Share, Adapt, Customize
The best campaigns out there are multi-faceted experiences that reach consumers where they are across multiple touch points, and developing an effort like that requires the production of multiple pieces of content that engage users wherever they may be.
The creation of multiple pieces of content can be a daunting task from both a dollars and time standpoint, but some of the most innovative campaigns don’t create new pieces of content from scratch. They look at what they have and ensure consumers have the opportunity to see it by turning one thing into multiple experiences. They take assets, tweak them and make them continue to work hard but in new ways and for different reasons and then embrace each platform for what it is with content that truly complements the user experience on each platform and feels native to the platform. In other words, share, adopt and customize.
Share
Let’s say your brand has a TV spot. Obviously, that’s content created to capture users’ attention on TV, but that’s still a valuable asset, and it behooves marketers to share that content across their multiple channels. It’s likely the piece of content with the greatest amount of investment, so marketers should make every effort to ensure it gets distributed, particularly among a brand’s biggest advocates—those who choose to follow them on social channels. They’ll care, but you have to appeal to those who may not.
Adapt
TV and other forms of advertising aren’t designed for consumption in social channels or on mobile devices in all instances, but with a little creativity they can be. For example, quick cuts to shorten a video as well as title cards or word art can help a video asset resonate with a user watching on his or her mobile device and communicate the message without sound.
Customize
If you’re taking the time to create an asset, such as a TV commercial, you should invest in extra time to create content native to social platforms. This might be a Vine that can be shared on Twitter, a looping video that can be shared on Instagram or a video that works without sound on Facebook.
Don’t Take an Asset at Face Value
Don’t take an asset at face value. This applies to video, print, radio, podcasts, banners and everything you could think of. A standalone asset has the potential to be so much more. Ask yourself:
- How it will be distributed as it currently exists?
- What else can be done to make it live in more than one way?
- While this is being created, what else can be created for the sake of efficiency? How can those assets feel native to more than one platform?
This is about making creative work hard across multiple channels and touch points, so don’t leave potential on the table.