Changing Up Your Ads

Creating multiple ads to avoid ad fatigue

In the rapidly evolving realm of social media advertising, diversification is paramount. Not only does this cater to varying audience preferences but it also averts ad fatigue, ensuring sustained engagement. To execute a multifaceted campaign, start by honing your visual assets, then craft compelling copy tailored to different styles.

1. Digital Asset Selection & Repurposing

At the heart of your ad campaign lies a pivotal strategy: using one well-planned shoot to generate ad assets specifically designed for their end ad type. This approach ensures the uniformity and quality inherent in the original creative idea and offers vast adaptability across platforms and formats. The brilliance of this method is in its efficiency — capitalising on a single shoot to craft assets tailored to various ad types. This strategic move amplifies engagement with prospective clients while optimizing costs, allowing for high-quality output without stretching the budget. The types you want to shoot for are:

• Single Ad: Use a high-resolution, compelling image that captures the essence of your offering. This image should be able to stand alone and communicate even without the accompanying text.

• Carousel Ad: A carousel allows you to showcase a series, either highlighting multiple products or diving deep into various features of a single product. Ensure each image in the carousel is cohesive with the others to narrate a fluid story.

• Collection Ad: Ideal for showcasing an array of products, each image within a collection ad should be equally captivating. The collective should offer a taste of a broader range or category.

2. Adapting Copy to Match Ad Type

The power of a compelling ad lies not only in its visuals but also in the synergy between the image and its accompanying text. Tailoring copy to match the specific ad type is paramount. Whether it's a direct response prompt for a single image ad or a conversational tone for an Instagram carousel, the right copy amplifies the message and resonates with the audience. By crafting multiple copy styles aligned with each ad type, advertisers can ensure that their message captures attention and spurs meaningful engagement. Furthermore, it enables you to utilise the Ai built into ad platforms to show the best copy with the best ad to get the best conversions. Writing copy in the following styles will allow you to cast a wider net whilst maintaining the audience targeting social media is known for.

• Direct Response: This is a no-frills, actionable style. Pair your image with copy that urges immediate action. Examples include: "Buy Now!", "Limited Stock Remaining!", or "Click to Discover!"

• Brand Style Copy: Here, the emphasis is on evoking a certain emotion or brand feel. For instance: "Elevate your style. Experience luxury like never before." or "Crafted for those who value excellence."

• Review Style Copy: Leverage testimonials or user feedback. E.g., "⭐⭐⭐⭐⭐ - 'The best I've ever tried! Highly recommend.' - Sarah J." or "Join our community of satisfied customers."

• Instagram Style Copy: This is often more casual and conversational, making the most of Instagram's informal setting. E.g., "Obsessing over our latest drop 😍. Swipe to see why! #Trendsetter"

The below are some examples of imagery created at the same shoot. The strategy was to create a range of imagery suitable for different ad types.

3. Video Asset Incorporation

To harness your campaign's power, repurpose your image assets to craft compelling videos. Whether you're shooting afresh or creating a video from your images, video provides a dynamic layer to your campaign.

Transitioning the same message between image and video formats appeals to a broader audience segment and combats ad fatigue. A viewer might scroll past an image ad but pause at a video, or vice versa.

Video ads amplify the depth of engagement, offering dynamic storytelling potential.

• Hero Clip: This is a flagship video content piece, often lasting between 30 seconds to 2 minutes. It delves deeper into your product or brand's narrative. The copy for this could be: "Dive into our journey. Discover what sets us apart."

• Story Formats: Shorter in duration (usually 15 seconds). These are snappy, engaging, and tailored for platforms like Instagram and Facebook Stories. The copy could be ephemeral and engaging, like: "Sneak peek! Swipe up for the full experience."

The below is an example of an ad asset I created with the images shot by Andrei Diomidov; the images are used to promote the vehicle across multiple channels, maintaining a brand style that is recognisable, then adapting the content to suit the platform it is published to. The epic images Andrei shot are below for reference.

A successful social media ad campaign is more than just compelling visuals or catchy copy; it's a symphony of both, fine-tuned to the platform and audience's preferences. By diversifying your ad styles and formats, you can ensure sustained engagement, greater reach, and a higher conversion rate.