Curating ads that draw in attention and drive sales require a blend of creativity and psychological techniques. The first 3-5 seconds of your ad are arguably the most important, we’ll dive more into this later, but that’s your only opportunity to get your message across or hook someone in to watch the rest of your video. Here are our 4 proven methods of stopping the scroll and turning your viewers into interested customers with attention-grabbing ads.
The Power of Storytelling in Ads
While storytelling might be somewhat of a buzzword, it is also the most powerful tool in advertising. It produces long-lasting emotional recognition, fosters relationships and builds a sense of involvement between the viewer and your work. Storytelling frameworks like the Before-After-Bridge or the Hero’s Journey are great ways to guide your audience through a narrative and keep them hooked throughout.
The Before-After-Bridge
Demonstrating narratives of real or hypothetical before and after results shows potential customers the value of your product through relatable stories. Real results in ads provide a sense of credibility and concrete evidence of your products effectiveness, while hypothetical situations allow you to illustrate potential outcomes, or build metaphorical ads that resonate with a wider range of scenarios, making your ad more relatable to a diverse audience.
The Hero’s Journey
Position your product or service as the solution to a problem your audience is facing. Everyone wants to watch and see if the hero slays the dragon at the end of the movie, right? A simple way to think of this would be to craft an ad concept around ‘how [customer] overcame [problem] with [product]’. This clear and concise approach to brand positioning through storytelling really helps customers understand who this product is for, what it solves, and what their life could be like with your product in it.
Using Pattern Interrupts to Disrupt the Scroll
You need pattern interrupts that cut through the noise (especially since we live in an era of doom scrolling). These methods disrupt the standard flow of content in a user’s feed and forces viewers to pause long enough to take in your ad. Use stand-out visuals, shifts in tone, fast transitions, or shock tactics in your content to achieve this. For example, the "Live Más" campaign from Taco Bell shows a man skydiving with an intense opening scene and dramatic flare that draws viewers in. But then it dives into a more comedic and playful scene as he lands at Taco Bell to grab himself a Crunchwrap. Because of this quick switch up it's possible to take the concept in your message that pattern interrupt makes people want to watch and participate.
Crafting Effective Hooks to Capture Attention
Living in a 3-second digital world means viewers have a shrinking attention span, so your ad’s opening seconds are critical. Hooks are an opening tactic that work to immediately capture your viewers’s attention. They should appeal to your audience’s emotions and work in tandem with the concept of interrupting the scroll. While a good hook might deal with other themes, focusing on your product’s benefits—not features is a good way to start. Here’s a few other ideas to incorporate into your ad hooks:
Describe a Problem and Solve it
Direct your messaging to address concerns or problems in your audience's minds. Provide a solution to something they didn’t even know they needed. You can even add some urgency so the viewers act more quickly.
Create Urgency and FOMO
This type of hook taps into everyone’s fear of missing out. It works when you want your audience to see your ad and act then and there—you don’t want them to check in later or feel like they have time think about your offer. If they pass up on your ad, they risk regretting it and regretting the unknown can be strong emotional trigger.
Make it Exclusive
It's a known fact, people want what others don’t have—to be exclusive. So, building your hook around how exclusive your brand or product is, is a great way to attract attention as well as create a sense of community, which helps turn customers into evangelists.
Leveraging Emotional Triggers to Drive Conversions
To create effective ad campaigns which resonate with your audience and drive conversions, you’ll need to identify the right emotional triggers. Start by building an understanding of your audience’s interests and pain points using surveys, analytics and buyer personas. Lean on emotional frameworks (ie. Maslow's Hierarchy of Needs) to help guide these appeals. Read customer reviews and pay attention to the emotional themes that appear repeatedly in social media, then experiment with different messages through A/B testing over time while carefully analyzing engagement and conversion data. Once you know how your audiences receives and reacts to certain information you can use it psychologically to your advantage.
Examples of Successful Emotional Ads
Two highly influential brands, Coca-Cola and Dove, have integrated the emotional trigger tactic in some of their most successful campaigns, you’ve probably even seen them over the years. Coca-Cola’s “Share a Coke and create moments of joy!” connects joyful moments around simply sharing a Coke. Whereas Dove’s —“You are beautiful just the way you are.”—celebrates diverse beauty, promoting self-acceptance.
To get results and drive traffic to your website or landing pages with thoughtfully crafted ads, you have to find a balance between storytelling and hooking users in using pattern interrupts and emotional triggers. By using these strategies, you can produce digital ads that will not only capture your audience but also drive engagement and sales.
Start applying these tactics today to stand out and make a lasting impression. Or, we can do the hard work for you… Get in touch with our expert ad specialists today and learn how we can transform your ad performance and increase ROAS for your business.
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