It’s scientifically proven that your brain gets a dopamine hit when someone interacts with something you’ve shared on social media, whether it’s a vacation photo on Instagram or a LinkedIn post about the current job landscape. That’s why you feel good when you watch the number of “likes” for an ad, or the open rate for email you’ve created on the fly, keep going up (and up some more).
5,000 clicks in five hours? That ad must be working. Or is it?
The answer is complicated. On the one hand, it’s raising brand awareness. But if those clicks aren’t generating any interaction, you may wonder if the ad was worth making in the first place.
Below, we discuss ad creativity in the era when social media dominates advertising and how you can create memorable ads that help establish trust, garner genuine interest, and build brand loyalty.
Welcome to the clickbait culture
As we already mentioned, the allure of quick wins often overshadows the importance of a well-crafted narrative. Clickbait headlines and flashy visuals frequently lead to spikes in engagement, but they tend to lack the substance that leads to conversions and brand loyalty. And while there’s nothing wrong with aiming for clicks, we need to ensure we’re making genuine connections with visitors.
So how does this happen? The answer is with content that offers something of value to potential customers or clients and consistent messaging that speaks to your business’s core values and mission. Think of it this way: consumers today are bombarded with options. What keeps them coming back isn’t just a clever ad, it’s the experience and the story behind it.
Social media is an excellent platform for telling your story and building brand awareness and loyalty, but it’s not done with ads designed solely to get clicks. Here are better ways to attract customers on social media.
Craft compelling narratives
Did you know copywriters and content marketing professionals are calling themselves “storytellers” now? It wasn’t long ago when a storyteller was more like someone who read to kids at the local library. Now, professional writers use great storytelling to create ads that engage and resonate with audiences. And they are so serious about it that they call themselves what they are: storytellers.
Of course, you don’t need a storyteller or copywriter if you don’t have one on your payroll. Simply focus on what makes your brand unique and how it can solve your customers’ problems.
Use data wisely
Use data to inform your creative process, but don’t let it dictate your entire strategy. Understand your audience’s preferences and behaviors and trust your instincts and creativity. Remember: Clicks are not leads. If you only care about the numbers, you’ll miss out.
Focus on quality over quantity
Love Canva? Good! Keep the creative fires burning, but instead of churning out a high volume of ads aimed solely at clicks, create higher-quality campaigns that build a strong emotional connection with your audience. Hint: Video is moving the needle now more than ever.
Integrate creativity with cohesion
Consistent branding across multiple platforms reinforces your message. Whether it’s social media, email marketing, or paid ads, ensure your creative vision is cohesive.
In a world where consumers have endless choices, brands that tell compelling stories and engage authentically will be the most successful. Don’t churn out ads hoping to get a million clicks. Instead, steer your marketing strategy with intention, with the mindset that every click is not just a number; it’s a step toward building a lasting relationship with your audience.
Comments