Does Your Logo Leave its Mark on Social Advertising?
The influence business always has more questions than answers; even today, with all the data, metrics and artificial intelligence informing everything from creative executions to media deployment. For instance, the age-old question of – “How best to treat the logo in an execution?” – with respect to its placement and size, has been an argument between creatives, account executives and clients since the Mad Men were having three-martini lunches.
Different mediums, same argument.
Today, the social media managers have joined the fray. And they’re armed with one of the most powerful tools known to man to back up their argument: “best practices.”
For example, according to best practices, Facebook and Instagram posts don’t even require a logo in the content because it’s either already in the post copy, on top of the content area, or both. For native advertising, however, it’s different. A brand message that pops up within editorial content needs a logo to be seen immediately to grab the viewer’s attention. Angela Mertz, EGC Director of Integrated Media, reminds us: “The audience, these days, have less patience.” Immediacy is critical. In fact, videos that perform better have a playing time of less than ten seconds. This, of course, flies in the face of traditional TV advertising, where most award-winning spots reveal the logo at the end, to deliver a more powerful and surprising message.
Ah, the more things change, the more they stay the same.
Now, the argument over logos is mostly between the social media managers who want to employ best practice tactics and the client who wants their brand to be clearly identified and recalled as much as possible. A small logo on top of the content is not enough for many brand managers. They want it in the actual content, even though it goes against best practices.
Maybe they have a point. For instance, Facebook carousel ads ask the user to stay with their message longer. Maybe a deeper connection with the logo is needed more here than a regular post?
EGC Social Media Manager Stephanie Hayman disagrees with this assumption, however, and agrees with David Ogilvy’s famous saying: “The consumer is not an idiot; she is your wife or daughter or best friend.” Stephanie offers: “It’s clear who the ad is from. It’s right on top of the content. And it’s sticky, so it’s there all the time.” Haylee Pollack, Social Media Coordinator adds: “For Instagram, a logo in the content makes it seem too ‘salesy.’ The goal is to engage consumers, without selling too hard.”
Today, metrics and data drive decisions for almost everything – but still not for logos. Maybe because they’re too personal. Regardless of best practices, the use of logos is emotional. How logos are used is challenged by decision makers who value insights that determine things like consumer behavior patterns and where target consumers live. But not their logos.
So, one thing is certain. There are still more questions than answers in this business. But not as many as there would be if we still had three martini lunches.
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