29 January 2020
Author: Natalie Shawver
In today’s world we’ve taken the very definition of multitasking to an entirely new level. We’re bingeing the latest season of The Crowne on Netflix while scrolling through our Instagram feed. We’re listening to a podcast while adding something to Facebook Marketplace. We’re downloading books from the local library and reading another on our tablet. This, of course, is on top of working full-time at a career or as a parent (or both), juggling upkeep with our house, attending the neighbor’s birthday party and somehow remembering to let the dog out. We’re exhausted. And we’re wondering how we can win our time back. Many companies have cracked the tick-tock code: Netflix tells us what we should watch next (time saved on searching); Amazon has monthly subscriptions so we’ll never run out of toilet paper (time saved on trip to grocery store); and bill payments and Rx refills have never been simpler thanks to automatic bank account deductions or reminder texts. #truelove Life seems simpler with all of these technological shortcuts … and yet we’re still running around with our proverbial heads cut off and wondering where the 25th hour in the day is. Take me for example and meet my friend Liz. And by “friend” I mean the influencer I’ve turned to (who I don’t personally know but I pretend like I do) for the past nine years when I need a decision made and relief in my brain. Chicago lifestyle blogger Liz Adams of Hello Adams Family has been on the scene since 2011. What first started as a fashion blog has turned into her full-time, focus-on-real-life account from all angles. Her transition from single-to-married woman to mother of two has shown the power of evolution at its finest—all before our very eyes. Instead of writing about what the latest spring trend in raincoats is, she serves up must-have skincare, must-try recipes and must-do activities for children. And I/we love her (and others like her) for it. We see someone else in the same place of life with the same undereye circles just trying to get through the day, and we realize that heck, if they can juggle it all, so can we. Oh, and they’re going to tell me what gifts I need to buy my husband for Christmas? Sign me up. Liz is like the equivalent of the Netflix movie recommendation in human form. And, just like I trust Netflix to know what I’ll love best, I trust Liz, too. But why? I don’t really know her. Because, simply put, she does all the heavy lifting and she gives me my time back. I don’t have to think about what to make for dinner because poof! Liz emails me a recipe every Wednesday. I don’t have to figure out which home cleaning product is the safest for my toddler because poof! Liz tells me which one is. She takes a product and makes it relatable—a product that may be hard to sell (hello CBD oil) as well as ones that fly off the shelves (bedazzled headbands). She makes me feel like I need it without being used-carsalesman-y. She makes me feel like her friend—who she is trying to help save time, too. #sharingiscaring It is this uncanny need for time saving that makes me the epitome of a sponge, soaking up every possible human advertisement thrown my way. I’m a marketer’s dream. So how can a company capitalize on overwhelmed, searching-for-extra-minutes consumers like me? They can make it easy, automated and enjoyable. They can showcase have-to-have products in my social feeds, newsletters in my inboxes with curated content, and eye-catching advertisements before my YouTube video begins. They can partner with my friends (cough cough Liz) to talk about their products in a very real way. They can catch me in the small moments I have and convert me into a sale. They can use the power of influence to capture my attention and make me part of their tribe. They can give me my time back.