The new age of marketing is a big pond full of small fish. Companies are in a constant battle to market themselves on popular online platforms. As a result, consumers are bombarded with ads every day. To put this in perspective, the average American is exposed to anywhere between 4,000 to 10,000 ads daily.
Our brains are wired to ignore the ones that provoke no thought and pay attention to the ones that catch our interest. So the question is how can your brand be different? What do you offer that is sure to catch consumers' attention?
Every brand has a different approach to how they want their audience to perceive them, some have online personalities, some have themes for their social media posts, approaches vary. These methods give the brand uniqueness that separates them from the rest, it can do the same for your brand.
The first thing to do is recognize the intent of ads, to generate leads, as marketers this is the basic concept in mind when producing anything. The audiences of today aren’t going to be persuaded by a billboard. If you’re not in their social media feed, reach is likely to be limited. Being strategic in the era of dominantly virtual advertising requires keeping up with virtual trends.
Using creative video ads is the dominant approach in 2022, for good reason considering the average North American spends nearly two hours a day watching videos. Video ads have been estimated to increase sales by up to 40%, as long as they’re short and engaging. The length of video ads is important to consider since the attention span of consumers is very narrow. With video ads becoming so useful to bring in new customers, let's look at what can set your videos apart from the rest:
Define Your Audience
It’s critical to take into account the target age, location, gender, or even profession of the audience members your product is made for. If you haven’t noticed yet, most people get different ads because of the posts they engage with. These are called targeted ads, while they may sound intrusive, they are a great way to generate leads (and no, they don’t listen to your conversations). Knowing exactly who you are marketing to will make the creative process much clearer in developing ads.
Use A Strong Opening
As mentioned earlier, the attention span of consumers is not long, you’ll have to earn their attention within the first 3-5 seconds. The best ways to do this are to connect through what your product will solve in their life. For example, “tired of bad skin?” This empathetic opening suggests that you have an answer to an issue of theirs. Someone who is trying to get rid of acne will hear this and be interested. This goes back to the basic principle of supply in demand, filling a need in consumers' lives.
Separate Yourself From Competitors
What do you offer that is better than your competition? Establish that your product is more advanced than what is being offered already. This kind of tactic is common among advertisers, to have something that stands out about your brand.
Every successful franchise typically offers one popular product that brings people in. For example “Apple” “iPhone”, “McDonald's” “Big Mac”, the brands have established a product that their name alone reminds you of. Find something that resonates with your brand, and something that will resonate with your ideal consumer.
Call To Action
If your audience is interested in what you’re offering, they will want to find out more. With your compelling ad, a call to action is the extra step that will turn those interested in your ad, into customers. The call to action should be simple, “check us out here to learn more” straight to the point, and suggest that there is more to what you offer. Your ad is simply the preview of what consumers are missing out on.
Conclusion
Creating engaging ads alone will be a big separator from competitors in today’s market. However, if you can create entertaining or informative content online in general, that will be an even bigger driver in engagement. At the end of the day, people are on social media to be happy. We use it as a break from reality and the last thing we want is to be fed ads. Use your creativity to position your brand in a way that you would be interested in if you were scrolling.
Go into the mind of the consumer, these platforms are here to benefit awareness, don’t waste the opportunity to be great.
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