Facebook Ads or advertising is vast. So are the players in it.
Millions of businesses reach out to their customers via Facebook advertising. Though this is a fierce competition on a single platform, you need to be sure that you win the game easily rather than making heavy investments in Facebook ads without getting any gains.
So, what should be done to ensure your Facebook ads really work? How can you win customers via Facebook?
The answer is simple: play with the emotions!
Research reveals that the effectiveness of ad campaigns with emotional content is higher (31%) as compared to the effectiveness of the campaigns with rational content (16%).
By blending your Facebook ad campaigns with a bit of emotion, you can grab the attention of your audience. The result: they’ll click on the ad and purchase.
That’s when Emotional Marketing comes in.
Let’s explore how to design emotionally triggered Facebook ads that drive conversions.
Make Your Audience Happy
As compared to negative posts, people tend to share positive posts more often. But what if a similar strategy works best for your Facebook ad?
Perhaps, a positive ad could get more clicks and likes. That’s how Eventbrite gained maximum attention from their customers. From adding bright, contrasting shades into the overall ad to showing smiling people in their ad campaigns, they’ve successfully let the audience click on their ad.
When people associate a brand with positive emotions, they always feel happy to click on it. This increases their chances to make a purchase.
To use happiness in your Facebook ads, follow these tips:
- Use verbs and adjectives that have positive connotations
- Design an ad with a prominent, bright color
- Include an image of people smiling or laughing with joy
Use FOMO for Your Audience
Over the years, if you have never missed a class reunion because you didn’t want to miss out anything your school buddies would be enjoying, then you’ve experienced FOMO (the fear of missing out).
Interestingly, it’s great for emotional marketing! That’s because 69% millennials experience FOMO when they miss an event their friends are attending, according to a study. This indicates that Facebook ads can be designed in a way that they let the audience avoid FOMO and click on the ad.
Here’s how to add FOMO in your Facebook ads:
- Briefly, mention a fascinating group (e.g. exercise group) your audience ARE NOT a part of, but they could be.
- Specify the number of your customers who regularly benefit from your product or service.
- Make your ad offer limited so that the audience signs up on the same day.
Give a Surprise to Your Audience
A strong emotion can immediately grab the attention of your audience. So, how about surprising them by creating an offer they didn’t expect at all?
This is exactly what G2 Crowd did to its Facebook ad. The company offered users a free cup of coffee, “Coffee Is On Us. – Tell us the software you use at work and we’ll give you a $5 Starbucks gift card.”
This helped the company in the following ways:
- By getting the survey forms filled by the audience, they increased brand awareness of G2 Crowd.
- The audience were pleasantly willing to help G2 Crowd because it made them feel special.
Avoid Negativity in Your Ad
Though a lot of ads comprise of ad copy with negative feelings that indirectly persuade the audience to buy the product offered, this should NOT be overdone. That’s because your customers can even turn away from the ad without even clicking on it.
If you have doubts about how to handle negativity in your Facebook ads, it’s better to let advertising professionals like Adam Arnold from Web Profit Maximizer handle it for you.
Get Your Audience Excited
When you’re excited, you’d act quicker.
This means that triggering excitement among your target audience may help them react on your Facebook ad faster.
However, this requires some hard work.
To ensure your Facebook ad drives excitement among your potential customers and helps them make a quick buying decision, make sure your ad makes them excited. Here are some tips:
- Check if your target audience will actually feel excited about your product
- Use exclamation marks in the ad copy and keep the ad copy short (but don’t overdo it)
- Create the ad design by using bright colors
- At the end of the ad copy, offer a discount
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About The Author
Adam Arnold
Dr Adam Arnold has over 17 years experience in digital marketing and has been mentored by, and is a mentor to, some of the greatest marketing brains of today.