In a hurry?
In this post, I discuss how in a world where we spend hours scrolling through social media, the 'endless scroll' has become an addictive and effective strategy for engaging users, but it can also harm mental well-being. For brands, the challenge is to capture attention without being just another piece of content. Instead of succumbing to superficiality, it's possible to create strategies like compact storytelling, short series, and interactivity to generate real and deep engagement. Examples like Duolingo and Pokémon GO show that it's possible to create experiences that offer value, not just entertainment, and I cite other interesting examples from the past and present. I conclude that the key to effective marketing is to make the audience reflect on what truly matters to them.
Have you seen how much time you spend scrolling through social media?
95 minutes on TikTok, 62 on Instagram, 30 on X, and 19 on Snapchat. These were the average daily numbers at the end of 2023, according to Sensor Tower. In Brazil alone, TikTok reached 98.6 million users—about 46% of the population. (1)(2)
Impressive, right?
Who hasn’t promised, “just one more video” before going to bed and ended up losing hours? The endless scroll engages us with small doses of entertainment, those short videos that quickly turn into unexpected marathons.
But what does this mean for brands and advertisers?
The Addictive Effect of the Endless Scroll
Designed to capture attention, the endless scroll is comparable to slot machines. Each swipe promises a new reward—a powerful strategy to keep users connected and, of course, increase monetization opportunities through ads. (3)
However, there’s a cost: the impact on mental well-being. Disconnecting becomes difficult, and other forms of consumption, like reading or meaningful interactions, end up overshadowed. For brands, this raises a challenge: how to capture attention without being just another post in the feed?
Adapt, Yes. Surrender, No.
Short formats are a reality, but that doesn’t mean they have to be shallow. In fact, the challenge is to create content that balances creativity and substance. Some strategies include:
Compact Storytelling: In just a few seconds, it’s possible to tell engaging and relevant stories. Think of formats that connect emotionally with the audience.
Short Series: A narrative divided into brief episodes can maintain interest and encourage repeated views.
Interactivity: Tools like augmented reality and gamified experiences can transform passive consumption into active engagement.
One example is Netflix’s interactive series "Black Mirror: Bandersnatch," where viewers make decisions that affect the story's outcome. This structure of multiple paths and endings not only increases the factor of repeated views but also encourages engagement as it sparks discussions and analyses about the various narrative possibilities.
Luxury brands like Dior, Louis Vuitton, Gucci, and Prada are also using augmented reality (AR) effects in their digital marketing strategies, especially on Instagram. These filters allow users to interact and personalize their experience with the brand, such as virtually trying on fashion and beauty products and creating their own content.
Real Benefits, True Engagement
Initiatives like those from Duolingo and Pokémon GO prove that it’s possible to create attractive rewards that also add value to the user’s life. Let’s be honest: anything that pulls someone out of automatic scrolling already makes a difference.
Remember, reflective content can be more powerful than it seems. Questions like “How much time did you spend online today?” or “What do you really want to do right now?” encourage more conscious consumption. This approach can align content with the user’s personal and professional goals—which generates deeper connections with the brand.
MTV used to do this when TV was the big villain of youth. See how they used annoying audio and disproportionate duration to encourage exactly what the message conveyed.
By reminding users of their personal or professional goals, our more reflective content can help guide them toward content consumption that aligns with those goals. If we find ourselves in this healthier place when they need it, even better.
What’s Your Message?
As the endless scroll dominates media consumption, we, advertisers and creators, have a choice. We can either be the ones who promote excessive use or those who make a difference.
The question is: If you had 15 seconds to say something truly important, what would it be? And why would the user care?
Let’s collaborate!
P.S.: While writing this text, I remembered this amazing therapy session that cures all problems, and I want to share it here in case you’re struggling with endless scrolling addiction.
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