Advertisers, here are 3 ways to beat the skip scroll

Social media users and advertisers alike are aware of doom scrolling and skip behaviour.

In fact, a significant number of social media users skip advertisements on social media and have become addicted to mindlessly scrolling the internet without feeling, according to Samer Elhajjar, senior lecturer at the National University of Singapore Business School.

"They don’t know what they are missing actually. It’s becoming a habit, an addiction were people become addicted to scrolling, which is a big challenge for content marketers," added Elhajjar who was speaking at MARKETING-INTERACTIVE's Content360 conference in Singapore.

"How are advertisers going to share their content with people when, 95% of them are going to skip the advertisements?" he questions.

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Meanwhile, Edwige Shah-Lesoin, creative excellence lead at Ipsos Singapore, who also presented at Content360, explained that the next steps to brand growth for advertisers are not necessarily about beating the skip of the scroll, but rather to provide "quality creative experiences" which are proven to drive short and long-term brand effects.

That said, what can advertisers do to avoid becoming a victim of doom scrolling? 

1. Create positive experiences 

According to Shah-Lesoin, it is important advertisers acknowledge people’s motivations when they browse social media, which as per previous research revolve around entertainment, discovery of inspiring content that can enrich one's lives and sharing interests with others, loved ones and beyond. Those motivations do differ from watching a program on TV.

Shah-Lesoin added that when agencies and brands create their branded content for social or social ads with this social context is mind, they are more likely to deliver on the expected experience by social media users rather than disrupting it, serving them with entertainment, something unique and something that's worth thinking about.

Elhajjar agrees, saying that consumers are more and more demanding and are expecting the best of the best when it comes to the content and consumer experience. Interestingly, he said people turn to social media to escape the real world and are looking for positive content rather than negative ones.

2. Utilise creative ideas 

"Attention spans today are like Snapchat streaks or catching fish with your bare hands," said Elhajjar. This could be due to the 'Tiktokification', where users would prefer short, simple and easy content. 

"Communities are going more and more towards endorsing and digesting only simple content," added Elhajjar. 

According to Ipsos' data analysis of thousands of ads, social ads that are most memorable and deliver most brand growth deliver an audience experience loaded with empathy and new ideas - either in the way an ad is executed or through the idea it conveys. Those ads also ensure the advertised brand has a clear role in the ad’s story, it fits in rather than tick the box of branding execution tactics.

Elhajjar would go so far to suggest engaging the audience and co-creating content.

"Our brain nowadays has so much dopamine addiction and novelty for new content," added Elhajjar. "We need to personalise the relationship and focus on user-generated content. Be catchy, creative and memorable." 

3. Tap on emotions of empathy 

Empathy is basically when you watch an ad and as a result of watching it, you feel like this was talking about you. According to Ipsos' data analysis, when advertisers create ads or content that has empathy, creativity and heart, it pays off. 

Ipsos’s analysis proves that ads with are at the crossroads of empathy and creativity have 20% better chances to impact short term sales.

In addition, consumers are increasingly aware of how companies are using their data and are thus looking for trustworthy and transparent relationships. This is particularly seen in Gen Zs who tend to buy from a brand that aligns with their values.

"Consumers are very driven, they want to buy from brands that align with their own values, especially Gen Z consumers. They want a sense of belonging," said Elhajjar. 

"They are looking for experience and when it comes to the content itself, they want a meaningful experience. It’s not only about the content that you are sharing with the consumers. It’s more about how we are sharing the image we are showcasing to your consumers."

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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