Every brand is built upon a good story. Here are a few simple tips for telling that story in a unique and compelling way in a mobile content age.
There’s no shortage of mobile content vying for people’s attention in today’s digital landscape. So, breaking one individual brand through the clutter is a tall order to fill. It takes unique visual and interactive content to capture people’s attention. In fact, 90% of consumers prefer when brands create custom visual or interactive content.
The reasons are fairly straightforward. Mobile screens offer very little real estate, and social news feeds are cluttered with content from many different brands. Also, most of the social and digital landscape is controlled by Facebook and Google. These two tech giants sell ad space to brands and place premiums on high-quality content tailored for mobile consumption. It’s important for marketers to recognize how Facebook and Google spend their money, and subsequently expect to generate ROI from their own efforts, to make effective decisions with content.
This is why mobile native advertising is critical for any digital marketing strategy. Native ads match the style and format of the app where they’re hosted. Many brands track higher engagement with their content through native ads, which increases the odds for brand recall and loyalty. Content that visually adheres to a unique identity and seamlessly integrates with an in-app experience better captures attention and generates engagement.
To guarantee all of your brand’s content works for native ads, you need a consistent creative process that ensures a standard look and feel for each piece of content produced by your team. That’s why marketers rely on technology to ramp up content production and guarantee consistent creative outputs.
Think About In-App Experiences
Image via ESB Professional.
There’s a very big difference between the mobile app experience and the mobile browser experience. When people pull up a desktop browser, they’re looking for answers to questions. They do a quick search in the browser, and scroll through results until they find their answer. That behavior is not the same for mobile app experiences.
How Content Experiences in Mobile Apps Are Different
When people use social media apps, they want to see interesting visual content. They’re not looking for answers to particular questions. They want creative, entertaining, educational, or inspirational updates from their favorite profiles. In essence, people are in discovery mode.
Mobile app behavior also involves a lot of scrolling through feeds. A flick of the thumb is all it takes for people to see content, and another flick is all it takes to move on to something new. This is an important behavior to consider. According to the comScore global mobile report, 80% of mobile moments in all markets are within apps. That means content must visually intrigue people to make them stop scrolling and consume the content. If it fails to intrigue them, they’ll move onto the next update.
Visually stunning content will stick in people’s minds and lead them to engagement. Unique visual styles that are bold, bright, and captivating register in ways that generic content will not.
As a marketer, your job is to create inspirational mobile content that inspires people click. Effective content stands out from all other social media updates, boldly presenting viewers with a look and feel that captures the wandering eye. Successful marketers create effective content at scale and keep audiences engaged with their brand.
Standardize Your Brand’s Unique Look and Feel
Image via wavebreakmedia.
It is difficult to distinguish one brand from another if all content looks similar. Your ads are unlikely to generate results if your content fails to capture attention. Social updates from multiple sources can morph into one indistinguishable blur, which leaves few opportunities for marketers to earn conversions.
Define Your Visual Identity
Ensure you take the time to develop a visual identity that’s unique to your brand. Group together 25-50 of your best visual content assets, and identify creative variables that appear across the entire collection. These mood boards help pinpoint specific nuances such as colors, lighting, angles, or settings that are distinct from other content. Once you’ve highlighted these elements, make them a significant part of your brand’s unique look and feel.
Verify that your brand identity is on the right track by testing responses to your content. The major social platforms will reward your commitment to content optimization with better ad positioning and visibility.
You need to understand what factors motivate your audience to engage with your content. The variables you highlight are visual representations of your brand’s mission, vision, and core values. Creative nuances visually show consumers what they can expect from your brand when they see your content in feeds. By understanding the audience reaction to those variables, you’ll help finalize the look and feel of your brand identity. Use the test results to build a template for creating consistent content that’s unique to your brand.
Use Technology to Create Consistently On-brand Mobile Content
Image via Comaniciu Dan.
Implementing consistency is the key to scale content creation. Over time people who see your content will recognize your brand as the provider. A consistent visual identity helps people instantly recognize the brand. Eventually, brand recognition guides them towards brand affinity and loyalty.
Create More Content by Optimizing Your Resources
Technology expands your team’s productivity by optimizing in-house and external resources to create more content. And, marketers are increasingly relying on agile solutions to create more content in shorter periods of time. Statistics show that 64% of marketers want agile technology to create more content in less time. Technology helps teams with less bandwidth, shorter timelines, and fewer resources meet the demands of internal stakeholders and customers.
Agile technology helps connect marketers with networks of creative talent and shares their creative standards with freelancers. Anything that helps marketing teams quickly produce quality content that meets high brand standards is a big draw. Additionally, technology that supports seamless communication ensures all creatives learn how to create on-brand content. This reduces the time reviews and revisions take during the approval process.
Also marketers can scale localized content creation by using technology to collaborate with creative talent in diverse markets around the globe. This helps marketers form deeper connections at a local level by showing people that the brand understands their needs and issues. This strategy also saves on logistics. By using agile technology resources, marketers can eliminate the costs and logistics of traveling to and from different markets to coordinate local shoots.
Agility Will Help You Adapt to the Mobile Content Age
Marketers require agile creative solutions to meet the rising demands for mobile content. Content must continuously meet the brand’s quality standards, and meanwhile marketers need to build up ongoing promotions to help audiences recognize the brand. A standardized visual identity guarantees content meets guidelines, and technology helps brands turn those guidelines into an archive of consistently on-brand content at scale.
Top image via Daria_Cherry.
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