THREE Key Steps To Thumb-Stopping

Lately, we've been seeing a lot of content around the "How-To-Hack-The-Instagram-Algorithm". If you haven't seen these content pieces, they go along the lines of 'like, save, comment and share' to assist [our] content to move to the top of your feeds/so that you can see what we've posted. And although we're all for reaching out and asking for help, we can't help but wonder how affective this request really is.

You see, how people use their social media platforms is, at the end of the day, up to them - and in 2021 where people are using their Instagram saves as their new 'Vision Board' - it's actually quite a big request to ask people to not only like AND comment on a post, but to also ask people to save a picture of your breakfast or a sponsored product push.

So here's the KEY - if people truly LIKE your content, they will do all of the above, without a request. No need for desperate attempts to communicate in a way that not only exposes your fears around the current success of your chosen publicity method - but also identifies some lack of confidence (in our opinion - we are definitely not psychological gurus). You SHOULD believe in yourself, your business and your brand - you worked hard to get to where you are; never forget that.

WHAT IS THUMB-STOPPING?

Coined by a former, and brilliant copywriting colleague of mine, 'thumb-stopping' is literally the interaction we're truly working towards. When a human being (yes, remember there are humans behind our screens) is scrolling through their Instagram (or Facebook, or LinkedIn, or TikTok, or Pinterest) feed, and that piece of content catches their attention and they stop scrolling....with the use of their thumb. Then they actually relate to your piece of content. Then they like it. Then they comment. Maybe they even save it because it truly resonated. Finally, they realise that this relates to their 'tribe', so they send it out - either onto their stories, or into their DM's - as a point of authentic INFLUENCE.

Want to achieve this for YOUR feeds? Same!

So here are our 3 KEY steps to achieving content that stops thumbs:

1. Be AUTHENTIC - please DON'T be afraid to be original. Mastering someone else's voice and aesthetic makes you brilliant at imitation, but what people really want to see is if they align and resonate with YOU and your brand. If you try to be somebody else, as with any scenario in life, eventually you'll become tired of it and you'll no longer grasp the attention of the people who would truly invest in you - because they want to, and because it makes sense for them. Be different, that's what grabs attention.

2. ATTRACTIVE CONTENT - is essential - if your feed is messy, it stands the risk of coming across as either uncared for, or dysfunctional. You have 15 seconds to make an impression - be the Mona Lisa or the Sistine Chapel - somewhere where people stop to stare, and think and feel.

3. CONSISTENCY - we know, we know; you've definitely heard this one before, but unfortunately (or not) it is the current reality. Social media is as capricious as life, and due to it's expansion and continuous innovation, you too need to be capricious, expansive and innovative - but most importantly you need to show up. Social media isn't like those friendships you've had for 12 years that pick off where you last left it 3 years ago. You have a much wider audience to capture, and not every single one of your followers is going to be online everyday at the same time as your content upload. How consistent? Honestly, we recommend daily.

So, just remember; if you see something beautiful, capture it. If you have something to say, say it. But most importantly, stick around - life will hand you moments and inspirations that the right people want to engage with. Don't give up!