Flow Theory deals with the state of effortless concentration and immersion in an activity. Since 1996 the applicability of Flow Theory has extended to online environments and it’s suggested that the success of online marketers depends on their ability to create the experience of flow for their consumers. So if you wish to boost your content marketing efforts it’s worth exploring how scientifically proven psychological triggers can leverage your digital marketing strategy.
What Is The “Flow”?
Researchers explain “flow” as a state of enjoyment, concentration, and involvement in which the person’s attention and energy are directed to a certain act. So, in terms of digital marketing, it describes a content so immersive that your audience wants to spend longer time with it.
How To Use It?
There are 3 main components you need to implement in your content to create an experience of flow. Combining these elements with an in-depth understanding of your audience’s intrinsic motivators will make your content more addictive.
- Perception of play – engagement with an interactive environment where the user has control.
- Various degrees of challenge that increases the quality and engagement.
- Content consumption – augmenting product knowledge into a gamified environment.
If you use Flow Theory right, it can have powerful results such as longer engagement, receptive lead nurturing, improved consumer attitudes and even more sales and better ROI.