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Mindset in the Moment: Healthy Disruption

Our newest white paper, Mindset in the Moment, describes five important pillars of consideration that goes into every piece of content that we create. The fifth and final pillar is “healthy disruption,” and requires an understanding of the channel and your audience to be successfully implemented. Here are some things to keep in mind when creating your content to offer that healthy disruption that’s so important to stand out in a crowded field.
To start, think about why your audience is on the channels in the first place. According to a GlobalWebIndex study on the top motivations for using social media, the top five
motivations are rather passive in nature (i.e. involve people looking or keeping up with things rather than contributing anything themselves).
Your brand has to find a way to break through the clutter in a millisecond. The content you publish should feel appropriate for the channel it’s on, yet capture attention in a meaningful way. Additionally, numerous studies on the psychological motivations for sharing content show that humans are more likely to do so when it evokes strong emotions. If brands tap their community managers to identify those positive emotions (which we call passion points), content that stems from this process is far more likely to disrupt a passive experience and inspire action.

The truth is that most branded, social media content today just doesn’t engage customers.
eMarketer reported that 80% of Internet users forgot branded content just three days after they saw it. And, what’s more, 25% said that “if they saw content that told them something new—or if it taught them something new—then that would help them better remember it.”
The answer? Disrupt feeds and browsing behavior in a way that captivates and inspires. Want to learn more about making your social media content the best it can be? Download the full white paper here.

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