There is a certain need for speed on social. You have to grab attention – and fast. Stats suggest that TikTok has the best engagement rate with an average of 4.25% (and this drops to just 0.60% for second-placed Instagram). But it’s getting even harder to catch attention too – with engagement rates falling by 28% each year.
This shortening attention span means brands will feel even more pressure to move fast and often. But quantity doesn’t have to mean a compromise on quality or creativity.
Rough & Ready
The TikTok era has brands mimicking consumers by creating quick and rough content. But this isn’t the only way audiences are consuming content. We are in a golden-age of content production. Netflix, Disney and Amazon have hundreds of millions of subscribers because people want high-quality content with world-class production.
This doesn’t change when we pick up our phones.
It is challenging to find the right balance between moving fast, and creating content which feels polished and on-brand. It takes a great strategist and creative team to be able to deliver a consistent brand tone-of-voice. Often it gets muddied with various different people or agencies manning different accounts.
Different brands will have different needs. Some will be able to naturally stretch into adjacent spaces and piggyback popular trends. Others will feel out of place outside of their lane. To understand where your brand should be, you need to know where your audience are and what they expect.
According to a recent survey, the main reason people use social media is to keep in touch with their friends and family. In these moments they are likely not going to engage with branded content. But the second reason people use social is to tackle boredom. These are the moments in which brands can stand out and engage audiences – and the best way to grab attention is through high-quality content which appears to the right people at the right time.
Earlier this year we built an emotionally-driven, socially-led campaign for Tiffany&Co. to mark the launch of their Lock Collection across multiple territories. The very highest quality content is paramount when dealing with a luxury brand but so too is the approach to storytelling which is why the campaign featured over 100 assets including video, still imagery and audio notes to develop a holistic form of storytelling that felt intimate and evolved beyond traditional creator content.
We cast localised talent, featuring stars of cult TV series The White Lotus Beatrice Grannò and Simona Tabasco as well as Ncuti Gatwa and Yasmin Finney. The content adopted nostalgic and intimate artefacts of connection and friendship from each talent, with handwritten notes, photobooth strips, boarding passes, drawings and poems, demonstrating a level of depth within the narrative.
The results exceeded all expectations, proving the power of this approach. Tiffany & Co saw a 117% increase in in-store appointments, 3.2 times ROI and an incredible 60% of people opting to watch the digital ad in full.
“There is more to life than simply increasing its speed.”
― Mahatma Gandhi
Brands don’t need to rush to create content. They need to create content which makes people stop and watch, even if they are in a rush.
Quality beats quantity every time. Success on social is about more than just throwing out content and seeing what sticks, as every failed attempt only serves to undermine the clarity of a brand in the eyes of your audience.
The world feels like it is getting faster and faster. But sometimes the best way for brands to keep pace is to slow down, and make something which encourages audiences to do the same.