THUMBSTOPPING CONTENT
What is thumbstopping content? It is any kind of content that causes you to stop scrolling and take action. This can be an ad image like the one above. Often, thumbstopping content is all about the images. In this case, we knew we had a good 4th of July promo idea: Join Now for $4. This was a flash sale so this campaign was going to be primarily digital. That meant, no direct mail and no billboards. We needed images that grabbed your attention equal to the amazing promo. I worked with our club photographer, We Deliver Productions, to do a quick photoshoot. I work with a lot of beautiful fitness professionals. In this case, I was able to outfit one of our Customer Service Managers in July 4th gear and we took a bunch of fun photos. As you can see we didn’t focus a ton on form or even things you’d do in a gym. I mean, you could do star jacks if you want but you’re probably not going to catch this much air. These photos were used, and continue to be used for multiple 4th of July’s giving our graphic designer plenty to work with. Oh, and the results of the 2019 campaign?
468 Joined with the promo
Prospect emails 25-26% open rate
0.97 CPC Facebook, 589 Leads from Facebook
Dog Days of Summer?
Everyone does a Dog Days of Summer campaign. So how to make ours different? We figured it was not just going to be the cute face of my dog Rufus. How about a video of a corgi on a treadmill? This started as a way to shake up our social ads during the summer, which is typically a fairly quiet time for us. This fun content did so well that we did a test to see if our ads needed more fun. In fact, our dog ads did much better than our typical fitness ads. We were still selling fitness, so we didn’t go too far afield with that insight. It did show us that we have room to push the envelope from time to time. We also made sure to have happy engaging faces in our all “typical fitness” photos.
“ thumbstopping content causes you to stop scrolling and take action”
Social media can allow you to be agile. If you have easy access to video or photo content you can quickly whip up short ads like the one above. We ran this as a test of what our audience wants. Do they want badass babes or softer pretty fitness models? Both videos did well, but In this quick test, we learned that our audience wasn’t quite ready for our girl to have so many tattoos. That was great information for us. I still love this quick video. This short vid, definitely got my click.
Bottom Line: your headlines, videos, and photo graphics should show your brand while being compelling enough for your audience to stop their thumb and take action.
For all images and video above I worked with our club photographer We Deliver Productions
