The anatomy of a social ad 🤖

At a certain point in every business, you need to transition from organic reach to paid advertising in order to accelerate your growth, expand your audience, and scale up your business. Today, I will break down the anatomy of a social ad—the kind you encounter while scrolling through Instagram, Facebook (if you still use it 😀), or even TikTok.

Understanding the components of a social ad will help you create the perfect one for your business.

First of all, what are the components of a social ad 🤔?

To be more precise, I will take the example of a social ad, the one you could come across on Facebook, Instagram, or TikTok. It’s important to acknowledge that there are various types of Meta ads and Tiktok ads, including image and video ads. The objective here is to discuss the components and not the types. From a general point of view, the recurrent components of almost all ads are the following⤵️:

• The ad copy: it’s the ad text. It may include a primary text, a headline and a description.
• The media: it can be a single or multiple image or a video.
• The CTA: the call to action button
• The destination: where the visitor is going to land when he clicks on the ad.

Now let’s dive deep into what makes those components create an impactful social ad.

What distinguishes a great ad from others?

In my opinion, there are four critical elements that, when combined effectively, bring the perfect ad to life⤵️

1. The Hook⚡: this is what grabs your audience's attention, compelling them to stop scrolling and engage with your ad. Whether textual or visual, the hook should be relevant, compelling, and relatable. It can highlight urgency, needs, or even loss aversion. 
2. The Storytelling⚡: focus on highlighting the benefits, not just the features, of your products or services through a captivating narrative. Because people engage better with stories; they take the time to listen or read, and they can relate to the story.
3. Visual Elements⚡: whether it's a video, an image, or a series of images, visual elements should effectively communicate your message. Don’t choose visuals just because they're aesthetically pleasing; select them because they seamlessly integrate with the overall message you want to convey.
4.  The CTA⚡: choosing the right CTA is important because it guides your audience into the exact you want them to follow.

Example of an effective ad⚡⤵️

Let’s breakdown this ad from Hailey Bieber's brand, RHODE 👇

• The Hook:

→ Hailey in a swimming pool → grabs attention

→ The video is shot authentically with her phone → establish authenticity and reinforce the brand values.

• The Storytelling:

The story is about Hailey and her go-to product for glazed lips.

The benefit is the glazed lips —> The ad highlights the benefits (glazed lips) rather than just the features.

Features are mentioned as well.

• Visual Alignment:

→ The video showcases Hailey applying lip balm, resulting in shiny, moisturized lips→ the video is aligned with the message : moisturizing lips product.

If you are looking to boost your sales with paid advertising, I can help you achieve the best results with Google and Meta ads tailored to your needs, book a free call with me and let's discuss!