Part of the creative’s job these days is to develop ways to encourage sharing a new campaign. It’s no longer enough to create brilliant creative that connects with the audience. Now, creative needs to be so powerful that it encourages “engagement” and “sharing.”
Is there a formula for creating engaging, shareable creative? No, but there are some guidelines. And they must be followed by more than just the folks in the creative department. In fact, it requires everyone who touches the project to make it happen.
A) Creative must be easy to share. That means unlocking the content and putting Share buttons on it (not on a Web page) so that the components can live beyond the page. This allows the audience to take ownership of the content and share it with their friends the way they actually use the Web.
A video that only lives on a Web page isn’t easily shareable to Facebook aficionados who are used to sharing YouTube videos on their wall. And allowing bloggers to embed your content on their blog gives them partial ownership and will generate more interest than requiring them to post a link and send their readers off their site.
B) Make your strategy relevant. Messages like the “best,” “cheapest,” and the “most value for your money” aren’t going to cut it in the world of social sharing. You have to get on the level of your consumer and stop talking down at them. Relate to them with something that is fun or has emotional meaning, and you’re more likely to find them sharing your message with their peers.
C) Be inclusive and honest. People can smell an aloof fake a mile away. Especially the connectors who are the ones that share content socially.
D) Don’t execute just to the media plan. Get into the minds of consumers and think about their behavior and how they will interact with your campaign.
E) All this isn’t enough if the creative is weak. Last year it might have been, when few marketers were in the social sphere. Now that the novelty of social marketing has worn off, creative must be entertaining and provocative.
What are you doing to make your creative shareable?
— Jimmy Gilmore, Senior Writer