The concept of above the fold should translate to promotion and especially social media. I have a good example for you this morning.

Facebook has rolled out another version of Events. If you do not use their ticketing system, they only give you the choice to have the price of the event be free. This is going to be quite the problem. I have already sent them feedback (for what it’s worth).

In looking at an event for this weekend, one of my friends thought it was free. The event is not actually free. She was dismayed and let me know.

Facebook and many other social media outlets have descriptions/details that you have to click “See More” for full information. In this case, if you do not have ticketing information above this fold, people are still going to think an event is free.

I suggest that if there are any problems with Facebook’s new event system regarding posting proper information, especially when it comes to the pricing of your event, put that information above the “See More” point of your details.

Sure it might mess up the flow of the description, but it can help eliminate the upset reaction people may have when they go to your website and find out that the event actually is not free as mentioned on Facebook.

Above the fold is gold. In our short attention span, too much noise, too busy lifestyles, it is important to get the main details up front and center. Unless your teaser is exceptional, people will miss out on the basics they need to know.

You either have to get them to want to click “See More” or just be safe and give them what they need to know upfront.

Above the fold for publicity

Lastly, if you are involved with publicity, above the fold is gold mentality applies to your press release pitches. In your email, if you just mention you have something attached they may put it off until later to read, or not read it at all.

Instead, give them a teaser and the basic details in your email, and make sure it is not too much information, but creates that tension of wanting more information. I have had more success doing release pitches this way.

Cater to our crazy, busy world with above the fold tactics, and it will translate to being more helpful for people and to having more success building your audiences.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists