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New Survey Shows 80 % of Consumers Forget Content After Three Days

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Does your brand want to make an impression in the Southeast Asian market?

Before you hit the ground running with your campaign, a recent study showed that after three days, 80 percent of consumers forget the majority of information from branded content. Over half of them couldn’t even recall a single detail.

Prezi, in partnership with cognitive neuroscientist Dr. Carmen Simon, conducted the study to discover how the human brain works and how marketers can drive sales.

The survey found 55 percent of respondents cited irrelevancy as the main reason for failing to remember content. A further 36 percent said there was no motivation to retain the content with 30 percent overall agreeing there is too much content to retain.

The information era of today sees companies churning out content in multiple forms to be blasted across platforms. With ever increasing data posted daily, it is no surprise audiences are struggling to keep up or retain information.

Some forms of content are more likely to be retained by audiences, the study found. Videos top the list at 37 percent, written articles are more likely to be remembered by 28 percent of respondents, 19 percent responding to social media posts and 10 percent chose memes.

science of consumer content
KOBU Agency/unsplash

Videos have become a meaningful part of any marketing strategy. Hubspot says “it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.”

Video marketing has been proven to pay off. In fact, including videos on a landing page can increase conversion rates up to 80 percent.

The data set shows up to four times as many customers prefer to watch a video about a product than read about it. Almost 50 percent of internet users search videos relating to products and services before visiting a store. Video reviews are also increasingly popular.

When it comes to written articles, some posts include videos to balance text and infographics or images. While lengthy articles may be nice to look at, Copyhackers thinks otherwise.

Experts say that you should write short, pithy posts. “After 750 words—or sometimes after only half that—you risk losing your reader’s attention.”

Marketing guru Seth Godin has mastered the skills and uses it to his advantage. Godin is well-known for his short, daily blog posts which are frequently shared widely.

In one article, Hubspot calls this the ‘Goldfish Conundrum.’ The average attention span of a human is now believed to be shorter than that of a goldfish, with most losing attention within only eight seconds.

Around 59 percent of Twitter users share articles without even reading them. Jakarta is considered the world’s Twitter capital, so this is vital for those hoping to target the city’s huge market.

The Science of Engaging Content

science of consumer content video
Jakob Owens/unsplash

The facts may look daunting, but getting consumers to notice content and eventually engage with products and services is not a tough game for creative brands. The most successful names in the industry know that taking risks and fearlessly developing strategies which no longer work will reap reward in the long run.

What could take years for most to accomplish may only take months of others, but taking cues from innovators in the business can help amplify results. It also pays to observe the target market.

According to the study by Prezi and Dr. Carmen Simon, 48 percent of consumers said interacting and engaging in a conversation with a brand would convince them to buy.

With a similar approach, Content Tools writes kindergarten teachers would make awesome content marketers since they use the psychology of interaction to manage and educate an entire class.

The site names four components of the psychology of interaction: engagement, gamification, continuity, and personalization.

For those looking to grab the attention of millennials, this might do the trick. The study found 70 percent of 16 to 24-year-olds could be convinced to purchase via interaction, whether online or in person. Meanwhile, 77 percent of respondents found interactive presentation software can help them retain content.

Dr. Simon says using a conversational or storytelling approach during the presentation of content keeps audiences focused and attentive. She adds, “conversations can impact memory because the frequent switching of stimulus between the speakers prevents the brain from habituation and offers novelty. The brain enjoys the buzz of novelty.”

Prezi found that 27 percent of respondents find content from a brand that “shows something new” to be the most memorable. By keeping it exciting, audiences are bound to respond more.

Do you need help in creating engaging content? The Content Collision team can tell your brand’s story. Drop us a line and we’ll discuss our strategy.

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