Exclusivity In Content
If you’re watching a video on Instagram which was not made for its 1:1 dimension, it will fail to create the same impact as your original video. Any content that you put forth needs to be specially altered for your specific platforms. The same example can be turned around for Facebook. You can risk posting longer captions on Facebook with more information, but a caption on Instagram needs to be crisp and to the point. For this, brands need to keep in mind that every social media has its own strengths and the content needs to play along with these strengths to give users the best experience.
Time For Storytelling
Ever since we were kids, our parents tried to grab our attention with storytelling. They did so because stories kept us hooked and the teaching stayed with us for a longer time. Even after growing up, stories have a way of grabbing our attention. When content is visualised it creates a greater impact. The visualisation could be through videos as well as written. If a written content is able to weave us an interesting story then our curiosity will get the best of us and compel us to read the complete story. For this, brands need to make sure that the content they put up is able to tell a story to the users. Even a simple photograph can speak a thousand words.
Stay True To The Brand Identity
AirBnB is known as a platform for providing home- stays all around the world. If it starts posting content about hotels and promotes them, then it would sway from its true essence. Brands need to keep in mind that they need to stay true to the brand identity that they have made for themselves. While LBB gives it own recommendations, things2doinmumbai only covers the place. Both have different USP’s and it’s what works best for them.
Suppose you read an article about these new shoes that come with an automatic drying mechanism in it, which seems like a perfect solution for those rainy days you have to sit in your office with wet shoes. It’s of utility to you, even if you don’t buy them right away it will come back to your mind when monsoon arrives. Content which is relevant to people, will make them come back to your brand when they have a need. Such content will lead the lead to you.
all about them. People like to invest their time in things that are relevant to them. When it’s their desired content they cannot skim through it, they will get to the core of it.
Ariel - #ShareTheLoad
When Ariel came out with its #ShareTheLoad campaign it aimed to take the stain of gender inequality off our mentality. The video went viral with appreciation coming in from all sides. The thought behind it evoke a feeling of change in every individual who saw it and it led to a raging fire that spread across the country. The film threw light upon the uneven distribution of household chores. Whilst the second film which showed a dad’s point of view got 6.4 million views on Facebook and strummed all the right emotional chords. This campaign became the face of the brand and a series of graphic images were posted on Ariel’s social media which showcased inequality. It told a story, gripping the attention of the audience whilst staying true to the essence of the brand. Ariel came up with this campaign before it became a trend on social media and left a thought provoking effect.
The video film of Ariel is the perfect example of experience based content marketing as the aim of content marketing is to grab the customer’s attention and make them read about you. But in today’s times, it’s not just content that is able to do it, it needs to be backed by a favourable experience for the customers and Ariel managed to pull this off because of its emotional experience.