Properly selected ad creatives are already half the success of a promotional campaign. Likewise, an unsuccessful creative can nullify all efforts of your SMM team. In general, creatives means the creative part of making an advertisement – from the idea and script to slogans and visual components. If we talk about a creative for a target audience, then most often we mean pictures, videos, GIFs, and text in an ad.
In this post, we’ll explain what targeted ad creatives are and how to make them right. Together, we will learn how to make a simple creative for advertising on Instagram stories, since this is a powerful social network for attracting customers through visuals. Meanwhile, if you have any troubles with launching successful advertising campaigns, you can contact the Aitarget team. They will teach you all the peculiarities of this process.
Rules and Tips for Making Instagram Targeting Creatives
Let’s start with the basic rules for creating marketing creatives:
1) Study the target audience and select an advertising concept
First, you need to study the target audience and understand how it can be influenced. What needs of the target audience does your product solve and how? What emotion and desires should advertising evoke? What kind of feed is the most effective for targeting audiences? First of all, you need to answer all these questions and draw the right conclusions. Then, you should analyze the received information and make a strategy.
For example, you are advertising training courses. Your advertising is aimed at attracting people who are employed and want to change their profession. So, you can include the following points into your creative:
- You can tell about the low salary at the old place of work, tight schedule, lack of prospects.
- You can place a solution – a salary from $1,500 with the prospect of growth, a career in IT, freelancing, or remote work.
- You can either add thematic pictures or remove them at all to avoid distracting from the point.
2) The size and format of the creative
You should choose the right size and format of the creative for the social network or advertising platform in which it will be placed. The image and text should not go beyond the creative. Besides, you need to consider areas for text and objects. For example, you need to skip 250 px from the top and from the bottom in your story.
3) Advertising must be of high quality
Don’t save on the services of marketers and designers. By advertising, potential customers will judge the quality of the product.
4) The key message should be visually highlighted
Also, social media creatives shouldn’t have too much text. In one message, we show a problem and a solution, or offer and benefits. Messages should be different in font and, preferably in size, but look harmonious together. Keywords can be highlighted in a different color to emphasize them.
5) You need to grab the user’s attention from the first seconds
This is especially true for stories. When users realize that there is an advertisement in front of them, and it does not catch them, they will simply swipe it. If a regular story lasts 15 seconds, then in an ad you need to grab attention in 5 seconds so that the viewer wants to look further. If you use video as a creative for stories, it should be dynamic.
6) Do not use too many elements
Do not overload the creative with unnecessary information – this distracts from the main thing. It’s better to make several creatives for the same product if you want to show all its benefits.
7) Select the right color scheme
It can contain elements of corporate style or fit the meaning of the content of the advertisement. We don’t recommend using too many colors – 2-4 is enough.
8) Add subtitles
If we’re talking to the camera in a story ad, it’s better to add subtitles. Not the whole speech, but the key points are necessary. Stories are often listened to without sound. If a person is not interested or there is no way to immediately turn on the sound, they will skip the advertising offer.
You can also use native advertising stories. Visually, they are similar to ordinary ones. They use stickers and the style of the story editor. The advantage is that viewers do not have automatic rejection, as with standard advertising. They think that this is an ordinary story, pay attention to it, and only then realize (or maybe not) that this is an advertisement. During this time, a user has time to fully study the advertising offer.
Key Mistakes When Making Ad Creatives
If you think that your stories are not effective, perhaps, you have made some mistakes when creating them. Some of them we will review below:
- Poor quality. Such advertising looks cheap and non-convincing.
- Bad fonts, text size, and color. One text is not combined with another, or the text merges with the pictures. Too much text is also bad.
- Lots of distractions and colors that don’t fit each other. Anything that distracts from the promotional offer should be avoided. If you watch such an ad in a story, then even with all the desire you will not have time to understand the idea.
- Unclear message – in the first few seconds it is not clear what the advertisement is all about.
- The size of the creative was not chosen correctly – the details go beyond the boundaries.
If at least one of the above-mentioned aspects took place in your stories, this was perhaps the reason for poor dynamics. In such a case, approach the professionals and raise the marketing budget.
Conclusion
Before making a targeted ad creative, it’s important to work out the first rule in this article. Namely – to study the target audience and determine the best way to integrate an advertising proposal into it. The implementation is already the second part of the work. If you do not understand who your target audience is or how to reach it, visuals alone will not solve the problem.
Author: I’m Jaylin, guest post service planner of Leelija and full time blogger. Favorite things include my camera, traveling, caring my fitness, food and my fashion. Email id: [email protected]
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