{"id":353949,"date":"2021-06-24T07:57:09","date_gmt":"2021-06-24T07:57:09","guid":{"rendered":"https:\/\/xplora.bg\/uncategorized\/kakvo-e-novelty\/"},"modified":"2022-10-10T06:49:51","modified_gmt":"2022-10-10T06:49:51","slug":"what-is-novelty","status":"publish","type":"post","link":"https:\/\/xplora.bg\/en\/content-marketing-en\/what-is-novelty\/","title":{"rendered":"What is Novelty and how to implement it in your next content marketing strategy"},"content":{"rendered":"\r\n

From English Novelty means “novelty”, the advantage of being new, original, unusual.<\/strong><\/p>\r\n\r\n\r\n\r\n



The Novelty approach to content marketing aims to set a brand apart from its competition by relying on unusual visuals, copywriting, formats and overall original content creation. Often much of the inspiration comes from the various trends \u2013 what will be trendy in graphic design, what are the preferred platforms for sharing and communication, what is the behaviour of users, what excites them today and whether they will be excited tomorrow. It wouldn\u2019t be right to generalize, but we can give you more clarity if we make you imagine the user as a surfer, and Novelty as the crest of the wave \u2013 either riding it or letting it wash over him.<\/span><\/p>\r\n\r\n\r\n\r\n

In the following lines we will reflect on several questions:<\/p>\r\n\r\n\r\n\r\n

How is Novelty evolving and what is the impact on consumers?
Is it right and when is it good to choose Novelty as your main content strategy?
How does Novelty work?<\/strong><\/p>\r\n\r\n\r\n\r\n

And if you’re patient enough (don’t scroll right away!), we’ve also got specific examples of Novelty in social content for you. Let’s get started.<\/p>\r\n\r\n\r\n\r\n

How is Novelty evolving and what is the impact on consumers?<\/strong><\/h2>\r\n\r\n\r\n\r\n



Let us exclude for a moment that we are in a time of pandemic. We have the extraordinary chance to be tourists in a small village on the French Riviera, absolutely stunned by the view, the architecture and the delicious food. Seven days later, our vocation is over and we say goodbye to the man who prepares les plus d\u00e9licieuses waffles. But leaving feels more like a sentimental parting with our beloved relatives from another city. What we are trying to say is that on the first day of our experience we find ourselves at the starting point of Novelty, which represents the most interesting moment. During our stay we are guided by Curiosity which brings us to the next point \u2013 research, obtaining new information, and the cycle ends with the absolute feeling of comfort in an already familiar setting. But does that mean staying another week in this fantastic place will lead to\u2026 boredom?<\/span><\/p>\r\n


Not necessarily, but BetterMarketing\u2019s Steve Genko has his arguments for viewing the new and familiar as a kind of continuum<\/a> \u2013 a path that the consumer must walk. If at all we give him a strong enough motivation to trust us and skip the moment of \u201cconfusion\u201d. Genko claims that many times \u201cnovelty\u201d refers to the word \u201cunknown\u201d, and from there to \u201cuncertain\u201d, \u201cfrightening\u201d, etc. So if the novelty is not in the context of something already well known, then we have put our users on the crest of that wave, but without the surf. Who would travel to the C\u00f4te d\u2019Azur in the big wave season without their board?<\/span><\/p>\r\n\r\n\r\n\r\n\r\n\r\n

We agree that sitting in our comfort zone, however, will not help us at all – neither to develop a quality communication strategy, nor to retain the interest, trust and loyalty of our audience. Call it brand new, fresh from the oven, supernova, even – anything new triggers dopamine<\/a> production. The neurotransmitter that increases one’s motivation to act, to try, to test – and behind it all is the biological explanation that our experience will bring us potential new information through which to learn something new about how to survive. Assuming that somewhere very deep the Novelty strategy is about learning to survive, how responsible would that sound to you?<\/p>\r\n\r\n\r\n\r\n

We step back to look at the big picture and let the dopamine do its work, where the Novelty approach doesn’t have to choose the new over the familiar, nor confront them, but instead finds the right way for them to complement and live together.<\/p>\r\n\r\n\r\n\r\n

If you’re testing a new format to increase traffic to your client’s site, then try to keep the visual identity, trust that commonly used and best performing call-to-action and assure your audience that if they meet your goal (link clicks), they’ll get more of the same, which is why they always trust you, more added value.<\/p>\r\n\r\n\r\n\r\n

Is it right and when is it good to choose Novelty as your main content strategy?<\/strong><\/h2>\r\n\r\n\r\n\r\n


Product improvement and offering a completely new service are a constant goal of any small, medium or large business that wants to be competitive, to fight for a larger share of the market, to win new customers and, most of all, gain their trust. Tapping into an undeveloped niche that people didn\u2019t know they really needed is a real hit on target. Chan Kim and Ren\u00e9e Mauborgne call the move an exit from the crowded \u201cred ocean\u201d and the creation of a \u201cblue ocean.\u201d They are professors of strategic management at the INSEAD Institute of Business Management in France and we assure you that when it comes to business strategy, you can trust them and their book \u201cBlue Ocean: Transition\u201d. We go back to the depths of marketing and content, which must respond to the customer\u2019s innovation while making consumers choose his brand again.<\/span><\/p>\r\n\r\n\r\n\r\n

Marketing designed to encourage immediate or short-term behavioral activation can and should take advantage of Novelty’s proven ability to attract attention. The approach works for large campaigns or social media content strategies of well-positioned brands with high consumer recognition. Upgrade your Instagram posts, start using Instagram Guides or Reels, think about your presence on other social networks where your audience might be active right now – TikTok, LinkedIn, etc. And as for a campaign – look for a small but significant pain point that the brand solves, and turn it into a strong trump card around which to spin an atypical, intriguing Novelty-style campaign<\/a>.<\/p>\r\n\r\n\r\n\r\n

If your client is a new brand and your goal is to build identity, positioning and long-term recognition work, then prepare your audience, use Novelty in reverse, in the background, reinforcing familiar brand associations without interruption or unnecessary distraction.<\/p>\r\n\r\n\r\n\r\n

In any case, the Novelty approach will only produce positive results when it is in line with the users’ intentions at the time. If novelty-based marketing isn’t tailored to where the audience is on the consumer journey, it’s more likely to be ignored or devalued, as the strategy will exacerbate the consumer experience and distract from the person’s current intentions and goals.<\/p>\r\n\r\n\r\n\r\n

We believe that testing different approaches and new formats is the way to make our clients successful. Whether it’s with ad-hoc posts, entering a new social network, or a bold creative campaign, it’s important that our decision is well thought out. The assumptions we have made so far need to be validated, we need to know our audience perfectly – what triggers their actions, what excites them, what they will react strongly to. Only if you’ve done your homework well can Novelty be both an exciting marketing approach and one that achieves measurable results for your customers.<\/p>\r\n\r\n\r\n\r\n

How does Novelty work?<\/strong><\/h2>\r\n\r\n\r\n\r\n

We will be clear and specific on this, summarising everything that has been said so far.<\/p>\r\n\r\n\r\n\r\n


The human brain is accustomed to working most easily and pleasantly with the recognition of specific patterns and templates \u2013 we tap through our Instagram feeds quickly. In this way, we automate our behaviour \u2013 we continue scrolling aimlessly through our Facebook news feed, spending less energy and avoiding unforeseen risks. But what does this lead to? Can you think of anything you\u2019ve gone through on Instagram just a little while ago? We doubt it. This is where the need for Novelty – which aims to hold the user\u2019s attention on the branded content, to engage with it and remember it – is born.<\/span><\/p>\r\n\r\n\r\n\r\n

To achieve this, it is important to:<\/p>\r\n\r\n\r\n\r\n