How Brands Can Make A Lasting Impression: Columbus Social Media Manager

How Brands Can Make A Lasting Impression: Columbus Social Media Manager
SHARE
THIS



In this guest post, Matt Soulsby, Senior Social Media Manager at Columbus, delves into how brands can minimise wasted advertising to make a lasting impression.

As marketers we are consistently reminded that the majority of brand communications are being ignored by the intended audience.

In the modern media landscape, we find ourselves inundated with distribution opportunities across ever-evolving media platforms. Reach, as a statistic, has become superseded, as brands are now seeking the attention of prospective consumers.

It is no longer enough to serve impressions by the millions. We need to master the art of serving lasting impressions and remaining top of mind to deliver positive outcomes for brands.

The rise of social media in the past decade has radically shaped how we, as users, interact with brands. We now have the power to reshape the platform itself. People have come to expect a certain level of control over what they watch and when they watch it.

The ‘audience mindset’ needs to become a key consideration for any brand attempting to maximise the value of an impression over time.

The way an audience perceives a brand’s message is considerably influenced by their mindset. Through video, we commonly see audience mindset classified as either ‘Disruption’ or ‘Discovery’.

The Discovery Mindset

Discovery is regularly linked to content that is shown within a social feed. Hotels.com is a brand who consistently produces high quality content in this space. Their Silent Piano ad is evidence of exactly how brands can cleverly leverage video auto playing without sound, as they turn this into an opportunity, not a hindrance.

In this social environment we see users discovering content based on their interests, emotions and lifestyle connections. Failure to meet these filters of content relevancy often results in creative flying under the radar and losing its ability to have an impact.

The Disruption Mindset

A mindset of disruption is most commonly evident with digital pre-rolls and television commercials, where video occurs as a disturbance to a viewing experience. In the moment that content is being delivered, it is rare for an audience to maintain an appetite for long form video. The audience are enduring a forced interruption and are being asked to watch uninvited content.

Reed.co is a great example of a brand overcoming that barrier. Their 2013 procrastination campaign demonstrates the importance of creating instant excitement with your content. Message recall and a positive brand association are both extremely dependent on whether disruptive content is being viewed as entertaining or invasive.

Understanding the user mindset and serving content accordingly can allow brands to overcome content irrelevancy and gain the attention of an audience. The impact of mindset planning can not only drive cost efficient media buying, but also contribute to a brand’s ability to seamlessly integrate into new media environments.

The Directive

As our industry continues to reinvent itself, only the brands and marketers who test the limits of content are able to adapt quickly and thrive long term.

With targeting algorithms continuing to develop and data becoming increasingly accessible, there has never been a better time to realise the potential of each and every impression served. Focus on serving a lasting impression – not buying a cheap one.

 

Please login with linkedin to comment

Latest News

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]