The art of IMMEDIACY
Art taps into human emotion & experiences through creative language, powerful visuals, and original ideas.
Content for marketing purposes needs to do this too, but also needs to drive the audience to ‘act’.. to click, to purchase, to download.. etc. The content marketer therefore, needs to have a really good handle on what will ‘move’ the individuals that make up their target audience.
Moving people to the point where they will ‘act’ isn’t easy, but knowing the vast majority of decisions made are on some level emotional, it’s clear that the role of content is to invoke a reaction. If it doesn’t do that, it falls at the first hurdle.
People are discerning. They spend their lives watching, rejecting, consuming or ignoring content. That content comes in many forms, and is literally everywhere, and for always. People have had to become evermore adept at ‘scanning’ and making instantaneous decisions about whether content is interesting to them.
More to the point, given that the platforms on which people now consume content provide unlimited choice, marketers need to fight hard for the attention of their audience.
Therefore expert content marketers are becoming masters of the art of immediacy.
Immediacy is often defined as ‘the quality of bringing one into direct and instant involvement with something, giving rise to a sense of urgency or excitement’.
So how do you do it? Well the key is in knowing you usually have between 0.1 and 4 seconds before the audience rejects your content and moves on.
Arguably however, that’s all you really need. Within 4 seconds, you can shock, surprise, inspire, inform, question, entertain, tempt, titilate, anger or even melt your audience.
In practice, doing this in under 4 seconds requires creativity and good execution. The brief becomes: What can you create that will be read or watched in under 4 seconds which induces a sense of urgency or excitement within your target audience?
Of course once you succeed in this crucial step and you genuinely have your audience’s attention, you can hopefully go on to inform, educate, entertain, inspire…. all the way to the point where your audience acts/clicks/converts/submits/follows/shares… etc.
Perhaps these skills are now so important that progressive universities offering creative media courses should run an MA in IMMEDIACY!
by Dave Brewis, TEN80
Posted on Dec 12, 2019