Attention spans are fleeting and brand competition is fierce, which makes crafting a social media ad that stands out a true art form. So what separates the successful ads from the forgettable ones? It's a combination of ingredients that come together to create the secret sauce – a concoction that grabs your audience's attention, keeps them engaged, and compels them to take action. So let’s dive into a few important factors:

1. Provide Value!

Your social ads aren’t competing against your competition’s ads, they’re competing against the cat video someone could watch if they skip your ad. So it’s important to make relatable ads that are entertaining, educational, or inspirational. It’s also a good rule of thumb to follow the 80/20 rule when it comes to value vs branding. This means, 80% of your ad content should be providing value to your audience and 20% should be pushing the brand. @Brettfully has a pretty great breakdown of this in the attached video he made talking about the brand “our Place”.

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2. Scroll Stopping Hooks:

A visually compelling intro or an opening bold statement have the power to stop scrolling thumbs in their tracks. An intriguing hook can leave a lasting impression and get people interested in learning more about your brand. Don’t be afraid to take chances and test different creative out to see what works best with your audience. You’ll be surprised what catches people’s attention.

3. Know Your Audience:

Tailoring your ad to your target audience is crucial. This is why Dasani’s Instagram page looks very different from Liquid Death’s Instagram page. They both sell the same product (water) but are going after totally different audiences. Knowing the likes, pain points, interests, and overall attitude of your target demo is going to help you create ads that resonate with them.

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4. Structure the Ad:

A good social ad follows a strategic formula. There are many different building blocks to choose from but having a clear understanding for the journey you want the viewer to take is crucial. The image below shows an example of a well formulated social ad structure.

5. Brands Nailing Social Media Ads:

Here are three brands that have mastered the art of creating impactful social media ads. Click on the brand to see their Meta Ads Library.

• Magic Spoon: Magic Spoon is all about their community and their ads really help drive that home. Using a heavy dollop of UGC spliced with compelling product facts and fun product shots, they’re able to catch people’s attention, build social proof and educate audiences on their products key selling points.

• Birddogs: Birddogs really understands their audience and makes content they know is going to land. Humorous ads that are both scroll stopping and informative give their target audience a reason to watch then hits them with compelling information underscoring their unique selling points.

• Airbnb: Airbnb's ads focus on experiences and emotions, emphasizing the idea of "belonging anywhere." Their visually stunning ads showcase unique stays around the world, inviting viewers to imagine themselves in those destinations.

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6. Need Help? Work with an Agency:

If you truly want to maximize you brand’s social ad game, you might want to consider working with an agency that specializes in social ad creation. There are only a handful of agencies out there that specialize primarily in social ads, but if you have the chance to work with one, you’ll be in great hands.

One such agency is Faceplant Creative. Faceplant is unique because they offer strategy, creative, production and post distribution analytics all in one. They partner with brands for the long haul to help them dial in their social ads strategy and sustain long lasting success. With a proven track record of delivering compelling campaigns, Faceplant understand the intricacies of social media platforms, audience engagement, and can truly take your brand’s social ad game to the next level.