Ads not resonating as much as you thought they would?
It's time to get into the details
Hello! Welcome to your weekly dose of INSPO ✨
Relatability is what drives the network effect of social media.
We engage with things we like, we share the things we know others will find interesting/entertaining and we click on the ads that appear to be relevant to us.
So if you’re making ads for social media, you’ve got to learn to make them in a way that’s relatable for your audience.
And if your ads aren’t still aren’t resonating, it might be because you’re not being specific enough.
Ad breakdown
I've seen a lot of ads from Norwegian skincare brand Frøya Organics recently and decided to dive deeper into their creative strategy.
It turns out, they’ve got specificity nailed.
Each of their ads, bar a few long-form video ads, speak to very specific audiences.
But you can see from these two examples that it’s not just about calling out an age group and then keeping the rest of the ad the same.
Each ad is strategically designed for its target audience.
The example on the left is designed for an older audience so:
👉 Bigger font that’s easy to read
👉 A review from a trusted platform
👉 A review from someone in that age bracket
👉 Product made obvious at the bottom
The example on the right:
👉 Language is social-first and relatable for someone in their early 30s
👉 Mentions alternative ‘chemical skincare’ that’s popular amongst that age group
👉 AI image that younger people are probably more accepting of
👉 Online newspaper style visual that they’re also probably used to seeing
Both of these ads speak to very different audiences and feel highly relatable.
I’m fairly certain both of these would outperform a more generic ad that showed the product and essentially said ‘for anyone who wants better skin’.
People want to feel understood, take the time to understand them before you try to sell to them. It’s worth it.
How to make this format work for your brand
If you want to produce relatable ads, you’ve got to start with understanding who they should be relatable more. The more specific you can be, the more likely you are to really make someone feel seen and understood.
🪩 Define who you’re talking to and what’s most important to them in terms of what your product can deliver. For example, for a skincare product, is it women going through menopause who want to reduce signs of aging or young women who want to prevent their skin from aging?
🪩 Identify the language they’d use to talk about the problem they’re facing so you can use it in your ads
🪩 Understand where they are in the awareness funnel, do they know there’s a solution to their problem yet or are they only just figuring out they have a problem?
🪩 Think about how you can best visually relate to this group. What else do they like? How do they live? What environment makes them feel most comfortable? What else do they look at on social media?
🪩 Identify why they might NOT buy from you/trust you and find a way to break that barrier for them. For example, using a Trustpilot review that handles the ‘it’s expensive’ objection or including a press quote from a magazine they trust.
Give this a go and let me know how you get on 💪🏼
Thanks for reading,
Katherine 🪩
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