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HomeOpinionsMastering mobile: How to use a 1-by-1 square to build one-to-one connections

Mastering mobile: How to use a 1-by-1 square to build one-to-one connections

By reframing the ask in your next brief from content to story, you’ll instantly think differently about the assignment and be on your way to breaking through that 1-by-1 square.

Josh Rosenberg, Day One Agency

 

Mobile is the most personal of all media. Our screens are about 1 foot away from our faces as we scroll infinitely (on average, about five miles per year). In my experience, the only thing that breaks through on this 5-mile annual journey is a good story — one that connects in one second to that one individual you are trying to reach in that 1-by-1 square.

Don’t forget: As a brand, in mobile, you’re competing with pictures of your consumer’s family, their favorite influencers’ adventures, meme accounts and, of course, news accounts.

So how do you make a one-to-one connection in that one second? Here are four tips to follow.

Stop creating content; create stories instead

When was the last time you shared a piece of content? Never. People share stories, not content. Stories are what connect with an audience. Stories elicit a reaction. By reframing the ask in your next brief from content to story, you’ll instantly think differently about the assignment and be on your way to breaking through that 1-by-1 square.

Here’s a great example of a social media post telling a compelling story from fashion brand Moschino’s latest campaign.

Know your audience better than they know themselves

Listen to your audience intently. What are they sharing? What are they talking about? What’s bubbling up on Reddit around their interests? What are they asking about when they reach out to customer service? What are those unique cultural tensions in their lives?

Once you can pull out some themes around the answers to these questions, you can create a storyline that intersects these topics.

Keep it social

Social media has its own language, etiquette and community norms. Think about why your consumers are there: to connect with others, to be entertained, to be informed.

We’re on social media to connect with others. Here’s a story our team created for Chipotle when Instagram was experiencing image loading issues.

View this post on Instagram

You’re welcome.

A post shared by Chipotle (@chipotle) on

Test and learn

Yes, we say that all the time, but mobile is the perfect place to quickly test stories and different formats to see what connects with your audience and what may fall flat.

As you optimize over time, you’ll see that you’ll be breaking engagement records month over month. That’s pure Internet gold. Never stop pushing the boundaries and learning from your community.

Josh Rosenberg is cofounder and CEO of Day One Agency.

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