Presented by yellowHEAD
There is no such thing as a one-size-fits-all, all-creative for all platforms. And for creatives to work, you need data. Learn about best practices for creatives in each channel, why real examples of high-performing creatives work across platforms, and more at this VB Live event.
Register here for free.
Newer social platforms are sexy, and the idea of targeting new audiences by targeting Snapchat or TikTok is compelling. But it means that the old platforms are being undersupplied. Consumers still spend a lot of time with oldies like Facebook, Instagram, and YouTube, but many brands won’t bother creating new themes for those audiences – just run the same ads they use on other platforms. However, this unified approach means you will lose your potential audience, says Noa Miller, marketing creative strategist at yellowHEAD.
“People get bombarded with ads – to get their attention, you have to be in the right place at the right time, in the right state of mind,” she says. “When I’m on YouTube, I have a question. I want to see reviews. I want to continue my education. When I’m on Facebook, I’m there for the content. I read articles. I see short clips. All sorts of things. When I’m on Instagram, I’m there for inspiration. I want to see beautiful things, beautiful people, creativity. “
For example, the tremendous success of the Bridgerton show has people of different age groups consuming content related to the show differently on each platform. On TikTok, you can find musicals inspired by the series. You can see interviews with performers on YouTube. On Instagram, pictures from the set and the show or short clips from interviews. Full articles about the show and what they did can be found on Facebook.
Of course, ads are not what users are looking for when they visit these platforms. However, if they are made as native as possible, according to the way a user interacts with that particular platform, the users will be more receptive to them and actually enjoy them.
But to be really successful with a multi-channel strategy, you need to analyze where your audience is, what they need from each platform, and what data requires, Miller says. Alison, YellowHEAD’s proprietary creative analysis and brainstorming platform, identifies the unique elements of a subject and then analyzes the performance of each of those elements across channels to find what resonates with each audience.
“For example, when a customer runs on Facebook and Instagram, I can see which ads and what elements work best on each of those platforms,” she says. “Has what you run on Instagram worked better than what you run on Facebook?”
The question is, is there the same type of audience on both platforms, why it went great on Facebook and bad on Instagram.
Look at the feed on Facebook and the three-second rule. The average person flips through 300 meters of mobile content – or the height of the Statue of Liberty – every day. In the Facebook feed, a video ad will automatically play when a user scrolls over it and stop as soon as they scroll by. That means you need to get that person’s attention almost immediately. How do you get someone to lift their finger in those three seconds? On Instagram, most of the users see stories with the sound on. How can this element be used to get your ad instantly compelling?
When you open the TikTok app, it immediately starts a video with sound. This shows the importance of using sound and even sound based concepts that you shouldn’t be creating for Facebook. TikTok is a lot less serious, she says – here you can be more creative with your brand and cross many boundaries. Meanwhile, Snapchat is more of a camera company than a true social platform. There you can add the camera, lenses or filters to the subject.
“When you understand how these newer platforms work, you’ll find that any creative you create for Facebook or Instagram would never work,” she says. “You need a unique motif especially for you and the way people consume on these platforms.”
The most critical element is to start with a strong concept, she adds.
“When you have a strong concept, it can be translated in a lot of different ways,” she says. “The concept has to be simple but has depth so that you can translate it into different versions. It’s okay not to do big productions. But you can always find a way to twist a little and get it fit. “
Don’t miss this VB Live event to learn more about which ads work on each platform, how to use data to optimize the performance of your subjects on each channel, and real-world examples of successfully customized concepts.
Register here for free.
You will learn:
- How to optimize your digital marketing strategy through creative optimization
- How to use user data to create content that really works
- Here’s how to develop a successful creative strategy across all of your social channels
- Best practices for creatives on every platform
- Here’s how to incorporate influencer content into your assets
- Noa Miller, Marketing Creative Strategist, yellowHEAD
- Nicole M. Alexander, Professor of Marketing and Technology, New York University (NYU); Former SVP, Chief Innovation Expert, Ipsos (moderator)
More speakers will be announced shortly!