Do you remember the television ads of yesteryear, where the volume was slightly higher and “Big Al” shouted out the best deals on his used cars in an attempt to get your attention? Well, thumb-stopping ads on social media are today’s equivalent tactic.
It’s no secret that a social media presence is essential for connecting with consumers and efficiently spreading brand awareness. However, brands need to go beyond simply having an account if they want to leverage social media platforms in a productive and meaningful way that makes a difference to their bottom line.
Social media advertising has proven to be one of the most versatile, cost-effective strategies that businesses can use to reach their target audience and boost sales. It is the most relevant professional advertising channel for 50% of Gen Zers and 42% of millennials, and social media networks are the biggest source of inspiration for consumer purchases.
The statistics are compelling, and brands are taking notice. If you’ve scrolled through your social media platform of choice lately, you’ve probably noticed a huge increase in advertisements today compared to even just a couple of years ago.
So, how can your business stand out and create eye catching ads in a social media landscape that’s already inundated with constant algorithm updates, tweets, photos, news stories and other brands all vying for users’ attention?
Here are four actionable tips for businesses to start creating thumb-stopping social media ads that stand out and capture an audience’s attention:
1. Your headlines matter.
As a marketer, you have only seconds to grab your audience’s attention and create an opportunity for meaningful engagement. If you ask me, this makes headlines the single most important factor when creating thumb-stopping video content because it’s your brand’s opportunity to make a lasting impression, and it can entice a viewer to pause long enough to engage with your ad and consider becoming a potential customer.
When thinking about headlines for your ads, I recommend phrasing titles that reflect lists, such as “The Top Seven Beaches In America,” over a more generic “Best Beaches In America” title. The number (five, seven or 10, in particular) tells the viewer they are clicking on a video or short piece of content that can be easily consumed. Consider using productivity tools such as Rephraser.ai to edit and professionalize your heading, enhancing viewer engagement.
2. Leverage Instagram carousels.
The old adage, “A picture is worth a thousand words” definitely wasn’t coined by a marketer. A single image isn’t nearly enough to create a deeply engaging experience with your brand. Where many businesses tend to get stuck is that they either aren’t communicating the full story, or they are annoying their audience by over-saturating their feed with too much promotional content.
A great solution? Instagram carousels. The carousel feature allows you to share up to 10 photos in a single post, so you can efficiently share all the photos that are relevant to your promotion without cluttering your followers’ timelines with multiple ads. This also provides a productive way to share your exceptionally well-produced brand content with more authentic user-generated content in a cohesive way.
3. Make sure your consumers can find your ads.
Hashtags are #absolutely #critical to social media advertising. They help consumers find posts about certain topics. Even if users don’t “follow” your brand, utilizing relevant hashtags will help the viewer discover your business writing if they are following that particular topic, so it’s a free and efficient way to increase your visibility and drive user engagement.
Keep in mind, as a general rule of thumb, to always do your research to ensure the hashtags you’re using are relevant and appropriate for your brand.
4. Tailor your copy for the platform.
Something I see happening all the time is that brands are using the same ad copy for Facebook and Instagram, which can be a huge mistake. One reason is that Instagram doesn’t allow clickable links in posts like Facebook does.
For example, let’s say you posted an ad saying, “Hey, my product is really great. Check it out by clicking www.mycompanyurl.com.” This would be fine for Facebook, but if you were to share the exact same copy to Instagram, where links are not clickable, it would hurt the efficacy of your ad.
Instead, rephrase the copy for Instagram to read, “Click the link in my bio to check out @mycompanyname,” because the Instagram bio is the only place users can place clickable links. Sounds obvious, but you’d be surprised by how easy it is to overlook the nuances of these social media platforms. Talking about nuances, if English is your second language, tailoring your business writing can be even more of a challenge. Use Rephraser.ai to edit and professionalize your business writing for more effective copy.
Remember, at its core, social media is about relationships. So, even if you’ve created the most stunning, thumb-stopping creative on the interwebs for your consumers, don’t expect your social media ads to generate sales overnight. The relationships that lead to sales are built by engaging consumers in conversations, meeting them where they are and showing respect by providing high-quality, engaging and relevant content at a consistent cadence over time.