Summer changes how people pay attention. Feeds get more fragmented as people move between places and plans, and that means your brand sadly has way less time to land.
It’s certainly a weird one, because you’re not technically competing with brand here. Instead, you’re competing with everything from holidays to events as well as everything else pulling focus away.So to help you out, here’s a few quick tips to help you break out on the feed, just like the summer sun in a cloudy UK town.
1. Design for speed
When attention is short, design definitely has to do more of the work (but that’s not necessarily a bad thing!). People are scanning what’s on the screen and swiping a million miles a minute, so your content needs to communicate fast and clearly. If it takes too long to understand, it’s gone before it’s had a chance to register.
2. Make it bold
Strong contrast, whether through colour, composition or scale, gives your content a fighting chance. It doesn’t need to shout, but it does need to stand apart enough to be noticed in a split second. Bin off the (metaphorical) beige. Make it pop. And make sure you test everything out on your team, especially the younger ones, and see if it makes them stop what they’re doing.
3. Keep the message tight
Like we just said, Summer isn’t the time for over-explaining. The work that lands, tends to be direct and easy to grasp, with one clear idea carried through the creative. When people are moving quickly, clarity gives you an edge. Plus, short-form copy is always a hot topic, because you have to do more with less, and when you play it smart, you usually ends up with some pretty impressive content that the LinkedIn creatives will go nuts for.
4. Movement holds attention
Still visuals can work, but movement gives you an advantage. Even a small amount of motion can slow the scroll and pull the eye, especially when it’s used with purpose rather than as decoration. It’s something we’re seeing more and more of, and that’s because it works.
5. Less, but louder
This is where a lot of brands get it wrong. More content doesn’t solve the problem, it just adds to the noise. If a brand was clogging up your feed with mediocre posts, would you keep them on your feed, or would you hit unfollow? The work that stands out is usually more focused – more deliberate – and way more entertaining.
Summer, it’s arguably the second most exciting time for brands behind Christmas. While brands don’t quite push themselves to deliver the same great content that they do during the festive period, they should be. Summer is when consumers are taking time for themselves. The seasonal slump is wearing off and they’re looking at updating their life, from clothes, to goals and everything in between. It’s time to raise the bar this Summer, not fear it.When attention is harder to hold, the brands that successfully make a mark are the ones people remember. And if they remember you, they tend to trust you, and that makes them return for more.
Ready to make this your Summer? Let’s craft your way to the top of the feed.
