Ah, Facebook… a seemingly untamed jungle where marketers all over the world vie constantly for attention. In this competitive environment, it’s not the biggest brands that thrive — it’s the ones who create the most clickable content.
This is especially true when it comes to spending money on Facebook ads. Creating ads your target audience resonates with and clicks at a high rate will decrease your ad cost — on top of leading to more sales — so you definitely want to get users clicking as often as possible.
If you’re stuck on your ad creation, perk up! There’s plenty of inspiration out there. Check out these three brands and see how they create ads that people just can’t resist clicking.
1. Dollar Shave Club
It’s no secret why Dollar Shave Club has grown to a valuation of hundreds of millions of dollars. The company is one of the savviest marketing brands around. Take a look at some of their ads and you’ll see why.
Beautiful, sleek photos: The photo takes up tremendous real estate in your ad, and it’ll typically be the first thing that pops out at prospects. Dollar Shave Club uses professional and well-staged photos that not only look amazing but also imply they’re selling a quality product.
Crystal-clear CTAs: So the ad has caught the prospect’s attention and the prospect is marveling at how great the product looks. Now what? Tell them exactly what to do next. In every one of Dollar Shave Club’s ads, you’ll see a crystal-clear call-to-action (CTA). Dollar Shave Club tends to go for a short CTA followed by an arrow and then a link to the relevant landing page. It’s crisp: The prospect has no doubt what to do next.
Rock-solid social proof: Notice how Dollar Shave Club often uses “Millions of Dollar Shave Club members?” That’s some serious social proof! Also, check out Dollar Shave Club’s ad with a customer review and a five-star rating… more social proof.
Punchy, casual, benefit-oriented copy: No corporate robot-speak here — just quick and accessible copy that gets right to the point and makes you want to hear more.
2. BuzzFeed Partner
It never hurts learning from one of the best. BuzzFeed is a veritable master of getting clicks, and you can bet your last dollar they’re testing absolutely everything and garnering optimal results.
BuzzFeed Partner helps brands promote themselves through compelling, BuzzFeed-style content. As far as anyone can tell, advertisers are loving it. Among a lot of other things, here are a few things BuzzFeed Partner does really well:
Irresistibly clickable photos: Good ad photos get people clicking, and BuzzFeed knows exactly which types of photos work for that purpose. Picking the right image boils down to one thing: piquing our curiosity like crazy.
Cute animals: These cuddly critters do the trick in part because we’ve evolved to be attracted to cuteness. So that’s why we can’t stop watching cat and panda videos.
Channeling the unusual: Why are these people eating blindfolded? Time to find out… click.
Unusual, with a dash of WTF: Sometimes you just can’t even. These photos take “unusual” to another level and make your face scrunch up. They may even make you question the sanity of your fellow humans. But you just have to see why the internet is being so strange, so you toss out yet another click.
If you’d like to see more image types that convert really well, check out this article from Wishpond.
Headlines that make you click: BuzzFeed dangles an enticing photo in front of you, and your mind thinks, “Hmm… should I click this?” It’s like wondering if you should take a cookie when your hand is already halfway into the jar.
That’s where the headline comes in — it confirms your hunch that you just have to click. Specifically, BuzzFeed gets your trigger finger burning by making subtle use of the curiosity gap:
Listicle headlines: “18 Things Dogs Can Teach Us About Love,” “12 Signs You’re a Hopeless Flirt.” You know exactly what the article will be about … but you just have to know what those dozen or so little secrets are. (By the way, listicles perform really well on the internet — especially among millennials.)
“What will happen next?” headlines: “We Asked Strangers To Feed Each Other Blindfolded,” “We Asked Someone Who Doesn’t Know Anything About New York Comic Con To Name Cosplayers.” You know how it starts… but how will it end? It’s the same cliffhanger-esque mechanic that made TV shows like Lost so popular.
Self-interest headlines: “Can We Guess Your Ideal Vacation?” “Do You Like Pizza More Than You Like People?” We’re totally self-centered — it’s just human nature. In fact, the word “you” is one of the most persuasive words ever and you should use it often in your copywriting.
For an active-lifestyle brand that creates show-stopping ads, look no further than ClassPass, a fitness membership service based in New York City.
Perfectly niche-targeted ads: If there’s a company that knows its target market, it’s ClassPass. Of course, the company has never said it’s a gender-specific brand. But much of its advertising is geared toward women — and specifically, women who want to live a fit lifestyle. Instead of trying to advertise to everyone, ClassPass tailors its advertising to a specific segment of the market. Why does that matter? Think about what happens when ClassPass starts advertising on Facebook: They’re going to use Facebook’s demographic options to hyper-target who sees ClassPass ads. This means not only is the target audience going to see the ads, but the ads themselves are also going to resonate with the audience. And that’s a perfect recipe for a click.
Fun, sporty photos: It definitely helps that ClassPass’ photos look professional and show people having a great time. Everybody wants to have fun, right? These dynamic images catch attention and pre-sell an awesome experience.
Can’t-miss offers: Check out these ads with a fantastic offer smack-dab in the middle of the photo: “Try ClassPass for $19 — Limited time only!”
- “Try ClassPass”: “Try” is such a welcoming word. It’s breezy and non-scary, and it doesn’t imply you have to sell your soul to take up the offer.
- “For $19”: That sounds like a very reasonable price for what looks like a studio class. (In case you’re wondering, ClassPass has since raised its prices. But $19 was a heck of a deal in these ads’ heyday.)
- “Limited time only!”: This phrase introduces urgency, which can increase your conversions tremendously.
So, what do your ads need?
No more boring ads! Inject some life into them, and above all, make them insanely clickable. All you have to do is see what the pros are doing and apply their tactics to your own ads.
If you’re getting started with Facebook ads or you’re struggling to create effective ad campaigns, you must check out our guide Winning Strategies for Facebook and Instagram Ads. You’ll learn how to: Build smarter, more targeted Facebook and Instagram ad campaigns;
avoid the most common missteps rookies make when advertising on Facebook and Instagram; and make a few tiny tweaks and increase your return on ad spend by as much as 31%. Check it out here right now.
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