Hello! Welcome to your weekly dose of INSPO ✨
When TV and print ads were the only option, you had to communicate with a large audience through one ad because they were expensive to produce and the channels they’d be shown on were limited. But the internet has changed things, a lot. These days, you don’t need to target everyone with one ad, you can make ads for everyone instead.
Ad breakdown
Meta’s algorithm knows how to find the people who are interested in your content.
That means it’s your job to feed the algorithm with ads that are obviously designed for particular groups of people.
Whether it’s a joint interest, a shared problem or simply a lifestyle stage, identifying these things in your ads is critical for reaching the right people.
The Ridge do this really well.
Instead of saying ‘we make a hardwearing wallet that’s designed to last’, they’ve created a video that answers the question ‘what’s the best wallet if you love the outdoors?’
It’s immediately obvious who this ad is for, and who it’s not.
They’ve got one for dads too…
And women who don’t carry bags…
All of these ads are for the same product, but they speak to different people.
Now imagine an ad on social media that tries to speak to all of these people at once?
It doesn’t work.
Our social media feeds are curated for us and our interests.
So remember that when you’re making ads.
How to make this work for your brand
Even if you just want to focus on one of these persona’s to start with, your ads will be stronger if you’re specific about who you’re talking to.
🪩 Forget what you want to say about your product, start with ‘who does it solve a problem for?’ And remember there’s not just one answer.
🪩 Identify the visual or verbal cues you can use to speak to those people.
🪩 Come up with creative ways of highlighting the benefits of your product and how it solves that specific person’s problem.
Give this a go and let me know how you get on 💪🏼
Happy ad making,
Katherine 🪩
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