Targeting and design are arguably the two most essential influencing variables in any social media marketing strategy.
Don’t bother running a campaign if you don’t have either. If you have one but not the other, you may probably make progress by being pushed forward by the waves, just like a motorboat without an engine can.
If you have both, though, you should invest in a larger bathtub because that money isn’t going to swim in itself.
It’s pointless to target a highly interested audience with creative that looks like it was created by a blind orangutan, and it’s also pointless to have amazing creative if the audience refuses to engage with you.
We can assist with both (hint hint), but for today, we’ll concentrate on design.
Thumb-stopping ads are required. When your ad appears, they don’t scroll down to see what Becky had for breakfast; instead, they stop and listen to hear what you have to say.
How do you go about doing that? With a mind-blowing, eye-popping, jaw-dropping design that sticks out.
Imagine walking down the street to meet your pals and seeing someone with a stack of flyers every 10 metres. The most of them are dressed casually with Microsoft Paint advertisements, but one is on stilts, juggling bowling pins, and blowing fire.
Which of them are you going to photograph? Which one are you most likely to tell your friends about? Which one do you think you’d be more inclined to pause and listen to?
It’s probably not Gary from Greenpeace, but the guy on stilts doing his hardest to impress you. Imagine how strongly he believes in whatever he’s trying to sell you if he’s gone to such lengths to attract your attention. Imagine how much effort he’s putting into grabbing your attention if he’s spending that much effort into his product.
An advertisement is a window into your company. People would think the same thing about your brand if your advertisements are poor.
Let’s get off the street and back on social media now.
Your advertisement must be too wonderful to pass up. Facebook itself has stated:
“The most crucial aspect of your commercial is the images. It’s the eye-catching snapshot or must-see video that explains something important about your company or product and demonstrates what you’re all about. People are more likely to stop and look at your ad if it has a fantastic image.”
OK. So, now that you understand the importance of design, what can you do about it?
We’ve just created a completely new service offering creative support for social ads, which is rather handy but not the entire reason for this essay.
What is the mechanism behind it?
Tropic Studios, our in-house design firm, will collaborate with our core team to ensure that we have the right mix of performance marketing and creative expertise to develop the optimal ad design.
Whether you want to run your ads through an agency or have a strong in-house marketing team, design is essential.
To ensure that the design will work, you’ll also need the understanding behind it. It’s not enough to create a nice-looking image. You could have Picasso create artwork, but if it isn’t based on learnings, data, and day-to-day experience, it won’t be successful.
At the end of the day, marketing design is as much about statistics as it is about aesthetics, and we have experience with both.