Tel Aviv, Israel. Lior Eldan COO & Co-Founder at Moburst
Tomilli: How do you make content universal and work for any target?
Any content that applies to the most common denominator of humans i.e. emotions, can appeal to a wide audience – e.g. footage of children, babies, pets will generate emotions of love and care; footage of war or violence will generate disturbing, unpleasant emotions, etc.
Will content ever become universal or will it maintain its targeting essence?
I believe the tools we have today as marketers enables us to pinpoint our messaging to the right user at the right time. That said, the pro privacy agenda which is getting pushed by some of the big Tech players like Apple, will likely take us back to some sense of broadcast advertising – i.e. lacking the ability to target as well as previously, advertisers will need to generalize their content, and seek to personalize within their products, where they have more data on their users for segmentation purposes.
What are the most common errors made by brands in regards to content?
Lots of brands fail to identify the content that will resonate with their target audience – because many times the marketing team of the Brand does not truly understand their audience and/or do not base their decision based on data, but rather on what they/their management thinks.
What has been the most successful content that you have managed to produce in your years of experience?
At Moburst, the agency I co-founded, we worked with many of the top brands in the world on Appstore Optimization, and as a part of that, we designed the Appstore storefront for most of Google’s B2C apps. One of our most successful projects with Google was with Google Maps, where we created a brand-new concept for the look and feel of their iOS storefronts, and localized it for each of their top markets:
What lessons did you learn from that success story?
We learned that local Works – local landmarks which users can relate too as well as native looking, real people resonate with users.
What advice would you give to agencies submitting their cases in the WINA content category? Can you provide an example from a festival where you’ve been invited as a judge?
Tell the story behind your application – don’t just submit the end result but invest and give us more context, what was the situation, what were your goals, how did you execute and what were the results. As an example, I can give our application for the MMA awards we won with Samsung.
Would you dare to predict a content trend for 2021?
Short videos – It started on TikTok (or perhaps Vine if you remember that one), Facebook copycatted it to IG reels and Netflix just added a short video format to its own apps. We’ll likely see more of these poppin’ all over the place, like stories did 2-3 years ago.