Why is Creative Refresh so Important for Social Campaigns?
With all the tools available to us online these days, it’s easy to be tempted to just leave a campaign to basically run itself – especially if that campaign is showing positive results. But just because ad creative has proven to be a success in the first couple weeks of a campaign, does not mean it will continue to be so.
Take Facebook for example: users visit the platform on average 13.8 times a day. That’s a lot of scrolling time. The news feed is saturated with ads and even if people are perceptible to your content at first, over time their needs and interests change.
The Sandwich Analogy
Imagine a great sandwich made up of cheese, pickle and ham - you have it for lunch one day and really enjoy it. But then you carry on having exactly the same sandwich every day for the next two weeks (perhaps you bulk ordered twenty of them). Fairly quickly the sandwich will start to seem bland, boring, predictable and completely unexciting. You will become immune to the nice taste of it and forget the enjoyment it provided when you first had it. After two weeks of this you just want something, anything different. So, when there’s even a slight change to the sandwich one day, a splash of peri-peri sauce or sourdough bread instead of plain loaf, it instantly makes it more interesting and satisfying.
Dragging our thoughts away from food, the point is – it’s important not to let our ads become something users get sick of seeing, or worse, become immune to.
Definition: Inattentional blindness – a psychological lack of attention resulting in an event in which an individual fails to perceive an unexpected stimulus in plain sight.
So basically, in the world of social advertising inattentional blindness equates to your audience scrolling past your ad without bestowing a glance upon it because it just hasn’t done enough to grab their attention. Fear not though, this can be avoided – and you don’t even have to go mad spending hours creating dozens of different formats.
How to Avoid People Avoiding Your Paid Social Ads
The key to avoiding the dreaded ad fatigue (definition: viewers growing tired of seeing the same ads) is to keep things fresh. Even a small change can help rescue a campaign from lacklustre monotony. This could involve changing text, headline, colours, button call to action, the image, the tone or even replacing emojis – the possibilities are endless! Posting a variety of content is important, especially if you have a number of different target audiences – users will have different preferences when it comes to what kind of advert they are most receptive to. For example, some people may be swayed by incentive focused text (free voucher for a registration sign up) or by a direct and simple approach (quick and easy sign up process).
Every business is different and smaller brands may need to wait thirty days to change creative in order to fully analyse campaigns. Larger companies will most likely be able to get the results they need within a two-week period. Whatever the case, it’s important to remember that people change so it makes sense our ads should too, therefore our audience can continue to identify with us and not become indifferent to the message we want to tell them.
And finally, even if your campaign is still producing fantastically successful results after two months of no creative refresh, how can you find out what may perform even better if everything is always kept the same? In the world of paid social we are constantly striving for more and it’s crucial to test and refresh as it’s always possible to improve and make more impact. So next time you’re wondering why your campaign performance is starting to drop after doing so well for the first couple weeks – say yes to refresh!