A multi-platform approach isn't optional, it's essential. Without it, marketers risk wasting time and budget on campaigns that fall short in both impact and performance.
There are now 40+ platforms that brands can reach audiences on, it’s about being smart, standing out and aiming to balance short and long term tactics.
Reaching audiences is key to growth, and with so many platforms, tailoring content for each is essential. However, each platform and its placements have individual nuances to how people use them. Using the same creative across platforms dilutes brand building 1. A platform-first approach boosts brand equity by engaging users in the unique environments 2.
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Bespoke Snap ads get 1.4x the attention than repurposed ads 3
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Bespoke YouTube ads 4x avg skip time, from 5s to 20 aid in +17% long term brand contribution 4
TikTok-first ads +3s watch time, +25% completion x1.2 emotion 5
Building for positive and intense emotions helps engage memory synapses and increase the recollection of brands. With benefit across short-term sales, building salience, and longer term brand building efforts 6.
We know it can be overwhelming keeping up with all the platform nuances, so using a partner like STK will help. With expertise in multi-platform creative and production we reduce platform complexity.
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Deliver against brand strategy: ensure that there is a creative concept built for longevity that platform first ideas can hang from. Critical for consistency and memory triggers.
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Grab attention: building hooks and ideas for the environment where content is engaged. Critical to stopping thumbs and increasing viewing time to ensure a message is delivered.
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Distinctive Branding: logos, visuals, colourways… be distinctively you for longevity to help build mental connections for your brand.
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Communicate relevant messages: be succinct, and aligned to brand ToV and campaign objectives.
We understand the platform world like no other. Our platform-first approach ensures your message doesn't just reach your audience – it stops thumbs, it resonates, it makes a mark.
Are you ready to make your mark?
We need to talk.
Sources:
1: How to stop wasting money on ‘efficient’ digital advertising, Ipsos
2: Kantar Harnessing the power of great creative
3: OMD/AMPLIFIED INTELLIGENCE/ SNAPCHAT
4: Youtube Creative Works
5: TikTok Marketing Science
6: The Extraordinary Cost of Dull: Emotion in Advertising