Viewer Fatigue: Getting Your Audience to Respond

If your advertising or media programming hasn’t been getting a response lately, the first place you should look is viewer fatigue.  In other words, is the audience simply tired of seeing what you’re presenting?  Too often, programmers and advertisers (and speakers and pastors) get into a rut.   Our spots and videos look alike, we use the same voice over artist, show the same graphic style, or tend to write the same way – over and over again.  Viewer fatigue means that people are simply getting tired of it all.  In our efforts to unify a brand, we want to give all the advertising and programming a unified, thematic look, but that doesn’t mean it has to be the same.  If you think your viewers are suffering from viewer fatigue, here are some ideas to consider:

1.  Don’t get creatively lazy.  We often start with exciting and original ideas in our programming and advertising, but lack of budget, deadlines, or resources often force us to follow a formula.  Get out of the rut, and inject a hard dose of creativity back into your work.  Look at the project a new way.  Think differently.  Get creative.  Give things a facelift.

2.  Don’t forget the emotional connection.  I’ve written about emotional connections, and they’re the single greatest point of contact with your audience.  When you engage your audience on an emotional level, you have a far more attentive viewer or listener.  Don’t forget stories, illustrations – anything to keep that emotional connection alive.

3.  Think about media options.  Break up your media strategy by switching to new formats and technologies.  Find a new platform for your message, or at least create a mix of multiple media.  The more places a customer has to find you and your message, the better the chance of him responding.

4.   Take a break.  If you’re doing a weekly or daily program that’s difficult, but I often remind my clients that Billy Graham built a global ministry by only broadcasting 4 prime time TV events a year.  Graham never did a daily or weekly program.  Rather, he focused his money and effort on prime time specials, and they generated huge audiences.  Sometimes, being out of the public eye actually generates buzz.  Take a break, and then come back with something eye-popping and wonderful.

Do you have any other good tips to keep media audiences engaged in your programs and other content?

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Guest

    Just recently my church was going through something similar with the way we were presenting our announcements during the service. We decided to change things around. #muchbetter

    • Yep – shaking things up occasionally is a great idea!

  • Janie Pea

    I am an amateur film maker- learned everything I know by trial and error and most projects are of my family and grandchildren. I have made one film for a fund raiser for RGU a Christian University whose board I am on and I filmed a face painting class for Child Evangelism Fellowship (CEF is my other board). I have been wanting to make a film for potential donors to CEF for several years but seem to be stuck. For the past 20 years, CEF has raised their budget with the board members, once a year, writing everyone they know (and some they don’t) and the Lord has blessed that. However, our ministry and budget has doubled in the last 4 years with rapidly expanding after school Good News Clubs held on the different campuses all over town. With exploding growth comes exploding need and I feel we should have some other means of getting our cause noticed. I have lots of film footage and pictures that I have taken over the past several years but the kernel of inspiration on how to organize it ain’t there yet. So often when I write, my inspiration comes after I start, but on this project, I need something to work outline, bullet points.. something. There is too much material and I am too familiar with every need. I want it to be well made, inspirational and heart warming. Any suggestions on how to get started?

    • Keep it simple and don’t worry about presenting facts. Emotions are far more important with a video presentation. Tell a great story.