On Opportunity Overload

There is, indeed, an overload of online content. It sounds cliche, but there is truth in the fact that it can be difficult to break through the crowded online space.

How does your content get noticed if you don’t have the major WestJet or TD name tacked along beside it?

Sure. It’s important to be unique – but have a point

Consider things like the recent “I’d Tap That” Zipcar spots. These were a clever way to not only promote the brand name, but showcase exactly how it works by embodying the process in the fun tagline. How does Zipcar work? You tap that card – and “I’d tap that” does exactly that.

But at the end of the day, it’s not just about breaking through the noise and being that go-to example. It’s about reaching your target audience.

Speak to the individual

Regardless of whether your audience is one hundred people or one million, consumers are craving that personal connection.

IcelandAir recently surprised one food-loving passenger with the stopover of a lifetime as part of their #MyStopover campaign. This video was all about a real connection with a real person – which makes a brand memorable to not just that person, but to those viewers who witnessed that interaction online.

Regardless of whether or not they broke through the online space to position themsleves as the next surprise-and-delight that everyone references, they broke through the noise for that specific person – and that matters.

But it’s not just an overload of content – it’s an overload of screens

People are accessing multiple screens at multiple times. They’re checking Instagram on their phone while working on their laptop while watching Netflix on their big screen. People are constantly connected, and it can be daunting trying to figure out the best way to reach your audience given the many options.

But with a surplus of channels comes a surplus of opportunity.

Target your content to fit each platform. What are people’s viewing habits on mobile vs desktop? Are they seeking information in a snappier, bite-sized format? Know why consumers are engaging with your content on each specific platform and cater each accordingly.