How to Create Scroll-Stopping Content on Social Media
How to set boundaries on the job to reduce burnout and fatigue
Many companies struggle to find content that will break through all the noise online. It can be a challenge with more users and businesses online than ever before. Additionally, user’s now scroll faster, giving businesses mere seconds to make a profound impression on their target audience.
However, there are a few things that you can do to make sure you hit your target and stop the infamous scroll by users, especially, when it comes to imagery and videos.
Here are some factors to consider when you are attempting to create scroll stopping content:
1. Imagery & Photos
Standard images on Instagram and Facebook can be one of the most difficult formats to crack. Mainly due to the fact that they are the most used format on the platform. However, here are some things to consider when creating your content:
● Simple wording should be used on images: One of the fundamental rules of making a scroll-stopping image is ensuring that it is clean, precise and only has the key information on it. The caption is where you can expand on the copy. The image is meant to capture their attention and give the main messages. The copy is there to give more information and context. Less is more when it comes to wording in any imagery online.
● Use brand colours or colours that stand out: colours like red and yellow naturally attract the human eye, however, using your distinct brand colours can also be effective. For example, B-mobile has very distinct brand colours and fonts, that most Trinidad and Tobago citizens notice even before they read the ad. Using consistent brand colours or a brand “look” helps differentiate your content and keep it memorable for your followers.
● Photos with human faces perform better on the platforms: It’s well known that the algorithm and users favour photos with people in them. This is important to note, especially for ads. Stock images can also perform well, however, it has to be done in a very specific way and usually performs better for companies with large demographics.
It is well known that videos perform well across all platforms. Therefore, it’s no surprise that marketers tend to prefer to use video to capture viewers attention. While most data suggest that video and images have the same amount of reach, videos undoubtedly get more engagement.
Here are some things to consider when creating video content:
● Short videos perform better: Currently, Facebook recommends, “15 seconds or less so that people are more likely to watch until the end.” This is important for the creation of ads. Longer videos can be beneficial for videos aiming for a connection to their audience. However, for attention-grabbing ads, aim for 15 seconds. More importantly, ensure your logo is introduced in the video as early as possible. While your CTA can be at the end of the video for a 15-second video, you should include the CTA midway in any longer video as users often stop viewing before the video comes to an end.
● Think Mobile First: Trinidad and Tobago have a very high rate of mobile use in general but particularly for Facebook and Instagram, thus, creating videos for mobile user needs to be a priority. Vertical video and the square format on Facebook is recommended for both Facebook and Instagram. This ensures that it’s easier to watch for a majority of viewers, however, these are the preferred formats for the platform’s users.
● Design for Sound Off: data shows that users often continue scrolling if a video automatically plays the sound. This point is especially important for Facebook. When creating content you should ensure that the content can still be intriguing without sound. Verizon Media currently reports that 69% of users watch videos without sound. The content needs to stand on its own and the music should just add to the content’s ability to captivate users.
There are a few things you should always remember when trying to engage your users. These factors plus, your own data generate a great way to make captivating content.
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