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'Don't bet on mobile, prioritise it' says Oath's social boss: The Drum Content Awards


By Dani Gibson | Senior Writer

August 27, 2018 | 3 min read

Content marketing is way overdue in getting onboard with the smartphone screen, according to head of social content at Oath, Tasnim Bhuiyan.

Mobile content awards

"Don't bet on mobile, prioritise it" says Oath's social boss: The Drum Content Awards

If you haven't being doing it already, you should rethink everything.

Bhuiyan explained: "80% of the content on Tumblr is consumed on mobile. Creating mobile content on Tumblr is up 30% YOY. Everything we make is mobile first, then desktop. Don't bet on mobile, prioritise it."

Along with a whole host of industry experts, Bhuiyan is a judge on The Drum Content Awards 2018 in which 'Best Use of Mobile Content' is a category.

Without creativity there's nothing expressed Bhuiyan. "No idea. No execution. There is no writer creating engaging copy. There is no photographer crafting the right image. Creativity is the way you tell a story. Tell the best one the best way with the best people.

"Brands have the power to make positive changes for their audiences, create worthy stories. They need to use it."

Innovation is always important, but consumers have to get real value as well added Facebook's content strategy manger, Alex Hunter, who is also on the judging panel. From the entries, he is looking for content that makes deeper connections between brands and consumers, and, of course, that entertains.

He said: "If all else fails, make it funny. These awards are a brilliant platform to showcase industry-best content. It’s great to raise the profile of your brand and inspire others to produce amazing work."

The entry deadline has passed but you can still enter by applying for an extension. Please contact Pepe Terry for more details.

These awards are sponsored by BCMA and Tubular.

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Oath Inc. is a subsidiary of Verizon Communications that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo!. Verizon acquired AOL on June 23, 2015, and Yahoo!'s operating business on June 13, 2017. Following the completion of the Yahoo! sale and merger under Oath, AOL and Yahoo! maintain their respective brands.

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