I recently attended an interesting panel discussion with industry experts on the subject of social media.
Here was the overriding takeaway: people don’t like ads, so make messages that are entertaining, engaging, educational and uplifting.
Millennials especially hate being assaulted with boring advertising, so give them some sugar, baby!
Look, no one likes bad ads, no matter what the media. You know who zaps commercials most often? The people who make them. We have very low tolerances for inane, insipid, boring, stupid, borrowed interest concepts. (We’re picky that way.)
But all human beings are attracted to entertaining, educational, enriching messages.
Some of the messages I’ve seen in social media are so soft, I wonder how they got approved and produced. The product has minimal relevance to what’s going on. It’s there only to foot the production bill and slip a product or logo in there somewhere.
These films are like a granddad who gives neighbor kids crisp dollar bills to get them to like him. Sure, he may smell like stale tobacco and sour breath, but he’s a pretty popular guy.
Another thing I heard at the conference was the need for brands to keep their content fresh. Apparently, the more units you produce, the more your engaged audience will appreciate them.
This insight came from someone representing a major brand. This same brand runs the same thirty-second spot ten times during the same sporting event.
Game after game after game. For weeks on end.
What’s the logic of that?
Online, fresh is best–– but on air, it’s one and done! Keep hammering that sucker into their thick skulls, eventually, they’ll surrender!
They have to.
We live in strange times, people, but never forget that people are people and they require some empathy in communications in all media.
Please feel free to share this on social media, this is my crisp dollar bill.