Stop advertising. Start the conversation.

19, 2021

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The global average time spent on social media is 145 minutes a day, with a steady 8-10% year-over-year increase, and the WHO says average life expectancy is 73 years.

Why is this data important? Those two hours and forty minutes of the average person are clearly their time for me. A socket, a place of retreat and a personal space in one. What are you least interested in during this time? Your brilliant brand advertising. This is especially true during a pandemic, when the average person is so nervous that they stress themselves pointlessly while surfing (also known as "doom scrolling") becomes inevitable. Gen Z-powered social media is a giant whose only fuel is insatiable entertainment. Everything else in your brief should be based on this solid foundation.

Amid a COVID-19 recovery, Disney sold this year's Oscar ad for more than $ 2 million per 30-second commercial, yet it was the least-seen event in the show's history. Brands have to step out of their ivory towers to understand the colossal rift between audience needs and their sales pitches.
Similarly, will influencer marketing really die in the next few years?

SNL more, O&M less

Advertising isn't dead, but today there are many parallels to interacting with your audience. While television still follows similar 90s dynamic, social media is a whole different ball game. And those who still say that creativity is creative regardless of the medium will never understand why Eliud Kipchoge wins gold in the marathon while Usain Bolt wins the 100M.

If you surf thoughtlessly to find a semblance of calm in a stressful world, you neither want nor need your ad. Don't trust me: randomly find every viral digital advertisement over the past three years and see how many were created according to old brand guidelines, product features and CTA (call to action). Just remember Ryan Reynolds Aviation Gin ads or Jeep's Groundhog Day nostalgia with Bill Murray after the onset of COVID-19. Both descend from the younger and bolder agencies Maximum Effort and Highdive.

We live in times when an SNL comedy sketch can shift 40% of its market valuation overnight. Historically, I cannot imagine any parallel to the advertising for this example. Take your comfort content very seriously as it has the power to manifest a prince and poor tale before the blow even lands.

Don't try to get their attention, celebrate it. When do they start sharing your digital ads on WhatsApp groups? Consider the mission accomplished.

Loop friendly

In the early 2010s, there was an internal joke on the internet that the most interesting content always came from one of three categories: cute babies, adorable animals, and sexy pictures.

A decade later, we're back to low engagement and high engagement content peaks. It's not a passing TikTok trend, but a cultural shift from Instagram Reels to Twitter Fleets, all of which are becoming showstopper functions. YouTube Shorts (the youngest participant) is already getting 6.5 billion views a day!

On the question of how to engage the audience in 15 seconds, let's watch three distinctive, loop-friendly branded videos: RedBull: Volleyball in a water park, Balmain: What happens when you put an Eiffel Tower in the washing machine? and the Houston Rockets of the NBA: How did he pull this trick?

The common thread: bite-sized, approval-friendly content that goes beyond the strict brand guidelines. They are so aware of why their audience is on social media that all you have to do is convince them that your "entertainment" equals "my sales pitch" and you will see how they grow organically from viewers to active subscribers and eventually develop into proud guardians. Ask The Indian Ethnic Company, a small fashion brand that effortlessly sells their collection by making charming Bollywood dance videos.
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Avoid hawk contents to attract hamsters' attention

Most internet users go into rabbit holes without a goal in mind. It's almost an unconscious way of consuming data that makes nuanced content helpless when the user is also sharing memes on DM, making dinner plans on WhatsApp and listening to the new Rodrigo song on Spotify at the same time.

Avoid saying five nuanced things, focus on that ONE point not to be missed in those twenty seconds. Some of the top 10 most popular TikTok videos of all time are: a cat paws at a camera, a lioness hugs her owner, a person peeled a banana, and another removes masks from cup handles.

Pinkfong's BabyShark Dance Song is the most-played YouTube video of all time with 8.4 billion views, while Chris Godfrey's photo of an egg is the most popular Instagram image, almost double the lead to 55 million likes.

If you're McDonald's, have Dwayne "The Rock" Johnson devour a mountain of happy meals while Kevin Hart is left with a single french fry as the text overlay says you have endless happy meals for this Independence Day Receive $ 11. NOT, the ex-wrestler talks about the bun quality while the comedian talks about the exceptional service and a voice-over that ends it with the $ 11 deal.

In 2021, the most popular brands are a far cry from the imagery of the old-school oligarchs. They wear rock band t-shirts, share memes, know how to record a joke, are weirdly approachable, and understand that social media is for fun. It's time your content understood this too.

Connected: Why brands should be excited about the development of social shopping media


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