How gamification can take your brand to the next level

By Harry Gardiner

15th May 2017

Let’s be honest, marketing and fun don’t often mix well. The majority of times they are used together, the result is a disastrously ‘un-fun’ collision, at best coming off as try hard, at worst just plain offensive (looking at you Pepsi).

But, what if I told you there’s a way to create branded content that could be considered both fun, and beneficial?

It’s called gamification – the application of game-based elements principles – and it’s a mechanic that can amplify your key messages, educate your users and boost your social media results.

 

A new challenger appears

Gamification is not exactly new. People have been discussing its merits in both education and engagement for many years now. In fact, it’s so popular that 53% of technology stakeholders have said that by 2020, the use of gamification will be widespread.

However, the reason I’m writing about it now is because social media platforms – specifically Facebook – have finally caught up with content creators enough in order to let them create and publish effective, engaging, and even fun, gamified content.

Before we go any further, let’s get one thing straight. I’m not talking about building a full-on platformer for your brand (please, for the love of all that is holy, don’t). Instead, I’m referring to a simplistic, sociably engaging piece of content.

Think clickable GIFs, visual puzzles, and 360 images. Less Minecraft, more Flappy Bird.

Content that’s easy to create, simple to use, and (most importantly) mobile friendly.

 

Tapping away – optimising for mobile

Why does your content have to be optimised for mobile devices?

Mobile usage has never been higher. In 2014, the number of global mobile users overtook desktop users and as the 2017 mobile usage report from comScore reveals, in the UK alone users spend an average of 66 hours per month browsing their smartphone. That’s over two hours per day.

90% of the time spent on mobile is on apps, with Facebook in particular taking up 19% of users’ time.

The Global Web Index also reports that browsing social media is one of the UK’s most popular second screen activity, meaning that even when we’re not focussing on our devices, we’re still engaging on mobile.

Mobile’s astronomical rise has justifiably led to the creation of more mobile-optimised content.

Pieces that can be navigated, interacted with and shared, with just a few thumb taps.

Pieces like interactive GIFs that can be clicked to stopped, or canvases that allow users to customise their screen whilst learning more about a product or service.

All formats which lend themselves nicely to gamification.

Click to play – winning examples

Here at Eulogy, we’ve seen remarkable results from the gamified content we’ve created for clients. The game-type posts we produce are vastly outperforming their non-clickable-counterparts when it comes to engagement, driving more comments and post clicks than ever before.

But don’t just take our word for it, there are countless case studies on the many benefits of Gamified content.

For example, Volkswagen’s People’s Car Project allowed users to effortlessly design their “perfect car”, and drove 33 million visits to their website.
Popular crisp brand, Popchips used game mechanics to personalise its mobile advertising and saw its sales rise by 40%.

This tactic even works internally, as Spotify and Living Social discovered when they replaced annual reviews with a mobile, gamified solution, a change that resulted in over 90% of employees participating voluntarily.

 

Game over

From clickable gifs to interactive Canvases, Facebook now gives you the power to publish a wide range of gamified content. Plus, with the rise of mobile meaning that more people than ever are playing on the go, the only limit when it comes to gamification is your imagination.

Let me know whether you’ve seen success (or not) with gamified content over on Twitter at @hr_gardiner.