Why is Grabbing Attention on Social Media so Important for Brands of Today?
Published on 2nd October 2024By Abi Canterbury, Social Media Account Director
If I asked you to recall the ads you’ve seen today, you might remember one or two, despite seeing many more. But if I asked you to recall the most boring ad, you'd likely struggle. According to The Extraordinary Cost of Dull, bland ads are not only forgettable, but they can also harm brands. Without an emotional connection, ads leave no lasting impression.
emphasizing that emotion is key to building memorable brands.
The report tested various types of content, including brand ads, a video of paint drying, and a 20-second clip of cows grazing. Surprisingly, content without a narrative performed as well as the average TV ad. In fact, over 25% of ads generated less response than the cow video. In the UK, 52% of viewers feel nothing and take no action after seeing TV ads, emphasizing that emotion is key to building memorable brands.
However, we’re not here criticising brands and their ads. Today, many brands are cautious across multiple channels. With polarized opinions and tighter budgets, it's understandable why they play it safe. Marketers face mounting pressure to deliver short-term results, leading to risk-averse strategies that stifle creativity.
At McCann, we focus on building Meaningful Brand Platforms—emotional connections that make brands stand out. Think of L’Oréal’s "Because you’re worth it" or Mastercard’s "Priceless." These platforms create lasting brands with distinctive voices. While the platforms remain relevant today, how they are expressed is evolving.
New platforms, formats, and ways of consuming content are constantly emerging. Brands must now engage consumers in more dynamic ways—they can’t just inform but must entertain and educate to earn their place in people’s lives. It’s more important than ever for brands to have a distinctive voice and stand out.
equivalent to watching The Lord of the Rings: The Fellowship of the Ring every day
As we spend more time online, globally, people aged 16 to 64 now spend an average of 2 hours and 23 minutes on social media daily—equivalent to watching The Lord of the Rings: The Fellowship of the Ring every day. During this time, we see hundreds of pieces of content from friends, influencers and brands. Algorithms create hyper-personalized feeds tailored to our interests, making it harder for brands to stand out if they do not lean into content that their audiences are interested in.
For the first time, global ad spend on Meta is expected to surpass TV spending. Brands know they need to appear where people spend their time. However, interrupting people with dull, unengaging content only perpetuates ineffectiveness. The Extraordinary Cost of Dull report highlights that it often costs the same amount of money to produce a boring ad as it does to create an interesting one.
Brands need a distinctive voice and a hook in every piece of content.
On social media, if content doesn’t grab attention, people simply scroll past. No matter how much is spent on influencers, creators, or media, success starts with capturing attention. Brands need a distinctive voice and a hook in every piece of content.
In today’s crowded landscape, brands can’t afford to be forgettable. They must engage emotionally, be bold, and create content that resonates to avoid fading into the endless stream of online content.
Is your brand struggling to stand out on social? Do you lack clarity on the way your brand shows up online, grabs attention and creates engaging content that ladders towards your broader business goals? At McCann Bristol we can help. Please get in touch!
