Navigating the Attention & Trust Economy: Understanding User Activation and Complex Product Onboarding

Navigating the Attention & Trust Economy: Understanding User Activation and Complex Product Onboarding

Introduction:

In today's fast-paced digital landscape, attention has become a valuable commodity. People are increasingly wary and skeptical, making it essential for brands to not only capture attention but also build trust. This has given rise to the Attention & Trust Economy, where gaining attention and establishing trust go hand in hand. In this article, we will explore the common points between the themes of attention, trust, time to value, and product complexity, and how they shape user activation and onboarding processes. Additionally, we will provide actionable advice for brands to navigate this evolving landscape successfully.

The Power of Generation Z and the Significance of Access:

Generation Z, often referred to as Zers or Zoomers, is a generation known for its diversity and digital savviness. Currently accounting for 27% of the population, Zers are projected to become the largest generation by 2026. They are constantly consuming content and quickly switch brands if trust is broken. Unlike previous generations, Zers no longer view wealth as the ultimate status symbol. Instead, access has become a new form of status. Access to exclusive restaurants, limited-edition products, or niche applications like Clubhouse holds more value for them. Brands that can control access and offer value to those who have access will resonate with Generation Z.

The Need for Agility in Trending Environments:

The rapid pace of trends necessitates the ability to adapt quickly. Platforms like TikTok change trends weekly, requiring Zers to stay up to date with popular dances, music, and TikTok stars. Being the first to discover or uncover something unknown brings joy to Zers. Brands must stay agile and embrace trends to capture and maintain their attention.

The Journey from Niche to Mainstream:

Successful brands often start by dominating a niche and gradually transition into the mainstream by selling a lifestyle. It is important not to prioritize rapid growth or sales alone but to focus on providing users with exceptional value, fostering a sense of community, and creating an insider experience. Glossier and Barstool Sports are prime examples of brands that begin by cultivating a fanbase through content and then monetize that attention and trust.

User Activation in the Attention & Trust Economy:

Generation Z craves self-expression and creativity, leading to a desire for public sharing. As the popularity of products like AirPods continues to rise, audio-based social networks and media platforms naturally follow suit. Discord and voice-based communication have already become a norm for Zers, and they will likely seek similar experiences in the workplace. Brands investing in metaverse platforms, such as Tencent's investments in Epic Games and Snap, recognize the importance of building infrastructure and content for the future.

The Role of Time to Value and Product Complexity in User Activation:

Reducing time to value is crucial for improving activation rates, but there are limits to compressing weeks of onboarding into minutes. Each product has its own timeframe within which users can experience added value. Misleading advertisements, as seen in some gaming apps, may attract less motivated users but can still lead to conversions. However, for complex products like Workplace, display ads often attract users with low motivation and intent, creating an imbalance between user intent and product complexity. Friction in the activation process can be beneficial by ensuring that users are genuinely ready and motivated to experience a product's value.

Personalization and Support in Complex Product Onboarding:

Complex products with longer time to value require sophisticated and personalized onboarding processes. Activation should start after users have gone through the stages of awareness, relationship-building, and demand creation. A comprehensive system that considers user motivation, brand reputation, tutorials, case studies, and customer support is essential for successful activation. B2B products may require additional resources, such as webinars or personal calls with the sales team, to guide users through the onboarding journey and help them integrate the product effectively.

Actionable Advice:

• 1. Understand and cater to the needs and preferences of Generation Z, focusing on access, authenticity, and value.

• 2. Embrace agility and stay updated on emerging trends to capture and maintain attention.

• 3. Tailor the onboarding process for complex products, ensuring users are genuinely motivated and supported throughout their journey.

Conclusion:

In the Attention & Trust Economy, brands must not only capture attention but also build trust to thrive. Understanding the dynamics of Generation Z, the significance of access, the need for agility, and the role of time to value and product complexity in user activation is crucial. By incorporating personalized onboarding processes, providing value, and establishing genuine connections, brands can navigate this evolving landscape successfully and create long-lasting relationships with their audience.