4 Ways to Avoid B2B Social Ad Creative Blunders
B2B social ad creatives are no cakewalk. If you are someone with expertise in both B2B and B2C spheres, you know how things change despite broad concepts remaining the same. Millions of ideas that work seamlessly in B2C don’t work effectively unless the B2B touch is given. I recently faced this problem while creating paid ad copies for a brand’s training programs. You have to keep the language formal yet creative and engaging, and keep it minimal and not too content-heavy.
Unfortunately, this lack of balancing ideas often restrains the B2B creatives from qualifying for the desired mark of quality and impact since you can’t be all wacky and crazy as you do with B2C.
Sadly, as many as 75% of B2B ads receive a one-star rating from customers. Yet, the silver lining here is that copywriters and content marketers have a healthy scope of reassessing their B2B social ad campaigns and fixing the common blunders, viz.,
- The substandard quality or common visuals
- The dilemma between ad content and creative format
- Messaging that’s not so verbose and doesn’t resonate with the audience
- Inconsistency across ad components
So here are quick pro tips to help you eliminate these ad blunders and get the best ROI out of social campaigns.
- Create scroll-stopping visuals
I know it’s easier said than done, but in the case of promotions and ads, visuals carry 90% of the weightage. To click or not to click on ‘see more’ depends on how catchy your ad visual is. Start by creating a better headline since that’s the first thing a reader will see. Then a perfect and relevant CTA. Never try to overcomplicate the CTAs for creatives. If you want people to download the Yearbook, it should simply say “Find out more info in the XYZ Yearbook. Download Now.” Or, “Get your copy of the Yearbook and dive deeper into ABC,” etc. Along with this, don’t forget to include eye-catching images or icons. Don’t make it too bright but as minimal as possible to make it attractive yet relevant. Here’s an instance for you to refer to.
2. Be clear with the format for the ad
This is an important step. The wrong format for an ad creative might cost you losing the content’s relevance. Imagine heavy content being placed in an 18-second GIF. No one can ever get a hang of it, right? If you feel the ad will be too text-heavy, you should then go for the carousel format. If it’s just a few points, illustrate them with icons in a static. Or, if it’s for some fun event like Pride month or maybe an environmental day, you can also go for GIFs and 30-second short videos of maybe five to seven frames since those would have a slightly personal and conversational touch. A small example of what you can do.
3. Make sure the copy is relevant and resonates with the audience
It’s completely natural if you find yourself struggling between creating an effective design and adjusting the text-heavy statics. But you still can’t steal the essence from the copy just to compliment the minimal design. For instance, if you are talking about a training program, make sure you include some details and features of the course. Or else, simply saying ‘Enroll Now’ won’t have any impact since the ads would be clueless as to whom they should target. Here’s an example of a training program creative I had ideated a while back. It includes features, the name of the program, and a cool image along with the CTA, without making it look cluttered.
4. Make sure all the elements of the ad creative sync with each other
Lastly, after you are done with copies, and designing statics and carousels, make sure that these elements complement each other. The audience, while scanning will notice every minute detail and you can’t ignore the hygiene of the creatives. The very another day, my content team, the client and the design team had a very interesting chat regarding what type of image will resonate more with words like ‘credit’ and ‘outstanding’? While the designer wanted to show calculators and piggy banks, the client was adamant enough to remove them and felt it doesn’t highlight credit, which was sort of true as piggy bank resonates more with savings. We finally managed to come up with pictures that went with lending and borrowings and finally make the post look complete.
So long story short, social media users come with the shortest attention span and want everything to communicate its significance in just a few seconds. In such a scenario, intricate text, irrelevant images, elongated or forced videos and carousels not only ruin engagement but hampers the entire campaign or initiative. So, before head starting with paid campaigns on social media, make sure that you are creating impactful messaging, perfect copies and designs and place every item in a such that complements each other. What else would you add to the list? Mention in the comments.