• Richard Forbes

Stop the Scroll: Stand Out On Social Media

Updated: Mar 3, 2021

As communications professionals, careers in public relations, advertising and journalism require us to know the right things to say and do at the right time. However, with over 3 billion online users worldwide, social media platforms have become crowded and content easily diluted. Now, the issue is not to be heard but seen. So, how can you stop a viewer’s endless scrolling with new and interesting content?

Lately, creating content that attracts attention and moves audiences has been the focus of social media strategies. With more video and picture channels like Instagram and TikTok, rising in popularity, social media managers have to follow this trend in visual communication.

On creating unforgettable content, Leah Feygin, Head of the U.S. content creations at Twitter ArtHouse, used an example from a 2019 trip to the Burning Man festival to explain the importance of an impression in a PRNews article.

“I could really only remember one art sculpture out of the hundreds of installations,” Feygin said. “The one I remembered was a sanctuary made out of harp strings — very sensory. Mallets were available to guests. There was exquisite craftsmanship and a warm glow.”

Finding a spot with memorable visible qualities, she said, is similar to what makes people pause in a Twitter feed. Using Twitter data, Feygin supported her point. Advertising creative is the number one factor driving product sales, according to Twitter research. Forty-seven percent of sales are attributed to creative, she said, which demonstrates that good content makes a difference. Unfortunately, despite the effort, most campaigns are easily forgettable. Feygin said 89 percent of ad content on social media is not remembered.

So, how can professional creatives overcome this challenge? Be unexpected. Use unexpected visuals, voices and cultural connections.

Several successful social media brands, like Wendy’s, Oreo, Netflix and Adidas, have incorporated these ideas into their marketing strategy.

Brands work with social media platforms to find digital artists who can create fresh visual campaigns. Others reach out to influencers for a more realistic connection when talking directly to an audience. Whatever strategy is used, it’s important to remember that social audiences are smart and can detect ingenuity and sincerity in a flash. “People know when something is BS,” Feygin said.

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