The pay-to-play future of paid social media advertising on social platforms such as Facebook, Instagram, and Twitter is creating a bottleneck of advertising exposure to users. Long gone are the days of generic Facebook ads for foregone products or links to questionable websites. Today’s newsfeeds are littered with quality advertising from multi-millionaire dollar companies. The focus on creating eye-catching designs has become pivotal to leading consumers to your desired destination, not only through imagery but also video campaign.
Common Goals Between Advertisers and Designers
Advertisers and designers utilize multiple methods of achieving the most effective paid social media campaigns. For paid social, the key concepts of commercial ad design remain constant: consistency with brand identity, flashy and eye-catching, and a showcasing of the product or idea. Unlike the days of yore with television and magazines, the internet can directly trace the engagement of ads on social platforms.
The Principles of Paid Social Campaigns
Designing multiple ads and testing their engagement levels is at the core of a successful paid social campaign. Every campaign should start with multiple variations rooted in the basic theme of the campaign. These can be four or five separate illustrations or color palettes showcasing a product. When the data is collected, advertisers can see directly which illustrations or colors generate the most influence.
Design fundamentals for social ads change per social media platform but three three rules apply to all. The first is a high-quality image. It can be a flashy illustration or sleek photograph of a model, but users like to see approachable, engaging images to catch their eye on a newsfeed. Second, a call to action. This is typically in the form of a ‘button’ on the ad which users will naturally want to click. A call to action with a concise copy directly calls on the user to interact with your advertisement and increases engagement. Last, but most important, is legitimacy. The internet is sometimes dangerous and users become increasingly smart on avoiding ‘scammy’ ads and links. Your ad needs to display a clear logo, clean copy, and portray a legitimacy of
Last, but most important, is legitimacy. The internet is sometimes dangerous and users become increasingly smart on avoiding ‘scammy’ ads and links. Your ad needs to display a clear logo, clean copy, and portray a legitimacy of brand that allows users to understand the ad they are engaging with is real and trustworthy. Ads designed with these rules in mind with create the most effective paid social media campaigns for companies.
Take your digital marketing to the next level. Access our August White Paper, Buying Friends and Influencing People: A Beginner’s Guide to Social Media Advertising.