In a multiscreen world, it’s safe to say marketers have their work cut out for them.
Capturing and keeping consumers’ notoriously short attention spans is hard enough, but that attention is now becoming increasingly split. Multi-screening has been growing for years and the GlobalWebIndex 2019 Q1 reported 72% of 16-24s say they use social media while they are watching TV. This demonstrates how ingrained this behaviour has become, particularly for Gen Z.
Experts claim this habit perpetuates the problem. We’ll reach for our phones because the TV alone isn’t enough to entertain us, but this constant overstimulation leaves us wanting more.
It's crucial to understand how your audience consumes different media and to align your marketing plan accordingly
The fact that we’ll often use the ad breaks to check our phones throws the effectiveness of TV advertising into doubt, but the truth is whatever outlet they choose, marketers can no longer take a captive audience for granted.
Acknowledging this behavioural shift and adapting a marketing strategy accordingly is essential. As Facebook concluded in their recent multi-screening report: ‘In today's “attention economy, it's crucial to understand how your audience consumes different media, and to align your marketing plan accordingly.”
Value is key
Connection and entertainment are key motivators for social media users. 38% listed finding funny or entertaining content as their number one priority. This is ahead of the 31% that use it to research products they want to purchase. If your brand is able to offer both, then you are giving your audience multiple reasons to follow you.
Brands may be reluctant to invest in content that doesn’t drive a direct sale, but offering customers value to their life - whether that’s tutorials, information or even funny memes - will establish brand love and loyalty. The best examples of this come from brands that know their target customer inside out and invest in highly relevant content.
The multi-screening trend proves that very little can tear us away from our phones. It’s the portal through which we experience so much: entertainment, connection, shopping. Ensuring that content marketing has been created with mobile in mind will put you a step ahead of the competition who are still repurposing assets that weren’t custom-built.
Social content creators are one group with the proven ability to capture the attention of this mobile-first demographic. Their vast and loyal followings are testament to this. Now, brands are leveraging this know-how by commissioning them to create branded content and more than half of marketers say it outperforms their brand-created content.
Clear and actionable
In order to make the most of consumer’s brief attention, you need to ensure that your marketing message is clear and instantly digestible. They need to be able to understand it with one eye on your ad and one on the TV. Brands can consider adding subtitles to videos, catering to the expectation that they may not be watching with the sound on, or getting your branding within the initial few frames.
Making it easy for audiences to take action will also be beneficial. Social media gives so many options for instant calls to action, like Instagram Stories ‘swipe up’ function or shoppable tags in the main feed. These features reduce the friction to purchase and convert your customer faster, crucially, before you lose their attention.
Video has been found to be up to five times more engaging than static images. Videos that feature sound and moving graphics require more of our senses and are more likely to capture our attention. The good news is that the high-performing nature of video is easy to mimic in a cost-effective way through animated elements in social ads.
High-quality assets can easily be transformed into short cinemagraphs and gifs. Optimised for Instagram Stories or carousels, they can also include calls to action, perfectly placed at the moment of inspiration. Campaigns with these elements have achieved huge return on ad spend.
It’s important to remember that audiences are flitting from TV to multiple social platforms. Ensuring they have a consistent brand experience, whichever app they are on, will elevate your brand awareness and increase trust. This should be a consideration when brands brief content creators, aiming to generate content that performs well across multiple platforms and formats.
Ultimately, social media creates as many opportunities for marketers as it does distractions for the consumers. As always, evolving your strategy to meet your target audience is the goal.
By Aaron Brooks, Co-Founder of Vamp, a leading content and influencer marketing platform. Aaron launched Vamp in 2015 as a way to connect brands with influential content creators. The platform has worked with brands like Adobe, Estee Lauder and Adidas on social media campaigns that have driven benchmark-beating results.