Disruption is a familiar term in advertising, but there’s one modern development that’s had a bigger impact on advertising than anything before it. Surprise! It’s social media.
The introduction of social has not only changed the way ads are distributed, but it’s changed the way we interact with them. To engage today’s social audience is a veritable circus as a brand. First is the juggling act of being clever, captivating and useful all at once. Then comes the balancing act of blending in enough that you’re like another pal in their social feed but also standing out enough that you’re not glossed over.
It’s a lot.
If you want to break the mold and create social ads that drive conversions, conversations and maybe even become a viral hit, focus your strategy on three things: entertaining visuals, educational content and deals.
Advertising great Leo Burnett once said, “One of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.”
In the context of social ads, to entertain means going beyond stylized product shots and serving attention-grabbing, memorable content that triggers emotion, something inspiring or that elicits a laugh.
Sprout Social research found that an overwhelming majority of consumers (83 percent) want to see more video content from brands. Paired with the fact that 41 percent of consumers claim entertaining content makes them more likely to engage with a social ad, it’s a
Read more here: https://www.adweek.com/brand-marketing/3-ways-to-break-through-the-social-noise-and-shape-a-strategy-that-resonates-with-audiences/