storytelling or production" can be more stimulating than "cinematic quality" when it comes to video. The key statistic is that 94 percent of people believe that good content tells a good story. Another important statistic: 92 percent of people believe that good content is created with thought and effort. The content does not have to be flawless. However, your content should always be genuine, useful/helpful, serve a purpose, and tell a story.
The majority of people desire a content experience – something that makes them feel something – or even multiple emotions. If you can achieve this with your content, you will be able to connect with your audience on a deeper level. In other words, content that captures people's attention should result in increased loyalty. Important statistic: 85% of people said that good content makes them feel something emotionally. Don’t be afraid to let your audience see and hear how you feel about what you’re addressing, whether it be good or bad. People love other people, and showing that you care about what you’re discussing allows them to connect with you on a deeper level.