Tackling Attention Deficit Millennials – Pratik Gupta

It's become our prerogative to not only know the latest that is going to be become a trend, but in most cases, set the trend for consumer engagement.

Facebook is undoubtedly the largest social network in India, which is why we use it as the most common medium for mass communication. Brands can create content for consumers who can be easily targeted using differentiated and ever-evolving content formats as well as precise interest and demographic level targeting. Hence, as agencies, it’s become our prerogative to not only know the latest that is going to be become a trend, but in most cases, set the trend for consumer engagement.

The ‘Thumb Stopping’ content as we call it, for the mobile-first, highly targeted, almost dis-interested consumer changes all the time and innovation is the name of the game; whether it is implementing the first Canvas or the first 360 creative, cinemagraphs, chat-bots, or 360 videos across channels, our challenge as an agency remains to be on top of trends and implement it in an affordable and quick manner for the brands.

At the end of the day, any agency’s ability to look at the future of interactive content from a big idea point of view to daily content engagement ideas is what gives us the unique ability to make our brands stand out in the highly cluttered digital space. The key is knowing a platform inside out and still finding a new and innovate way of utilising it, into something entirely new and unique.

Keeping all of the above in mind, we as an agency, always try to merge creative with media and technology. To ensure that this is the top priority for all our brands, we have recently launched Phosphene; our in-house creative technology and innovations vertical. The basic fundamental of Phosphene is to look at future and upcoming trends, big or small, and make them accessible and available to clients quickly and at an affordable price. The intent of making these technologies create interactive ‘content’ begins from the basis of cinemagraphs and video production to more complex AR, VR and AI.

To highlight this, let me give you an example of one highly creative day at the office. One team came up with an idea of utilizing a long form, stretched creative of size 700 x 1950 pixels instead of using the conventional 600 x 600 pixels size on Facebook. They used the 600 x 600 slate to act as a call to action to view something that made an interesting teaser to the target consumer. As one tapped on the 600 x 600 teaser creative, they would get access to the full creative, which would complete the story and gratify the consumer with the missing answer.

This creative form plays on the curious side of every consumer and banks on the fact that when given a piece of the puzzle, they will itch to find out the rest. With Facebook insights allowing us to track Photo Clicks, we realized that it proved to be a great way of using the platform and its native abilities to engage viewers in various effective ways.

We were able to quickly churn out these creatives for about 10 different brands across sectors in a span of under six hours. What started as an idea by one team resulted in being shared internally over our Facebook group, starting an informal creative war for different teams; each trying to innovatively outwit the other. At the end of the day, we celebrated not only the high-energy bullpen kind of an atmosphere in office but also the success for our brands – one content piece at a time.

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