HOW SOCIAL ADVERTISING CAN TRANSCEND THE TRANSACTIONAL TO FORGE A PERSISTENT BRAND STORY
The digital media landscape is constantly shifting. New platforms like TikTok and Twitch are attracting younger audiences and carving out their own niches, while established platforms like Facebook and Google are adapting and evolving to retain their considerable market share.
As marketers increase their investments into social ads, they expect these ads to work harder for the brand beyond short-term, lower-funnel outcomes like sales conversion. They want social media campaigns that can drive awareness, retain attention and change long-term behavior.
Yet, social media ads often miss the mark by putting too much emphasis on promoting the product, rather than establishing a genuine connection with the audience. Instead of solely focusing on product-centric visuals and beating the skip button, brands should invest in creating ads that resonate with viewers on an emotional level, creating deeper connections that reap longer-term benefits. But how can brands make their social media ad more impactful?
Based on an analysis of over 1,000 social ads, Ipsos’ Social Misfits analysis suggests that while optimizing the first second of a video ad is important, creative and empathetic experiences are much more significant drivers of brand effects in the longer-term. Indeed, Ipsos’ analysis reveals that ads that combine empathy and creativity lead to a 20% increase in sales and foster stronger brand loyalty.
% Difference vs. Average Performance on Creative Effect Index
Source: Ipsos Global Ads Testing meta-analysis (n=1,734 cases)
% Difference vs. Average Performance on Creative Effect Index
Activating SnackEase
So you’ve designed SnackEase, but it’s a new product – so you need to build awareness in the market. Using social can help build groundswell support.
You decide to leverage relationships with influencers that connect with your target demo based on your positioning research. In this case, it might be wealthier Millennial parents who work from home with an interest in nutrient-packed sustainable products. There’s a thriving contingent of parenting influencers out there who could be great partners. And this generation was raised on traditional social media, as well, giving lots of exposure for targeted ads.
By using this context, your social ad spend can do more than just drive immediate sales – you can build the necessary awareness for a new brand and fuse strong connections with your core demographic.
