When attention spans are short and workplace downtime is non-existent, how can a company feed its info-hungry culture?
Zenith’s 2018 Media Consumption Forecast says the average person will spend 479 minutes (nearly eight hours!) daily consuming media this year… and that time is growing. In fact, the agency projects an increase to 492 minutes per day by 2020.
Now, we don’t know if this is focused time, or if it’s time spent multi-tasking or surfing aimlessly across media channels (my personal Netflix habit), but still… WE’RE TALKING EIGHT HOURS, PEOPLE!
So, my clients ask, if folks are spending so much daily time with media, why aren’t they spending time reading/viewing their company and industry news and information… which presumably is important, since it directly impacts their lives and career success?
I’d argue employees are getting company info via media. They’re just not using company-created channels to get it. Here’s why:
- They want real-time info they can quickly digest. Many internal comms channels I’ve seen offer evergreen, 500-word stories and 5-minute corporate videos. Folks, there’s a reason why BBC, FOX News and CNN’s homepages feature mostly short headlines and brief clips. Ditch the long homepage feature articles and in-depth stories. Today’s audiences want headlines and a few photos, with real-time breaking/game-changing news upfront.
- They want clean design. Does a photo of the competition’s display say it all? Can your story be shared as an infographic? Eye-catching, easy-to-navigate intranets, newsletters and emails keep audiences engaged and coming back for more. Word-heavy, cluttered or over-designed content with lots of clicks won’t.
- They want info without the spin. If your company is painting things in a rosy light, even when employees know your business is tanking, people will go elsewhere to get the “real” story. Make sure you’re sharing the the full picture to earn your employees’ trust.
- They want info they can access anytime, anywhere. If your content isn’t mobile-friendly, it’s time to rethink your comms strategy. Almost a quarter of all media consumption worldwide is mobile. Get on the mobile bus. Now.
- They want info in multiple formats. With multi-tasking and customization, (not to mention ADHD) on the rise, audiences want info in ways they best consume and process it. Can your Q&A article be re-purposed as a podcast for more “audio-friendly” audiences? Can your video be downloaded and saved to watch during an early-morning flight for in-transit employees? Is there an easy option to digitally comment, like or share an article with a colleague for networkers and influencers? Offering your content in different formats and across different channels helps you meet people where they are.
If you’re not creating content that addresses these demands, you’re probably not seeing high engagement on your internal media platforms, and chances are, your employees are getting their news elsewhere. By tweaking your content, (and making sure your audience has quick and easy access to it), you can earn a few precious minutes of your employees’ daily media attention.
With more than two decades of communications experience spanning agencies, Fortune-100 organizations, non-profits and academia, Kristi Hinck Mills today brings her passion for communications to CommsLede Consulting, where she delivers smart, targeted communications solutions for global clients.
