10 Ways Psychology can make your Facebook Ads Unforgettable
- What strategy still works after more than 100 years?
- What is your Target Audience really interested in seeing?
- What is the best new FB Ad tactic to use for 2016 and 2017
How does your brain think and how can it help your internet marketing? Oddly enough, it thinks in pictures. If I ask you to imagine your living room, your brain doesn’t start to type out how it looks in letters. You do not see letters when you are asked to think about where you love to hike,where you parked your car or the image of a purple dinosaur. What you do see a visual representation of what you are thinking about. So what does this mean when it comes to Internet Marketing and improving our ads? It means, that if you understand a little bit more about how the brain works, you will understand how to improve your ads too.
How you use images needs to be creative and practical for your business and ads. Just throwing up a photo and some text isn’t really the right strategy for your business. The main idea is to be thinking visually and how you can use that to your advantage with your facebook advertising. Okay now that we have discovered the power of pictures and images. The next question you might have is:
What kind of pictures?
There is where you can be creative and truth is there, isn’t a solid rule here and the internet marketing strategies can change. As we know, the internet and the world, is a place with a lot of noise. What used to be unique is commonplace in the world we live in today. To answer the question, we would answer with – pictures that are memorable. We already know that images help share the story, but what images stick with us the most? Here is a list of ways you can use images to help make your ads more memorable.
1. Repetition is the mother of memory
Keep in mind that the average consumer needs to see your ad or brand 1-20 times before they will act. The term used to describe the number of times a person needs to see your ad before they respond is called, effective frequency. So part of making your ads unforgetable is repeating the feelings, brand, slogan or whatever that message is – over and over again for maximum results. This isn’t new information in the area of psychology and advertising. Thomas Smith explained the power of repeating ads more than 100 years ago (1885 to be precise) in his book, Successful Advertising. This is when advertising was just a baby. Smart marketers learned the most effective ads where the most frequent.
2. Place we don’t know but would like to
There is a certain attraction to the unknown and the exotic. It inspires us to feel different and unique. Exotic images remind us that life is an adventure and we are on it or at least we are looking for it. This can be represented in far away places that we have heard about, but have yet to see with our own eyes. It could be a unique experience too that is triggered from the visual imagery of place that represents such a feeling. It could even be in our own backyard, but a place we have yet to explore or re-visit in a long time.
Perhaps you have always dreamed of a trip to the tropics but will be happy with buying the shoes for when you finally decide to take action. Or maybe you live in a vibrant, active city with amazing nightlife but you are always home alone watching the latest TV series.
3. Faces We Know
As humans, we love faces. We see so many of them on a regular basis that we can not get enough of them. In fact, the more we see of a face, the more interested we become. This is simply because the brain seeks out what we have been seeking out. In simple terms, the brain and body crave what you give it the most. So if it is used to seeing something, it can begin to create an acceptance of that person, place or thing. This is especially true with famous people. The more popular (the more often you see them) the more acceptance (or interest) you will build with them. In internet marketing it works the same way.
Why do you see Celebrities in advertising and on commercials? It is because if we like them, we might also like their opinion. This is why everyone in fashion likes the same expensive (and branded) brown bag while others that are into rock climbing thinks it’s just a big brown bag. We like to get confirmation from our peers before we jump on the bandwagon. This is why people will share on Facebook and get advice before making a purchase.
4. Human Faces We Don’t Know
In the 3 ads used below, which one jumps out? The face with the smile right. This ad would be an example of using a face we don’t know, yet the female brain might like to know.
Since faces are acceptable to us, there are many ways to use them in advertising. With faces, you can express various emotions and trigger those same emotions in your viewer. Smiles go a long way in creating a feeling of happiness.
6. Human Bodies
Using our physical body in ads provides various internal responses depending on what you might associate to the image. In the example below the psychology behind each ad is to connect with a different emotion or attempt to trigger a specific emotion. This emotion could be independence and individual power and strength of a woman. It could be creativity and expression or it could represent the feelings that embody stability (perhaps financial) or passion (doing what you love).
7. WTF Ads
Seriously? Ads that are interesting can be highly effective. We call this the WTF Internet Marketing or maybe it could be the no rules advertising strategy. Artists would call it the creative advertising and softies would say it is the wow factor. Maybe more like the Weird factor. In psychology – this is called standing out. Okay, that’s what it is called in layman’s terms. In truth it is just a part of our memory that remembers what is unusual about something.
This strategy of making things UNUSUAL can be applied to your advertising. It is a strategy for standing out. The idea is that something doesn’t quite fit, and our mind tries to make sense of it which leads us to being curious. Now that you know what we mean when we say, WTF ads, you can take the same concepts and apply them to your marketing tests. You don’t need a moving image, but you can apply the same concept with a photo. For example, look at image below.
Animals are constantly being shared in social media. There are many ways to use them in your internet marketing ads too. As with anything that could be a challenge to explain, just look at these examples that use a very different strategy for each one:
9. What About Quotes from Others
Quotes are powerful because we do not want to be sold. So we are not as convinced by the owner of a company who tells us why we should use a particular product or service. We want to buy and we want help in our purchase. We are more interested in what people like us or those we trust (like Celebrities or Experts) have to say. This is why a quote, review, or testimonial from a peer, reliable source or someone we love is so important. This is probably the most powerful strategy out there. The review can make or break a sale. This works in a negative way too. If a company points out the negative points or items of concern used by their competitor, they can win over a new customer.
In the example below, Tim Ferriss has built a strong following. If he suggests a product, service or idea, it usually has people rushing to see what it is all about. He has built a reputation as a person that does the research for you and then tells you why you should get it.
10. Color and Contrast
By contrast, we mean ads that stand out and by color we mean ads that stand out using colors and shades. The best ads are those that get noticed and the best way to get noticed is to stand out. This is a challenge when you consider everyone is fighting for the same space. For example, if everyone is using blue you would be using orange. Since you are not always sure what people will be doing, you can consider your competition and make contrasting ads. Often the use of Red or Shades of black can create a contrasting effect.
11. Video and Carousel Ads
We save the best for last. Okay, maybe it’s not the best but it’s what is trending now and something we will need to be prepared for in the future. Get it all moving in 2016 and be ready for 2017 with Facebook’s newest ad types – Carousel and Video ads. These give you the ability to use video or rotating slides to make your ads not only stand out, but if you are creative, you can keep their attention longer too. Remember, when a person sees an ad repeated, they are more likely to connect. Well guess what happens with video? The more time they spend watching, the more they will begin to accept the information.