Captivation includes the concept that everyone and everything is both interesting and relevant. But there's an additional component to be considered. Not everyone and everything is always engaging. The reason for this is simple: relevance and interest combine to become engagement. The two, when separated, are far less potent than when together.
Captivation is More than Targeting a Niche Audience
Captivation occurs when lots of specific triggers combine to generate an authentic response. In today's culture, the only responses rewarded with consumer engagement are those that combine relevance and interest. Whether phrase, meme, or soundbite, communications must be received in proper context. Is
the information helpful or exciting in a given time or space?
Context is vital. We may categorize consumers into niche audiences, but that doesn't mean they will always respond to niche advertisements. Content must always be relevant and interesting. Someone interested in buying a mattress may not necessarily respond to every mattress ad. But what if that person wants something convenient, affordable, or innovative? Proximity to home, special deals, and discounts
or product features are all examples of messaging that may pique consumers' interest.
Geico is an excellent example of a brand using interest and relevance to generate engagement. Insurance services are not top of mind, but saving money is. The brand uses pop culture references to generate buzz. Images of Tag Team singing about ice cream and Dikembe Mutombo blocking cereal boxes in the grocery aisles evoke humor, nostalgia, and interest. The message of saving money gives the consumer a reason for relevancy. A call to action to spend fifteen minutes and save provides a reason to engage.
Whether mattress-maker or insurance provider, brands must understand the behaviors that motivate their consumers. Brands that offer timely, interesting, and relevant information will captivate their audiences.
Captivation Means Engaging Your Audience in Interesting and Relevant Places
Your audience can access the most exciting topics in the world in various ways. There may be a general overlap like a show everyone watches or an app everyone's using. However, depending on a consumer's location, age, gender, class, etc., interests, and the way those interests are accessed, can vary wildly.
Despite our differences, there is always a niche where interest and relevance meet. It's a brand's job to discover that intersection. Perhaps three people are captivated by a single show but want to enjoy it in different ways: one via smartphone, another via laptop, and a third on television before bed. Brands
must be ready and willing to supply content to audiences in the channels that are most relevant and interesting to them.
How a brand conveys its ideas is just as important as the idea itself. Using the media that we have control over today and understanding how the technology landscape can shift is paramount. Marketing depended on endorsements a decade ago, but today influencers rule the roost. Social media is supplanting television as the platform of choice. And new platforms continue to emerge every year. Successful brands will not only speak to consumers in relevant and interesting ways, but they will also operate in platforms that are relevant and interesting to consumers.
At Orbital Socket, we believe every brand is interesting and relevant. It's just a matter of discovering the messaging and placement that will help consumers see your brand's relevance and interest in their own lives and engage with it in meaningful ways. This journey is called captivation. And we're ready to set sail whenever you are!