The Art And Science Of Social Media Creativity

Creativity is an effort where original and imaginative ideas transform into reality. In the digital marketing sphere, it is often a science where an astute marketer creates a bulletproof framework of creative work, as the definition of the word itself is “to imagine original ideas”.

Below are the seven most important questions that lead to social media creativity:

1. Do you have any unique insights about your target audience or your industry?

2. What is the opportunity, based on those insights?

3. What’s popular and relevant in culture, right now?

4. What would connect with your audience at a deeper level and cross-cultural borders?

5. What would create an emotional connection with the public?

6. What would have value as a topic of discussion, due to being resonant and meaningful?

7. What would engage, polarize, provoke, or entertain the audience of the creator?

Proven Creative Executions on Instagram

There were days where you could get someone on Instagram to post a selfie with product placement and a discount code in the caption. Well, these types of photographs are not obliterated completely, but it’s sure not as effective as it was a decade earlier. Ten years ago, Instagram had 10 million users, now it has more than a billion monthly active users. The platform evolved, as did the brands use the platform to collaborate with its most talented and influential creators.

Now the campaigns are more complex because straightforward execution is no more viable mean because of huge competition. There are other methods such as branded experiences through Instagram Live or driving product preference through story polls. The creative execution and eventually the marketing depends on a number of variables such as brand, products, audience, messaging, goals, and campaign objectives.

• Single Feed Post Campaign
• Story-Only Campaign
• Pairing Feed Posts and Stories
• Multi-post Campaign (Ambassador Program)
• Amplifying Brand Experiences
• Burst Campaigns
• Going Live for Maximum Authenticity
• Supporting Hero Brand Campaigns
• Driving Consideration Through Polls
• Hyper Local Campaigns
• Swipe-Up Lead Generation
• Real-Time Recruitment
• Creating Content for Ads
• Using Influencers as Talent

Creative Execution on YouTube

Most of the brands, creators on YouTube create either dedicated videos or integrated videos. Dedicated videos where the creator creates the video in collaboration with the brand and the focal point is the product or service. Some of the examples are tutorial, unboxing videos, lookbooks, branded storytelling, product demos etc.

Integrated videos tell stories where a particular part of the content is dedicated to the brands. Examples of use would include hauls, favourite products, listicles, contextually relevant shout-outs etc.

The YouTube creator’s creative brief

Objective: What is the purpose of the campaign and what are you hoping to achieve?

Insight: What key insight can you provide so that the creator can develop a compelling storyline for their video?

Style and messaging: What is the personality of your brand? Are there talking points, key messaging, phrasing, or words that you’d want the creator to include in their video?

Inclusions: Are there certain must-haves in your video or things to avoid? Further,

YouTube suggests that brands outline brand safety requirements, monetization settings, FTC Compliance, and category exclusivity.

Multi-Post Campaign (Ambassadorship)

Influencers are great ways to promote a company or even harness in creating brand identity. Many influencers tell a deeper brand story and incorporate the brand into multiple touchpoints through their intelligent methods. Some of the common examples of their methodologies are as follows:

• Product promotion through intelligent storytelling over time.
• Showing product usage, demonstrating progress or on-boarding brand affinity as a result of using a product.
• Influencer campaigns can allow multiple brand exposures to each creator’s audience, ensuring both reach and frequency.
• Reinforces impact as the ongoing support strengthens.

Creative Strategy: Hero Brand Campaigns

The persona and idea of the brand are two important elements that must be reflected in campaigns. You need to bring this idea to life in a relatable context, which in turn becomes an incredibly powerful leg of a brand campaign execution.

It reinforces the brand message across multiple touchpoints. Also, it will align with influencer marketing as a primary part of a campaign media strategy rather than just something added on after.

The Goal of Your Campaigns

The idea of your social media campaigns is based on science as well as art. However, you shouldn’t worry too much about a scientific attribution model because sometimes scientific attributions do not clearly reflect the perception of users. Your goal is to identify how users perceive their discovery and the first experience with your products.

To know more about Marketing and Advertising Campaigns, you may visit Cygnus Advertising.