Project Snapshot
We’ve been working with lighting brand 4Lite for over four years, creating the organic social creative that brings their content plans to life. Our team puts those plans together with the client, then they’re passed to us to develop a suitable piece of creative for each post, working from the social copy to design something that fits it. The content runs across Facebook and Instagram, appealing to both consumer customers and trade, which makes getting the tone right a big part of the job.
Consumer & Trade Social Creative
Speaking to consumers and trade through the same channels means the social creative has to strike a balance. It needs to hold the brand look and feel while still giving each post an engaging element that earns attention, rather than leaning too far towards either audience and losing the other. We work across a range of post types, aiming for consistency across similar kinds of content so the channel feels familiar to the people following it. That familiarity is what builds recognition over time, and it’s what turns a feed into something people know rather than something they scroll past.
Designing For Engagement
Growing an organic following is tough, which makes engaging the audience you’ve already got that much more important. To support that, we create a range of static (i.e. Instagram carousels) and animated content, giving people something to interact with rather than just look at. The carousel and multi-image format works particularly well for engagement, since it asks the viewer to do something rather than passively scroll by. Each format gets designed for the platform it’s running on, so it works properly in the feed rather than being adapted from something else.
Over four years we’ve tried and tested plenty of different visual directions, learning what works for the channel and what doesn’t. More recently we’ve started bringing in a slightly refreshed look and feel, updating the creative without pulling away from the brand. The balance matters as a channel that changes too dramatically starts to feel disjointed, so the refresh has been introduced gradually enough that the feed still hangs together while feeling current.
Overall Impact
Four years of consistent creative has given 4Lite a social presence that feels recognisably theirs across both Facebook and Instagram, speaking to consumer and trade audiences without compromising either. Working alongside the content plans our team develops with the client means the creative and the copy are built together rather than separately, and the move into post types like animated and carousel formats has given the channel more ways to hold attention from an audience that’s already there.
