Ads are everywhere on social media, which means marketers need a good deal of creativity to stand out from the crowd.
That's why we were so excited when we saw this recent ad from the 10% Happier meditation app.
We'll give you a quick rundown, and then we'll explain what makes it great:
This is the beginning of the ad. It draws in the viewer with a seemingly simple challenge. This grabs attention and prepares the user to engage.
After a moment, the video prompts the viewer to continue. We're ready for the challenge.
The dot moves through a series of obstacles, challenging the viewer to keep up.
After a few moments of challenges, the ad compliments the reader on sticking it out.
The ad relates to the viewer on a personal level. Note the casual language included here. This slide also serves as a transition into the surprise:
This slide is surprising because meditation's status within American culture: It's an interesting idea, but certainly it's not something I can do, right? This slide challenges this stigma, and it reveals an important truth: Anyone can meditate.
The ad concludes with a simple CTA.
What We Love About the 10% Happier Instagram Ad
Here's why we like this ad so much:
1. It gets the viewer involved. Video ads are now ubiquitous, so we have to work hard to make them stand out. One of the biggest shortfalls of video is that it's not inherently interactive. Yes, we can hear and see video, but there's no way for us to engage with them.
10% Happier figured out a way around that shortfall.
2. It surprises. The biggest moment of this ad is in the last slide: You just meditated. The ad plays into the viewer's familiarity with game-based ads to present something straightforward and familiar, but then flips the object on its head. It gets us to do something healthy and makes it fun.
3. It's simple. Take another look at the color scheme. Now note the font choices. There's nothing flashy about this Instagram ad. This works on two levels. First, it fits in with the 10% Happier brand of peace and concentration. Second, it provides a sharp contrast to the flash and excitement we're used to dealing with in the social media feed, helping the ad stand out.
Successful advertising on social media is an art. For help, contact Poetica Marketing.