# Channel Best Practices Specification

This specification defines creative best practices, content strategy, and platform optimization guidelines for Barclays marketing materials. Use this to assess proof assets for channel performance and engagement effectiveness.

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## 1. OVERVIEW

### Purpose
This specification covers creative best practices for digital channels, focusing on content strategy, platform optimization, and engagement effectiveness. For brand compliance (logo, Portal, colors, typography), refer to the Brand Specification. For technical specifications (dimensions, file formats, resolution), refer to the Channel Tech Specs.

### The 6 Creative Principles

All channel creative should embody these principles:

| Principle | Description | Success Indicator |
|-----------|-------------|-------------------|
| Context Aware | Topical, timely, aligned with platform culture | Higher engagement rate |
| Unified | Consistent brand identity across all touchpoints | Improved brand recall |
| Emotive & Relatable | Triggers emotional reaction, uses humor, speaks audience truths | More emotion reactions |
| Distinctively On-Brand | Unique brand codes, clear category linkage | Brand attribution |
| Scroll-Stopping | Visually impactful, optimized for mobile consumption | Increased dwell time |
| Value Exchange | Addresses pain points, offers compelling insights | Higher CTR, conversion |

### The Trust Paradox (Financial Services)
- 50% of the population do not fully trust AI innovation
- Emotional content drives 2.7x more followers for tech/finance brands
- Humanize messaging - show real people's experiences
- Lead with emotion and authenticity over technical features
- Less than 20% of buyers can identify a bank by color alone - distinctiveness matters

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## 2. UNIVERSAL BEST PRACTICES

### Content Strategy Fundamentals
- **First 3 Seconds Rule**: Key message must be visible within first 3 seconds
- **Brand Reveal**: Brand should appear within first 3 seconds (80% of top-performing campaigns do this)
- **Value Proposition**: Immediately visible and clearly communicated
- **Call-to-Action**: Prominent, actionable, and specific

### Visual Hierarchy Principles

| Element | Optimal Placement | Rationale |
|---------|-------------------|-----------|
| Brand/Logo | Top-left (images), First 3 sec (video) | Eye-tracking patterns |
| Key Message | Center/focal point | Visual hierarchy |
| Call-to-Action | Bottom or integrated with message | Action completion |
| Supporting Elements | Guide eye naturally to CTA | Flow optimization |

### Format Performance Data

| Format | CTR Lift | Engagement Lift | Best For |
|--------|----------|-----------------|----------|
| Vertical (4:5, 9:16) | +11% | +31% | Mobile feeds |
| Square (1:1) | +4% | +16% | Cross-platform |
| Horizontal (16:9) | Baseline | Baseline | Desktop, YouTube |
| GIF/Short video (<6s) | +70% | +17% | Scroll-stopping |
| Video 7-15s | +54% ER | - | Brand lift |

### Text & Image Ratios
- Social posts: Maximum 20% type coverage (Barclays brand rule)
- Text overlays increase Brand Favorability 1.5x
- Respect platform-specific text limits in ad creative

### Multi-Creative Strategy
- Use 5-7 creatives in 90 days for +24% brand uplift
- Refresh headlines every 3-4 weeks
- Keep 1 in 3 headlines unique for optimal variety

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## 3. LINKEDIN GUIDELINES

### Platform Context
LinkedIn is the professional + personal intersection. Members are:
- 62% Tech Enthusiasts
- 47% Sports Fans
- 40% Business Decision Makers

### Creative Best Practices

| Practice | Metric Impact | Source |
|----------|---------------|--------|
| Vertical format | +31% ER, +11% CTR | LinkedIn 2023 |
| 5-7 creatives in 90 days | +24% brand uplift | LinkedIn 2022 |
| Nostalgic pop-culture references | +150% CTR | LinkedIn 2022 |
| Humorous content | +65% ER, +42% Lead Gen Forms | LinkedIn 2023 |
| High color contrast | +15% CTR lift | VidMob study |
| "Expert" or "Leader" in text | +100% CTR | VidMob 2023 |
| Dwell time 9-11 seconds | 1.2x brand awareness | LinkedIn 2022 |

### Optimal Formats
**Organic Content:**
- Polls (highest organic engagement)
- LinkedIn Live
- Newsletters
- Carousels (storytelling)
- Employee advocacy posts

**Paid Content:**
- Video ads (7-15 seconds optimal)
- Carousel ads
- Document ads
- Thought Leader ads (+100% CTR with expert)

### Copy Guidelines
- Use alliteration, assonance, puns, and power words
- Employ repetition and rhyming for memorability
- Address audience pain points in conversational tone
- Avoid B2B jargon - write for humans
- Headlines: Maximum 65 characters
- Body copy: Maximum 300 characters

### Emotional Ecosystem
Target these emotional responses:
- **Inspired**: Motivational content, success stories
- **Community & Care**: Belonging, support
- **Celebratory**: Achievements, milestones
- **Amused**: Humor, wit (65% higher engagement)

### Branding Requirements
- Eagle: 40px height minimum (2/3 logo size for smaller formats)
- 8px or 16px thin Portal
- 12px spacing from edges
- Top-right corner placement for Eagle

---

## 4. REDDIT GUIDELINES

### Platform Context
- 75% of users are mobile-first
- #1 reason users visit: to be informed
- Users trust brands on Reddit 46% more than other platforms
- Community-centric - authenticity is essential

### Critical Requirements

| Requirement | Specification | Impact |
|-------------|---------------|--------|
| Aspect ratio | 4:5 preferred, 1:1 acceptable | -54% CPA |
| Closed captions | Required (build into file, not .SRT) | +2.1x brand favorability |
| Text overlays | Required on images | +32% CTR |
| Brand in headline | Required | +2.4x brand awareness |
| Brand logo position | Top-left corner | +2.4x awareness, +2.3x action intent |
| Brand in first 3 seconds | Required for video | 80% of top performers |

### Headline Best Practices

| Practice | Impact |
|----------|--------|
| Under 150 characters | +25% conversion rate |
| 1 in 3 headlines unique | +12.4% conversion lift |
| Include brand name | +6.5% conversion, -6.5% CPA |
| Second person (you/your) | Conversion rate lift |
| Clear CTA in headline | -8.2% CPA |
| Ask a question | +9.3% conversion lift |
| Include price point | +9.4% conversion lift |
| Include date/urgency | -3% CPA |
| Speak in first person | +2.7% conversion lift |

### What NOT To Do

| Anti-Pattern | Impact |
|--------------|--------|
| Emojis in headlines | -3.8% conversion, +8.2% CPA |
| ALL CAPS (except brand names) | Lower conversion rates |
| Headlines over 150 characters | +90% higher CPA |
| No brand mention | 25% of bottom performers made no mention |
| Direct community address | Avoid "Hey, r/finance" style |

### Redditisms (Platform-Specific Language)
Using platform-native language drives 70% lower CPA:
- **TIL** (Today I Learned)
- **ICYMI** (In Case You Missed It)
- **IIRC** (If I Remember Correctly)
- **AMA** (Ask Me Anything)
- **ELI5** (Explain Like I'm 5)

### Format Performance

| Combination | Impact |
|-------------|--------|
| Video + Image together | 10x memorability, 14x messaging recall, 3x brand favorability |
| Clear CTA in headline | +98% installs, +240% MMP revenue |
| Product shown in video | +1.8x brand attributes, +420% MMP revenue |

### C.R.A.V.E. Framework
- **C**lear: Communicate straightforwardly
- **R**elevant: Align with community interests
- **A**uthentic: Be genuine and transparent
- **V**aluable: Offer something useful
- **E**ngaging: Encourage interaction

---

## 5. INSTAGRAM GUIDELINES

### Feed Posts
- Strong opening visual that stops the scroll
- Clear branding (Eagle top-right, 12px from edges)
- Carousel: Use for storytelling, end with branded frame
- Maximum 2,200 characters caption (125 visible before "more")

### Stories
- Vertical format (9:16) optimized
- CTA visible above "swipe up" zone
- Avoid placing key content in top 14% (profile/close button area)
- Avoid placing key content in bottom 15% (reply/message area)
- 15-second maximum per story frame

### Reels
- First frame must be engaging (0.5 second hook)
- Sound-optional viewing (text overlays/captions required)
- 9:16 aspect ratio
- Brand reveal in first 3 seconds
- 90 seconds maximum (15-30 seconds optimal for performance)

### Technical Specifications

| Format | Dimensions | Safe Zones |
|--------|------------|------------|
| Feed Square | 1080x1080 (1:1) | Full canvas |
| Feed Portrait | 1080x1350 (4:5) | Full canvas |
| Stories/Reels | 1080x1920 (9:16) | Top 14%, Bottom 15% avoid |
| Carousel | 1080x1080 or 1080x1350 | Full canvas |

---

## 6. FACEBOOK GUIDELINES

### Feed Content
- Scroll-stopping visuals essential
- Concise copy: 125 characters before truncation
- Video: First 3 seconds critical for retention
- Link posts: Compelling thumbnail required

### Stories
- Full-screen vertical (9:16)
- Same safe zones as Instagram Stories
- Top 14% and bottom 15% reserved for UI

### Video Best Practices
- Captions required (85% of videos watched without sound)
- Brand visible in first 3 seconds
- Key message before 10 seconds
- Square (1:1) or portrait (4:5) outperforms landscape on mobile

### Technical Specifications

| Format | Dimensions | Text Limit |
|--------|------------|------------|
| Feed Image | 1200x630 or 1080x1080 | 125 chars primary |
| Feed Video | 1080x1080 (1:1) or 1080x1350 (4:5) | 125 chars |
| Stories | 1080x1920 (9:16) | Minimal text |
| Link Preview | 1200x630 | 125 chars |

---

## 7. TWITTER/X GUIDELINES

### Key Considerations
- 16px thin Portal required (platform rounds corners)
- Concise messaging essential - fast-moving feed
- Character limit: 280 characters

### Content Best Practices
- Strong visual to stand out
- 1-2 hashtags maximum (strategic use)
- Timely, topical content performs best
- Thread format for longer narratives

### Technical Specifications

| Format | Dimensions | Notes |
|--------|------------|-------|
| Image | 1200x675 (16:9) | Rounded corners applied |
| Video | 1200x1200 (1:1) or 1920x1080 | Max 2:20 duration |
| Card | 800x418 | For linked content |
| GIF | 1280x1080 | High engagement format |

### Hashtag Guidelines
- Maximum 2 hashtags per post
- Place at end of copy
- Use camelCase (#BarclaysBlueRewards)
- #Ad required for sponsored content

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## 8. YOUTUBE GUIDELINES

### Safe Zone Requirements

| Format | Safe Zone Guidance |
|--------|-------------------|
| Square (1:1) | Use YouTube square video safe zone overlay |
| Vertical (9:16) | Use YouTube vertical safe zone overlay |
| Horizontal (16:9) | Use YouTube horizontal safe zone overlay |
| 1.91:1 | No standard safe zone - account for 'i' info icon |
| 4:5 | Use 9:16 safe zone centered |

### Video Frame Sequence (Best Practice)
1. **Hook Frame**: Problem statement or attention-grabber
2. **Solution Introduction**: Introduce your offering
3. **Benefit Demonstration**: Show value in action
4. **CTA Frame**: Clear call-to-action
5. **Brand Endframe**: Full logo + tagline

### Demand Gen Specifications

| Format | Portal | Logo Position | Notes |
|--------|--------|---------------|-------|
| 1:1 | Thicker portal | Standard Eagle | YouTube square safe zone |
| 1.91:1 | Standard | Eagle larger, further from edge | Account for 'i' icon |
| 4:5 | Standard | Standard spacing | 9:16 safe zone centered |
| 9:16 | Standard | Within safe zone | YouTube vertical safe zone |
| 16:9 | Standard | Within safe zone | YouTube horizontal safe zone |

### Technical Notes
- Video content below 50% of canvas for safe zone compliance
- Full logo 2/3 of Eagle size
- Place branding on solid color for legibility
- Thicker portal for formats with rounded corners

---

## 9. SHORT-FORM VIDEO GUIDELINES

### Core Principles (System1 Research)
- Creativity matters MORE in skippable media
- Emotional appeal quadruples brand equity
- Short-form CAN build brand AND convert simultaneously

### The 3 Cs Framework

| Phase | Timing | Goal |
|-------|--------|------|
| **Captivate** | 0-1 second | Stop the scroll |
| **Connect** | 1-7 seconds | Build emotional response |
| **Convert** | 7-15 seconds | Clear path to action |

### Performance Guidelines

| Element | Requirement | Impact |
|---------|-------------|--------|
| Hook | First 0.5-1 second | Determines scroll-stop rate |
| Brand reveal | Within 3 seconds | +80% recall |
| Sound design | Works with sound off | Accessibility, reach |
| Captions | Always include | +2.1x favorability |
| Length sweet spot | 7-15 seconds | +54% engagement rate |
| Quick GIFs | Under 6 seconds | +70% CTR |

### Creator/UGC Content
- Authentic voice matters more than production value
- Platform-native aesthetic preferred
- Avoid over-production that feels like traditional advertising
- Real testimonials outperform scripted content

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## 10. MOBILE-FIRST DESIGN

### Touch Target Requirements

| Platform | Minimum Size | Recommended |
|----------|--------------|-------------|
| iOS | 44x44 pixels | 48x48 pixels |
| Android | 48x48dp | 56x56dp |
| General | 44x44 pixels | 48x48 pixels |

### Legibility Requirements

| Element | Minimum Size | Recommended |
|---------|--------------|-------------|
| Body text | 14px | 16px |
| Headlines | 20px | 24px+ |
| Legal text | 12px | 14px |
| CTA buttons | 16px | 18px |

### Thumb Zone Design
- **Easy Reach** (bottom center): Primary actions, main CTA
- **Stretch Zone** (top half): Secondary actions, navigation
- **Hard Reach** (top corners): Menu, settings only

### Platform Safe Zones Summary

| Platform | Top Avoid | Bottom Avoid |
|----------|-----------|--------------|
| Instagram/FB Stories | 14% | 15% |
| TikTok | 9% | 22% |
| YouTube Shorts | Variable | Navigation area |
| Reddit | Minimal | Voting UI |
| Twitter/X | Profile area | Engagement buttons |

---

## 11. CREATIVE FORMATS BY OBJECTIVE

### Awareness Objectives

| Format | Platform | Why It Works |
|--------|----------|--------------|
| Video 15-30s | LinkedIn, YouTube | Dwell time drives recall |
| Carousel | LinkedIn, Instagram | Multiple messages, storytelling |
| Thought Leader Ad | LinkedIn | +100% CTR with industry expert |
| Takeover | Reddit | Maximum reach |

### Consideration Objectives

| Format | Platform | Why It Works |
|--------|----------|--------------|
| Document Ad | LinkedIn | In-depth value exchange |
| Free-Form Ad | Reddit | Detailed information sharing |
| Video showing product | Reddit | +420% MMP revenue |
| Carousel showcase | Instagram | Product demonstration |

### Conversion Objectives

| Format | Platform | Why It Works |
|--------|----------|--------------|
| Static with strong CTA | Reddit | Clear action path |
| Carousel | Reddit | Product showcase |
| Conversation Placement | Reddit | Higher intent audience |
| Lead Gen Forms | LinkedIn | +42% completion with humor |

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## 12. COPY & HEADLINE GUIDELINES

### Barclays Tone by Product (Financial Services)

| Product | Writing Style | Example Lead |
|---------|---------------|--------------|
| Bank Account | Simple, purposeful, warm | "Make money simple" |
| Blue Rewards | Energetic, dynamic, vivid | "Make money do more" |
| Premier | Calm, confident, elevated | "Make your finances flow" |

### Platform Character Limits

| Platform | Headlines | Body Copy | Notes |
|----------|-----------|-----------|-------|
| Reddit | Under 150 chars | 300 max | Shorter = +25% conversion |
| LinkedIn | 65 characters | 300 characters | Before truncation |
| Facebook | 125 characters | 500 characters | Before "See more" |
| Twitter/X | N/A | 280 characters | Total post limit |
| Instagram | N/A | 125 visible | 2,200 total |

### Linguistic Devices for Engagement
- **Alliteration**: "Budget better with Barclays"
- **Assonance**: Sound repetition for memorability
- **Repetition**: Build phrases progressively
- **Power words**: "Best," "Free," "Unlock," "Exclusive"
- **Questions**: Increase engagement +9.3% (Reddit)
- **Second person**: "You" and "your" drive connection

### Headlines That Convert
1. Include a simple, clear CTA
2. Keep under 150 characters
3. Make 1 in 3 unique (variety)
4. Use second person pronouns
5. Mention brand name (+6.5% conversion)
6. Ask questions (+9.3% conversion)
7. Include price/value when relevant (+9.4% conversion)
8. Add urgency/timeframe (-3% CPA)

---

## 13. ACCESSIBILITY REQUIREMENTS

### Video Accessibility
- Closed captions required on ALL video content
- Build captions into file (Reddit does not accept .SRT)
- Captions essential: 85%+ watch videos muted
- Ensure captions don't overlap with safe zone UI

### Visual Accessibility
- Color contrast: WCAG AA minimum (AAA preferred)
- Never use Barclays Cyan for body copy (accessibility rule)
- Ensure text readable at mobile sizes
- Sufficient contrast between text and background imagery

### Cognitive Accessibility
- Clear, plain language without jargon
- Avoid technical terms unless necessary
- camelCase for hashtags (#AmpItUp)
- Descriptive CTAs ("Find out more" not "Click here")

### Emoji Guidelines

| Platform | Guidance |
|----------|----------|
| Reddit | Avoid entirely (-3.8% conversion) |
| LinkedIn | Use sparingly, professionally |
| Instagram/Facebook | Maximum 3 per post |
| Twitter/X | Use sparingly, strategically |

---

## 14. VIOLATIONS CHECKLIST

### Content Strategy Violations
- [ ] Key message not visible in first 3 seconds
- [ ] No clear call-to-action
- [ ] Value proposition unclear or missing
- [ ] Content not optimized for target platform
- [ ] Generic messaging not tailored to audience

### Visual Hierarchy Violations
- [ ] Brand/logo not prominent or properly placed
- [ ] Visual hierarchy confuses rather than guides
- [ ] Safe zones not respected for platform
- [ ] Text-to-image ratio exceeds 20%
- [ ] Key content in UI overlay zones

### LinkedIn-Specific Violations
- [ ] Horizontal format used when vertical would perform better
- [ ] Missing emotional hook or human element
- [ ] Heavy B2B jargon in copy
- [ ] No thought leadership angle
- [ ] Headline exceeds 65 characters

### Reddit-Specific Violations
- [ ] Emojis used in headline or copy
- [ ] ALL CAPS text (except brand names)
- [ ] Headline exceeds 150 characters
- [ ] No brand mention in headline
- [ ] Brand logo not in top-left (images)
- [ ] Missing closed captions on video
- [ ] Captions uploaded as .SRT not burned in
- [ ] Direct community address without relevance
- [ ] Implying community endorsement

### Instagram/Facebook Violations
- [ ] Stories content in top 14% or bottom 15% zones
- [ ] Missing captions on video content
- [ ] First frame not engaging (Reels)
- [ ] Poor mobile legibility
- [ ] Landscape format on mobile-first placement

### YouTube Violations
- [ ] Safe zones not followed for format
- [ ] Brand not visible in first 3 seconds
- [ ] Video exceeds recommended length without justification
- [ ] Missing captions
- [ ] Branding not legible against background

### Twitter/X Violations
- [ ] More than 2 hashtags used
- [ ] 8px Portal used instead of 16px (rounded corners)
- [ ] Content exceeds 280 characters
- [ ] Hashtags not in camelCase

### Mobile-First Violations
- [ ] Touch targets below 44x44 pixels
- [ ] Text illegible at mobile size (below 14px body)
- [ ] CTA in hard-reach zone (top corners)
- [ ] Thumb-zone navigation not considered
- [ ] Content requires zooming to read

### Copy Violations
- [ ] Headlines exceed platform character limits
- [ ] Missing CTA in headline (Reddit especially)
- [ ] No urgency or relevance hook
- [ ] Jargon or complex language
- [ ] Generic copy not personalized to platform

### Accessibility Violations
- [ ] Missing captions/subtitles on video
- [ ] Poor color contrast (fails WCAG AA)
- [ ] "Click here" used instead of descriptive CTA
- [ ] Excessive emoji use (>3 per post, any on Reddit)
- [ ] Cyan used for body copy text
- [ ] Hashtags not in camelCase

---

## 15. MEASUREMENT & BENCHMARKS

### Key Performance Indicators by Platform

| Platform | Primary KPIs | Benchmark Target |
|----------|--------------|------------------|
| LinkedIn | CTR, Engagement Rate, Dwell Time | +10% above industry average |
| Reddit | CPA, Conversion Rate, MMP Revenue | -20% CPA vs baseline |
| Instagram | Engagement Rate, Reach, Saves | +15% ER |
| Facebook | CTR, CPM, Conversions | +10% CTR |
| YouTube | View-Through Rate, Brand Lift, CPV | +20% VTR |
| Twitter/X | Engagement Rate, Impressions | +15% ER |

### Emotional Engagement Metrics
- Track reaction types (Like vs Love vs Celebrate vs Funny)
- Target 40%+ emotional reactions on high-performing content
- Monitor sentiment in comments
- Humorous content benchmark: +65% engagement (LinkedIn)

### Creative Testing Requirements
- Test minimum 3 creative variations per campaign
- Refresh headlines every 3-4 weeks (Reddit guidance)
- Use 5-7 creatives over 90 days (+24% brand uplift)
- Keep 1 in 3 headlines unique for variety
- A/B test CTAs, imagery, and format

### Performance Red Flags
- CTR below platform benchmark
- CPA 20%+ above target
- High impression, low engagement (content not resonating)
- Video completion rate below 25%
- Negative sentiment in comments

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*Version: Based on LinkedIn Creative Handbook (April 2024), Reddit Creative Best Practices Mega Deck (Q2 2025), LinkedIn Global Creative Inspiration Report (FY25 Q2), LinkedIn B2C Opportunity Guide (August 2023), System1 Short-Form Video Research, and Barclays Demand Gen Campaign Specifications (September 2025).*
