Social media advertising is an effective and affordable way to drive traffic and publicize your project. Many companies are aware of this and therefore competition is likely to be fierce.
With so many brands competing for the attention of your target customers, how do you succeed?
This is what makes a good ad on social media:
1. Story work
A big problem with social media advertising (especially when it comes to Facebook and Instagram) is that it gets interrupted. People don’t go to these social media platforms to buy products or find answers to their questions. They come to catch up with friends and family. That’s why storytelling works so well on social media. People interact with ads that tell a story they can relate to.
There is no single recipe for telling what story, but there are certainly best practices:
- Your story must be authentic. Whether you’re telling a story about your founder or your client, you need to be honest. You just can’t pretend authenticity.
- Your story needs to be emotional. There are too many brands and influencers to tell a story that no one cares about. You have to create something that will be hard to remain indifferent to.
- Your story should not be controversial. Controversy always causes excitement, but that’s not what you want to do for your overall brand image. I know there are brands that do nothing but controversy, but unless you’re prepared to face a reputation crisis, you need to get away from it.
- Let’s talk about a recent trend. Fashion topics are always eye-catching, so you should try to find angles that match current events in your country or around the world.
2. Consistency is key
They say you need at least 8 contact points for a customer to remember your brand. A contact point means that your page has been visited, that you liked the social media update, and that your ad has been viewed or clicked, all by the same person.
So tweaking your social media strategy to get the most out of every point of contact is a great idea.
- Use your social media images (images and videos) on your site to make people feel comfortable when they come to your page after clicking on a social media link
- Re-target your social media ads to people who have previously been associated with your brand (visited their site, or liked your social media ad). This can be achieved by installing the Facebook Reorientation Pixel as soon as possible. The sooner you add the tracking pixel, the more data you will collect.
- Use the same ad across multiple channels to increase recognition.
Creatopy is an ad creation and management platform that can be a great help here: it helps you create and edit your ads (images and videos), resize them to fit multiple channels, and a follow-up of their performance.
In addition, you need to make sure that all the visual assets you post comply with your visual branding principles, that is, your logo and color palette, and perhaps your slogan as well.
If you don’t have your visual brand defined yet, tools like Namify will help you choose a matching name and logo that will inspire strong niche associations:
3. Build Visual Associations
The most important benefit of using social media visual ads is their ability to be memorable. Humans are very visual: they remember objects much better than words and numbers. And the greatest power of visual marketing in creating partnerships. Associative marketing means that your goal is to bring it to your mind effortlessly when you talk about a relevant topic.
Thanks to this kind of power, we immediately think of Adobe when we talk about downloadable documents and many of us think of “Gmail” when we talk about sending and receiving emails, or “Youtube” when videos appear online in a conversation .
These associations can vary from person to person. Some think “Facebook” is synonymous with “social networking,” and others almost never think of Facebook. Using your social media ads to create these strong niche partnerships takes time and money, but it’s feasible if you start early and keep it as a high-level goal.
Google Images offers a great way to research the partnerships you want to create. Find the concept you have chosen and see what types of visual elements they present:
Another useful tool for researching thematic associations and relationships between topics is the Text Optimizer, which uses semantic analysis to find concepts and related entities that you might want your brand to be associated with:
Creating an effective ad on social media is a task that can never be done. There is always something to learn and improve. You need well-defined goals (which are usually conversions unless you have high budgets to invest in brand awareness). But there are also high-level goals to consider. These include brand recognition and associative marketing that can be achieved over time.