How Micro Boredom can lead to disruptive innovation

Guest Column: Neena Dasgupta, CEO & Director of Zirca Digital Solutions, analyses how micro boredom creates opportune moments for brands and content creators to improve engagement with consumers

e4m by Neena Dasgupta
Updated: Feb 27, 2020 9:10 AM
Micro Boredom

The phrase ‘Time is money’ correctly defines the significance of time in our busy lives. But often, depending on how much we value our time, the flow of precious time is punctuated by moments of monotony interspersed with “valuable moments”. In the relative near past, in these periods, one would find oneself reading magazines while on the pot, examining the make of cars while waiting at the bus stop or simply drifting off in one of those ‘what if’ moments fantasizing and exercising the right half of the brain.  Now, however, things have changed, and these moments have a new accompaniment- our trusted smartphones. 

 Micro boredom is described as server smaller slices of free time, from which mobile technology offers an escape – as described by Motorola. We have come a long way though, from single snack games like Tetris and Snake to social media handles that broadcast our boredom to the rest of the world. It often happens that we click the Instagram app icon on our phones, without even realising it, and spend the next 5-10 minutes scrolling through the news feed, craving for interesting content.

These sliced moments of micro boredom are an opportunity for brands today, to garner the attention of a viewer, who could also be a potential customer, and keep them entertained and engaged. Making content worth the viewer’s while is the new challenge brands are facing and the best ones are surely winning hearts through this.

 Micro boredom, along with a myriad of ever developing factors such as better smartphones and internet accessibility at cheaper costs has led to a rapid increase of digital consumption. What works best in this scenario is content creation for every mindset. While all the other factors are in your favour, the only challenge you must tackle is creative content creation. Thanks to micro boredom, brand engagement with consumers has increased tenfold. Users continually engage with brands and influencers seeking to make an impact on their viewer and to enter their consideration set, through social media content that pops up on their feed while they’re trying to escape boredom.

 As mentioned above, moments of micro boredom are in fact opportune moments for content curators and advertisers. Let’s see how:

 a). They serve as an opportunity to make use of micro boredom to create content that is not mind-numbing or thoughtless but short, crisp and engaging for the viewers who want to get rid of their boring routine for about 5-10 minutes.

 b). For advertisers to contemplate on different ways to advertise their brands and/or products to users who mindlessly scroll past pages/posts/information by breaking through the clutter, experimenting with formats and engaging with their audience.

Finding the sweet spot, where micro boredom and digital consumption meld together is a prospect that is highly appealing and seems evermore viable.

 While being surrounded by a plethora of content options, as consumers of social media, we need to understand when to disconnect in other ways rather than swiping through phones. Phones must be our medium to connect with individuals and must not lead to disconnection/ detachment from the real world. Going digital is a means to bridge the gap and not create walls in the business of communication.

 As a digital marketer, micro boredom will surely offer you a wide potential to tap on, in order to increase your engagement and escape the mainstream routes of marketing. Go unconventional and win the world with your disruptive innovation in Digital marketing.

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