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There's A Fine Line Between Discovery And Feeling Sold
July 16, 2019
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When it comes to paid posts in the social space - people literally don't care if content is organic or sponsored - what they want is discovery; selling a feeling - helping the audience imagine the look and feel of the product in their lives.
But all too often paid posts look like a rush job - a bad sounding :30 second radio ad visually coming to life.
And while there are a million little tactics to deploy in order to create a memorable and impactful campaign - the graphic we created for you below outlines the two more important approaches for paid social media posts.
Aligning Content With Platform Use & Interaction:
Focus more on selling a feeling and balanced (fun) unpredictability in the social space.
And once you have alignment and interaction down - pay attention to other approaches in paid social media:
Audience Signals
Form data insights from studying what drives actions.
Get To The Point - Fast
Half of U.S. adults admit checking their phones 30 times a day, and during those "check-ins" only giving content on average 1.7 seconds before they decide to consume.
Have An End In Mind
Content should either:
Breakthrough - meaning it should be remembered/re-called.
Respond - it must trigger reaction.
Consistency
Social content is stock (planned) and flow (unplanned).
Planned content = cadence (paid should be scheduled in the cadence)
Unplanned = in the moment
Relevance Matters
Content must be coherent; fitting to the brand.
Create Content Buckets
Top emotional triggers people say they want from content:
Inspire, Teach, Entertain, Empower and/or make them feel relatable.
It's really simple - do more around what works and less of what does not.
Place greater focus on ads being useful.
Reach out to me anytime on Twitter @lorilewis.
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