Did you know that we make a whopping 95% of our buying decisions with our subconscious mind?1 Yup, that’s right! According to Harvard Business Professor Gerald Zaltman, our subconscious can juggle millions of bits of information and make quick, intuitive decisions without breaking a sweat. On the flip side, our conscious mind can only handle three or four new pieces of information at a time2.
Sounds pretty complex, right? But here’s the good news: the advertising takeaway is pretty straightforward. You can boost engagement by crafting your digital ads to appeal to their subconscious. So, let’s dive into 10 digital ad creative best practices, all backed by science, to help you get started.
1. Lead with Impact: Best Practices for Ad Messaging
When crafting your ad strategy, think about the key message you want your audience to remember. Place that crucial message right at the beginning and repeat it at the end of your ads. This taps into the “Primacy Effect,” where our brains store the first information we encounter in long-term memory and the last in short-term memory. To make this work, start by telling your story, clearly show your message, and then wrap it up with a summary. This approach ensures your audience not only understands but also remembers what you’re saying.
2. Repetition Matters: Reinforce Your Key Message
Ever noticed how the more you hear something, the more you believe it? That’s called the “illusory truth” effect. Repeating your key messages not only boosts engagement but also builds trust and credibility. So, keep those core messages coming, even if they’re subjective terms like “best” and “greatest.” Just remember to stay honest while you’re at it!
3. Engage Minds: Create Interactive Ad Experiences
Did you know that ads encouraging mental interaction can boost sales? A study in the Journal of Consumer Research found that right-handed people were more likely to buy a mug if its handle was on the right side of the ad.3 To make your ads more engaging, create visuals that bring your product or service to life. For instance, if you’re advertising a gadget, show someone using it. This makes your ad more relatable and captivating.
4. Leverage Social Proof to Boost Ad Credibility
Psychologist Robert Cialdini observed that in unfamiliar situations, people tend to look to others for guidance.4 Highlighting that others are using your product or service can significantly boost interest. Showcase reputable brands that use your product or include compelling testimonials to create a sense of community and trust. This taps into our natural inclination to follow the crowd and can make your offering more appealing.
5. Ignite Curiosity: Create Intrigue with Knowledge Gaps
Curiosity is a powerful motivator. Give your audience just enough information to pique their interest and leave them wanting more. For example, “Discover the Secret Ingredient in Our Irresistible Cupcakes” is much more intriguing than “Try Our New Cupcakes.” The first phrase makes people wonder what that secret ingredient could be, encouraging them to engage and find out more.
6. Overcome Inaction: Use Urgency to Drive Engagement
Ever found yourself overwhelmed with choices and deciding not to choose at all? That’s analysis paralysis. Many sales are lost not to competitors, but because potential buyers get stuck in this indecision.5 To combat this, tap into the “old brain,” which assesses threats. Create a sense of urgency by showing that inaction could lead to missed opportunities or falling behind competitors who are already using your product or service. This can motivate your audience to take action now.
7. Visual Appeal: Use Clear and Captivating Imagery
Our brains are naturally wired to process visuals much faster than text. Did you know that 58% of your brain is dedicated to processing visuals, while only 8% is used for touch and 3% for hearing?6 This is because people unconsciously make immediate assumptions based on appearance. So, make sure your ads feature professional, attractive, and brand-consistent visuals. High-quality images not only grab attention but also convey your brand’s values and enhance brand awareness. This approach builds trust with your audience and keeps them engaged with your content. Consistent, appealing visuals are a powerful way to increase engagement and solidify your brand’s presence.
8. Influence Behavior: Use Positive Audience Labels
Using labels can significantly influence your audience’s behavior. When you assign positive labels, like calling your audience “innovative” or “forward-thinking,” they are more likely to embrace those characteristics. This can encourage them to try new products, attend events, or engage with your brand in meaningful ways. Integrate these labels into your marketing materials, emails, and advertisements to subtly steer your audience towards the behaviors you want to see. It’s a powerful way to build a community that identifies with and supports your brand.
9. Give Reasons: Boost Compliance with Clear Justifications
Ever noticed how you’re more likely to say yes when someone gives you a reason? For instance, “Can I cut in line because my son is waiting in the car?” works wonders. People are much more likely to comply with requests when given a reason. An interesting experiment showed that people were more willing to let others cut in line if they were given a reason, even if it was a silly one. So, when you’re asking your audience to take action, always provide a clear reason. Highlight the benefits they’ll receive or create a sense of urgency. Whether it’s signing up for a newsletter, making a purchase, or attending an event, explaining why it matters can significantly boost engagement.
10. Connect Emotionally: Use Storytelling in Your Ads
Stories have a unique power to captivate and connect with people on an emotional level because they activate parts of the brain related to genuine experiences, thanks to mirror neurons that help us empathize with others. When we hear a story, our brains respond as if we are experiencing it ourselves, making the message more impactful and memorable. Incorporate storytelling in your ads to create a strong emotional connection with your audience. Share how your product or service has made a difference in someone’s life, using relatable symbols and characters to enhance the connection. A well-crafted story not only grabs attention but also builds a deeper relationship with your audience, motivating them to engage with your message and creating lasting impressions that drive action and loyalty.
