Unfortunately, many companies are producing videos with similarly subpar audio quality, negatively affecting their reputations. A recent survey even found one in four people are less likely to trust a brand if the audio in their ads is simply low volume—let alone tinny, riddled with static, or hard to make out [1].

Audio production is half the battle of crafting superb movies, clips, and ads. Here, we’ll lay down some tips from Northeast Pennsylvania’s (NEPA’s) premier production authorities for capturing and mastering crisp, clear audio for your video productions.

The Importance of Clear Audio

People crave superlative sound across all aspects of life. When quizzed about purchasing headphones and speakers, the number one concern among consumers is high audio quality [2]. Likewise, the amount of Autonomous Sensory Meridian Response (ASMR) videos on YouTube—essentially, extremely high-quality audio clips of different activities—quintupled from 2016 to 2022 [3].

When it comes to the videos you post to social media, circulate as advertisements, or otherwise share with your fans and followers, clean, intelligible audio is essential as:

• It lets your viewers hear your message loud and clear with no miscommunication.
• It instills a sense of trust in your audience.
• It adds to the overall experience of your video, boosting your viewers’ perception without changing the plot, effects, or visual qualities of your clip.

If audio production is so crucial for your videos, then the question remains: How can you capture the purest, fullest sound possible on your next shoot?

Tried and True Tips for Enhancing Audio Quality During Recording

As our Post-Production Manager William McHale notes, audio quality is more often about what you don’t hear rather than what you do:

“Clear dialogue, powerful music, and realistic sound effects can greatly enhance the impact and quality of your video. Ironically, great audio is usually the audio that goes unnoticed. When audio is done correctly, the viewer is able to become fully immersed in what they are viewing, and they’re free from distractions.”

Will’s sentiment leads us to our first tip: eliminate all forms of background noise and audio interference. With the sensitivity of modern, high-quality microphones, even the slightest hum could make its way into your tracking. So, be sure to:

• Power down all computers
• Switch cell phones to Silent mode
• Work in a soundproof space when possible

Microphone placement and proximity are also top concerns when recording. The further your mic is from the source of (desired) sound, the more likely it is to pick up unwanted noises. 

Ideal microphone placement generally lands between a few centimeters and half a meter (about 20 inches) away from the speaker. This results in a tight sound with less external leakage making its way onto the recording [4]. 

Equipment quality is another issue to keep in mind during video and audio production. However, gear only goes so far without the head for using it, as Will says about high-end equipment: 

“There’s no denying that professional-grade equipment can bring the most professional results, especially in terms of durability, reliability, consistency, and fidelity. With that being said, the end user’s professional background, experience, and skills can go just as far in getting a high-quality result.”

While expensive equipment will undoubtedly capture better audio, without professional operation, it won’t be utilized to its full potential. So, if you’re going to spend the money investing in a magnificent mic, you should likewise spend the time to learn to use it. 

That doesn’t just apply to recording equipment, either, and extends to the software and machines you use to mix and master your audio as well.

How to Improve Audio in Post-Production

Capturing audio is only the start of delivering superlative sound. After your shoot is done, you’ll need to spend time in the studio working out the kinks and sonic inconsistencies in your tracks. To optimize the final sound of your recordings [5]:

• Filter out background noise – Many editing programs contain pre-installed plugins, which can identify and remove unwanted ambient noise from your recordings. Put this feature to the test next time you’re mastering a video for optimal clarity.

• Cover up unwanted sounds – If your editing software can’t pick out the noise you’re trying to eliminate, cover it up instead. Light background music, sound effects, or any other ambient noise can make quick work of masking stubborn sounds.

• Limit your volume range – Audio that seesaws between screams and whispers is an off-putting, ear-irritating experience. Use compression, limiting, and normalization software to keep volume levels within a reasonable, comfortable range. 

Anyone looking to refine their mixes will discover countless software platforms, tools, and techniques for mastering incredible audio. There are so many, in fact, that audio specialists commit years of schooling and their entire careers to studying the field. Unfortunately, that knowledge can prove as challenging an entry barrier to newcomers or businesses looking to up their content game as equipment costs—if not more.

So, if you want someone who’s already put in the work behind the mic and mixing board to master your marketing ads and social media videos, collaborate with Coal Creative on your next project. 

Achieve Optimal Audio by Shooting and Mastering with Coal Creative

Sometimes, it’s simpler to call in professionals with years of experience to achieve the best audio and video production results.

As both a creative agency and marketing agency, Coal Creative can handle all your video needs from ideation to shooting and, of course, mixing the cleanest, purest audio you’ve ever laid ears on. From Spielberg-status direction behind the camera to Michael Bay-esque quality cuts in post-production, we’re here to elevate your video and audio quality to silver screen levels.

Request a proposal from Coal to hear the difference professional audio capture and mastering make. 

Sources: 

[1] “Poor quality audio ads can make brands seem untrustworthy to podcast listeners, report says.” British Podcast Awards. February 20, 2024. [Online] Available: https://britishpodcastawards.uk/. Accessed June 27, 2024. 

[2] “The State of Sound  Report 2021.” Qualcomm. [Online] Available: https://www.qualcomm.com/. Accessed June 27, 2024.

[3] “How many ASMR channels, ASMRtists, and ASMR videos are on YouTube?.” ASMR University. April 26, 2022. [Online] Available: https://asmruniversity.com/. Accessed June 27, 2024.

[4] “Microphone Placement.” Simon Fraser University. [Online] Available: https://www.sfu.ca/. Accessed June 27, 2024.

[5] “What I learned from trying to fix my audio in post.” Videomaker. [Online] Available: https://www.videomaker.com/. Accessed June 27, 2024.

The post Why Audio Is 50% Of Your Video Quality first appeared on Coal Creative.

And, if you’re a business, organization, or individual with your own online space, you may also be wondering: How secure is my site?

From the final quarter of 2023 to the first quarter of 2024, global cyberattack instances rose by almost 30% [2]. In order to protect yourself from hacks, data breaches, ransomware, and more, it’s essential to practice regular website maintenance on all your pages.

Taking the time to update plugins, change your passwords, and perform other routine digital upkeep can save you, your tech team, and your website’s users from lost accounts, stolen identities, and other headaches. Let’s uncover the basics of website maintenance and explore how you can safeguard your page from looming cybersecurity threats.

How Do Malicious Actors Hack Our Devices and Websites? 

Keeping your digital space safe and secure requires a clear understanding of how hackers and other cybercriminals actually attack websites. They can exploit a wide variety of vulnerabilities to gain access to your administrative privileges or sensitive information, but their most common tactics include:

• Email phishing scams – These seemingly legitimate messages will link you to fake login portals or malware downloads to steal your user credentials and take control of your accounts.

• Untrustworthy websites – Don’t download from any site you’re not 100% certain is safe and honest about their files’ contents—otherwise, there’s a high chance of ending up with malware on your computer. 

• Physical attacks – These include plugging a USB drive or similar device directly into a computer to steal the information stored on it. 

• Insecure/public networks – Fraudsters often spoof seemingly trustworthy Wi-Fi networks to grab your device’s information as you connect.

• Weak passwords – If your password isn’t complex and secure, it’s only a matter of trial and error for hackers to eventually guess it.

Luckily, with the right know-how and a proactive attitude, you can prevent many cyberattacks before they even begin. 

How Can You Protect Yourself From Cyberattacks?

Defending yourself from cybersecurity threats is paramount to protecting trade secrets, maintaining a trustworthy online presence, and safeguarding your users’ data. To minimize your risk of hacks:

• Use multiple, secure passwords – Using a singular password is a quick way to get all your accounts stolen at once. Our infinitely knowledgeable Web Developer and Technology Specialist, Travis Antoniello, recommends using a standalone password manager (not the one included in your browser) to generate strong, unique codes for each account you have. Don’t share your passwords with anyone or keep them written in plain text to maximize their security.

• Employ Two-Factor Authentication (2FA) – 2FA security such as One-Time Passwords (OTPs) sent via text offer an added layer of protection, as hackers will likewise need access to your phone’s inbox to break into your site. 

• Hover links before clicking – Hovering over a link shows you the actual URL it takes you to—allowing you to see if the website is legitimate or waiting to steal your information.

• Ignore spam – Spam and phishing messages urging you to “log in to Facebook or face account deletion,” and similar, unfounded threats are generally ploys to steal your user credentials. If the message seems suspicious, tries to scare you, or includes an odd sense of urgency (e.g., You only have 24 hours to respond), it’s likely a scam to be deleted and ignored. 

How Updating Your Website Increases Digital Security

Alongside the above-listed strategies, keeping your website up-to-date reduces its chances of being stolen and held for ransom, breached for its sensitive data, and more. If you’re running your page on WordPress, Travis recommends:

• Keeping your core, plugins, theme, and PHP code as up-to-date as possible
• Creating periodic offsite backups for your files and database
• Minimizing users with administrative privileges
• Enforcing strong password policies across your organization

These steps are easy enough to follow for WordPress, but what if you have a standalone, independently-hosted website to worry about? Well, that’s where everyone’s favorite marketing agency, Coal Creative, comes into play.

Keep Your Site Secure with Coal Creative 

Cyberattacks can happen anywhere. Whether you’re located in Northeast Pennsylvania (NEPA), elsewhere in the US, or on the other side of the globe, your site could be at risk of being hacked and stolen. Thankfully, no matter where you’re based, Coal Creative can ease your digital security concerns and keep cybercriminals locked out of your website.

While Coal is in part a marketing firm, we’re also a creative agency and purveyors of robust, meticulous website maintenance. Aside from the traditional tech tasks like updating plugins and testing code, we also offer password security recommendations and digital education for our collaborators. 

If you want to learn more about avoiding spam and overcoming other security risks, we’re happy to sit down with you and go over the Dos and Don’ts of maintaining a safe online presence. Or, if you just need someone on retainer to keep a close eye on your site and minimize future cyber threats, we’ve got your back there as well.
Get in contact with Coal to learn exactly how our website maintenance services can improve your homepage and online security.

Sources: 

[1] “Ticketmaster Confirms Data Breach. Here’s What to Know.” The New York Times. March 31, 2024. [Online} Available: https://www.nytimes.com/. Accessed June 26, 2024.

[2] “Shifting Attack Landscapes and Sectors in Q1 2024 with a 28% increase in cyber attacks globally.” Check Point. April 10, 2024. [Online] Available: https://blog.checkpoint.com/. Accessed June 27, 2024.

The post Cybersecurity and the Need for Website Maintenance first appeared on Coal Creative.

If you already have a strong team of social media wizzes, web design aficionados, and graphics gurus on staff, you might not see the benefit of working with an outside marketing agency.

But even if your internal team is already crushing your goals, you’re still an excellent candidate for a partnership. Why?

In short, working with creatives from outside your organization can give you a leg up in the competitive landscape. Let’s dive into what an outside marketing team could bring to the table for your brand—even if you already have creative staff.

Why Hire an Outside Marketing Firm?

If you already have an in-house marketing department, you may be wondering, “What could a creative agency collaboration possibly offer me?”

As it turns out, quite a lot.

Expand Your Reach

In the marketing world, more is more. In terms of sheer numbers, more marketers dedicated to your brand means:

• More available human resources
• More bases covered
• More minds thinking up more ideas
• More time to devote to new channels and projects

If you’re already meeting your marketing goals, you simply might not have the bandwidth to take on any new endeavors with your existing staff. But what happens when your goals become more ambitious? When you want to grow, you’ll need additional resources—more marketers with more time and more ideas.

When you bring in an outside creative team, you can expand your reach beyond your current limits.

Discover New Ideas

Let’s elaborate on a statement we made above: more marketers equals more ideas.

When you invest in outside collaboration, you won’t just produce more ideas—you’ll discover new ideas.

Let’s say your internal marketing team hasn’t changed much in recent years. If this is the case, two things are likely true for your business:

1. You’re consistently meeting your marketing benchmarks—your team is performing well.
2. You’ve fostered a healthy company culture that limits turnover—people want to stay.

These are immense achievements that should be celebrated. But every team can benefit from a fresh perspective, especially cohorts that have been working together for a long time. When you partner with an outside marketing team, external pros can offer out-of-the-box ideas, new tactics, or a fresh strategy.

Scale Up

Though the industry has changed drastically in the last few decades, some traditional marketing “rules” still ring true, especially in conversations about scale.

More human resources and new ideas are the two essential ingredients you need to scale—to strategically grow your marketing efforts, build relationships with more customers, and unlock more revenue.

Bringing an outside creative partner into the mix can help you scale your marketing campaigns efficiently. While you can certainly scale your internal team, this takes:

• Time – Adding a new marketer to your team (especially if your department is well-established) is time-consuming. Time invested in the interview process and trial period might be well spent if your new hire is the perfect fit for your company’s culture and goals. But if a new internal teammate doesn’t cut the mustard, you’re back to square one.
• Resources – Adding a new team member to any department will impact your overhead costs, and it might take time for investments in training and onboarding to translate to improved marketing performance.

Although vetting external creative agencies also requires time (and certainly isn’t free), partnering with a digital marketing agency is likely to be more efficient for your brand than internal hiring:

• You’ll see results more quickly since outside marketers can hit the ground running—no training is required.
• When you invest in an external creative team, you’re only paying for marketing efforts—not adding to your overhead costs.

Which Services Should You Outsource?

Even with all of the above benefits in mind, you may still be wondering, “What could an outside creative team actually do for me in terms of marketing-related tasks?”

We’re so glad you asked.

Depending on your internal team’s skill set, you might consider collaborating with an outside team on:

• Social media – In social media marketing, scale is the name of the game. If you have a small team or limited access to automation tech, you might be missing out on crucial channels, as well as the positive impact that comes from regular posting and targeted social media campaigns. Fortunately, outside marketers can help with both.
• Web design – Web design requires specialized expertise. And, if you need a website overhaul, it simply might not make sense to hire a full-time, specialized staffer to tackle one project. External web design teams really shine in cases like these: once your website is done, you can close out your contract or move on to another marketing project.
• Print design – Like web design, print design is a niche skill in today’s marketing landscape. Depending on your priorities, you might not be maximizing your opportunities to capitalize on print media—and despite the rise of digital media, print media is considered more credible by most consumers [1]. An outside creative consultant can help uncover these opportunities and produce high-performing assets.
• Video production – Video production is another aspect of marketing that requires specialized skills (like camera operation and editing) and high-quality equipment (which can cost a pretty penny). Instead of investing time and ample resources to purchase equipment and make video content yourself, consider turning to an expert—a digital marketing team that’s already proficient and efficient.

Coal Creative: A Teammate You Can Count On

When it’s time to partner with an outside digital marketing team to supplement your internal resources, turn to Coal Creative. Regardless of whether you’re looking for help with social media, web design, print design, or video production, our team brings fresh ideas, keen eyes, and unrivaled dedication to every project.

We’re also able to meet and brainstorm with sole representatives or full teams. In either case, we take the time to get to know your company so that projects reflect and uphold your quality standards.

If you’re ready to partner with a powerhouse digital marketing team in NEPA, check out our full slate of services and drop us a line.

Sources:

[1] S. Emrich, “The Importance of Print Media and How It Can Benefit Your Brand,” Entrepreneur. June 6, 2022. [Online]. Available: https://www.entrepreneur.com/growing-a-business/the-importance-of-print-media-and-how-it-can-benefit-your/426749. [Accessed October 12, 2023].

The post Why Hire an Outside Marketing Team? first appeared on Coal Creative.

Social media fanatics aren’t just using their favorite platforms to talk to one another; they’re likewise interacting with businesses and brands. Just like the telephone, email, and digital chat platforms of the past, social media is now a go-to avenue for customers hoping to connect with companies and receive customer service. 

Thus, in order to provide a convenient, modern way for your clientele to access your brand and your representatives, you’ll need to optimize your social media presence and customer service experience. In this month’s edition of Creative Juice, we’re discussing the importance of providing customer assistance via social media and laying out some best practices for companies to keep your connections (i.e., your clientele) satisfied with your service.

Why Is Social Media a Popular Space For Customer Service?

Pictures of pets, targeted advertisements, and entertaining videos seem to populate the majority of social media users’ feeds. So, that begs the question, where does customer service fit into this endless scroll of content?

Firstly, social media and its users have become complex and multifaceted. For instance, less than half of contemporary users (49.5%) employ social media for its original purpose: staying in touch with friends and family [3]. Instead, users aim to [3]:

• Find information for things to do and buy 
• Find products to purchase 
• See content from their favorite brands 
• Follow celebrities or influencers 

In essence, many key aspects of consumer culture—including browsing, buying, and being influenced—have become inextricably linked with our social media feeds. And, since users are getting their recommendations and products from social media platforms, they’ve come to expect their customer service in the same space.

Social media users have taken to lodging complaints and queries via their favorite platforms—and they expect responses. Around 79% of social media users allow brands a reasonable 24 hours before expecting a response, but an impatient 39% want their questions answered within 60 minutes [4]. 

Either way, the masses have flocked to social media as the next space for sorting out customer service concerns—and that’s where your company must meet them.

Best Practices for Providing Customer Service Via Social Media 

Assuming you have business accounts on all the leading social media sites (Facebook, Instagram, X, etc.) and you opt-in to receive messages, customers will likely reach out to you with questions or complaints. In order to assist them with their issues and provide the best possible customer experience, you should:

• Be responsive – As previously mentioned, many customers expect lightning-quick responses to their social media queries. Making clients wait extended periods for your answer will only compound the frustration or concern they’re feeling with their issue and may cause them to second guess their relationship with your brand. So, answer as quickly as possible and, if they contact you outside of business hours, set an away message that lets them know when you’ll get to their query as soon as you can.

• Be cordial – Just like sales personnel represent a brand in brick-and-mortar storefronts, your social media pages speak for your company online. Always use a cordial tone and try to amicably resolve each customer’s requests. Remember, some customers will reach out to you publicly via your Facebook timeline, Instagram comments, or X mentions. All your followers and connections will be able to see these interactions, so be kind and don’t say anything that will reflect poorly on your brand. 

• Offer resolution – When customers come forward with complaints and questions, they want satisfactory answers that will solve their issues. Whether it’s a piece of solid advice, a discount for a prior negative experience, or an update on the status of their order, strive to provide solid responses that ultimately resolve their problem. 

• Supplement with Automation– Chatbots have been on the rise in recent years and it’s simple to see why: they cost next to nothing in comparison to real customer service agents and they can work around the clock. Furthermore, 62% of consumers say they actually prefer speaking with a chatbot versus a human representative [5]. Despite their popularity, chatbots aren’t perfect. Recently, Canadian flagship airline Air Canada was held legally liable for a policy its chatbot invented and was subsequently forced to pay a user compensation as a result [6]. Before signing up for an automated service, debate what is the best approach for your business.  

All in all, customers are going to turn to social media to ask their questions and air their concerns. So, when they do, it’s best to be prepared to deliver excellent customer service by leaning on these best practices.

Coal Creative: Where Social Media Brilliance Meets Customer Service Excellence

Are you already using social media to engage with customers and build a following? If so, then you can double down on these efforts and meet your audience where they need you most—in the customer service department. 

Companies who invest in social media to provide customer support close the digital gap with their audience and provide a unique online experience. If this sounds daunting, know that we’re here to help. At Coal Creative, we’re always ready to support your mission of providing excellent customer service through your social channels.

Reach out today if you’re interested in learning more.

Sources: 

[1] “Number of internet and social media users worldwide as of January 2024(in billions).” Statista. January, 2024. https://www.statista.com/statistics/617136/digital-population-worldwide/. Accessed February 23, 2024.

[2] “Social media usage in the United States – Statistics & Facts.” Statista. December 18, 2023. https://www.statista.com/topics/3196/social-media-usage-in-the-united-states/#topicOvervie. Accessed February 23, 2024. 

[3] “Most popular reasons for internet users worldwide to use social media as of 3rd quarter 2023.” Statista. January, 2024. https://www.statista.com/statistics/715449/social-media-usage-reasons-worldwide/. Accessed February 23, 2024.

[4] “What Are Your Customers’ Expectations for Social Media Response Time?.” HubSpot. March 17, 2021. https://blog.hubspot.com/service/social-media-response-time. Accessed February 23, 2024. 

[5] “Consumer Preference For Chatbots Is Challenging Brands To Think ‘Bot First’.” Forbes. August 16, 2019. https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/16/consumer-preference-for-chatbots-is-challenging-brands-to-think-bot-first/?sh=1298c0010f84. Accessed February 23, 2024.
[6] “Air Canada found liable for chatbot’s bad advice on plane tickets.” Canadian Broadcasting Center. February 17, 2024. https://www.cbc.ca/news/canada/british-columbia/air-canada-chatbot-lawsuit-1.7116416. Accessed February 23, 2024.

The post Leveraging Social Media to Optimize Your Customer Service first appeared on Coal Creative.

In fact, recent studies into product design reveal that customers are more likely to choose aesthetically pleasing items from brands even if they’re not as functional as their plainer counterparts [1]. Similarly, well-designed websites have been found to boost consumer confidence and inspire more sales [2]. 

Put simply, business aesthetics often outweigh function when it comes to winning consumer trust—and your brand’s creative assets are the primary way in which consumers experience your business. In this edition of Creative Juice, we’ll discuss the importance of crafting memorable, well-designed creative assets to boost your social media presence and, ultimately, your brand’s success.

What Are Creative Assets and Why Are They Important?

Creative assets encompass the content users see in your advertising campaigns, on your website and social media pages, and on your products. There is a wide variety of creative assets a business may choose to represent itself with, including:

• Logos
• Branding elements, such as signatures colors, and fonts
• A website
• Social media pages with well-branded graphics and video content
• Physical mediums, such as business cards or pamphlets

These assets are essential to your success because they speak for your business. Together, they help you tell your brand story and allow consumers to easily identify and connect with your brand.

How can you take advantage of these assets? Check out the following tips: 

Spice Up Your Social Media

Memorable creative assets are particularly important for bolstering your social media presence. 90% of users follow brands on social media and nearly 80% interact with businesses via their messaging services [3] [4]. 

In essence, social media is the primary way in which consumers engage with brands. Using memorable creative assets enhances the user experience and keeps your brand at the top of consumers’ minds—even after they’ve left your page. 

To keep your followers engaged and excited, utilize:

• An identifiable tone in your posts and client interactions
• An easy-to-remember handle across your different accounts
• Consistent aesthetics, such as a quickly recognizable logo for your profile picture

And we’re not just talking about photos or graphics, either. These days, video is king, with Reels and TikToks dominating the bulk of shared content. Having well-branded video content ensures you are telling the story of your brand—in the way you want. From scroll-stopping ads to heartwarming employee highlights, make sure that all your video content aligns with your brand’s tone, voice, and look. 

Lean on a Lovable, Laudable Logo

Think of a globally-recognized company, corporation, or brand. More likely than not, you’re already picturing their logo—especially if it’s a particularly memorable one. From the signature swoop to the golden arches and those coffee-curating mermaids, the world’s biggest brands have instantly recognizable logos.

This kind of instant recognition is key in a consumer market where logos are the true face of your business. Case in point: 75% of modern consumers say they identify brands by their logos—so pick something that will stay tattooed in their memories for years to come [5]. 

Stick to Your Signature Shades

Some of the world’s biggest brands aren’t only recognizable by their logos, but also their associated colors. The most famous sports cars and cola cans, for instance, come in brilliant shades of red—and we don’t even need to mention company names for you to recognize them. 

Other brands go all in on company colors by creating and copyrighting their own hues. Some of the most famous examples of this include [6]:

• UPS’s bespoke brown
• Barbie’s patented pink 
• Target’s robust red

These signature shades not only give brands their own unique flair, they also help boost recognizability. Once you have a custom color associated with your business, brand awareness and recognition can increase by as much as 80% [7]. So, to build an association between your company and its colors, consistently choose the same eye-catching shades for your social media pages, website, and other platforms.

Optimize and Stylize Your Site

Websites are essential for conducting business in our modern commercial landscape—though nearly a third of brands are missing this crucial asset [8]. Furthermore, it’s not enough to just have a website; it must be aesthetically pleasing and fully functional, too.

As mentioned, consumers place a higher degree of trust in websites they deem well-designed [2]. Additionally, users are exceptionally quick to form opinions about a website—taking, on average, just 0.05 seconds [8].

Because your website is often your customer’s first impression of your business, their image of your brand may be instantly sullied if something about your site is off. So, when designing your website, follow your brand’s style and aesthetic, but ensure it’s easily navigable and glitch-free as well.  

Make Assets Memorable Across a Myriad of Mediums

While consumers will mostly encounter your brand via digital spaces such as social media and your website, physical mediums are still important for your overall brand experience and story. 

Business cards, for example, are still highly relevant to contemporary commerce. Approximately 27 million are printed every day and, when they’re creative and memorable, they can be incredible assets for your company [9]. Even simply adding color will make consumers hold onto them ten times longer than if they’re black and white—so bust out those signature shades once again [10]!

Business cards aren’t the only physical advertising medium to consider, either. Depending on your targeted demographics, you may also want to think about crafting:

• Pamphlets
• Flyers
• Ads for newspapers and magazines

Such mediums are particularly influential to consumers aged 65 and older, a majority of whom admit to making purchases directly influenced by print advertisements [11]. 

No matter what creative assets you choose to utilize for your business, however, remember to make them your own and tell a consistent brand story that consumers can instantly recognize across any touchpoint.

Crafting Hot Creative Assets For Your Business? Fire Them Up with Coal!

Dreaming up and designing memorable creative assets is key to telling your brand’s story. But not everyone has the visionary, artistic, or technical skills to create logos, websites, social media posts, and other key assets. 

If you need a helping hand with these endeavors, working with a reputable creative agency can facilitate bold and beautiful creative assets. At Coal, we can suggest designs, dream up prototypes, draw out drafts, and revise assets to your liking. 

So, if you’re looking for a creative collaborator, you know just who to call.

###

Sources: 

[1] “Effects of Design Aesthetics on the Perceived Value of a Product.” National Library of Medicine. July 29, 2021. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8359925/. Accessed January 22, 2024. 

[2] “5 Trust-Based Web Design Choices To Increase Your Conversion Rate.” Forbes. June 1, 2023. https://www.forbes.com/sites/forbesagencycouncil/2023/06/01/5-trust-based-web-design-choices-to-increase-your-conversion-rate/?sh=7fd1ea9c715c. Accessed January 22, 2024. 

[3] “How (& Where) Consumers Discover Products on Social Media [New Data].” HubSpot. October 3, 2023. https://blog.hubspot.com/marketing/social-media-product-research. Accessed January 22, 2024.

[4] “Top Social Media Statistics And Trends Of 2024.” Forbes. May 18, 2023. https://www.forbes.com/advisor/business/social-media-statistics/. Accessed January 22, 2024. 

[5] “20+ LOGO STATISTICS YOU NEED TO KNOW [2023]: FACTS + TRENDS IN BRANDING.” Zippia. November 2, 2022. https://www.zippia.com/advice/logo-statistics/. Accessed January 22, 2024. 

[6] “12 Colors So Synonymous With Brands, Their Colors Are Trademarked.” Yahoo! Finance. April 12, 2023. https://finance.yahoo.com/news/12-colors-trademarked-yes-just-221602729.html?guccounter=1. Accessed January 22, 2024. 

[7] “Color Psychology: How To Use it in Marketing and Branding.” HubSpot. July 11, 2023. https://blog.hubspot.com/the-hustle/psychology-of-color. Accessed January 22, 2024. 

[8] “Top Website Statistics For 2023.” Forbes. February 14, 2023. https://www.forbes.com/advisor/business/software/website-statistics/. Accessed January 22, 2024. 

[9] “Business Card Statistics.” CreditDonkey. July 20, 2022. https://www.creditdonkey.com/business-card-statistics.html. Accessed January 22, 2024.

[10] “How to choose the perfect colors for your business card.” Vista Print. https://www.vistaprint.com/hub/business-card-colors. Accessed January 22, 2024.
[11] “Share of consumers who have purchased products after seeing a print ad in the United States as of September 2017, by age group.” Statista. September, 2017. https://www.statista.com/statistics/760080/us-consumers-age-purchasing-products-after-seeing-print-ad/. Accessed January 22, 2024.

The post Why Well-Designed Creative Assets Are Essential to Your Business first appeared on Coal Creative.

On top of that, 94% of internet users will simply click away from websites they deem poorly designed—bad news for organizations who haven’t updated their page since the days of GeoCities [2].

While web design and coding can seem complex, crafting exceptional web pages doesn’t need to be an insurmountable task. To help you refine your approach to website building, we’ve asked Matt and Travis from Coal Creative’s web team to share their expert insights. 

Establish an image and idea

Prior to drafting your first design or coding your first line, it’s key to establish a vision for your final product. If you’re already working from an existing image or brand, imagine how to incorporate it into the finished site.

At Coal Creative, Matt and Travis first “[discuss] the vision of the website with our collaborators and [review] their current assets.” That way, when mocking up visual design elements and a sitemap, we have an idea of brand aesthetics and imagery that will be incorporated into the final product. This allows us to steer development and construction from an early stage, ensuring we incorporate visual elements as necessary, rather than having to restructure later to squeeze them in.

Some “final details” that you may actually want to think about early in the web-building process can include: 

• Color schemes
• Logos
• Photos
• Established copy, such as company history or mission statements

Utilizing these elements during the design and mock-up phase means drafting a solid blueprint to follow during the building process. It also helps collaborators get an idea of what their site will look like when completed. 

Keep clients in the loop

At Coal, our collaborators can keep quick tabs on their projects by monitoring their website’s progress on a development server. If you’re also designing a site for a client, keeping them up-to-date on your progress means there’ll be no surprises or major revisions when it comes time to launch.

If your clients do request revisions during the build, you’ll be able to cater to their exact standards. This reduces the chances of having to repeatedly rework different elements and makes it simpler to achieve your client’s vision.

Maximize mobile potential

Mobile devices account for well over half (58.33%) of all internet traffic and, as recent trends indicate, that number will only continue to rise in the coming years [3]. Thus, it’s essential to optimize every website for both desktop and mobile browsing. Not every organization has (or even needs) a dedicated mobile app, so be sure to access your build from your laptop and phone before going live to eliminate any visual or functional inconsistencies.

At Coal, every site we create is mobile-friendly and focuses on delivering an optimal user experience (UX). We work closely with our collaborators to ensure their site runs smoothly on any device—from gaming PCs to Smart TVs.

Don’t overlook the obvious

Meticulous mapping and careful coding are the backbone of reliable websites, and these underlying elements can make or break their functionality. Dwelling on these aspects, however, can often cause designers and developers to miss the forest for the trees. 

To keep your build detail-oriented, Matt and Travis share some of the most overlooked aspects of website design:

• Well-written content and appealing photography – While appearances are important, if your offerings lack substance, you’ll quickly upset your clientele. Blurbs and blogs should be engaging, informative, and topical. Likewise, visual content, such as photos or graphics, should be aesthetically appealing and on-brand.
• Navigational menus, page flow, and UX  – Designers and developers can take their familiarity with a project for granted and forget that not all users are as technically inclined as they are. To that end, try to step back and look at your build with a new set of eyes. Is it easy to get from page to page, find what you’re looking for, and generally fun to browse? If not, perhaps it needs some retouching before launch day.
• Technical aspects – Elements such as Search Engine Optimization (SEO) and accessibility practices are some of the final aspects Coal implements in our builds. Other technical aspects, such as performance optimization and hosting, should likewise be fleshed out in the late stages of the website-building process. While these tasks may be last on the list in order of workflow, they’re paramount when it comes to functionality once your site goes live.

Collaborate with Coal to build breathtaking, fully-functional websites

If you want to streamline and simplify your website’s build, consider collaborating with the pros here at Coal Creative. Matt, our master designer, will work alongside your creative staff to establish an image, idea, and outline for your page. Then, Travis, the developer of the duo, will bring your vision to life—and teach you how to operate, maintain, and optimize it going forward.

Building websites is complex, but it doesn’t have to be impossible or unnerving. With the key tips outlined in this guide—and some outstanding support from our web wizards—your site can enchant browsers and have them coming back for more.

Want to level up your web game? Request a proposal to learn more about collaborating with our dynamic team.

Sources: 

[1] “76% of Consumers Look at Online Presence Before Physically Visiting a Business.” PR Newswire. April 20, 2021. https://www.prnewswire.com/news-releases/76-of-consumers-look-at-online-presence-before-physically-visiting-a-business-301272462.html. Accessed November 20, 2023.

[2] “25+ WONDERFUL WEBSITE DESIGN STATISTICS [2023]: HOW TO CREATE THE PERFECT WEBSITE.” Zippia. January 16, 2023. https://www.zippia.com/advice/website-design-statistics/. November 20, 2023.

[3] “Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2022.” Statista. April, 2023. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/. Accessed November 20, 2023.

The post Setting Your Sites on Success: How to Approach Building a Better Webpage first appeared on Coal Creative.

However, with over one million collective hours of online video streamed every single minute, there’s a cavalcade of competition for contemporary content creators [2]. In order to stand out in this boundless sea of video, you’ll need to create clips that are smart, snappy and shareable.

Luckily, the lightning-fast format of Instagram Reels and TikTok gives savvy brands the opportunity to show off their style with quick and compelling content. To get the most out of this pair of platforms, we’re explaining the essentials of editing short clips for TikTok and Instagram Reels that show off your brand and help build your customer base.

The Fundamentals of Instagram Reels and TikTok

Let’s begin with the basics. Instagram Reels and TikTok are both tailor-made for sharing quick, captivating clips. However, their permitted lengths vary:

• Instagram Reels – Reels allow you to record (or upload) videos up to 90 seconds in length [3].
• TikTok – TikTok videos are split into three distinct categories: videos up to 60 seconds in length, clips that are exactly 15 seconds and uploaded videos, which can be as long as three minutes or, for some users, up to 10 minutes [4].

Beyond these different time limitations, both Reels and TikTok provide users with various tools such as filters, backing audio and graphic effects to enhance their videos. To see what each platform offers specifically, let’s break them down separately.

Resources For Revamping Reels

After tapping the record button and capturing a Reel on an Android or Apple device, you’ll be given some options for making quick edits. Prior to going live with your clip, you’ll be able to add in:

• Audio – You can select from Insta’s vast, varied library of available music or select an original track from your device to patch into your clip [5]. Aim to choose tunes that speak to your target demographic and reflect your brand’s intended message.
• Text – You can add text and customize its color, font and size. Then, after creating a text block, you can select when, where and for how long it appears on screen [6]. Take advantage of this tool to add context to your content and remind viewers of your brand’s name and tone.
• Stickers and other flashy features – Beyond the basic emoticons and GIFs, Insta also allows you to tack on a plethora of advanced, interactive add-ins. With the Stickers option, you can add in features such as captions, countdowns, weather information, donation pages, locations, external links, quizzes, questions, mentions and more [6]. Including at least one of these features encourages users to share and engage with your video, potentially spreading it to new audiences. 
• Effects – From imbuing everything with a sepia tone to turning yourself into the sun, there’s a plethora of fun effects at your disposal with Reels. Use them to personalize your content and give your videos an unmistakably on-brand touch.

Alongside these flashy add-ins, Insta also empowers you to perform basic edits on your videos, such as cutting and splicing multiple clips together or trimming off superfluous segments. 

Tools For Tuning Up TikToks

Like Reels, TikTok also allows you to splice and stitch together multiple videos to create one post. Additionally, you can enhance your content by adding:

• Sounds – On top of zany sound effects, you’ll have access to TikTok’s wealth of free-to-use songs, as well as the option to record your own voiceover [7]. To optimize a video’s potential reach, consider adding a trending tune that may draw more viewers onto your page [15].
• Effects – From stickers to emojis and filters for your video, TikTok offers a variety of ways to gussy up your clips [4]. Like with Reels, adding these aesthetic accouterments can give your videos the personal touch that your base expects from your content.
• Covers – Covers, colloquially called thumbnails, allow you to pick a still image to represent your video to users browsing their feeds [4]. Select something interesting and evocative that entices scrollers to click on your clip.

Both TikTok and Instagram Reels offer comparable, yet unique features for users to customize their clips and make them more engaging. Likewise, there are similar strategies you can use to optimize your brand’s reach on both platforms. 

Best Practices for Editing Reels and TikToks

There’s a plethora of different approaches when it comes to posting TikToks and Reels. Your brand’s image, offerings and marketing strategy can all dictate your clips’ content and editing style. Nonetheless, we’ve hashed out some basic guidelines for businesses and individuals alike hoping to use these two video titans as a means of expanding their bases:

Mull Over The Metrics 

Whether it’s Creator Tools on TikTok or Insights on Instagram, valuable demographic details await users of either app. These essential analytics tell you where your videos are popular and provide key gender and age information that can help you shape how you write and edit your content [8] [9]. 

Millennial and Gen Z viewers, for instance, crave clips that foster connection and communication with other app users [10]. Older demographics, however, want videos that defy their age stereotypes and help them feel young again [11]. 

So, when choosing what tunes, polls or text to include with your clip, carefully consider who’s most likely to view your content and edit accordingly.

Encourage Interaction 

Shareability is the cornerstone of modern digital marketing. Patching in an Add Yours sticker to your Reels allows users to respond to your prompts and link back to your post [12]. 

Similarly, TikTok’s Duets allow you to put your video side-by-side with other creators and permit your fans to do the same with your clips [13]. Make frequent use of both features to optimize interaction with your videos and extend your reach to new users and audiences.

Tap Into Trends

Keeping a keen eye on the latest trends in your brand’s market allows you to stay on top of what’s hot in your industry. Furthermore, riding the popularity wave of ongoing trends prompts new users to discover your brand and its offerings.

To find the latest trending hashtags and topics on Instagram, use the Explore page to see what other users in your space are turning out. Determine what’s hot, then edit your clips to contain the latest video and textual content lighting up Insta’s algorithm to get in on the fun [14].

Similarly, TikTok’s Trends page allows you to explore the hashtags, songs and creators currently making their rounds on the platform [15]. Get a sense of what’s popular and relevant for your brand, then piggyback off these trends to boost discoverability and engagement. 

Employ External Edits

Instagram and TikTok both have fairly decent editing capabilities built into their interfaces. If you want to take your videos to the next level, however, consider using an external app, like CapCut, to enhance and manage your videos prior to posting them to your accounts.

With the right program, you can enhance color, add in a wider array of special effects and post to multiple sites—all without having to open either Instagram or TikTok [16].

And, if you want to elevate your clips even further, consider consulting Coal’s poignant and proven video editing services.

Envision, Edit and Enhance Your TikToks and Reels by Collaborating With Coal Creative

Coal Creative stays on top of Instagram and TikTok trends to deliver engaging, on-brand videos to our cherished collaborators. From exploring what’s hot to envisioning a narrative and fine-tuning a perfect final product, we specialize in every step of clip and content creation. If you want to build your social media presence and fanbase, our expert editors can craft the clips that fuel your expansion.

Whether you’re a successful brand trying to optimize your online reputation or a small startup using social media as the cornerstone of your marketing strategy, Coal can help you create more salient, shareable content. Request a proposal today to learn more.

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Sources: 

[1] “Most popular social networks worldwide as of January 2023, ranked by number of monthly active users.” Statista. January 2023. [Online] Available: https://www.statista.com/. Accessed September 28, 2023.

[2] “Media usage in an internet minute as of April 2022.” Statista. April 2022. [Online] Available: https://www.statista.com/. Accessed September 28, 2023.

[3] “Record a reel on Instagram.” Instagram.[Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[4] “Camera Tools.” TikTok. [Online] Available: https://support.tiktok.com/. Accessed September 30, 2023. 

[5] “Adding Music or Original Audio to Instagram Reels.” Instagram. April 27, 2023.  Available: https://about.instagram.com/. Accessed September 30, 2023. 

[6] “Reels.” Instagram. [Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[7] “How To Add Sounds to your TikTok creations.” TikTok. 30 June 2020. [Online] Available: https://newsroom.tiktok.com/. Accessed September 30, 2023. 

[8] “Creator tools on TikTok.” TikTok. [Online] Available: https://support.tiktok.com/. Accessed September 30, 2023. 

[9] “About Instagram Insights.” Instagram. [Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[10] “What Gen Z and Millennials Want on Instagram vs. TikTok.” North Carolina State University. September 22, 2022. [Online] Available: https://poole.ncsu.edu/. Accessed October 1, 2023. 

[11] “Older people using TikTok to defy ageist stereotypes, research finds.” The Guardian. May 18, 2022. [Online] Available :https://www.theguardian.com/. Accessed October 1, 2023. 

[12] “Add Yours sticker on Instagram.” Instagram. [Online] Available: https://help.instagram.com/. Accessed September 30, 2023. 

[13] “Duets.” TikTok. [Online] Available: https://support.tiktok.com/. Accessed September 30, 2023. 

[14[ “Instagram Reels: The ultimate guide for businesses.” Adobe. September 12, 2023. [Online] Available: https://www.adobe.com/. Accessed September 30, 2023. 

[15] “Trends.” TikTok. [Online] Available: https://ads.tiktok.com/. Accessed October 1, 2023.[16] “8 Tips and Tricks for Making a Great TikTok Video.” Colorado State University. February 20. 2023.  [Online] Available: https://social.colostate.edu/. Accessed October 1, 2023.

The post Reel Talk: The Ins and Outs of Editing Quick Clips For Instagram and TikTok first appeared on Coal Creative.

Interns bring cutting-edge ideas into the office. Their freshly educated, young minds help more seasoned veterans tap into what’s hip and reassess their own ways of doing things in the workplace.

Before they can have these rejuvenating effects, however, interns actually have to be assigned to a team and entrusted with work. (Seriously, they’ve been sitting in the lobby for an hour, someone please give them something to do.)

So, to get some guidance on the intern experience, we turned to our Managing Director, Camaryn. She clued us in on the best practices to help both interns and employers get the most out of their summers together.

#1 – Give Them Meaningful Work

Interns need to learn the ropes when they first start and it can take them a while to understand a company’s policies and workflow. They’re unproven in the organization and unfamiliar with its projects and clients. Thus, it can be tempting to stick them with menial work until employers get a sense of their abilities and strengths.

Someone needs to brew the coffee and fetch the mail, but these humdrum tasks shouldn’t always fall into the new person’s lap. While some career consultants recommend interns spend anywhere from 20% to 50% of their time on busy work, Camaryn thinks this defeats the point of having interns in the first place [1]. As she puts it:

“My biggest tip is to give them projects that matter. Mindless, made-up tasks are not a good test of skills and they are also not beneficial to the intern. Real-world projects give you and the intern a true look at their abilities!”

So, don’t be scared to put them on that important project or connect them with a key client—just be sure they have enough oversight to succeed in their duties!

#2 – Provide Guidance and Insight Whenever Possible

Camaryn admits that, “as a small, busy team, it can be challenging to find time to slow down and teach someone.” 

While it’s true that taking time to train interns can be difficult, it’s a necessary part of expanding your team and gaining new perspectives on your work. In the interests of everyone’s busy schedules, Camaryn suggests to “share the responsibilities among various team members so not everything falls on one person.”

This team-oriented approach is actually in line with most interns’ goals during their time with a company as well. Collaborating with and getting to know various different professionals, or networking, is an important part of summer programs that allows interns to [2]:

• Learn a diverse range of perspectives, ideas, and approaches to different work-related scenarios
• Pull from this wealth of knowledge when encountering new challenges in their career
• Form a trust of reliable associates who they can turn to for guidance and support

Internships are two-way streets in which companies gain a valuable new perspective and interns gain experience and connections. And, if both are happy with their arrangement, it’s possible for it to blossom into something more after the original term is up.

#3 – Improve Their Skills and Prepare Them For Employment

One of the most important aspects of an intern’s experience is the chance to develop their skills and gain valuable career insight. College should equip them with the necessary knowledge and abilities to get their foot in the door, but an internship gives them the chance to apply themselves in real-world scenarios.

Ultimately, most interns want to walk away from their summer programs with the confidence that they’re ready to enter the workforce. Camaryn seems to think so as well, as she believes:

“[An Internship] is a great way to feel out potential new hires. Internships are like a trial run! By giving interns actual projects, you get to see their strengths and areas of opportunity and help guide them as they prepare for their future careers.”

So, as you’re training your summer intern in the ins and outs of your line of work, think of it as showing a potential new coworker the ropes. They’ve already been approved to join the team temporarily so, if they show promise and a willingness to learn, they may just earn themselves an extension once their initial program ends.

It happened for Samantha and many others on our team, so don’t be surprised if a summer intern wows you enough to make the full-time roster. In fact, over 70% of interns are hired by their companies after completing their programs—so, when we say internships are like extended job interviews, we really mean it [3]!

Invaluable Internship Takeaways

If you’re a company, non-profit, government entity, or top-secret organization taking on interns, it’s key to utilize them to their full potential. Failing to do so can cause them to become bored and dismayed with the field they work in as a whole—plus, it’s not a very effective use of your resources.

To make the most out of your and your intern’s time, remember these key tips:

• Give them meaningful, important projects that test their knowledge and abilities
• Limit their menial tasks and try to distribute busy work evenly amongst your staff
• Train and guide them whenever possible, splitting mentorship duties amongst team members so interns get a diverse, informed view of their line of work
• Help them build their skills and prepare them for working in the real world—especially if that means signing on with your company after their internship

Incredible interns are invaluable and irreplaceable—so treat them as such and utilize their unique attributes to the fullest while you still have them aboard!

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Sources: 

[1] “Don’t Be Sidelined As An Intern.” Forbes. July 6, 2011. [Online] Available: https://forbes.com/. [Accessed August 22, 2023] 

[2] “The Benefits and Challenges of Summer Internships.” United States Department of Education. July 28, 2022.  [Online] Available: https://blog.ed.gov/. [Accessed August 22, 2023] 

[3] “20+ COMPELLING INTERNSHIP STATISTICS [2023]: DO INTERNS GET PAID?.” Zippia. July 19, 2023.  [Online] Available: https://www.zippia.com/. [Accessed August 22, 2023]

The post No Staff Shall Be Sidelined: How to Make an Intern’s Time at Your Company a Transformative Experience first appeared on Coal Creative.

Threads is certainly shaking up app stores, but the question brewing in many minds is still, what’s it all about? Is it really just a copycat platform trying to fill the void as X falls out of favor [2]?

While it serves some similar functions as X, Threads has its own unique elements that distinguish it from the OG shorthand platform. From user experience to marketing viability, we’re unraveling Threads to delve into the fabric of Meta’s latest offering in this month’s Creative Juice.

The Essence of Threads: Purpose, Function and Uses

Let’s start with the essentials. Threads is a companion app to Instagram that’s accessed by logging in through the same account. While IG is photo-focused, Threads is, as proclaimed by Meta, an app geared toward “sharing with text” [3].

Threads employs an infinite scroll through quick, catered bites of entertainment and information. Posts pass vertically in rapid succession and are governed by a few basic guiding principles [3]:

• No more than 500 characters per post (though if you want to write a novel, it can be broken down into a series of linked posts—ironically called threads on X).
• Links, photos and videos up to 5 minutes long can be included alongside plain text.
• Content must follow Threads’ Terms of Use, which includes adhering to Instagram’s separate user policies.

Threads looks and feels a lot like X, but with your friends imported from Instagram, its content has a familiar feel to the established photo-sharing platform. For now, Instagram and Threads are the primary siblings at play, but Zuckerberg and co. have plans to integrate Threads into other open, interoperable social networks [3].

What Threads Means for X and Businesses 

Speaking of other social networks, Threads is Meta’s third heavy hitter alongside Facebook and Instagram (fourth, if you expand the definition of social network to include WhatsApp).

So, why did the tech juggernaut feel the need to expand its suite into contestable territory? We asked our Campaign Manager, Jesse Macko, to weigh in on Meta’s intent and Threads’ place in the market. 

He says that “Threads has the opportunity to take over some of the popularity X has lost.” Since it’s linked to Instagram, he believes there’s “a chance people will find themselves switching between the two apps.”

So, like many, Jesse sees Threads as a harbinger of slow times for X. He also foresees Facebook, Instagram and Threads integrating into Meta’s Business Suite, making it easier for organizations to:

• Schedule posts
• View content
• Analyze traffic across all platforms

So, with Meta making it easier to integrate accounts across multiple platforms, is it time for brands to focus their marketing efforts on the hot, new social platform?

And the question we’re asking at Coal is, can businesses in Northeastern Pennsylvania and beyond benefit from Threads to maximize their reach? Let’s dive in.

Threads: The Future of Social Media?

From the hills and valleys of Scranton, Pittson and Hazleton to The Land of the Rising Sun, over 100 million users in more than 100 countries have already hopped on the Threads train [3].

Does all the hype mean businesses should go all in on marketing in the space? Not necessarily, as interest in the platform has already started to cool off. 

While Threads had a big initial boon, its daily user base has dropped by more than 70% less than three weeks after launch [4]. 

This type of fall-off may be expected with the onset of new apps, so it’s not a complete surprise that engagement is trailing. Still, the platform is in its infancy, so there’s no telling whether it will find favor long-term or fizzle out.

Nonetheless, many businesses have already claimed their Threads accounts and are actively posting, including [5]: 

• Nine out of 10 of the nation’s largest retailers
• Four out of five of the country’s top consumer brands

Like any new platform, time will ultimately tell whether businesses—and more importantly, high-intent consumers—will become loyal. But if you’re a business that heavily uses Instagram or if Facebook and Instagram are parts of your omnichannel marketing strategy, it may serve you well to get in on the early learnings of this platform. 

Threads: The Final Verdict

Whether you’re a business, digital retailer or online influencer, Threads may be another useful tool to connect with consumers who are in an exploratory space. And like other social networks, it can be a place to:

• Share quick thoughts, projects and ideas
• Promote the products and services you offer
• Advertise live events or behind-the-scenes footage 
• Communicate with others and form a community around a brand or idea

Threads is free and, since it’s predated by big brother Instagram, already has a decent size base of regular users. Claiming your account is as easy as connecting an existing Instagram profile, so if you’re already on IG, there’s not much harm in scoping it out.

If you do, let us know what you think! As a creative agency dedicated to all things modern marketing, this kind of investigative work is our kind of newsfeed. 

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Sources: 

[1] “Threads app signs up 100m users in less than a week.” The British Broadcasting Corporation. July 10, 2023.  [Online] Available: https://www.bbc.com/. [Accessed July 25, 2023]

[2] “Twitter is losing users fast, and Meta’s Threads is to blame: Report.” Mashable. July 10, 2023.  [Online] Available: https://wwwmashable.com/. [Accessed July 25, 2023]

[3] “Introducing Threads: A New Way to Share With Text.” Meta. July 5, 2023. [Online] Available: https://about.fb.com/. [Accessed July 26, 2023]

[4] “Threads’ User Engagement Plummets After Explosive Start.” Forbes. July 21, 2023.  [Online] Available: https://forbes.com/. [Accessed July 26, 2023]

[5] “How Brands And Retailers Are Reacting To Threads.” Forbes. July 7, 2023. [Online]  Available: https://forbes.com/. [Accessed July 26, 2023][6] “Number of Twitter users worldwide from 2019 to 2024.” Statista. December, 2022.  [Online]  Available: https://www.statista.com/. [Accessed July 26, 2023]

The post Does My Business in Northeastern Pennsylvania Need a Threads Account? first appeared on Coal Creative.

Design aesthetics are tricky. Poor design is typically obvious (and sometimes obnoxious enough to create a museum from it), whereas beautiful, aspirational design isn’t so evident. From the simple handheld lighter to the pragmatic bullet trains—and even to our own brand-defining Coal Creative website, ahem—there are many examples of aesthetically-pleasing, functional design. 

So, how do you amplify your aesthetics? To help aspiring artists, developers, and advertisers hash out some basic guiding principles, we asked our in-house designers Mia and Matt about their techniques. 

In response, they gave us some insightful design do’s and don’ts.

#1 DO Utilize Color and Striking Visuals

Mia reminds us of a basic universal truth that underpins good design: “people are drawn to colors and pictures from an early age. Whether it was comic books or Dr. Suess, I truly don’t think that ever goes away.” 

Mia isn’t the only one who feels as such, and another reliable source—science—tells us the exact same thing. Humans are drawn to bright, warm colors and will routinely pick them over duller ones. In fact, some of the most attractive colors that immediately capture human interest include vibrant shades of red, blue, and green [2].

Using bright colors is a time-honored tradition with proven results. The longest-running and most popular animated television series of all time, The Simpsons, happens to use another rather captivating color: yellow.

When asked why his characters were their signature shade, creator Matt Groening answered: “When you’re flicking through channels with your remote control, and a flash of yellow goes by, you’ll know you’re watching The Simpsons.” Their sun-shaded skin has been luring viewers in since 1989, and it shows no signs of slowing down [3]. 

#2 DON’T Overcomplicate Things

Keep it simple, silly! Busy, overcrowded aesthetics are more likely to repel, rather than attract consumers to a product or service. 

Both Matt and Mia explain the importance of striking a balance between text and graphic elements. The duo stress that designers should carefully think through their designs and sparingly utilize:

• Text, especially in large and varied fonts
• Graphics, such as images and logos
• Excessive contrasting colors
• Clutter
• Overcomplicated borders and backgrounds
• Fluff and unnecessary supporting elements

Essentially, concise and clear are better than convoluted and cloudy. According to Matt, when there’s too much going on with a design, it can be “difficult for the eye to know what to focus on.” Once again, science corroborates our designers.

Crowding is a visual phenomenon that occurs when reading ability, perception, and peripheral vision are impaired by excessive clutter. It can cause the viewer’s eye to overlook or become confused by an image, rather than interpret it and assess its contents. It can happen with dense urban environments, busy natural landscapes, or particularly bad design [4].

So, before pasting in that sweet clip art or wordy paragraph, consider whether your design really needs it or not.

#3 DO Practice Consistently and Trust Your Instinct

People feel fantastic design when they see it. So, if you believe you’ve really made something exceptional, Mia thinks there’s “a 50% chance people will agree.” She believes much of design revolves around gut instinct, so if something feels right, it probably is—and if it feels wrong, it likely needs to be 86’ed.

Matt champions the power of practice in perfecting your design skills. “Try a little bit of every type of design: branding, advertising, illustration, etcetera,” he recommends. So, whether you’re drawing comics on your kitchen counter or plotting out billboards for Times Square, you’re honing your ability to create aesthetically-pleasing designs. 

While the myth of the 10,000-hour expert has been thoroughly debunked, putting in over a year of time practicing drawing and designing certainly wouldn’t hurt anyone’s skills [5]. As you develop as a designer, you’ll also naturally come to trust your instincts more—meaning making those gut decisions will feel easier with time.

#4 DON’T Make a Bad First Impression

Matt reminds us that “a company’s branding or advertising design is the first thing people see from them a lot of the time, so if it’s done really well it can create a great first impression.” The flipside of this undeniable truth, of course, is also true.

Keep in mind, when designing for a company or corporation, your chosen aesthetic will represent more than your own sensibilities—it will speak for an entire organization. Studies show that consumers place more trust in companies with legitimate, professional aesthetics—especially on their websites [6].

Light the Design Fire With Help From the Coal Creative Design Team

To make a memorable first impression, remember these key design principles:

• Utilize bright, vibrant shades that immediately capture people’s attention
• Minimize clutter and conflicting colors
• Practice your craft, share with others, and incorporate feedback into your designs
• Go with your gut—it’s probably guiding you in the right direction

If you’re looking for a design partner, reach out to the Coal Crew today—we’d be happy to chat through your project.

Sources: 

[1] “Brooklyn’s newly opened Museum of Failure celebrates bad ideas, silly designs and overhyped products.” March 22, 2023. CBS New York. [Online] Available: https://cbsnews.com. [Accessed May 15, 2023]

[2] “Why We Prefer Certain Colors.” April 1, 2011. Psychology Today. [Online] Available: https://www.psychologytoday.com. [Accessed May 15, 2023]

[3] “Hotseat: The Simpsons creator Matt Groening.” July 25, 2007. British Broadcasting Corporation. [Online} Available: http://news.bbc.co.uk. [Accessed May 15, 2023]

[4] Whitney, D., & Levi, D. M. March 21, 2011. “Visual crowding: a fundamental limit on conscious perception and object recognition. Trends in cognitive sciences. [Online] Available: https://doi.org/10.1016/j.tics.2011.02.005. [Accessed May 15, 2023]

[5] “Why Gladwell’s 10,000-hour rule is wrong.” November 13, 2012. British Broadcasting Corporation. [Online] Available: https://www.bbc.com. [Accessed May 15, 2023][6] “Trustworthiness in Web Design: 4 Credibility Factors.” May 8, 2016. Nielsen Norman Group. [Online] Available: https://www.nngroup.com. [Accessed May 15, 2023]

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