Article

Spencer Waldron
Spencer Waldron 3 May 2017

Branded content is forgotten by 80% of consumers

New research reveals shocking insights into the effectiveness of content marketing, showing just how much branded content goes ignored and unremembered by consumers.

New research reveals shocking insights into the effectiveness of content marketing, showing just how much branded content goes ignored and unremembered by consumers. According to the Science of Attention report from presentation platform Prezi, 80 per cent of consumers forget the majority of information from branded content after only three days, and over half can’t recall a single detail. Findings reveal that the key to engaging a millennial audience is to have a conversation with them, whether online or in person, 70 per cent of 16-24 year olds agree that it would convince them to buy from a particular brand if they felt like they interacted and engaged in conversation with them.

While investment in content marketing is reaching record highs, much of this content is failing to achieve its ultimate goal: If consumers are failing to engage with or remember content, then it can’t influence their perceptions or purchasing behaviours.

Working with renowned cognitive neuroscientist Dr Carmen Simon, Prezi’s research found the three most common reasons consumers forget content are irrelevancy (55%), a lack of motivation to remember it (35.7%), and the fact that there is simply too much content to retain (30%). Surprisingly, distractions (18%) and stress (9%) were far less significant factors, meaning the primary reasons for forgetting relate to the content itself, rather than external factors.

Prezi also uncovered specific insights around presentation content, finding that 50 per cent of people switch off within the first twelve minutes of a one-hour, slide-based presentation. However, two-way, conversational presentations are far more effective, as more than three quarters of respondents (77%) felt interactive presentation software would help them remember more information. What’s more, almost half of consumers (48%) would be convinced to buy from a brand if they felt they interacted and engaged in conversation with them.

“Marketers are wise to the fact that content can be an incredibly powerful influence on perceptions and purchasing decisions,” said Spencer Waldron, European regional director for Prezi Next. “But in order for content to influence or actually deliver that sale, it needs to both hold the audience’s attention and be memorable. From a presentation standpoint, taking a conversational approach and using storytelling, covers both of these elements.”

“This research found that 87 per cent of people feel that presenters who engage them in conversation will keep them focused and attentive,” commented Dr Carmen Simon. Conversations can impact memory because the frequent switching of stimulus between the speakers prevents the brain from habituation and offers novelty. The brain enjoys the buzz of novelty.”

Examining the types of content which are most memorable, Prezi found that:

  • Content which ‘tells the audience something new’ was the most memorable, helping 27 per cent of respondents to remember a brand, followed by content which teaches, inspires, or entertains (each 25%).
  • 49 per cent of consumers say that content which mentions something good that’s happened helps them to remember it long-term
  • Video is the best format, chosen by 37 per cent of respondents as memorable, followed by written articles (28%), and face-to-face presentations (21%).

The full Science of Attention report was developed in collaboration with renowned cognitive neuroscientist Dr Carmen Simon, and examines what these research findings mean for marketers. It includes actionable tips and advice on how marketers can create effective, memorable content, and can be found in an online Prezi presentation here: https://prezi.com/view/RZXW2soO8IFMkzAFoNY7/

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