Polly Barnfield shows how a playful image stops the scroll on Instagram, then uses the caption to deliver a serious message. She walks through a pet-insurance campaign that paired a whimsical emoji-over-forest image with copy about responsible dog ownership, and explains how to time posts around national days like World Environment Day using a content calendar.
Chapters
Today we're looking at how using a fun image can create that stop scroll effect. Now, stop scroll effect on Instagram is quite literal. It is to stop me from scrolling past and moving on to another person's image. Now, this is just super cute. So here you've used the little emoji and it is being superimposed in some woodlands. And the idea is it's by purely pet insurance. And they have done it because they want to talk about what happens, what happens to dog doo doo, if you like, when you don't pick it up. And then they're talking here about how it actually works, what you should actually do. It's very much using a funny image to kind of grab followers attention, but then using the caption to talk about something more serious. And I think what's really good is that they also use a lot of national days to. To bring more traffic to their page. So here it is, World Environment Day, which is why they're talking about it and talking about people being responsible pet owners equally. You can see they've used national dog Day, They've done bring your dog to work day, that kind of thing. So national days is a way of them making sure that they drive more of the right people to their feed. And then they've used a fun image to actually then hammer home something that's much more important to them. Now, if I was them, one of the things I'd want to do is make sure that I knew when all the national days were. So I would go into the maybe platform. And then on the platform in content calendar here they can schedule in lots of content, but equally they can do it based on any national days that are coming up. So here you can see things like love your lungs week. That could even be, you know, that they're going out walking with the dogs. It might be national selfie day. Do they get a selfie with one of their pets, for example? It's just a good way of looking for national days that are coming up so they can plan their content and then schedule it in directly through the platform. And they can use the AI assistant here to do that. Now, as always, if they've got any questions at all, click on the button. We love to help.
