Waning attention spans of the new-age consumer is a problem that is staring most marketers in the face today. Addressing this glaring problem, Juhi Kalia, Head of Creative Shop, India and Indonesia, Facebook, spoke at length on Day 3 of Goafest 2017 on how ad agencies and brands can channel their creative might in producing immersive content that carves out mind space in the attention-lacking millennial consumer.
The adaptability of mobile
With the help of gripping presentations coupled with captivating visuals and intuitive storytelling, Kalia managed to establish a strong connect in her message to the audience. Facebook is working with a host of agencies to boost creativity on the mobile platform, which is the most flexible and convenient to users. “Mobile is that one platform that brings in a confluence of advantages for busy professionals. Since viewership is non-linear today, we can provide advertisers with multiple options of creating short content during the day when people are most busy and then switch to longer content at night when the possibility of watching longer content is higher,” said Kalia. Comparing screen size to relative distance from the user’s vision, Kalia also made sure to comment on mobile being the most personalized of all screening devices to users.
It’s all about the visuals
Taking into consideration the power of the mind to process visual content at speeds 60,000 times faster than text, Kalia stressed on the importance creative people should give towards developing immersive visuals. “I don’t intend to disrespect the power that words possess, but it’s a fact that our minds process visuals 60,000 times faster than text. And that gets stored in long-term memory, unlike words that are picked up by the short-term memory,” she said. Kalia justified her many statements about our world being visual with gripping ads on Facebook targeting people with different interests and social media behaviour. “Visuals can connect on a cognitive as well as an emotional level and hence it is imperative that greater emphasis be drawn toward creating outstanding visual content,” Kalia added.
Mapping consumer movement
Speaking on the user behaviour of digital natives, Kalia spilled the beans on how users have varied objectives of coming online and it’s up to the advertisers to map the different movements of these users and customize their content creatively to serve these multiple user needs. “Through our user research, we realized that people come online for several reasons. For instance, on Instagram, most users seek discovery, inspiration, ideas, and entertainment, whereas on Facebook it’s either for staying connected or getting recognition. That’s where brands need to be aware of the different consumer movements and align their communication accordingly,” adds Kalia.
Great creative takes care of everything else
While it is true that the medium is an important consideration for advertising, in the end, it all boils down to the power of the creative. Without taking any credit away from the efforts put in by agencies and brands to study a medium and capitalize on the benefits that medium provides, Kallia concluded her message by stressing on the power of a great creative. “There is a lot of brainwave consumed in getting the right message on the right platform, but if the creative is outstanding, it actually has the power and the potential to work on any form of media,” says a convinced Kalia.