On March 25, 1983, Michael Jackson moonwalked live on stage; 37 years later, the moment is still viewed as an iconic moment. This performance came after his Billie Jean video that, along with thriller, changed how artists make music videos. Yes, Beyonce was not the first artist to make videos that make you say, wow, this could have been a short movie. What does this have to do with creating content that sticks? Michael Jackson created musical moments that stick and reached unreachable masses. Growing up in Africa, his music and videos inspired our daily dance competitions, decades after his albums came out. Harder to achieve these days, thanks to social media, and easily copied ideas. You can come up with the idea that someone copies, and they benefit from it. We have seen this happen with the copycats on TikTok doing better than those who created and often made better content. So how can you achieve this and create content ideas that stick?
6 Content Ideas that Stick
Simplicity– If you had to watch the process of your favorite content creator from shooting, editing to the final product, would you stick around? It’s nice to see the process once in a while, but you wouldn’t want to see that every day. There is a reason why stories do so well on social media, many of us have a short attention span, and we would rather you get to the point quickly. TikTok has become popular because I get all the ingredients on how to bake a cake in less than a minute. Quality content that stands out is better than quantity content that does not. The message should be clear and straightforward, with a call to action.
The element of Surprise – Cardi B‘s WAP video quickly skyrocketed on the billboard charts, thanks to her usual antics. A few days before her song dropped, she got on only fans, just as controversial—her fans were curious to know what would come out of a celebrity like Cardi B on Onlyfans. The sign up caused curiosity, some of the people in her music video were unexpected, but it got her the attention she wanted. The song inspired a TikTok challenge that, weeks later, is still topping the TiKTok home page.
Credibility – Beyonce released her-self titled album without any promotion; no one knew that she was releasing an album. However, the album debuted at number one. Why is that? It’s Beyonce; we expect nothing but perfection from her. She was confident enough to do this because she knows that her fan base believes in her. How can you achieve this on social media? It’s simple, position yourself to have influence. Your viewers should believe in your message and deem you trustworthy, like influencers, the person that your peers or potential customers look up to for expert advice or information. I purchase electronics from well-known companies like Apple because I trust them, and even before I use their products, I believe in them. It costs more than buying one on craigslist, but my mind is at peace. To get credibility, you can connect with industry experts, current customers, and potential prospects. You can do this by engaging in social conversations and collaborating with them.
Emotions– Do you ever wonder why animal commercials and world hunger commercials always look sad? The goal is to make the viewer care; if they showed well dressed up kids happily enjoying life, you would be questioning why you should care and donate money. Those types of commercials make us sad and make us take action by donating money to the cause. It doesn’t mean that you should shy away from positive content. Content that evokes positive emotion is usually a win, as we have seen during this pandemic. Dance videos are doing exceptionally well on Tik Tok and helping many people through the epidemic. TV commercials want to evoke an emotion and persuade you to make a purchase. Social media is a little different because engagement also plays a part, so in addition to being persuasive, post content that will engage the viewer. The post can be negative or positive, or it can have several emotions; the goal is for the audience to want to consume it and react based on that emotion or emotions.
The 2nd Part of Content Creation
Convincing– Make it CLEAR, CONCISE, and MEMORABLE. To not be forgotten the minute the viewer sees it. Your content should add value to them and benefit them. Why should they consume your content? What are they getting out of it? The content should be of high quality. Use influencers to share your message if you can, people trust them.
Converting– If you are an influencer, the above tips may be enough for you. If you are a business, this is probably the most important to you. How can we turn our viewers into paying customers? We can do this by making sure that they understand the message, but that’s not enough. We should help them act on it. If a viewer is watching your YouTube, you can add a call to action that leads to your website or tells them to subscribe. If you are a business, you can add a call to action that leads them to a landing page; it should be apparent to the user what you want them to do after watching the video. Keep the message simple, but it should make them think about what you are selling.
There are billions of people putting out similar content daily. You want to stand out and separate yourself from the crowd. Share simple and yet memorable messages that stick with your core audience. If you’re going to be heard and remembered, create content that captures attention, don’t be afraid to break barriers, and make your audience say, wow. Collaborate with influential people; if you are a blogger, tag trustworthy industry experts. Your content should have an emotional appeal to it, negative or positive; I would suggest using emotional triggers to achieve this. Lastly, tell a STORY.