Techniques to attract and retain online presentation’s audience, part I

Learn how to effectively attract and retain the online audience’s attention by incorporating storytelling elements into your presentations, tailoring the optimal length, turning facts and figures into memorable stories.

Throughout history, the quest to capture and hold the attention of viewers and listeners has been a burning topic for speakers. From the ancient days of Rome to the grandeur of Renaissance Europe and the bustling United States of the 19th century, the art of oratory was a cornerstone of education. The ability to “win” over an audience was, and still is, considered one of the most crucial components of successful communication.

However, this challenge has become more daunting in today’s digital era, particularly in online performances, where the speaker needs help gauging the audience’s real-time reaction. Statistics reveal that most viewers abandon a speech within the first 10 minutes (Forbes), and 4 out of 5 business professionals were distracted during the last presentation (Visme). Distractions constantly threaten to divert attention  — from relentless phone calls and overflowing email inboxes to a flurry of messages on multiple messaging platforms, the modern audience grapples with an overwhelming flood of information. 

Even the most disciplined individuals find it arduous to resist the urge to react to these distractions while watching a presentation. Thus, the modern speaker faces the formidable task of transforming their online presentation into a captivating experience that is impossible to tear oneself away from. 

Pitch Avatar’s team, who have worked with presenters and presentations for years, gathered a checklist to help you.

5 Minutes: the Attention Economy

The famous 10-slide/20-minute formula that once ruled the conference room no longer holds the same weight. Today, a new reality has emerged, with audiences accessing presentations from their computers or smartphones outside the conference rooms. 

Statistics reveal that the average viewing time for an online presentation is a mere 4.24 minutes for desktop users and 3.41 minutes for mobile users (Storydoc). This leads us to a simple yet critical conclusion: Your online presentation must be concise, magnetic, and last at most 5 minutes. 

But what if your material seems too expansive to fit within this time frame without sacrificing crucial information? The solution lies in breaking your presentation into shorter segments, each lasting 3-5 minutes. To ensure seamless transitions between these segments, you can incorporate attention-grabbing elements such as relevant jokes, dynamic videos with vibrant music, quick quizzes featuring original questions, entertaining animations, or even a change in the speaker. 

In essence, you need to have a few tricks up your sleeve—surprises that intrigue your audience and reignite their focus when needed.

Audience-Centric

The key to capturing attention in online presentations (in any presentation, to be honest) is spotlighting the audience, not yourself. People are drawn to solutions for their challenges and problems. They seek practical advice and actionable insights. So, while it may be tempting to talk about your own life, company, or project, it’s essential to remember that the audience’s interest lies in what they can gain from the presentation.

Even if you’re a well-known figure, and the subject of the presentation revolves around you, the audience is primarily interested in discovering methods, techniques, or secrets they can apply in their lives. That’s why it’s vital to deeply understand your audience, their interests, and their needs before you take the virtual stage. Only then can you effectively guide them towards hitting the bullseye of their goals and provide them with the valuable insights they crave.

Compelling stories, not dry facts

Keep your presentations from becoming a data dump! One of the speakers’ biggest mistakes is overwhelming their audience with a barrage of numbers, statistics, and analytical conclusions. While it may seem efficient, it fails to make a lasting impact. 

According to the bestselling book “Made to Stick” by Chip and Dan Heath, stories are far more memorable than facts. 63% of viewers remember facts presented within a story, while only 5% remember plain statistics. Cognitive psychologist Jerome Bruner shares a similar perspective, highlighting that a coherent narrative is 22 times more effective than a fact.

Think about your own experiences. What was easier to remember: a dry concept learned through repetition or a captivating story that brought it to life? The answer is clear.

To ensure your online event attendees stay engaged and retain key information, transform your facts and figures into a captivating narrative. Whether it’s a real-life anecdote or a fictional scenario, the key is to make it interesting and concise. A well-crafted story will capture your viewers’ attention and enable you to present the facts in the most impactful way possible.

– The end of the first part –