The new branding campaign highlights that the increasing amount of time spent on scrolling social media or watching viral videos could be used for more rewarding activities such as reading quality content from the 800 publishers on the Readly platform, says the company.
Readly is launching the new branding campaign in several markets across Europe. Readly is encouraging people to use their spare time on something that counts - discovering new interests, learning about new topics, or relaxing while getting inspired by favourite titles or subjects of their choice. In these times, people also have an increasing interest in staying up to date with news.
Chief Growth Officer Cecilia von Krusenstierna at Readly said: “We want to encourage people to reflect around the use of their time and emphasize the value of using Readly. With a lot of high quality content and millions of articles, our aim is to become the antithesis to planless flickering and scrolling on the mobile.”
There is a common perception in society, says Readly, that we lack spare time, however statistics show that people globally spend an average of 2 hours and 23 minutes per day on social media platforms. According to a 2019 study by Swedish organisation Internetstiftelsen, 75% of people interviewed considered that the time they spent on social media was not meaningful.
Krusenstierna continued: “We are very proud of the depth and breadth of our content portfolio on Readly. With thousands of magazines, from Vogue to Forbes and everything in between, we truly believe we can cater to everyone. We want to attract all the curious minds out there to use their time more meaningfully and to discover the wide variety of quality content produced by publishers worldwide.”
The campaign starts on the 30th of March and will run for 6 weeks, the main media will be digital with YouTube, Webb-TV, other SoMe and display.
Three different short videos showing clips typically getting a lot of attention and views in social media, but still considered rather “meaningless” will introduce the viewer to the message:
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