The importance of integration in the quest for thumb-stopping content

11 February 2019 / Amy Naughton


Thumb-stopping five part content series

1. The importance of integration:

In the UK, people scroll through an average of 300ft of content on their mobiles daily. On that feed, there are friends, influencers, and brands vying for their individual attention - this five-part series is here to help you create that content that will not only be eye-catching, but thumb-stopping.

Considering how you can integrate your brand (or product) into content, and that content onto each platform is a vital part of planning your social production. It sounds obvious but without integrating your brand, you're losing the valuable opportunity for recall and the more context you can add to the placement of your product, the greater the ROI win. It's a delicate balance, but there are tactics that you can deploy to aid recall without compromising creativity or engagement.

Boost your brand recall by tapping into relevant trends and memes circulating amongst your audience - social listening tools will help you identify your best opportunities. But not every #trend is going to give you the edge you're after. Focus on remaining credible and pick your moment. Ask yourself 'Does it make sense for my brand to mimic this trend?'. Does it feel forced, or try-hard, or cringey? Whilst creating content that follows a popular meme or trend can help your brand ride the swell of popularity and increase reach and engagement, do so only if you execute in a way that feels true to your brand's social value proposition.  

Another tactic for context is imitation - allowing brands to infiltrate the same sphere as your target audience by behaving, and posting like the audience, giving you that increased likelihood for the thumb to stop. However, the feeds so saturated  your challenge is to ensure your brand still stands out. Don’t forget to use your brand personality as your USP and think differently on how you put your unique twist on it. Imitate don’t copycat and take advantage of native functions and features within each platform to bubble up the right content, at the right time.

Finally there’s the integration of longer-form content. In the quest to hit a 7 second window don't cut out the narrative in favour of brand or product shots. Whilst being in the first 3 seconds is key, being there with no real understanding of why screams ad. Tell a story and you’ll be getting it right. Set the scene, introduce the brand and deliver the punch-line. Our experience shows that scene-setting and establishing the role for your brand in content is one of the most important ways of increasing audience brand recall.

Jaywing’s five point approach to creating thumb-stopping content is available to download now.