Don’t Get Scroll*d - How to Use Pattern Interruption to Boost Engagement

In today's fast-paced digital world, attention is the most valuable commodity. Brands are constantly fighting for the attention of their audience, and the scroll has become their biggest enemy. With so much content available, it's easy for viewers to simply scroll past without giving it a second glance. That's where pattern interruption comes in. In this post, we'll explore what pattern interruption is and how brands can use it to boost engagement and stop the scroll.

What is Pattern Interruption?

Pattern interruption is a psychological technique used to disrupt the viewer's attention and grab their focus. It's based on the idea that our brains are wired to notice and respond to changes in our environment. By interrupting the viewer's pattern, brands can capture their attention and keep them engaged with their content.

1. Start with a visually stunning transition

As we mentioned earlier, starting your video or content with a visually stunning transition can be a powerful way to interrupt the viewer's pattern. This could be a text animation, video effect, or even an unexpected visual element that catches their eye.

2. Use sound and music to your advantage

Incorporating sound and music into your content can also be an effective way to interrupt the viewer's pattern. A sudden change in volume or the introduction of a new sound can be particularly effective in grabbing their attention and keeping them engaged.

3. Incorporate humor

Humor can be a powerful tool for pattern interruption. It's a great way to break the tension and create a more relaxed atmosphere that encourages viewers to keep watching.

4. Create cliffhangers

Ending your content on a cliffhanger is an intense way to interrupt the viewer's pattern and keep them engaged. By leaving your audience wanting more, you can encourage them to keep watching and engaging with your content.

5. Use unexpected visuals

Incorporating unexpected visuals or imagery into your content can also be a powerful way to interrupt the viewer's pattern. This could be anything from a sudden burst of color to an unexpected image or graphic that catches the viewer's eye.

6. Ask a question (pose a problem)

By asking a question you can catch the viewer's curiosity and encourage them to keep watching to find out the answer or solution. This can also increase engagement and interaction with your content. (Thanks to Mo Hollis for sharing this one!)

In today's crowded digital landscape, attention is everything. Brands that are able to interrupt the viewer's pattern and grab their attention will be the ones that are successful in capturing engagement and stopping the scroll. By using pattern interruption techniques such as visually stunning transitions, sound and music, humor, cliffhangers, and unexpected visuals, brands can stand out from the competition and keep their audience engaged with their content.

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