Advertising that attracts. How to make the right creatives for the target?
Creativity is 80% of advertising success. It is he who attracts customers like a magnet. But why are creatives so important for targeting?
In the modern world, where users are bombarded with advertising messages and offers every day, it is very difficult to stand out and attract attention. Creatives in marketing not only attract attention but also create the first and lasting impression of your brand. An effective creative should engage the audience and encourage them to take action(buy, subscribe, or visit your website). That’s why creative for advertising has become not just a design element, but a strategic tool in the hands of marketers.
What are the types of creatives
- Graphics: original images, cool photos, or even comics
- Video: stories, spectacular displays of goods or services.
- Interactive: all kinds of games, contests, and quizzes that people can and want to take part in.
- Audio: commercials on the radio or in podcasts.
- Social media: posts on Instagram, and Facebook.
Tip: Use two types of creative in your advertising at once. For example, launch an exciting video where the product sells itself, but without a call to action. Then run a banner ad in the retargeted video with a call to purchase and get a closed deal.
So let’s look at some effective formulas that will help you create an accurate, attractive, and most importantly, effective creative.
Sense is more important than design
Creative creation can be divided into several parts: text and graphics (banner or video). It often happens that primitive, boring, and not very stylistically thought out creative can give great results. Why is this so? People react to the meaning first, and only then to the wrapper. And if you follow the principle “the outside comes after the inside,” the chances of your ad’s success will increase significantly.
The text consists of a headline and a description. The headline should be given special attention, as it is the hook for the ad. The AIDA formula is often used to compose headlines and descriptions.
- A – attention
- I – interest
- D – desire
- A – action
Banner after the text
It is the banner that attracts people’s attention. This means that it should also carry information and catch the eye in order for the user to stop and start studying our offer in more detail.
Make sure it’s bright and memorable. Use bold colors, eye-catching images, and unique design elements to grab attention and stand out.
Don’t be afraid to stand out
Tell stories, because people love stories. According to statistics, creatives where people are the main characters attract more attention and retain it longer. Also, such variants generate 40% more reactions than creos that contain only the product. This can be realized in several ways – by directly showing the hero in the frame, as well as through voiceover, photos, and even customer reviews.
Stick to a single-style
Come up with characteristic “chips” for your creatives. When you have branded shades, a logo, or a personal style, the client will remember you.
If you don’t have a corporate identity, it’s important to stick to associative hooks. Over the decades of visual advertising, people have gotten used to the idea that red is the color of power and aggression, green is the color of health, blue is the color of calm, etc. Use fonts, colors, and elements in your campaigns according to their associative meaning: this way you can quickly make it clear to the user what you are advertising.
Shoot videos
In the era of Reels and TikTok, the video format is much more engaging than classic photo banners. Video expands the brand’s capabilities and allows you to implement more ideas and formats for advertising. Open your TikTok feed, see which videos get the most likes, and think about how you could adapt your product’s advertising to them.
Tip: Most Instagram users watch stories without sound. So make sure your video has dynamic subtitles.
Don’t advertise other people’s products
This advice may make you smile. But, oddly enough, many companies use products other than their own in their advertising. How come, you may ask? To create a beautiful and pleasing image, brands can use bright props, stylish décor, and catchy accessories in the frame. But these products will be competitors’ products.
Yes, sometimes it works, but when a potential customer goes to the site and sees a completely different product or an emphasis on something else, they will definitely leave and feel cheated. Therefore, if you sell tea, let it be your product.
So, creating effective creatives for targeted social media advertising requires clear, thoughtful, and creative steps. Given the rapid changes in trends and user preferences, you need to constantly adapt and improve. Don’t forget that each creative should bring value to your audience and encourage them to interact with the brand. By using the right analysis and optimization tools, you can effectively increase engagement and achieve your marketing goals.
