Retrospectives are a can’t-miss content push for many brands come December and into the new year. But, these seemingly fun and light-hearted reflections on the past year can come with a catch-22 if you’re not careful.
Every year there are inevitably a few hits and more than a few misses. Google’s Year In Search manages to constantly delight, while Youtube’s Rewind is an emotional rollercoaster of reactions. Spotify Wrapped uses a little bit of analytics magic and some masterful visual storytelling to entice users to spend even more time on the music streaming site.
But you don’t have to be a big brand with flashy graphics and state of the art video production to capitalize on the appeal of nostalgia. Jeni’s Ice Cream puts together a delicious year-in-review for its brand loyalists. And, the Red Cross highlights the work it does around the world in a simple and succinct press release.
When done right, a year-in-review is a great way to connect with your audience during the busy rush of the holidays and the euphoric high of the new year. Let us answer your most pressing questions to help you develop a year-in-review that resonates.
Where do I start?
Start by crunching the numbers. No, not the company financials. Think likes, comments, transactions, views, etc. How does your brand measure success beyond revenue, profit or stock value? What are your brand values and how did you live those out in the previous year?
Next, think back on the past 12 months. What were some of your team’s accomplishments? What were your major campaigns and company headlines?
You don’t need to include everything; this isn’t your annual report. Stick to the highlights and tell a story.
Got it. But, how do I capture my audience’s interest?
The answer is pretty simple: make it about them. Your audience, whether they be investors, customers, donators or patrons, are the reason you achieved success in the previous year. You owe it to them to recognize their contribution.
This personal connection drives engagement, encouraging your fans to click, like, comment and share.
Having a visually striking, interactive or otherwise equally impactful piece of content also doesn’t hurt.
Okay, so design is important. What format do I use?
Popular formats include video and interactive slideshow presentations, but the choice is ultimately up to you and what makes sense for your brand.
Think about how you plan to distribute your year-in-review. Will it be in an e-blast? Then, a fun infographic may be right for you. Do you have a large and loyal Facebook or Instagram following? Well, then a crafty Story may be the answer to your question.
Just remember to have fun and keep it entertaining.
One last question: what if it hasn’t exactly been a great year?
So, you’ve had a crisis or two (or three) in the past year. Well, if you’re planning to do a year in review, then now is certainly not the time to sweep it under the rug. Choose to address the issue head-on and use this time to set-up a new narrative centered around how you plan to do better in the future or correct the mistakes made in the past.
This is your chance to get yourself off on the right foot in the new year and build a more positive brand reputation one engagement at a time.