Digital marketers heavily rely on social media. It’s understandable: everyone is on at least one social media platform. This holds especially true in the Philippines. In a country with more than 100 million people, We Are Social found that 44.2 million people are active internet users, and 42 million are social media users. That’s almost half of the country’s entire population! For those in the business of selling a product or service, this is a gold mine.
But in a platform where ads are pushing each other to reach their target audience, how can you make your ad stand out? First Academy of Computer Arts held a workshop called Digital Marketing Made Easy, where established digital marketers taught participants the basics of digital marketing, how to craft compelling stories and stunning visuals, and the power of ads.
Here are some of the things we learned on how to create persuasive ads online:
First off, you have to think about the content of your ad. Social media users are flooded with ads on a daily, even hourly, basis, so you have to make sure the content will stand out. How do you make it stand out? According to Alex Jusay, general manager of TVeez Solutions, your content has to be unique, engaging, relevant, and tug at emotions.
On top of that, you need to understand the market and the community you’re moving in. It helps if you create experiences and engage with centers of influencers. At the same time, you need to choose your platform, and tailor fit your content for that. Meaning, an ad on Instagram needs a striking photo, while an ad on Twitter needs to be concise.
All social media platforms are different so they have different rules. However, no platform is superior than the other so choosing one depends on your need. Below are some popular platforms digital marketers use, and their rules of engagement, according to Joyce Fauni, an account manager at CleverAds:
Facebook is incredibly popular in the Philippines, so it’s important to consider if this will be your platform of choice. But because of its popularity, many marketers are choosing to advertise here. Your first goal as a marketer is to combat ad fatigue. To do this, you have to identify your target audience. This is a crucial step as targeting the wrong people will not meet your goals. Are you a business based in Quezon City? Focus on the people who live there, and don’t include people living in the south. If you’re a book publisher of romance novels, pay attention to females who like book-related pages.
Once you have identified your target audience, use high resolution photos. People are very visual so an arresting photo can stop them from scrolling past your ad. Once you have their attention, have a call to action in your caption. Put the important content in the first 90 words as anything past that will require the reader to click ‘more,’ which they may not do.
Instagram is a social media platform ruled by photos, so the first thing to keep in mind when advertising here is the quality of your visuals. To do that, you have to have a concept or a campaign goal. Do you want to increase likes? Spark engagement? Convert to website views? Instagram has these options, which can help your marketing needs. And because it is such a visual medium, it is important to have a distinct brand look and feel, like a recognizable color palette or photographic style. At the end of the day, advertising on Instagram is all about focusing on your craft.
Twitter is limited to 140 characters, so the first (and most important) rule is to keep it simple. Have a call to action, but because Twitter moves in real time, tap into key moments. Tweet about the Miss Universe pageant during the pageant. Share your thoughts about the elections during the election period. Be a part of the conversation by using hashtags. And like other platforms, you need to listen to understand.
YouTube
Videos are becoming increasingly popular these days, so YouTube is a platform you need to consider as well. What you need to remember when creating video content is that it should be original. The top three reasons people go on YouTube is to watch, learn, and be entertained, so your videos should teach and engage the community. People on YouTube are very vocal, so you can tap into the comments section to gather ideas or tweak your messaging.
Whatever your business or your goal, following these simple tips can help you stand out in a landscape already brimming with ads. It’s only a question of choosing the platform. Everything you need is at the tip of your fingers.
Are you a digital marketer? Share your tips below!
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