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TSL Trend Tap 02 Social Content Issue
TSL Trend Tap 02 Social Content Issue
TSL Trend Tap 02 Social Content Issue
TAP
Creating Stand-Out
Social Content:
The Ultimate Guide To GIFs,
Instagram Stories, and Memes
THE
CONTENT
ISSUE
SUMMER 2018
A NOTE FROM
THE EDITOR
Hello!
The Social Lights here. We’re back this summer to present you with
our second issue of Trend Tap: The Content Issue.
Ready to step up your content game? The keys are in your hands.
The Social Lights is an innovative social media agency that partners with leading consumer
companies to grow their audience and achieve their desired business results.
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TABLE OF 2 mins. New Content Features To Know
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SO, WHAT’S
NEW?
INSTAGRAM
BRINGS TV TO
SOCIAL WITH IGTV
TL;DR
Instagram debuted a new app,
IGTV, which allows creators to
upload vertical videos up to 60
minutes in length.
THE OPPORTUNITIES
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S TAND-OUT
GIFS
EVOLUTION
GIFs! They’re just like us! At 31 years old, it’s crazy to think that your
favorite file format is also a Millennial. But before they were your go-to
OF GIFS visual analogies used to express all the feels, they initially served as
simple decorative elements for websites. With the gradual adoption of
GIF support in 1:1 messaging apps and social platforms, GIFs have
grown from compressed file alternatives to completely shaping internet
culture — one loop at a time.
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GIFS: A GUIDE TO
GETTING STARTED
Do you have video content you can AUDIO WILL BE STRIPPED. So choose video clips that show a lot of
shorten and add a caption to? movement or simply add text.
Images you want to stitch together
into a slideshow? Use GIPHY’s KEEP THE SIZE DOWN FOR SOCIAL SHARING. Tumblr can be
creator tool to convert your existing tricky with its 2MB limit.
assets into GIFs.
DESIGN WITH MOBILE IN MIND. It’s better to design closer to a
square, as narrower images will look smaller in portrait orientation.
When you have 10+ GIFs created,
apply for your own GIPHY Brand
GET YOUR LOOPS NICE + SMOOTH. Having the last frame of your
Channel and upload your looping animation the same as your start results in a tiny little hold where you
pieces of art.
see the same frame twice. Remove it to create a seamless loop.
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1.5M
GIF VIEWS
VIEW HERE
Lesson: The most engaging GIFs are the ones that
can loop seamlessly and indefinitely, with swift
movements and an element of surprise.
VIEW HERE
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478M
GIF VIEWS
I FEEL LIKE PABLO GIFs' rise in popularity can be heavily attributed to the
designers that have been using them for creative
expression. The most notable GIF creators include
Martina Martian, Emma Darvick, and of course, Pablo
gifs for gamification Rochat. Each of these creators has a deep understanding
of what is trending on social and a familiarity with how
younger audiences interact with GIFs. Using this, they
translate funny, relatable, and sometimes even bizarre
moments into GIFs.
Pablo has leveraged the flexibility of GIF stickers to allow
people to play games through Instagram Stories. He also
creates stickers of commonly used call-to-actions (swipe
up) that allow people to apply a funny remix to their
posts.
stickers for brand partnership Lesson: Brands should look to GIF creators for
inspiration before looking at other brands. Even better,
partner with a creator for custom assets on a budget and
higher reach potential (i.e Pablo x Chipotle).
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78.4M
GIF VIEWS
Benefit also created GIF stickers that the brand could use
on their own Instagram Stories to maintain the look and
feel of the campaign.
stickers for fan use
Lesson: Go beyond polls and give fans fun ways to
answer questions through GIF stickers. Also, think about
what common sentiments, phrases, and reaction
statements could be incorporated in your custom GIF
library to give your Instagram Stories a cohesive look.
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S TAND-OUT
INS TAGRAM
S TORIES
Instagram Stories paved the way for people to share whatever
EVOLUTION
they want on the channel without breaking their feed. Coming
OF INSTAGRAM into the game as a new social format eerily similar to Snapchat
STORIES Stories, Instagram Stories took real-time sharing to the next level
by providing more layers of customization. Started from the
bottom, now we're here.
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Instagram Stories unlock a unique world of
INSTAGRAM STORIES social opportunities for brands and should
be treated as such. Check out some best
FOR BRANDS practices for all-star content!
BEST PRACTICES
MAKE IT INTERACTIVE
Turn your Instagram Story into a game, an
interactive story, a quiz, or a poll to get the
user engaging with your content beyond
simply viewing.
Rocking it: HBO
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BEST-IN-CLASS INSTAGRAM STORIES
CHIPOTLE
THEY WANT Tweets and memes into stories that are easy to
share, collaborate with influencers in areas their
consumers care about, and share their fans' love of
their delicious food.
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BEST-IN-CLASS INSTAGRAM STORIES
WeWork
WEWORK BRINGS WeWork makes their goal clear with one look at
their Instagram profile: You can be a part of a
COMMUNITY community. They carry this sentiment into their
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S TAND-OUT
MEMES
MEMES 101
AND THE Memes are much more than funny images and copy.
They’re a way to communicate an idea quickly in a
OPPORTUNITY highly shareable way.
FOR BRANDS
WHY ARE MEMES SO EFFECTIVE?
People don’t have time for clever content on social
Memes are not new to the Internet. media. If people can’t quickly grasp what your post is
Depending on your definition of a about, they’ll swipe to the next post.
meme, they’ve existed online since
The effectiveness of memes comes from their ability to
the late ‘90s or early 2000s. Yet in the
communicate an idea and point-of-view quickly, often
last few years, we’ve seen a rise in
leveraging humor. Relatable humor is one of the most
brands leveraging memes to earn highly shared types of content on social.
massive organic reach and brand
affinity.
ARE MEMES ONLY FOR TEENS?
This is a common misconception. Memes are simply a
But making a brand meme isn’t as vehicle to communicate an idea. Everyone from teens
easy as updating a meme template. to retired grandparents shares memes on social media.
Bad executions of brand memes The audience for a meme depends entirely on the
invite ridicule and humiliation. concept and what is communicated.
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BEST-IN-CLASS MEMES
KROGER
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BEST-IN-CLASS MEMES
NETFLIX
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BEST-IN-CLASS MEMES
GUSHERS
FOLLOWING WITH memes that often feature a comical love of the fruit
snack.
RELATABLE MEMES
Lesson: If you find a niche that works for your
brand, lean into it and focus. Gushers gets more
engagement than brands with bigger followings
because their followers know what to expect with
each new post (and Gushers delivers).
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UNTAPPED
OPPOR TUNITIES
BRIDGING THE GAP
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UNTAPPED BRAND
OPPORTUNITIES
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YOU’RE
WELCOME.
SAY H E LLO
SU B SCR IB E
CONTRIBUTORS
Emily Pritchard
Tedi O’Brien
Martha McCarthy Krueger
Jasmine Graper
Ben Nesvig
Stephanie Steiner
Gina Vo Mollie Cook
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TAP THAT.