Page 56 - Adnews Magazine January 2022

Social media platforms fight to stand out
People flocked to social media apps during
the COVID-19 pandemic. We take a look at how the social media players, both old and new, used campaigns to stand out and draw in users.
WORDS BY
Creative Review
ROSS COCKRILL,
Archibald Williams senior copywriter
As advertisers, we all know that when it comes to social media, users are the real product. So it’s interesting to look at the four different approaches these brands have taken to “selling” things that are both free to use and as addictive as crack cocaine.
JIM WALSH,
Leo Burnett Melbourne creative director
Social media companies, eh? All fighting to differentiate, stay relevant, keep our attention, and keep us coming back to watch those ads and feed the monster. Pretty exciting briefs for a creative, no doubt, and challenging to execute well with so many stakeholders involved. But
I firmly believe as social media platforms continue to mimic and copy each other’s innovative features and quickly become one of the same, the key to success lies in the planning departments and not creative.
ANDY DILALLO
Milk + Honey United cofounder
I’m a bit disappointed — this category is at the
epicenter of people and culture. It’s a place people
stay connected, share, inspire and create. It deserves
so much better than what is reflected in this collection of work. Unfortunately, the brands here are the same ones clients too often look to for the expertise on how to advertise using their platforms. They may have all the eyeballs, but it still matters what you’re showing them. Let’s not forget the fundamentals of great advertising.