Study on content driven creative marketing: modern methods of user engagement

Abstract

You are bound to come across promoted content or “ads” if you use any of the social media platforms be it Facebook, Instagram, Twitter, YouTube, etc. The content is subtly pushed in between the non-promoted organic content so as to trick people into believing it is organic too hence trustworthy. However, some regulations require the platforms to mark the promoted content on top of the post. Therefore, it has become easier for people to identify content placement. The most important parameter for a successful marketing campaign is the ability to catch the viewer’s attention and then delivering your message. With the information explosion and numerous things to distract the users, the attention span is increasingly becoming shorter, making it even harder than before for the advertiser to design the content that catches eyeballs. Different platforms and tools are coming into light everyday which can be used to market the products of any company; one of such tools is memes. According to website Sprout Social, “A meme is an image, video, phrase or some combination of a visual and bolded, capitalized text that is virally shared across social media networks and blogs.” (Marketing Memes: Do They Work? | Sprout Social. , n.d.) They contain hidden information which makes people curious and excited to follow them