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Aimee
27/May/2019
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Mobile

‘Appnostic’ consumers want better content discovery experiences

Brands capable of delivering engaging content experiences on mobile could drive substantial returns and “make billions”, according to a new study released this week by Mobile Posse.

The tech innovator published The Appnostic Journey: How Changing Behaviour is Creating New Opportunities on Tuesday, and the findings suggest brands have a “massive” opportunity to tap into the fervent demand from audiences to consume content regularly on smartphones.

Mobile Posse noted that behaviours are evolving quickly. This is largely due to the central role smartphones are playing in day-to-day life. The data found that consumers are unlocking their mobiles a staggering 70 times each day on average, but just one in ten say they have a specific app, web page or destination in mind when they do so.

The vacuum in smartphone usage and stated intentions represents an excellent opportunity for content creators to serve up experiences to educate and entertain end users when they swipe up and begin using their smartphones. Mobile Posse said that the frequent unlocking of phones without a known destination is more commonly known as “appnostic” behaviour.

This behaviour is grounded in the belief that every unlock of a phone is actually the start of a single journey, which offers brands and advertisers a chance to interact and engage with offers, app benefits, videos and other forms of content. However, the study also found that push notifications are the least popular content discovery experience, so there is a need to be more creative.

About 88% of people who use smartphones on a regular basis now show some form of appnostic behaviour, but just 11% have a predetermined destination most of the time when they open their mobiles. This trend has strengthened in recent years, with the study showing a 32% increase in unlocking without an experience in mind since 2016.

There is also a desire for better experiences. Two-thirds of consumers say that they want better content discovery on mobiles, and this sentiment is even stronger among those aged 18 to 24, who are very eager for better solutions to their content-discovery needs.

“Mobile behavior is changing quickly and the result is a massive opportunity to make smartphones that better serve the needs of today’s on-the-go consumer,” Mobile Posse CEO, Jon Jackson, said in a statement. “The companies that solve for this opportunity can make billions by delivering mobile content discovery experiences that users want.”

Security and privacy have been in the spotlight during the last 12 months, but 68% say that they prefer to get personalised content based on articles, blogs and videos they have consumed previously and on their own search histories.

Content relevance is important, as are more bite-sized experiences. Four in ten say they crave more snackable content with a maximum run time of 30 seconds. Around a quarter prefer content experiences of 30 to 90 seconds. Better content and discovery are now considered more important for carrier subscribers in the US than other benefits, such as personalised ads or bundles, and those able to meet their needs can reap the dividends.

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Aimee
05/Sep/2016
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News1

Amplify content with Flipboard

For content marketers, there has to be an emphasis on syndication. Brands might be curating the best content in the world, but this is useless if no one sees it. Therefore, maximising the reach of promotional material is essential, helping content to make as large an impact as possible upon a target audience. One tool that campaign strategists might want to make use of is Flipboard – a content aggregation tool that displays material in a magazine format.

With so many websites, channels and social media opportunities, many consumers can become a little overwhelmed. It is places like Flipboard that can offer some relief, with topics and content drawn from across the web into a single place. However, not only does the tool provide free usage for consumers, it can also be utilised as a publishing platform for brands to get more eyes on their content, whilst nurturing and serving a community of followers.

There are multiple reasons why Flipboard can be a great content amplifier – one of which being that the entire application has been developed as a content discovery and curation platform. Used by millions of people, there are 34,000 topics for users to discover new content and indulge in their passions. This makes it the perfect place to share content. In addition, unlike places like Facebook, which are based on a social graph and, therefore, grounded in relationships, Flipboard uses a hive mentality to focus on interests. It means that instead of sharing content with a single individual in a target audience whose friends may have no interest, content could be delivered directly to a channel of interested users – all of whom could become potential leads.

Another bonus of Flipboard is that it’s a free marketing tool. There are no fees to publish a magazine, and a well-curated magazine can gain a strong following. Like with all campaign strategies, not all content should be promotional material. However, this can be added now and then if it’s well integrated, it can also be added with stories and news from third parties.

Luckily, Flipboard is very easily set up. In addition, it doesn’t require a lot of investment for on-going maintenance, meaning it can be easily added to a syndication arsenal that already includes places like Twitter, LinkedIn, Facebook and Instagram. Initially, time will be required setting up a magazine and developing the style and tone of publications. Content can be added in a similar way to how content is ‘pinned’ to a board on Pinterest. On Flipboard strategists can add any story they see on the platform to their own magazine. In addition, brands should be adding their own content too – both soft-sell content and hard-sell material.

For marketing and content strategists, part of the role is getting as many eyes on material as possible. Adding yet another source might seem like a hassle, but due to Flipboard’s interest-based architecture, taking the time to utilise the platform could offer dividends – not only in helping to disseminate content, but finding new fans and followers too.

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