If you think about the brands that excel at advertising, you’ll realize they all have something that resonates with and stays with you. Whether it’s a consistent color pattern, memorable mascot, or another form of intriguing appeal, they’re establishing connections with consumers through compelling storytelling.
Social media is an area where nearly every brand has made significant investments in recent years, but how many companies are executing it well? Working within the same traditional framework won’t do; in a digital space where it’s hard to separate yourself from the pack, it’s easy to get lost or overlooked. Social media, therefore, often requires consistent focus and investment to command the attention of your desired audience or segment.
At the same time, the opportunity to reach people has never been closer or more wide open. We spoke with digital strategist Jason Falls about what the best brands are doing to stand out from all the noise, with a particular emphasis on the imagery they choose. Here are some of Falls’s suggestions:
1. Rethink Product Shots
Advertisers have always relied on beautiful product shots to lead the way and whet people’s appetites. Yet the companies that do this best on social media are those that include product shots in interesting ways. Falls works with clients in the spirits industry who stick to the “subtle suggestion product shots,” as he calls it, where a glass with the product in it goes a lot further than having the bottle.
Go beyond the obvious to paint the picture. “Trust that your audience will walk along that storytelling path with you,” he says.
2. Stay True to Yourself
When it comes to social media, many companies stray from their larger strategy and messaging in hopes of reeling in younger folks. This isn’t a good idea. Your imagery on social should match up nicely with the imagery you use on other platforms and in campaigns. The core idea should be the same, even if you are looking to have a little more fun on social. Your tone and voice should be recognizable. Know what colors carry you. Make sure you stick to what works while you explore how to build out the natural next steps.
3. Don’t Pander
Everyone is pursuing that coveted younger generation that is obsessively checking its feeds. There’s strong competition to get noticed, liked, and followed. However, that’s never a reason to go off-message. Falls points out that some brands are “trying to talk to a millennial audience,” but they’re going beyond what is young and hip and into what is crude.” Creating and rolling out an image that gets noticed can backfire, and you may wind up regretting it or, worse, having to apologize. Don’t give people a reason to talk about you for the wrong reasons. Use good judgment.
4. Follow the Rules of the Platform
One of the biggest mistakes that social media managers make is not taking the time to research and live by the rules of the platform at hand. You might want to post the same picture on multiple channels, but they have different dimensions to crop to and abide by. (See how the image below displays differently on Twitter and Instagram, for example, when you don’t crop to the preferred dimensions for each platform.)
Those who don’t make this necessary effort risk having their pictures squeezed or cut off in a way that diminishes the value and conveys the message poorly. Even if you have a great idea, Falls says, it can be missed because of human error and poor attention to detail. Play by the rules.
5. Add Context Wherever Possible
Because people scroll through their feeds so quickly, you only have a brief opportunity to connect with them. Make sure your image can form that connection on its own. Sometimes a photo is all you’ll need, but other times, you’ll want to add text or design elements to the image to help orient the viewer. Falls advises, “If you look at the communication from a consumer marketing perspective, you’re removing resistance.” This will greatly increase the odds of someone enjoying your message once they’ve seen it. And that’s the most effective way to empower them to share it with others.
Top image: Mother with her baby playing with pet in the kitchen by Alena Ozerova
