STOP SCROLLING! 🛑
Watch my shit! 👁
This is EXACTLY what a kick ass ad should do.
Yet 98% of ads suck... why is that?
Here is one very simple but often overlooked reason why most ads suck.
The people making them haven't ever stopped to think about how their ads are actually displayed in the native environment and how they are consumed by users...
1. 85% of video watched on Facebook is played WITHOUT sound 🔇. People using Facebook in the lunchroom at work don't want sound blaring from your e-com ad. That would be really embarrassing! 😰
2. People scroll insanely fast. The average mobile user scrolls roughly the length of a swimming pool (75ft) in a day. *Scroll* *Scroll* *Scroll* GONE! 💥
3. Platform context matters. Ever notice that people always post pictures of high-end restaurants and beautiful food on Instagram. Yet, it's not really a thing on Facebook? It's because Instagram as a platform is different. It's all about highly curated images. A meticulously edited presentation of your life..
Most ads don't work because they are shitty and users scroll right past them...
❌ The ad doesn't grab my attention
❌ The ad takes too long to explain why it matters to me..
❌ The ad has no sound so I can't figure out what it is
Side note - You know what is mind-boggling? Despite Facebook releasing documentation and training urging advertisers to make ad creatives that are 'sound-off friendly'
Their own ad for Facebook portal with Jennifer Lopez and Kim Kardashian has no captions 🤦♂️
I think when we get into 'ad creation mode' we forget how our ads are actually consumed.
When you start creating ads start thinking more about how you devour your own news feed and less about jamming shit down people's throats.
Couple tips for making bad ass ads....
1. Two Second Rule - If I can't understand what your selling or asking me to do in the first 2 seconds its very likely I am gonna fuck off and continue scrolling my feed lol
2. Design a Scroll Stopper - The 30-second mark of your commercial could be fucken hilarious. Written by Seth Rogen himself. But if the user scrolled past your ad nothing else matters. Split test the living hell out of images, thumbnails, etc. I personally save ads that stop me dead in my feed so I can refer back to them later for inspiration.
3. Design the creative knowing how it will be consumed in the end. Just ask yourself.. Will this creative cut through the noise? The truth is most ads on Facebook aren't worthy of attention and that's why they get ignored. Make mediocre ads? expect shitty results!
