Issue #2 of lifestyle content publication, Unwrapped: Lifestyle Content Decoded. Brought to you by PA Media's lifestyle editorial team.
ISSUE 002 OCTOBER 2024
unwrapped.
LIFESTYLE CONTENT DECODED
What’s
in store.
Welcome to unwrapped.
INCLUSIVE PARENTING & FAMILY CONTENT Families come in all shapes and sizes; Abi Jackson on creating content that fits all Page 16
HOLD THE FRONT LIFESTYLE PAGE Abi Jackson on how summer’s jam-packed news agenda shaped lifestyle content output Page 4
We’re back with a second instalment of unwrapped – peeling back even more layers on all things lifestyle. Once again, you’ll find content experts from across PA Media Group sinking their teeth into topics spanning social media, stock imagery, headlines, and harnessing the power of curiosity. First off though, as anyone who’s been close to a newsroom this year will know, summer 2024 was chocka! Between the election, the Euros, the Paris Olympics and Paralympics, our reporters and photographers have been kept very busy. But this year’s also really showcased how major news events have a big influence on lifestyle content too – which I’ve delved into in our opening feature. Elsewhere, Alamy’s Sophie Basilevitch takes a deep dive into making sure stock imagery is authentic and strikes all the right chords with audiences; Sticky’s Nick Bain explores the power of curiosity – and how brands and publishers can tap into this to create even more compelling campaigns, and PA Real Life writer Molly Powell reveals how social media has become an essential tool for tracking down stories, trends and case studies. If there’s a particular topic you’d love us to get into in future issues, or you simply have thoughts and feedback to share – please get in touch. You’ll also find contact details on the back page for any queries about our content services. Enjoy!
TRICKS OF THE TRADE: HEADLINES Our writers and editors on ensuring headers hit
CREATE CONTENT & CAMPAIGNS THAT REALLY CONNECT Senior Strategist Nick Bain takes us through key insights from Sticky’s ‘The Power of Curiosity’ report Page 6
the mark Page 18
PROJECT LEADS: Abi Jackson, Chris Henry-Reeve DESIGN & PRODUCTION: Alix Davis, Beth Bonell CONTRIBUTORS: Nick Bain, Sophie Basilevitch, Molly Powell, Claire Spreadbury, Hannah Stephenson, Sophie Goodall Meet the team.
AUTHENTIC LIFESTYLE IMAGERY Alamy’s Curation Manager, Sophie Basilevitch, offers up a guide to nailing your stock imagery game Page 10
SOCIAL MEDIA WITHIN FEATURES & LIFESTYLE From securing case studies to tracking trends, writer Molly Powell shares her top Instagram and TikTok tips and tricks. Page 14
Abi Jackson PA Media Deputy Lifestyle Editor
The Olympics proved to be a winning streak across our lifestyle channels, with a big focus on ‘sportainment’ interviews – from cycling star Lizzie Deignan (I’ve learnt that more dreams are broken than won in the Olympics) and heptathlete Katarina Johnson-Thompson (I’ve learnt loads from facing low moments) , to competitors sharing mindset tips we can all benefit from (Team GB athletes on how they stay confident and overcome setbacks) . The Games sparked ideas for our family channels too (Kids inspired to try breakdancing this summer? Here’s how they can give the new Olympic sport a go) , along with travel ( How to have a budget break in Olympic host city Paris) and themed pieces for food (Celebrate the Paris Olympics with Manon Lagrève’s truffle croque monsieur recipe) and drink (6 first-class wines to cheer the Paris 2024 Olympics) . There was also plenty of inspo across fashion and beauty, from style pieces (The most stylish Paris 2024 Olympians beyond the sport) and shopping guides (Love the dazzling gymnastics outfits? How to get the look for your summer swimwear) to athlete-inspired haircare and skincare (Is it bad for my skin if I exercise with make-up on?) . So, what about the election? Compared with the Olympics, politics may not seem like such an obvious influence for lifestyle content, but the countdown to polling and results day did indeed shape our output. We tapped into personal wellbeing ( Do you have election day anxiety? Here’s how to cope) and relationships angles (How not to fall out with friends and family over the General Election) , and turned the tables to put a male politician’s sartorial choices through the analysis machine for a change (What does Keir Starmer’s fashion tell us about our new prime minister?) .
Hold the front lifestyle page
From the election and Euros to the Paris Games, how a summer of major news events shaped features and lifestyle pages this year
ABI JACKSON | DEPUTY LIFESTYLE EDITOR, PA MEDIA
The newsroom was kept extra busy this summer. With the Euros only rolling around every four years, football fever was at an inevitable high – especially with England reaching the final – and the Paris Games marked a return to ‘normal’ for the Olympics following the pandemic and lockdown-postponed Tokyo event. It wasn’t just major sporting events dominating the news agenda and keeping everyone on their toes, of course. July saw one of the UK’s most nail-biting general elections in recent history, with Labour coming back in power after 14 years of Conservatives at the helm. For news and sports reporters, there was no shortage of headlines. But, what did this mean for lifestyle content? In short, quite a lot. As PA Lifestyle’s editorial output this summer shows, there’s a big appetite for lifestyle spins on big news headlines – and
plenty of scope for finding ways to tap into talking points around these topics. Major sports events are a win when it comes to sparking ideas across health, wellbeing and fitness, for starters. During the Euros, England players sporting big holes in the calves of their socks made for a quirky explainer (Why have the England players cut holes in their socks at Euro 2024?) , and ahead of the final, we spotlighted sports gambling warning signs with an expert-led piece (Could your loved one’s sport betting habit be a gambling addiction?) . Football fever filtered through to our fashion content too, with themed style guides (Football fashion: What to wear to watch the Euros) and a spotlight on 2024’s WAGS (Who are the Euros 2024 wives and girlfriends to know and follow?) , while we’d have been doing the nation a dire disservice if we hadn’t run a party guide (How to throw a German-themed Euros final party) .
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Want to create content and campaigns that really connect? It’s time to get curious
DEEPER ENGAGEMENT If curiosity is so vital to our lives though, why have we all waited until now to explore it? What is wrong with what has gone before? Our lives are more complex than they have ever been, and traditional life paths have splintered into a myriad of opportunities. Yet our content plans, media buys and sales still rely on the fact every man living in Liverpool aged between 35-44 and working in an office thinks exactly the same way about everything. That they will be responsive to the same messaging and words. This isn’t true. Think about everyone you went to school with - you weren’t all friends then, so why assume you’d all hold the same beliefs now? By incorporating curiosity into our strategic thinking, we can move outside demographic boxes, and produce content (branded or editorial) that reflects how people engage with the world, not just what check box they currently sit in. But, just as audiences are not all the same, neither are curiosity types. We identified five distinct ‘Curiosity Cohorts’. Each one represents a different curiosity style and how someone engages with and explores the world. Using our proprietary data, trend analysis and industry expertise, and combining it with your existing or target audience data, Sticky can chart which cohorts you should be speaking to and the best way to engage them.
A SHIFTING LANDSCAPE Curiosity can vary, though. Some people are naturally more curious than others. World events can diminish or enhance curiosity. In the report, we’ve identified six key global trends that impact curiosity journeys - including ‘Mass Mistrust’, a reflection on today’s media and editorial landscape, which highlights the impact fake news has on the global psyche. The rise of false information can make some people shy away from traditional media (diminishing their curiosity) and seek out their own answers (enhancing their curiosity), regardless of fact-checking or control. It can make people question who to turn to (diminished curiosity), while also providing the opportunity for brands and publishers to showcase why they should be believed (enhanced curiosity). As content creators, regardless of where we sit on the publisher, brand, marketer spectrum, we are naturally relentlessly curious. It is a superpower that fuels our work. We need curiosity to be able to do our jobs, but what does that mean for brands as a whole? Sticky’s research and case studies have revealed that utilising our approach to curiosity can help you move beyond traditional audience segmentation, uncover true motivations behind purchasing decisions, improve brand out communication, build better resonance with comms, reward desired behaviours, and fundamentally drive intended outcomes. How can a new method of audience segmentation deliver on all this? Simply put, curiosity-driven content answers an inherent need in us as humans. It satisfies a hunger and in doing so releases dopamine in our brains. This hit of dopamine rewards our audiences for engaging with our content, and beyond that, allows them to associate our content with that sense of joy dopamine brings. Our brains crave this sensation, and quickly return to brands which satisfy our curiosity.
NICK BAIN | SENIOR STRATEGIST, STICKY
A quick Google to see where else you’ve seen that actor. That pub quiz question you are sure you got correct, no matter what the quizmaster says. The hours you spent choosing just the right pair of trainers, hotel, car, job, etc, etc - all simple examples of how we explore our world through curiosity. Curiosity is an intrinsic human behaviour and emotion. It fuels our discovery, enhances relationships, and connects us with the world. And as publishers and creators, it can drive our content and creativity forward.
As we grow, our curiosity evolves. As toddlers, we are filled with wonder at things in our immediate reach. Through childhood and beyond, we use curiosity to fill gaps in our knowledge, motivate ourselves, fulfil desires, and to discover more about the people in our lives. Taking it to the next level, we can use curiosity with purpose to build and foster links between things we never thought to connect. Sticky’s report, The Power of Curiosity , brings all of this to life and showcases how an individual or audience’s curiosity can empower you as a publisher or brand.
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Meet the 5 Curiosity Cohorts
Clarity Seeker
Take the Sticky Curiosity Quiz to discover which cohort you belong to – to help you feed your own curiosity and make the most of how you explore the world. Once you know about yourself, we bet you’ll want to know more about your audience and how they are curious, too…
Simple details with clear outcomes soothe this audience. ‘Keep it simple’ needs to be your mantra. For Clarity Seekers, planning is a pleasure, but it is our job to make this as simple as possible. Delivering a clear plan and simple solutions allows them to immerse themselves in your brand and what you’re doing, and give you their full and undivided attention
Socio-Eco Empath
The creative cohort, their minds are like an infinite scrapbook. Everything has the potential to inspire them. As they file each moment, each new song, new destination, meal, conversation with friends or those overheard with strangers and more importantly the content we produce and share to inspire their future creativity. Then, given the right moment, they translate it into their own words, giving the world a fresh perspective. Empower them to do this. Expressive Individual
Novelty Explorer
They love to take a risk and push themselves to the limit, whether that’s physically, mentally or emotionally. Deliver content that can inspire screen-free experiences that excite their senses and evoke adventure. It’s not all about base- jumping or cliff diving but being free to jump from one new thing to another. Allow your content to be that launchpad. Exhilaration Hunters
Trying something new gives this cohort a thrill. They will love a surprise discount, or the serendipity of discovering a new product. The pioneers amongst their friends, they are often happy to take the lead, so provide them with this opportunity in your content. Nothing piques their curiosity more than the unfamiliar.
People are their purpose. Connecting with others is their driving force. Whether it’s being part of a community, standing up for what they believe in, or working together to save the planet, it is up to us as brands and content creators to deliver these opportunities. They relish hearing new stories and making new connections, and that’s what we are all about.
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Why use authentic imagery?
FIRST IMPRESSIONS COUNT
It’s been proven that using images can increase brand recognition in a positive and effective way, as images are more quickly understood than text only. A 2013 MIT study found that the brain can recognise images seen for as short a time as 13 milliseconds – so those genuine emotions which the viewer sees in the model will be where they look to for a gut reaction and snap-second view to identify what the brand stands for.
Why using authentic lifestyle imagery should be part of your brand’s A-game and how to recognise it
MEMORABLE CAMPAIGNS = MEANINGFUL CONNECTIONS
The wish to shy away from inauthentic imagery has grown with the understanding that content with a more genuine take on life is more likely to resonate with consumers, making for stronger emotional connections and a boost in loyalty to your brand. Dove’s campaign for ‘Real beauty’ in 2004 (and still used today) was one of the first to buck the trend of traditional beauty standards in using real women, not models, to advertise their products. Mastercard’s ‘Priceless’ adverts can also be added to these types of campaigns, which show that time and time again, relatable content that draws emotional responses makes the associated brand more memorable. This bottom-up strategy of understanding what motivates your audience first – and then aligning the content you use to this knowledge – makes a very powerful step towards effective campaigns that connect with your audience.
SOPHIE BASILEVITCH CURATION MANAGER, ALAMY
How can you find images that feel authentic from stock photography platforms like Alamy? If you’ve ever had to source images for a campaign, then somewhere along that journey either someone’s told you to avoid images that look ‘too stocky’, or you’ve discovered yourself that there’s a wide range between what feels real and what looks fabricated. Lifestyle images have sometimes been viewed as being too contrived, with ‘fake’ models and bland studio-scenes that don’t really reflect our own day-to-day experiences. But over the past 20 years, there’s been a significant shift in the desire for a different sort of lifestyle content, with clients wanting images that ‘feel real’, with believable moments and models in natural poses. At Alamy, we’ve seen the rise of this content being submitted from agencies that looks authentic, feels genuine, and is more relatable to our everyday lives.
In our sliding scale of ‘authentic’ photography, this differentiation has been made even more apparent with the development of AI-generated images. They’re outside of the authentic scale in that in being fictional they’re always qualified with ‘…an AI-generated image of…’. Photography shows real people in real settings, linking them to time and place. It offers us a vision of true expression through a type of shared storytelling – what it feels like to have been somewhere or to experienced something – and using authentic photos is fundamentally one of the strongest ways you can connect with your audience. With true diversity of content to be found in original lifestyle photography, here’s why using the authentic narrative in campaigns is more likely to resonate with audiences, and how to recognise authentic imagery…
BUILDING TRUST
With the ‘new normal’ of social media presenting multiple perspectives and insights, consumers have become more discerning in reading between the lines when brands present their campaigns. Brand values shared to wider audiences have to match their practices, lest they get accused of making claims they don’t adhere to, such as ‘greenwashing’. Accepting that any photos used commercially with people will be model released and ‘set up’ by necessity, choosing imagery that is easily imagined to be real is paramount to building a foundation of trust with the consumer. Authentically styled photographs add to the ‘honesty’ of a brand too; there is a moral argument to use images where the model has been paid fairly, and images have been sourced ethically.
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How to recognise authentic content
BELIEVABLE IMAGES YOU CAN ‘FEEL’
On a stock photography site like Alamy, you can search on keywords that fit to a certain ‘style’ of photography (copyspace, portrait, candid, ‘depth of field’) and build a collection of images you want to license. Keywords alone can’t describe how an image makes you feel, but the same emotions are usually experienced by everyone, so if the image can elicit emotional meaning with a ‘I know what that’s like’ response or empathy from the viewer, it’ll be more authentic.
ORIGINALITY AND CREATIVITY
Originality and creativity only adds to the sense of authenticity. Avoiding generic, anodyne images, and instead using photos that celebrate the uniqueness of different cultures and communities will boost the authentic feel and therefore the connection with your audience. Country-specific agencies like Maskot and Johner from Sweden show people in their home locations that look ‘lived in’, so their images are more original and believable. The high production values and unique style that different lifestyle agencies have to offer means there’s also more creative variety to be found in photographs than using AI-generated material. It seems ironic since it was reported that by August 2023, 15.5 billion images had already been generated by AI. But how many of those images can offer a different authentic ‘look’ that stands out in the marketplace? There may be other factors to consider when choosing images that align with your message, but for authenticity and connecting with your audience, using photographs taken ‘in the moment’, which are original, believable, and draw emotional meaning is one of the most effective ways you can enhance your campaigns.
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How social media has become a central part of the features and lifestyle journalism landscape
Spotting trends Social media is the go-to place for spotting new trends, whether that’s fashion, food, or wellbeing related. Although people-watching from your favourite café window can also be irresistible, TikTok is brimming with millions of ‘outfit of the day’ videos from influencers and everyday people alike. Writing a piece on the latest knitwear trends for 2024, for example, has never been easier - with a few keyword searches on Pinterest, Instagram, or TikTok, you will be inspired. A more personalised layer can also be added - you could search for terms like ‘knitwear 2024 for brunettes’, ‘knitwear 2024 for mid-size women’, or ‘jumpers for people with blue eyes’ and find fashion experts along the way. Instagram and TikTok, in particular, offer a unique window into people’s lives. With the rise of ‘day in the life’ videos, we can see what people are enjoying eating, reading, and watching at a specific time. For instance, you might notice a trend of people practising a particular type of self-care in the morning, which could inspire an explainer on that trend and the latest products involved.
MOLLY POWELL | REAL LIFE FEATURES WRITER, PA MEDIA
Sourcing case studies
There is no denying social media has transformed the journalism landscape, becoming an indispensable tool for reporters and editors worldwide. In the digital age, platforms like X, Facebook, Instagram and TikTok are not just channels for sharing news; they have become central to how journalists spark ideas, find interviewees, and stay on top of trends.
The days of relying solely on an old-school, physical contacts book are nearly over. And while it’s always helpful to stay in touch with previous case studies and build strong relationships with contacts, social media has opened up a whole world of potential interviewees you can access simply by messaging them. It has also allowed for more specific searches based on location and time periods, using tools like Tweetdeck. Plus, you can conduct more background research on potential sources, verifying their story as much as possible, and hopefully ensuring their stories will be compelling before you even speak with them. That said, sourcing case studies in a more traditional, Carrie Bradshaw-esque fashion - overhearing conversations in bars, awkward first dates, or catch-ups with friends - can still be valuable. However, we cannot always rely on these individuals being willing to speak to a journalist, and social media provides a wider search pool. For example, I wrote an article about how mothers were shopping for Christmas presents second-hand amid the cost-of-living crisis. The idea stemmed from overhearing a conversation in a charity shop, but the person was gone before I had the chance to speak with them. So, I searched for people online instead and, to make the story more timely, angled it around Christmas gifts.
In a world where just a few taps can lead you to the latest trends, it is crucial that lifestyle journalism remains at the forefront, providing in-depth commentary, explainers, and detailed interviews in ways social content cannot always achieve. It is also important to use social media to our advantage: for inspiration, to find exceptional interviewees, and to stay ahead of every trend.
Generating ideas
It’s amazing how scrolling on your phone can spark an idea. Last year, I saw a TikTok video of a woman struggling to fasten her seatbelt on a plane, which offered a new perspective on the challenges of plus-size travel and how often these needs are overlooked in design. After exploring the comments and reading people’s experiences, I connected with UK-based plus-size influencers to discuss how they think travel should be more inclusive. I wrote a piece on this, which explored the complexities of living in a larger body. TikTok is also full of ‘story time’ videos, where we can hear all about the details of someone’s latest relationship drama or wacky experience. This can prompt you to reach out to someone directly about their story, or if that’s not possible, find others with similar experiences.
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Small language tweaks
A lot of the time, making family and parenting content more inclusive is as simple as considering your word choices. Instead of always defaulting to saying ‘mums and dads’, referring to ‘parents’ where applicable is automatically more inclusive. The same goes wording that reflects the fact not all couples are ‘she’ and ‘him’ ,or ‘husband’ and ‘wife’.
Include guardians and carers
Parenting can also go beyond mums and dads. There are thousands of family set-ups where other close relatives or adults have stepped into guardianship and caring roles for youngsters – and they are also eager to read parenting content. Guides and advice pieces make up a significant chunk of parenting and family editorial, so including carers and guardians in this type of content is often as simple as saying something like: So, what do parents and guardians need to know about X, Y, Z?
How can you make parenting and family content more inclusive?
Diverse voices
Following on from the previous points about language, making family and parenting content more diverse and inclusive isn’t just about covering topics that are markedly diverse in their nature. After all, a lot of the time, discussion points that crop up for parents and families are universal – it’s about executing them in a way that doesn’t exclude diverse communities. Mixing up your sources and voices with the experts, case studies and celebrities featured, so that they reflect a more diverse range of communities and backgrounds, is helpful here.
Society has come a long way since the days of 2.4 children and ‘nuclear’ family units being the only model of family that are generally recognised. There are now so many more single-parent households, divorced or separated co-parents, blended families, LGBTQ+ and same-sex couples with children. There’s also a rich diversity of cultures, sometimes multiple generations sharing homes, and an ever-growing ageing population (which may mean handy childcare support for some families, or additional caring duties for others). Keeping this in mind when crafting ideas opens up opportunities to create family and parenting content that reflects the world we live in, in a more authentic way, and fosters engagement with more diverse audiences too. Families come in all shapes and sizes
ABI JACKSON DEPUTY LIFESTYLE EDITOR, PA MEDIA
Family and parenting are key areas within lifestyle content, with a huge – and often very engaged – audience to tap into and a wealth of trends, themes and talking points to explore. These are also topics where it’s very easy to fall into clichés and stereotypes, however. And, whether we’re consciously aware of it or not, assumptions and biases around demographics and family set- ups can easily creep in. So, how can we continue to make family and parenting content more inclusive and diverse? Here are some things to think about…
Be mindful of stereotypes
Times have changed - and imagery used in family and parenting content needs to keep up. Using imagery that continuously perpetuates clichéd stereotypes around family roles and dynamics can look dated and out of touch (and possibly quite annoying!). For example, not always using photos of women in content relating to housework and childcare, or men when you mention DIY jobs and family finances.
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First impressions count - which is especially true for headlines. Competing for clicks in a media-saturated online world, alongside vying for attention in print publications in an era of stretched attention spans and fast-moving trends, means headlines often have to work twice as hard these days too. So, how do make sure your headlines hit the mark? Tricks of the trade: Headlines
And remember it’s not just about being clever - sometimes the best headlines are the simplest. The trick is to know when something simple, or when something juicier is warranted - which means knowing your audience, knowing your angle, and knowing when to test- run options with your colleagues if unsure!” ABI JACKSON DEPUTY LIFESTYLE EDITOR, PA MEDIA
“Headlines are often a balance of finding the best words, while also making sure they fit the space available and hit the right tone. Just as keeping things tight and free of waffle and repetition is key when it comes to brilliant copy, this is even more true for headlines, where you might only have a certain number of characters or lines to play with. The style and tone of your platform may also sway things, so it’s important to have a strong grasp of these. Sometimes, a bit of experimentation with headline styles can be helpful too, especially in terms of spotting patterns with how content performs.
(Mark Gregson/PA)
“The headlines I tend to think work best are the ones which don’t give everything away. Just enough of a taster for you to want to click – such as MasterChef judge Grace Dent: What I eat when nobody’s looking (from an interview I did with Dent in October 2023). If the celebrity is not hugely famous, make clear who it is in the headline. If you’ve done a strong, meaty interview, sometimes including a really fantastic quote in the headline works well – but there’s no point doing this if there aren’t any strong ones. With explainer lifestyle pieces, I would keep it short and to the point - often with a ‘What, Why, When, Where, How and Who?’ approach. You want these headlines to be clear and concise, which is good for SEO as well.” HANNAH STEPHENSON BOOKS EDITOR/SENIOR FEATURES WRITER, PA MEDIA
“A headline can make or break the performance of an article, so it’s really important to spend some time working on them. I always try to think of my headline early on, when I’m working on the pitch of the piece, so you’re tying it into the angle and the reason people are going to click on your story. If you have a print audience, it’s a whole different story and you can have all sorts of fun with clever word play, but for digital audiences, it has to be more obvious. Ensure any key words are included nice and early on – so any celeb names or things people are searching for right now should be up there. And then ask yourself, ‘Would I click on it?’ If the answer isn’t an instant yes, then you can come up with a better one. Go back to your headline at the end as well – see if you can make it any snappier or improve it in any way. They are so important, and in our fast-paced working lives, it’s too easy not to give them the attention they deserve.”
“When it comes to writing a headline for a lifestyle feature, it’s important to have a strong understanding of the angle of the content, while following the golden rule: every word counts. The best headlines are concise, simple and impactful, and are sensitive to the current climate. I see headlines as small windows into undiscovered rooms – they are a few seconds’ preview. How can you entice a reader to take a further look? I think some of this is down to instincts. So always ask yourself the question, ‘Would I want to read this?”
SOPHIE GOODALL PRODUCTION JOURNALIST, PA MEDIA
CLAIRE SPREADBURY HEAD OF FEATURES, PA MEDIA
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Interested?
To find out more about our Lifestyle content and how we can support your brand or publication, get in touch at: LifestyleEditors@pa.media To learn more about PA Explore, where PA hosts all its multimedia content for customers to access, including its lifestyle coverage, get in touch here: pa.media/get-in-touch
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