In the current market context, attention is an important currency. Behind this reality, which mainly affects the digital ecosystem, there is a very simple explanation: from the moment they access the Internet, users are bombarded with information of all types, subjects and purposes.
In this world of information, the tendency is for users to embrace the idea of scrolling down, without paying attention to what is being displayed on the screen. With this in mind, brands and companies need to develop solutions to make their ads a stopping point for potential buyers.
For this task, something to take into consideration before creating ads with high potential for prominence is the platform on which these ads are displayed. This is because the performance of an ad can vary from platform to platform, or even within a single network, if it allows posts in stories format and in the main feed.
In these cases, the triggers to attract the consumer's nigeria whatsapp data attention are subtle, and ads developed for specific environments come out ahead of the others. “If you think 'Instagram, Facebook or TikTok are all the same', you're wrong. Each network has its own performance characteristics. Our behavior when faced with a post in the feed is different from that of stories. The action required of our finger is different, the movements are different. All of this influences what makes us stop, pay attention or not”, explains Miguel Caeiro, Head of Latam at VidMob, in a conversation with Clube Mundo do Marketing.
However, it is not enough to know the platforms on which the publications will perform best. Campaigns must also have the potential to surprise, engage and entertain the public. “With this in mind, the way we publish the same creative idea must be different in stories and in the feed. The same campaign will have different characteristics when it is on TikTok and Pinterest. This is because the formula for interacting with the public in these environments is different”, he explains.
Finally, selecting the right colors for each type of ad can be a great way to capture the attention of potential buyers. “We ran a test on Facebook and Instagram using different colors with high contrast and low contrast, and we noticed different performance capabilities in each ad. When we used colors with high contrast in stories, performance increased by more than 63%,” concludes Caeiro.