No matter what business you're in, a great Facebook ad must demand attention. Users are inundated with thousands of ads each day, so why should they take a second look at yours? Getting consumers to say "yes" relies on many different factors, including persuasion. Dr. Robert Cialdini identified several Principles of Persuasion that can be used in Facebook ads to grab users' attention and, ultimately, get them to click on your ad. We combined a few of Cialdini's principles with our own, and identified how the best brands are using them in their ads.
In the booming mattress industry, Casper stands out. They quote Curbed, a well respected real estate-focused blog network, to show recognition and flaunt their press in modest way. If your brand doesn't have recognition from other reputable brands, you can use a compelling testimonial from a favorite client as the ad itself, as Casper does in the second ad here.
Another element Casper uses is education. They spark the consumer's curiosity with the image, give context with the text, and ask a question that they answer in the article.
Quip approaches the use of authority differently. There is always a gift during the holiday season that dominates the market and Quip positions themselves as just that by using the language "the buzziest gift of the year" and the "it-gift of the season."
Notice the language in the second ad? Quip is talking directly to their target audience, while still using broad enough categories for most people to fall into.
StreetEasy combines humor and personalization in their ads while keeping their images consistent. Problem-solving is another element StreetEasy subtly adds into this series, which is a perfect way to position your brand as the "guide" that solves the consumers' problems.
Care/of utilizes a handful of elements. They understand what customers want to achieve, and address those right in the ad itself (energy, stress relief, focus, sleep). Similar to Casper, they use testimonials and authority, quoting Buzzfeed. One unique way they use testimonials is by using videos from their consumers. The second ad shows a customer, Brennah, opening her package and narrating the process. Care/of also tailors their ads to seasonal education, focusing on winter skin.
File organization is not a sexy topic. Instead of trying to be something they're not, Dropbox identifies who uses their product, understands what they want (to stay organized), and focuses on their struggles (time management, being productive).
Using language such as "before it's too late" and "by the age of 35" creates a sense of urgency, making consumers think they are missing out on a potential opportunity. Forhims also mentions Tech Crunch, Men's Health, and GQ to enforce authority.
ClassPass concentrates their ads specifically on the areas they target. They also position themselves as local experts through city guides. This is an insanely smart tactic to use for brands targeting multiple communities, neighborhoods, or cities.
Slack keeps their ads simple and consistent across their entire online presence. They emphasize the importance of reducing copy, which they exemplify in their simple and clear ads.
June Oven quotes well-known brands like Cook's Illustrated, Forbes, and The Spoon to establish authority and gain trust with their audience.
Allbirds does something we haven't seen yet, which is stating their unique value proposition directly in their ads. Oftentimes, sneaker companies don't offer 30-day trials, which is what makes Allbirds different and more confident that you'll love your pair. They also mention Time Magazine, a trusted and reputable source, in the first sentence.
Last but not least an old-time favorite, Marsh & Parsons, change their ad to match the Holiday season while still staying consistent with their previous ad style and copy.