Social networks are a very sweet cake and there are more and more people interested in getting their share. Especially in some of them, such as Instagram , active users do not stop growing and this has a direct consequence that is not talked about too much: Instagrammers are beginning to have seen everything and their ability to be surprised is reduced. Today we tell you what the breaking of the pattern is on Instagram with this Foxy campaign.
This forces brands to sharpen their ingenuity and use the letter of creativity and originality applied both to the content of the campaign itself and to the formats. And the latter is the 巴哈马电话号码列表 asset that the Foxy toilet paper brand has used in its last campaign with influences to be seen among the huge amount of impacts that its users receive throughout the day.
ARTICLE INDEX
What is pattern breakage?
Why does the pattern break on Instagram occur?
Examples of pattern breaking on Instagram
What is pattern breakage?
Marketer Seth Godin explained this concept with a simple story in his book The Purple Cow . He counted the following. If a person goes in a car and on the road he sees a cow, with its black and white spots, he is surprised. When he sees the second cow, it attracts him less attention and thus, his capacity for surprise at seeing a cow decreases proportionally as the number of cows he sees increases. However, if after seeing several cows with black spots, he sees a cow with purple spots, his capacity for surprise is renewed, because he is visualizing something different from what he expected to see, we have surprised him.
Currently, brands, to renew that capacity for surprise, have to find their purple cow, since when the user is viewing the Instagram feed, they expect a very specific type of publication. And it suffers a kind of blindness: the ability to surprise is inversely proportional to the number of hours that user spends in the application, and the lower the ability to surprise, the more difficult it is to capture their attention. When the creator chooses to try to attract attention through an original content format, the pattern breaks on Instagram.
Why does the pattern break on Instagram occur?
In their effort to surprise the user, the creators of Instagram have discovered that not only can they be surprised by the originality of the content, but creativity can also be applied to the formats and this option is less exploited by the content creators. For this reason, breaking the pattern of formats is the path chosen by many creators.
To do this effectively, you have to explore all the options offered by the platform on a technical level very well . From there we will try to create a message applying these options in a different way, simulating formats that do not really exist and ultimately, trying to create optical illusions in the mind of the user.
Holding the user’s attention isn’t the only benefit creators get from using this strategy . The most curious 警报消息 Instagram wonder how he has made the content and in this way we will also obtain brand memory. On the other hand, the creativity of this type of content causes the potential client to associate the brand with positive emotions such as surprise, innovation and the savant-grade.
Examples of pattern breaking on Instagram
The Foxy brand has launched a campaign called ‘Follow the roll’ in which it encourages its followers to bring out the positive side of the past 2020 and build a chain of learning in 2021.
Foxy has created a specific audiovisual format for Instagram . It’s called Magic Video and it allows you to view two audiovisual pieces in the same Instagram post. Furthermore, and this is the crux of the matter, the protagonists of the clips communicate with each other. The sensation that the user perceives is that they are seeing two different Instagram posts and the magic lies in the fact that the people who appear in two supposedly different posts can communicate with each other. And this is a break in the pattern.
What is pattern breaking on Instagram
The action aims to maximize branded content and capture the attention of the target audience. For this, they have influencers who cover different types of clients, from digital content creators who are moms, such as Verdeliss or Familia Coquetes , to recognizable faces on TV such as Flora González or Nùria Marín .
For this strategy, in addition, a microsite sponsored by the brand has been developed where all this content that is produced on Instagram is brought together and where the bases of the contest that rewards followers who share their learning experiences in the past 2020 are explained , just as the protagonists of the campaign do.
What is pattern breaking on Instagram
But to break the pattern on Instagram, you don’t have to have the resources of a great brand behind you, the most important thing is to have your ingenuity.
One option is to simulate leaving the area in which all users assume that our graphic content will be. For example, this post in which a hand appears to come out of the image box to ‘like’ the post itself. It is different and captures the attention of users who are viewing the feed.
To make this type of publication, you must take a screenshot of an Instagram publication and work on it in an editing program to add the elements you want. To be credible, you must respect the dimensions of the Instagram publication in terms of width.
What is pattern breaking on Instagram
Another option is to recreate a phone call . The screen that appears on our ‘smartphone’ when someone calls us is very characteristic and we associate it with a quick reaction so that the call is not cut off before we have time to pick up the hook. If we make a publication of these characteristics associated with some content that requires a response from our audience, we will be transmitting a sense of urgency.
What is pattern breaking on Instagram
These are just a few examples, but creativity on social media has no limits. It’s just about thinking about the best way to do things differently. Willing to experiment?
