Negative headspace (in regard to marketing using the internet and social media etc…) is what pops into everyone’s mind when they are visiting a website or social media channel for the first time, and it starts to lose them.
And the reason for this is due to many reasons… such as:
- What they thought they were going to get turns out to be false so it contradicts what their expectations were when they arrived eg: clickbait tactics.
- They are immediately attacked with popups and calls to action before they even had a chance to form an opinion so they leave.
- The content is all about them, (look at me, look at me I’m a narcissist) and provides nothing of any value to the user.
- It is is all about their agenda (selling you a service or product or persuading you toward their affiliate links etc…) and is only pretending to be genuine unbiased information.
- The content doesn’t immediately address or provide the user with what they were promised via their Google or YouTube search snippet so they leave almost immediately.
- They are bombarded with too much visual information due to bad design, or layout, or structure, or an overabundance of adds and banners.
- The site won’t load or loads extremely slowly, so they leave before seeing or reading a single thing.
- The tone and feel is all wrong, or seems fake or forced.
- And the list goes on.
When it comes to creating your content and branding and promotional marketing, it is important to research and address all the possible negative headspace considerations that your potential audience will bring along when they are introduced to you for the first time, by eliminating all their negatives, and focusing their attention on all your positives.
If you need help with this; contact me.