Are your ads getting noticed as much as you’d like? Are you looking for ways to grab your audience’s attention? Successful social media ads entice consumers to watch, listen to or click on the message.
So what are the things you should focus on in your social media advertising, in order to get the most out of your investment?
Script It for Broadcast
Podcasting is a great opportunity to reach a new, attentive and engaged audience.
Whether your ad is scripted like a radio spot or read aloud by the podcast host, it will come across as more authentic than any sponsored Facebook post ever could. The audience knows it’s an ad because it sounds like an ad, and that’s okay.
Don’t underestimate the time and resources this kind of advertising requires, though. You’ll need to either have a trusted podcaster do it for you or be extremely creative with how you deliver your messaging.
Use Video or GIFs
Video has been hot for a few years now, but a lot has changed recently. For example, Facebook has autoplay on video and supports animated GIFs, and Instagram allows all brands to run video ads, where it once did not.
Great content combined with motion is an irresistible combination that gives you the opportunity to engage with consumers on a deeper level. Video marketing can be tricky though, so you need to keep a few things in mind.
First, although many videos on social media feature autoplay, your message shouldn’t rely on audio. Most users of these platforms pop open their app to pass the time in public places. Its highly likely that they won’t have the sound turned on on their phones.
Don’t assume your audience is listening, but do assume they’re watching. Most video ads today incorporate native subtitles, and the best ads use them in creative, visually engaging ways. Utilize this text motion to pull the user in and emphasize words visually, since they cannot hear the emphasis audibly.
Second, if you’re thinking about diving into Instagram video ads, know that they’re limited to 60 seconds, with story ads limited to 15 seconds. Familiarize yourself with the recommended video specs for ads on facebook, which apply to Instagram as well. Skip any opening graphics or stills and get right to the story. Also, Instagram was built on an audience that appreciates beautiful and inspiring visuals, so think beyond basic storytelling and consider using a mix of still imagery and video.
Incorporate Humor
Many brands have found success by taking social media advertising and turning it into a parody of itself. Incorporating humor into your ads is an effective way to connect with your audience and entice them to click through to your form or other content. Humor is one of the best emotions to tap into if you want your content to generate engagement, so lighten up and make your audience laugh.
Just know that using humor and sarcasm doesn’t necessarily work for every brand. Your ad content and campaign need to reflect your brand voice and resonate well with your target audience. Done well, it works. If you miss the mark, it can be a social media disaster.
Provide Content Downloads
Instead of simply advertising to consumers, what if you provided useful content? This isn’t a new concept, it’s essential to content marketing, but it’s something you want to embrace.
Develop useful content and promote it with social media ads.
Whether you’re in B2C or B2B, you have something to offer. Content marketers might get thousands of downloads of ebooks on topics ranging from purchasing wholesale hot tub parts to picking the right preschool.
If you need help figuring out where to start, look at your company’s blog and social stats. Which blog posts are the most popular? Which social content gets the most engagement? Build on that. And if you’re still stuck, look at your competitors. What kind of content are they offering? Do that, but do it better.
Once you have your content, consider spending marketing dollars on getting it published on other sites like Reddit, using a traffic tool or promoting it on social media using custom and targeted audiences.
Make yourself worthy of attention
It is becoming harder every year to compete with customers’ attention spans. Apps like Tik Tok and Instagram throw them quick, consumable content that encourages moving on fast. If something doesn’t hook the user in the first 5 seconds, there is an endless trove of content they can turn to instead.
On top of this, people are developing blindness to branded content on social media. It has become so normal to see every 3 posts appear as an ad, that users know when to tune out.
No matter how native your content is, they aren’t likely to want to click on an ad. The trick is to create ads that are valuable enough for consumers to willingly click on them. This means getting out of your comfort zone and seeking new methods.