I love clean, functional, and aesthetically pleasing design. When a website is laid out with the user in mind, it’s a welcoming experience. Businesses can sometimes go a little overboard in how polished they look when it comes to marketing themselves via social media. Authenticity is a theme that is surfacing as content saturation continues, and over polished content (especially ads) tend to stand out like sore thumbs as we scroll through our newsfeeds. Instead of clicks, they get passed over.
As businesses try to attract new sales through social media, it seems obvious that customers want to click on a perfectly manicured image or video. What if things were shifting though? What if people were more attracted to images that look like they took them (less perfect)? What if the ads that popped were the ones that actually blend into the platform that we’re (marketers) trying to use to grow business?
Staying True to Why People Actually Use Social Media
When you look at Snapchat and their On Demand Geofilters, they’re still fun to use because filters for the most part or rarely implemented (bought by businesses) and they are generally fun or creative. They fit the platform really well. Somewhere along the line, we decided that Facebook needed to be treated as if it were a banner ad on the top of weather.com, rather than fit our content to the medium.
I’m currently testing out a handful of ads for TrustWorkz. One ad uses a professional photo with text overlay. The other uses a selfie photo of myself and a few team members from TrustWorkz. Guess which one is driving clicks 10:1!
Marketers ruin everything. It seems as if we are also not seeing things for how they really are, and attempting to fit squares of yesterday (banner ads) into the circles of today (behavior/style matching of platforms).
The trick to driving business is to use the platforms like the users you’re actually trying to attract. Stay authentic, stay scrappy, and keep your eyes open. Attract people with beautiful photography that depict micro-moments that your brand creates. They can be selfies, professional resort photos, or just group of people having fun. Just stop trying to fool everyone – it’s not working (anymore).