According to a report by HubSpot, consumers see up to 10,000 ads each day. This statistic highlights the intense competition and saturation that brands face when trying to reach their target audience.
This high level of exposure underscores the critical need for brands to find unique ways to stand out from the daily flood of messages that consumers encounter. Thus, the importance of a well-crafted strategy for cutting through the noise in this age of content saturation is clear.
We asked our team to share their thoughts on how brands can cut through the noise, and reach their target audiences more effectively in a world full of content saturation.
Bronte Howard – Account Director
“Work with the algorithms instead of against it – lean into trends on TikToks and don’t be afraid to take risks.
Try move away from being so protective of how the brand shows up and re-frame your thinking to how you are showing up for the consumer”
Tony Pedroso – Account Director
“Product market fit.
At the end of the day, if a consumer can easily project their life situation onto the problem that the product or service is solving, then your content will always have an advantage over 99% of what’s out there.
Good product market fit can elevate average content, but it doesn’t work the other way around.”
Emilia Chambers – Head of Strategy
“In a 2022 internet minute, one million hours of content were streamed by users worldwide (Statista).
With such a high volume of content being shared and consumed, it’s getting harder for brands to be seen. But that doesn’t mean it’s all doom and gloom.
Here are some tips of how brands can cut through the content clutter:
Be wary of the bandwagon: Creating content based on the latest trends or current affairs can cut through but brands need to be wary about their “right to play” in this space. One of the most notable failures is that of Pepsi and their 2017 protest ad with Kendall Jenner. Pepsi missed the mark on this due to having a miscommunicated message and no brand alignment to the message, resulting in negative press. Consumers saw the content as trivialising the Black Lives Matter movement and not the peace and unity message Pepsi was hoping to land.
Be clear on your values and speak to them: A 2022 Harris Poll research piece found that 82% of consumers want to buy from brands that align to their values. This makes value based content key in reaching relevant consumers. Brands who consistently speak (and act) to their values are more likely to garner an audience who follows those same values and therefore are more likely to consume and engage with future content.
Less is more: Brands who focus on creating better content, ahead of creating more content, are more likely to see success. Taking the time to plan, research and produce high quality content will result in seeding content that their target audience is more likely to engage with. Beyond the quality, sharing too much content (especially across social media) can aggravate customers, with 46% of social media users surveyed by Sprout Social stating that they would unfollow brands who post too much.”
Deanna Koutsioulis – Account Manager
“Standing out in a saturated advertising landscape requires continuous innovation, creativity, and a deep understanding of your target audience.
To ensure a brand’s message stands out it can employ unique emotional storytelling techniques. Emotional connections are more likely to be remembered and therfore once the brands value proposition and unique position in market is clear, tapping into the power of storytelling is key.
By identifying and amplifying authentic stories, challenging perspectives, using interactive formats, and incorporating surprise, humor, and collaboration, a brand can create a deep emotional connection with its audience.
It is important to consistently refine your approach based on consumer insights to increase your brand’s chances of cutting through the noise and capturing attention in this age of content saturation.”