Waking up the zomibies: Capturing attention on Instagram, FB Reels and TikTok
Halloween is approaching, but the real zombies are already among us, and they’re glued to their phones. Did you know that 85% of Canadians1 visit TikTok, Instagram or Facebook Reels every day? Mothers, teenagers, retirees – they’re all there, fueled by dopamine (that little chemical dose of pleasure that keeps us glued to our screens). If you’re a business owner and want your ads to grab their attention, get ready to fight, because the algorithm is already feeding them the most engaging content on a daily basis. You’ll have to wake the undead to capture their attention.
Walking on dopamine
The aim of these platforms is to keep you hooked with micro-doses of dopamine. Content is consumed as small doses of instant gratification. With each swipe, we receive a strong visual stimulus that makes us want to keep going. Each piece of content we consume reinforces our addiction and drives us to keep looking for the next dose, gradually turning us into a zombie junkie – not an appealing prospect even at this time of year!
Competing with the best reels
The videos you see are calibrated to appeal to the audience. Your ad, on the other hand, must succeed in breaking into an algorithmically optimized stream, and fit into this same logic if you want it to be seen. Like a zombie apocalypse, if you don’t act early, you’re already doomed.
Captivate in 3 seconds If your first few seconds aren’t explosive, you’re as good as dead. An explosion of color, a captivating voice telling a story, rapid movement, magnificent scenery or an intriguing situation – you need to catch the eye immediately and pique curiosity.
Surfing the trends : Right now, videos GRWM (Get Ready With Me), expressive dances and simple life hacks are quite popular. You can take inspiration from these formats to maximize your chances of being seen.
Emotion and humor Just like in a good horror film, surprise and the unexpected are key elements in capturing the audience’s attention. The key is to surprise before your audience falls back into a state of inertia. Strong emotions such as surprise or humor capture attention, while reassuring visuals (familiar and repetitive) facilitate engagement.
Social platforms have become search engines
Users no longer just consume streaming content; they type in searches as they would on Google. This is increasingly true of Generation Z and TikTok, which has become a veritable search engine for this generation, as this article in La Presse points out Generation Z’s new search engine. Whether you’re looking for a product, a decorating idea or some tips and tricks, your advertising can answer these searches – as long as you play with the right keywords and visuals.
Adapting the message to the platform
If you’re using the same content for TikTok, IG and Facebook reels, you may be missing out on an opportunity to capture attention in a platform-specific way. Each platform has its own language and codes. On TikTok, the authenticity and raw content work best. On Instagram, the aesthetics is paramount. Facebook Reels, on the other hand, combines a wider audience, where the diversity formats is essential. In short, if you’re going to wake the zombies with advertising, you might as well do it right and adapt the ads to each platform.
Understanding the mechanisms
As mentioned above, users on these platforms are guided by psychological triggers such as curiositycuriosity quick reward and therepetition effect. Indeed, as an article from Grenier aux nouvellesThe use of familiar images and short storylines encourages users to click and interact with the content. To capture their attention, your ad should include:
- Immediate before-and-after (visible results in seconds)
- Visuals that align with content they already like (exploit familiarity)
- Short storylines that make them want to see more or click.
In conclusion…
Success on TikTok, Instagram or Facebook Reels means knowing how to compete with the viral content that the algorithm favors. With the right visuals, the right format, and an understanding of the behavioral levers you can use in your favor, you can break through this dopamine jungle.
Be fast, be bold, and above all… let your content come to life, Frankenstein-style!
1. A Statista study published in 2023, for example, indicates that 84% of Canadians use at least one social media platform daily, with platforms like Facebook, Instagram and TikTok dominating this percentage.
