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Interesting Content Matters More Than Big Names
April 2, 2019
Brands have an opportunity to use their messaging and creative to help immerse people in their interests, but it's about experimenting with the creative direction of posts. And with Stories, people like interactive features, such as polls or Q&As, and raw, unpolished content. But people tap Stories quickly - the first couple of seconds matter most
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The headline is something Instagram revealed in the latest study commissioned by Facebook IQ to understand what interesting content even means.
We often hear "create compelling content" or "Content is King," but without an understanding of what consumers say interesting content is - they are simply unhelpful, empty buzzwords.
This latest study aligns with other research projects that reveal the three emotional triggers people want from content:
Teach, Entertain or Inspire.
Here are a few key discoveries on Instagrammers and the ways they like to connect with brands.
Useful > Beautiful
Users noted content that is fun, real and/or creative matters more than content beautifully produced. Be useful, rather than exquisite.
Play With Trends
Brands showing its personality do well when injecting (tone of voice) humor. Burger King created an "Onion Blackout" campaign on International Kissing Day.
Interact
2 in 3 users want brands to talk with them. Missed growth opportunities when we don't.
Be Who They Pursue
People want to dive deeper into their interests and discover new ones.
And the top place on Instagram they go to find content about their interests is brands. Below are the top interests people surveyed say they pursue on Instagram:
Trave l45%
Music 44%
Food and drink 43%
Fashion 42%
Movies 41%
Health and fitness 35%
Technology 32%
Skin care/cosmetics 30%Brands have an opportunity to use their messaging and creative to help immerse people in their interests, but it's about experimenting with the creative direction of posts.
And with Stories, people like interactive features, such as polls or Q&As, and raw, unpolished content.
But people tap Stories quickly - the first couple of seconds matter most.
The Instagram Data Team revealed we open the app over 30 to 40 times a day. That's a lot of opportunity to grow our brands - or get lost in the sea of sameness.
Ensure we're making an impact by always coming at content from the audience point of view.
Because the less interested we are in what the audience wants, the less interested they become in us.
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