Interactive creativity and facebook app design
A personal bugbear of mine these days is the lack of good quality creatives from a facebook campaign perspective. This includes creativity in general on digital platforms.Only bad facebook app design is worse. Since the start of the year I’ve participated in many discussions around the lack of digital creativity which has got me thinking about it further. At a recent @digital_lounge event Mark Curits of @flirtomatic kicked off some healthy negativity around the lack of creativity on digital platforms. There is no magic answer to this question. However, I think there is a wider industry acceptance that interactive creativity needs to be driven by putting the user / social interaction possibilities at the centre of the digital asset.
Creativity has to come from compelling user interactions. Interactive creativity is all about sparking a user / viewer / fan to interact with the content. The current focus of the industry seems to still be around flash micro sites and creative banners ads. In the age of social media, this is not creativity. Digital creativity should be all about designing web experiences with the primary objective of sparking user interaction (on any medium).
For me, I think one of the key metrics of facebook app creativity should be the quality and quantity of news feed interactions.
What fascinates me is the sheer scale of user touch-points and interactions now available to creative types. The evolution of the web, social media and the mobile has resulted in a fully converged ecosystem of advertising mediums.
Over the coming months we are going to publish a series of blog posts on facebook app design, usability and creativity.
We are also going to work with some guest bloggers to post various views on digital creativity and creative interactivity.
Please do get in touch if you would like to participate, need a hand or would like to disagree.
Declan
