Start with the action, then choose the format that helps someone understand, verify, or decide—not the other way around.
Use text for simple decisions
Text loads quickly, is easy to search, and works in many settings. It suits confirmations, alerts, short invitations, and direct questions.
Even when sending media, add text that explains the context. An image alone makes people guess and becomes useless if it does not load.
Use an image to show a difference
Images help when appearance affects the decision: a product, venue, result, plan, or menu. Use a composition that remains clear on a small screen.
Keep the essential information and action in the text. The image illustrates the choice; it should not contain the entire campaign.
Reserve video and audio for what they demonstrate
Video works for a movement, tour, or before-and-after result that one image cannot explain. Get to the point quickly and keep the file practical to load.
Audio may humanize an individual follow-up, but it is difficult to scan in public or at work. Put the context and requested action in text.
Choose functional formats deliberately
A document preserves structured information such as a program, quote, catalog, or guide. A location removes a navigation step, while a contact card makes an advisor easier to save.
Polls work for a closed question with clear options. Do not use one when the decision requires context or a nuanced reply.
- Document: information to keep.
- Location: appointment or store.
- Contact: person to reach.
- Poll: preference among a few options.
Test the actual file
Check the MIME type, current size limit, file name, caption, and mobile rendering. A correct extension does not guarantee correctly encoded content.
Send the complete message to a test group. Download the file and check the order, context, and action without relying on the internal campaign brief.
