Rich media in push notifications, such as GIFs and videos, can be a powerful tool for brands to engage with their audience and drive conversions. In this article, we will explore the importance of rich media in push notifications, provide examples of brands that have successfully leveraged this strategy, and discuss how you can incorporate rich media into your own push notification campaigns.
What are Rich Push Notifications?
Rich push notifications are a type of push notification that allows brands to incorporate rich media formats, such as images, GIFs, videos, and audio, into their messages.
These media-rich notifications provide a more immediate way to reach users and can create a more visually appealing and on-brand experience.The first instance of rich push was the ability to include large images with the release of Android 4.1+ in 2012. Apple followed a few years later, adding even more support for different kinds of rich media with the release of iOS 10 in 2016.
Why are Rich Push Notifications Important?
Rich push notifications can elevate your push game because they allow you to incorporate more than just copy into a message. Think of it as a mini-email in a notification, with the possibility of including copy, images, videos, audio, GIFs, and interactive CTAs.
Sending these media-rich notifications provides you with a more immediate way to reach users. Hard work goes into email campaigns, but they don’t always reach your users’ inboxes at the appropriate time.Rich push notifications can be used to:
- Grab attention very quickly with eye-catching visuals
- Provide more context and information than a standard push notification
- Drive conversions by including interactive CTAs
- Create a more engaging and on-brand experience for users
Here are some brands that have done a great job at using GIFs in push notifications
NCAA: The NCAA introduced rich push notifications in 2017 during its March Madness ad campaign, using video clips of exciting moments from the games to engage their user base. The rich notifications outperformed standard text-based notifications by almost 18%
Spotify: Spotify uses rich push notifications to promote new music releases and playlists. They often include album art and a short preview of the song to entice users to listen
Starbucks: Starbucks uses rich push notifications to promote their seasonal drinks and food items. They often include mouth-watering images of their products to entice users to visit their stores
Uber: Uber uses rich push notifications to provide users with more context and information about their ride. They often include a map of the driver's location and an estimated time of arrival
Airbnb: Airbnb uses rich push notifications to promote new listings and travel destinations. They often include high-quality images of the properties to entice users to book a stay
How to Incorporate Rich Media into Your Push Notification Campaigns
Choose the Right Media: Consider your audience and the message you are trying to convey when choosing the type of rich media to include in your push notification. For example, a short video clip may be more effective for promoting a new product release than a static image.
Keep it Short and Sweet: Remember that push notifications are meant to be brief and to the point. Keep your copy short and your media concise to ensure that your message is easily digestible.
Make it On-Brand: Ensure that your rich media aligns with your brand's visual identity and messaging. This will create a more cohesive and memorable experience for your users.
Include a Clear CTA: Use interactive CTAs to drive conversions and encourage users to take action. Make sure that your CTA is clear and easy to understand.
Test and Optimize: As with any marketing strategy, it's important to test and optimize your rich push notifications to ensure that they are effective. Use A/B testing to determine which types of media and messaging resonate best with your audience.
Rich media in push notifications, such as GIFs and videos, can be a powerful tool for brands to engage with their audience and drive conversions. By incorporating eye-catching visuals, providing more context and information, and creating a more engaging and on-brand experience, brands can create more effective push notification campaigns. By following the tips outlined in this article and learning from successful examples, you can incorporate rich media into your own push notification campaigns and drive better results.