How to create thumb-stopping content


The rise of mobile use heralds a new era of advertising, one that is focused on what we like to call “thumb-stopping content”. Studies have shown that the recall speed of mobile feed content is a mere 0.25 seconds, and with people spending more and more time on their mobile devices, the onus is on marketers and advertisers to create compelling content that resonates with different demographics of audiences today.  Fret not, we’ve outlined 5 tips that can help you do just that:

1) Leverage on data

The first step in creating an effective campaign is to understand your target audience. With the right data from the right sources, you are able to obtain meaningful insights about your audience and identify challenges to address. These insights can then point you in the right direction when you’re churning out creative ideas. It also provides a fuller picture of your audience so that you are better able to customise a campaign that speaks to your audiences’ preferences and behaviours.

2) Reel them in early

Think about the last time you searched for a video on YouTube, only to find that you had to watch an ad first. Annoyed, your initial instinct would be to tap on “skip ad”. In a competitive ad landscape, it is vital that marketers hook audiences early on so that it draws people in from the start of the content, giving them an early “reason to believe”. Studies have shown that 67% of all videos watched on mobile globally were under 10 minutes, whereas only 33% of people watch longer videos on mobile, which makes it imperative for brands to start their campaigns with a strong message that resonates with their target audiences.

3) Tell compelling stories

Let’s face it, people love stories. We grew up with them, and we will grow old with them. With powerful storytelling, you will leave an impressionable mark on your audience, because it cuts through distraction and draws in your audience in ways other ad formats cannot. An example of how we utilised storytelling to reach out to Malaysians is the “Finding SANDRA” campaign we did with MILO, which you can watch here. (Warning: Addictive content ahead!)

4) Be visual

We’re all familiar with the saying “a picture is worth a thousand words”. That is the one trend that transcends time, something marketers have noticed with the rise of mobile advertising. Buzzsumo finds that Facebook posts with images garner 2.3 times more engagement than posts without images, and tweets with images are retweeted 150% more than those without! This applies to videos as well, as over 100 million hours of videos are watched on Facebook daily.

5) Merge different ad formats

Today, social media platforms such as Facebook are designing ad formats that are immersive, allowing users to do more than just view ads – they can experience them too. For instance, Facebook’s Canvas ad format features fast loading and is an interactive experience, merging formats like photos and videos, further reinforcing Facebook’s study that found that mixing formats online resulted in better ad performance. When planning for your next ad campaign, try utilising different ad formats and play around with photos, videos and GIFs with your audience in mind. This will allow you to explore creative ways to convey the right messaging to the right audience.



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