Social media is an important piece of modern-day advertising. With social media advertising revenue forecast at $51.3 billion USD for 2018, it’s crucial that your ads are designed effectively to increase conversions.
Images represent 75% to 90% of ad performance.
Since every social media feed is full of visual and video posts competing with each other to capture the user’s attention, a plain image or copy won’t be enough to keep them from scrolling past your ads, and it definitely won’t make them click through for more. How can you create scroll-stopping ads? Here are 5 tips to designing social media ads for more conversions:
1. Keep in Mind Color Psychology
A key element for a successful ad design is color. What are you trying to evoke? Color psychology plays a very important role in a customer’s decision to stop or keep scrolling, since color association could evoke positive or negative emotion in a person.
Did you know 93% of purchasing judgments are made based on visual perception? You can use your brand colors, choose according to the emotional value that you’re trying to portray, or use contrast to draw more attention to your ad.
2. Carefully Select the Right Image
Leave a long-lasting impression on your audience with captivating images. High-quality images entice and ultimately convert scrolling into clicking.
Show your product. As simple as it might sound, including your product in an enticing social media image will make people remember what you’re selling. Since humans are visual creatures, exposing them to your product will help them start relating to it, imagining themselves using it, and they will be more likely to buy it. This could play a pivotal role in increasing your brand awareness and clicks per ads.
3. Create a Cohesive Experience
Create cohesive designs from your ad to your landing page so the user is able to make a connection between the two.
This will reduce friction and increase conversions by ensuring that what the user sees in the ad is what they see when they click through. If they’ve expressed interest in that visual, make sure they see it again on the landing page.
4. Establish Trust and Credibility
Establish a relationship of trust and credibility with your audience by creating clear ads that portray you as a legitimate source of the product you’re selling. Appealing and realistic content can help convert your target audience into customers.
To position your brand, repetition of the brand logo and font are essential. When creating a post that includes text and images, it is important to consider using a font that reflects your brand personality and delivers your message effectively.
5. Include a Call-to-Action
This efficient tool provides customers effortless interactions with your brand. Your call-to-action sets the tone for your audience’s next step. Set a clear direction of what you want from them with simple copy, visible enough to lead them to interact with your ad.
It’s best to keep it short, sweet, and to the point. Give your message a sense of urgency or exclusivity with simple phrases like "Contact Now," "Book Today," or "Learn More" to encourage your audience to pursue immediate action.
Once you have your visuals locked down, the most important element to high-converting social media ads is to test, test, test. Put your ads to the test by running multiple creative pieces against each other to see which one your audience responds to the most.
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