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Putting the Creativity Back in Paid Social Creatives

by Chlöe Davison

Oct 1, 2021, ,

Social media apps downloaded on smartphone

Gain Followers with Attractive Social Ads

Paid social ads are one of the most effective strategies when it comes to attracting customers to your site. With paid social you can reach your audience exactly where they are, be it Instagram, Facebook, Pinterest, TikTok, LinkedIn, e.t.c.

You can target your audience wherever they might be in the world with specific and tailormade ads that will leave them wondering, “Where has this been all my life?”

But there’s one catch. Your ads have to be relevant, engaging and cut through the noise of your competition. You have to stop thinking about your marketing from the perspective of a marketer or business owner and create graphics and copy that demonstrates you simply get it.

Why is it so important to create an engaging advert?

Since the pandemic, 79% of shoppers are more influenced to shop on social media than they were before the first lockdown. That means you now have 79% more of your dream customers willing to buy from you through paid social media adverts. Mobile shopping has actually increased by 214% YoY, so there’s no better time to make paid social marketing a priority.

Creative is responsible for 45-70% of campaign performance, so it’s crucial that it stands out. It is worth remembering that Facebook understands the value of a creative and wants to make sure its users have a good experience on the platform and will gauge how interested users will be and their estimated action rate. 

The team at Peaky Digital knows you cannot afford to miss out on this attention, so we have developed a strategy that is guaranteed to engage your audience every time. 

How can I create an engaging advert for paid social?

There is a unique process that can help you develop engaging content for your paid socials. By following this, you will be able to generate scroll-stopping ads known to increase brand recognition, audience engagement, lead generation and sales.

1. Know your audience

Developing a campaign around your audience is the first thing on your paid social to-do list. Do you intend to reach businesspeople? If so, LinkedIn is a good option. Instagram and TikTok tend to attract a younger audience, but their growing popularity means that your audience may spend a significant amount of time on these platforms. If you dig deep and figure out your audience’s DNA, you’ll be able to create a customer profile and target all your content accordingly. 

Creating ads and campaigns for your customers needn’t be one size fits all. You can segment your audience and create content tailored to each group. Consider, for example, splitting your total audience into interest, location, income, and lifestyle categories and develop campaigns for each demographic. The more granular your targeting, the more relevant your paid social ads will be.

2. Develop your brand and stick to your branding

Though it may be tempting to change things up, turning your orange logo white for just one graphic could hurt your overall campaign.  

Be sure to incorporate your branding into your creative. Even if users don’t click on your advertisement, your brand colours and fonts will be remembered by them when they’re mindlessly scrolling through social media at a million miles per hour. On a post-view basis, people who have seen your branding are much more likely to follow up with your business. 

Remain consistent with your branding so users don’t forget you. 

3. Never compromise on creativity

Jump on the bandwagon and you’ll never get ahead of the crowd. The key to remaining relevant is to keep an eye on trends, but don’t adapt to what others are doing or you won’t stand out.

Everyone remembers the Cadbury’s gorilla and the eye-watering Go Compare man. You don’t need to reign in your creativity just because you aren’t producing an advertisement for television. Don’t be afraid to be creative and make something that resonates with your audience. The more it stands out, the more it will be remembered!

4. Demonstrate your knowledge

Ads are a great means of telling your story. Allow users to become familiar with your brand and want to be a part of it. You will be able to establish your authority as the best in your field by letting your users become part of your story and teaching them what you stand for. For some users, this will be the first time they hear from you. Avoid confusing industry jargon, cryptic copy, and irrelevant graphics. You should be direct and clear in your message.

5. Connect emotionally 

You will be more likely to be remembered if you appeal to your audience’s emotions. This does not necessarily mean creating a John Lewis-level tear-jerker (though if it works for your business, go for it!). 

It is your goal to make the person who sees your advertisement want to take action. Eating something, changing something, or doing something could be examples of this. Your paid socials will be more effective if you add an emotional component. 

6. Keep the algorithm on its toes

If you’ve ever seen a once successful campaign lose engagement and conversions in Facebook Business Manager, then you know what we mean. Your graphics need to be updated and refreshed regularly to prevent fatigue.

Social media platforms and audiences alike won’t want to keep seeing the same ads again and again. Keeping your creatives fresh and relevant will help to keep your audience engaged (and give you an awareness boost at the same time). 

Get help with your Paid Social Media Marketing from a Digital Marketing Agency

Peaky Digital understands the importance of creating engaging and creative social media marketing campaigns that are customised to your business’s needs. We live by our success stories, which speak for themselves!

Whether you need help with your next paid social media campaign or are looking for advice, we are here to help. There is no doubt that our team is full of marketing experts who can help you succeed with your digital marketing. Let’s talk today, we’re eager to hear from you!

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