Thumb Stopping Guidelines – Creatively winning on mobile
One of the key challenges we face every day is how do we
connect and engage with consumers in a mobile world, in a world where brands
have to be live 24/7. The potential scale of social media platforms means that
small, seemingly insignificant actions can have far-reaching consequences. That’s
why I’ve created this quick guide to show you ‘thumb stopping’ creative best
practices – ie. How to have the best visual stand out on mobile.
The Rules of Great
Marketing Remain
Create ideas that are distinctive, captivating, and
attractive to look at, rewarding entertaining or informative. Avoid competitions, asking people to post
photos or asking people to like you. No
one likes someone who asks too much of them. Don’t make apps. They cost a lot
of money to make, people spend 80% of their time in 4 apps and 99% of apps have
less than 2000 downloads. Ask yourself seriously, will your app be in that 1%? IF you do decide to build an app, these guys know what they're doing.
Solve for a Business
Objective
Design campaigns to resolve a specific business challenge
just like you would on any other media. ‘Social’ or ‘engagement’ objectives
(likes, comments, shares) have no correlation to sales.
Measure to learn and improve. Commit to a study like
Millward Brand, DLX to evaluate the business impact of the campaign.
Build Branded
Memorability
Make it easy for people to recognise your brand by
developing a consistent look, tone and feel across all your communications. Don’t
change your tone of voice just because you’re on social media.
Also stand for something more than just your product features,
and have that highly visible across all your communications. Persil’s ‘Dirt isGood’ is a great example from a big brand, but even small companies can have a
social or community angle.
Smart Media Matters
Optimising for reach improves return on ad spend by 70% or
greater. The greatest creative in the world can’t do its job if your target
doesn’t see it. If you’re a FMCG brand for example, CMI guidelines recommend
reaching 50-70% for your target audience (>10% of the population) 1-2 frequency
a week for 6-12 weeks. Campaigns that follow these guidelines can see a 3X
sales uplift versus those don’t.
Evaluate Work in the
Way your Consumer will See It
This is bloody obvious, but it’s amazing the number of brand
managers or even agency account handlers review work on the desktop as that’s
the way they’ve received it. Always look at the creative work on a phone rather
than on a giant screen.
Photo and Video Creative
Considerations
Grab attention in the first 3 seconds – User data shows that,
on average, you have 3 seconds to grab the consumer’s attention before they
scroll on. Do everything you can to grab attention at the outset, and don’t
leave your reveal to the end like you may do on your TV ads.
Video Length
Ensure your film is only as long as it needs to be. If your
message is engaging in the first 3 seconds and relevant to the viewer,
independent data say there is a high chance they will watch on. On mobile, you
aren’t tied to 15, 30, 60 second lengths but this doesn’t mean you should
create long form films for the sake of it. Be honest with yourself. Would you
watch the film in your busy day if you weren’t being paid to do so?
Optimise for Sound
Off
Most video on feed are watches with the sound off. Don’t
relay on sound to tlel your story. Rely on visual or use captions to
communicate your message.
Alternative Video
Production
Consider cinemagraphs which use largely static images that use
a bit of slow pan/scroll to give it movement. There are loads of great online
tools out there to create slick videos, like Offeo.
Develop Picture Posts
like you do Posters
Your posts need to be as striking as possible to stand out amongst
the noise of not only competitors and other content, but also their friends’
posts. Use visuals to do the talking and make it as impactful as your poster or
print advert designs (considering the size of screen and amount of text). We
only need to see an image for 13 milliseconds to identify it.
Mobile Marketing
Strategic Tips
1) Target Using Personalisation at Scale
Harness the unique power of
Facebook/Instagram/Twitter/Snapchat targeting and insights to make the campaign
sharply relevant but still reach large audiences of the right people.
2) Exploit a Mobile’s Portability
Time, Location, Temperature. Create messages that are relevant
at a certain time in a certain place or at a certain temperature and run them
at the right time in the right place.
3) Consider your Consumer’s Device &
Bandwidth
Smart phone? Feature phone? 4G? 2G? Avoid videos for feature
phones and markets for low bandwidth. This should be a consideration for
websites anyway, as Google penalises for slow loading assets on websites. Consider
alternative formats like Slideshow or Carousel format to tell the same story.
Summary
None of the creative guidance will help if nobody sees it. Organic
reach is truly dead and ‘viral’ success is a pipe dream, so make sure you use
paid media on your social media posts. In short, make sure you grab attention
in as little time as possible so that even if your consumer sees it for a split
second, they’ll at least have taken note of the brand, and hopefully your
product will more likely to be front of mind when they come to a buying
decision.
Written by Jag Singh, Growth Hacker, www.digisparks.co.uk
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