A sea is only plenty if you know how to get the fish to bite. And while the goal isn’t to get all 1.28 billion Facebook daily users on the end of your line, there’s a crucial question that can be asked and answered to set ourselves up for success.
Before diving into an ad campaign or project, I always ask myself: what do I want users to feel? Look at the stock market — it’s more of an emotional roller coaster than a logical one. The same thinking applies to selling a product or service. How will you create an experience that elicits an emotion and provokes an action?
People don’t buy products and services, they come to buy feelings.
Facebook is the medium of choice when it comes to emotional persuasion in digital advertising. Here are four of the most common emotions you can leverage in your next campaign:
Under Armour uses Misty Copeland (world-renowned ballet dancer and influencer), accompanied by a short punchy description to draw in users. The video speaks for itself and leaves viewers with a motivational high to go after what they want (including a trip to UA for their next fitness-related purchase).
WHY IT WORKS:
- Beating the odds: Misty Copeland should not have been a ballerina by traditional standards. UA highlights a hero’s journey in four sentences.
- Tag: UA tags Misty (553k followers) which is a favourable move for Facebook algorithms.
- Short and punctual: The messaging is to the point and puts emphasis on the visual (video) to tell the story, rather than a long winded narrative in the description.
- Campaign hashtag: An invitation for the audience to engage in campaign/motivational dialogue.
The Environmental Defense Fund leveraged a popular national event (Giving Tuesday), and paired it with a limited time offer to garner engagement and action.
WHY IT WORKS:
- Help others: A few clicks will impact lives, as illustrated in the two sentence description.
- Leveraging a holiday: The Environmental Defense Fund ran these ads on Giving Tuesday, a day where most pockets are already half opened (which for non-profits is half the battle).
- Urgency: The offer was valid for one day only and the 3X donation match made an offer that was difficult to refuse.
Tortuga Music Festival knows its’ audience (millennials/Gen Z), and they’re not reading more than a sentence or two on your update. For this reason, the description is minimal (but adds urgency), and visuals are key to creating an envious scene that entices a ticket sale.
WHY IT WORKS:
- FOMO (Fear Of Missing Out): The sheer mass of people on that beach screams, “you wish you were here.”
- Urgency: A limited time offer pushes us into a decision quicker than we can contemplate the alternative.
- Event W5H: Who, what, when, where, why — check.
No matter how old you are, everyone has at least one friend who posts ridiculous videos on their Facebook page. Kijiji Canada plays into this very phenomenon, situating its’ video as more of a ‘humorous update from a colleague’ rather than an ad. There’s no implicit CTA, but in this case, Kijiji wins positive sentiment points in the eyes of its’ audience.
WHY IT WORKS:
- Humour: it’s ridiculous and has nothing (obvious) to do with Kijiji. But that’s why it works.
- It’s punchy: there’s only one line of text, and without watching the video, it doesn’t make sense. The two go hand in hand.
- Video: When you upload a video to Facebook, instead of posting a link, native videos receive a larger number of views or extended viewing duration.
WANT TO MAKE A SPLASH WITH YOUR NEXT CAMPAIGN? DROP US A LINE. LET’S CHAT ABOUT YOUR NEXT MOVE IN SOCIAL MEDIA ADVERTISING!
Want to learn more about using emotional selling to bring your Cause Marketing to the next level? Join us at our 3rd #SplashSaloon, “Cause Marketing for Non-Profits.”
Taking place this Thursday July 13th in partnership with our friends at Artscape Daniels Launchpad, this Saloon will feature four talented panelists and their insights on creating materials and campaigns that drive awareness, impact and fundraising for important causes.
We have limited spaces available for this Saloon so register now to avoid disappointment.