Static posts:
The most important parts of any content creation are internal factors, aversion to risk, ability to do market research and openness to test and learn.
Nevertheless, a safe path is the formula Hook, Value, (applies for video too), then CTA.
I’d struggle to explain briefly without the help of some scenarios:
Plain static posts are content fillers and don’t do much for engagement or leads.
Static posts with CTA - Hook: Loosing hair? Don’t ignore the signs. CTA: Take the Hair Quiz. (Most important is to get a “click” if they don’t convert, retargeting will help with more specific ads)
Carousel/slides: Hook: 5 signs you’re going bald, swipe for more OR Spot the early signs of balding, Swipe for more.
I think that the formula, hook, value, cta is a bit like joketelling. The hook can address an already known concern, or make a statement that seems erroneous only to deliver the punchline (value). Then the CTA are more likely to be actioned.
Overall the content and messages should differ and be adjusted accordingly to market research findings and the demographic targeted.
Example 1 Motion graphics only:
Context: In the course of my job application for First Rate Exchange I have been tasked with:
Brief: “Please create a social media asset aimed at promoting Post Office Travel Money card to the Aspiring and Digital segment” Appeal: Mozo, Google, Brewdog
My response to this brief:
Considerations: TMC is all about ease of use all around the world without overspending on currency fees.
On social the types of content that work are: Funny, Asmr, and Educational.
My narrative is: “ You can pay anywhere whatever the activity, we got you covered.” I wanted to keep a bit of a light mood to it and tried to make this fun. This is only missing a voiceover to match the jovial tone but considering this was a test of skills it didn’t seem necessary.
Example 2 Motion graphics and video:
Context: This was part of my day-to-day activities. The copy and voiceover were given/set by the content manager.
The ask/brief is fairly self-explanatory given the copy and voiceover.
My response to this brief:
I was looking to depict the idea of changing Kuna with GBP. The problem was that one single video sequence would have been boring and while using stock footage and motion graphics could bring this to life a bit more.
Post Office brand guide asks not to use piggy banks as pigs are controversial animals in certain cultures. (hence the jar)
Leftover money plays well with the loose change idea.
ultimately the video sends the same message 3 times: audio, once animated, and once in the video of someone going to a post office and having an interaction with the cashier.
Example 3 Video only:
Context: This was part of my day-to-day activities. The copy and voiceover were given/set by the content manager.
The ask/brief is fairly self-explanatory given the copy and voiceover.
My response to this brief:
Parents with children will often be more sensitive to relatable content. Our research data pointed out that women/mothers are more likely to book flights and make travel arrangements for the family.
With this in mind, I wanted to create a sense of a happy holiday with children having fun with the family.
Also, every mother’s dream is to relax as much as they can while the kids play and I wanted to create that narrative were the moms are relaxing and and the kids have fun on their own a bit. I think relatability is key.
For the end bit, I thought it would be a great way to end the video with a playful action that “triggers” the out screen. (connecting video with the brand element)