When it comes to creative, there is definitely not a “one size fits all” policy. When we refer to “creative” we are talking about the visual elements you’re using – whether that be photos, graphics, video, and beyond. Here are Burn Media Co.s’ top five tips for creative best practices:
1. Keep it Simple
We see it everyday – simple and succinct creative drives results. High-quality, straightforward visuals that are free of overly distracting overlays or text are the way to go. Here is how The Honest Company keeps it simple on Instagram:
2. Stay on Brand
It’s important to stay on brand when developing creative. Always make sure you’re using your own fonts, colors, and overall branding strategy! Here are a few great examples of how the restaurant chain Famous Dave’s stays on brand:
3. Showcase Your Product
With attention span at an all-time low, you have just a few seconds to grab the attention of your potential customer. Make sure your creative shows your product and/or your brand logo, as this will help you capitalize on the few seconds you have to show what you’re all about! Check out how Daily Harvest showcases their product on Instagram:
4. Optimize for Placement
Each social media placement has different size + aspect ratio requirements, so making sure you’re up-to-speed on those requirements will help you deliver the best creative experience to your audience. Also, keep in mind that some of your audience may prefer to watch video without sound, so optimizing for that experience is important as well! Check out how Lululemon used subtitles to optimize this video for Instagram.
5. Stay Innovative
Capturing new + exciting content will help keep your audience engaged and interested! Embracing unique + relatable stories like Google’s “Loretta” commercial, fun + creative user-generated content, interesting video effects, and social media trends will help your brand stay fresh + relevant.
It’s easy to over-complicate your creative strategy, but the best place to start is by asking yourself, “What would my audience like to see?” Your digital creative should help tell the story of your brand, so it will evolve as your business evolves. Have fun with it, embrace change, and never stop testing and learning!