A common question from advertisers is, “Why isn’t Meta pushing more spend to ads with ahigher ROAS?” The answer lies in Meta’s focus on estimated action rates and how itsalgorithm prioritises user experience over isolated ad performance. In this white paper, we’llunpack how Meta’s system works and explain why high ROAS doesn’t always guarantee more ad spend.

Understanding Estimated Action Rates: The Core of Meta’s Auction System

Every time you publish an ad on Meta, the platform runs an ad auction. At the heart of this process is a prediction model that calculates your ad’s estimated action rate (EAR). This metric is essentially a prediction of how likely your target audience is to take the desired action, whether that’s a purchase, sign-up, or click-through.

Meta’s prediction system looks at the following factors to calculate your EAR:

• Bid (Budget): How much you are willing to spend per action.
• Creative: The quality and engagement potential of your ad’s visuals and copy.
• URL Destination: The relevance and quality of your landing page.

These elements are evaluated together, allowing Meta to forecast how your ad will perform against others competing for the same impression. The stronger your estimated action rate, the more Meta’s system will favour your ad in auctions and allocate higher spend to it. This explains why certain ads receive more budget even if they don’t deliver the highest Return on Ad Spend (ROAS).

Why Meta Prioritises Estimated Action Rates Over ROAS

Meta’s primary objective is user experience, which means the platform prioritises showing ads that align with user interests and are likely to drive engagement. This explains why ads with the highest EAR—not necessarily the highest ROAS—receive the lion’s share of spend.

How does this impact your account?

• The ads that drive the most spend are often those with a strong estimated action rate, even if they don’t produce the highest ROAS.
• Meta is designed as a volume/awareness tool, meaning the ads that can handle large amounts of traffic and spend will be prioritised.

This often leads to confusion for advertisers, as the ads with high ROAS typically represent efficient, low-spend campaigns. However, Meta’s system is volume-based; it pushes budget to ads that are scalable and can generate the most activity.

Why Higher ROAS Doesn’t Always Lead to More Spend

It’s important to understand that high ROAS ads are not necessarily the best performing from Meta’s perspective. The system is optimised for delivering large-scale reach, engagement, and volume of sales, rather than focusing purely on efficiency. Ads with high ROAS may be performing well, but they are not able to handle high spend. If they could, Meta’s system would allocate more budget to them.

Key points to consider:

• ROAS vs. Volume: Meta’s platform pushes spend toward ads that can scale with increased volume at the best possible efficiency. Ads with lower spend but higher ROAS might not be capable of handling larger budgets.
• Ad Prioritisation: Meta will continue to prioritise ads that drive higher engagement and volume, even if these ads deliver a lower ROAS compared to your more efficient ads.

The Consequences of Turning Off High-Spend Ads

One of the most common mistakes advertisers make is turning off the highest-spend ads in their Meta account in pursuit of higher ROAS ads. However, turning off high-spend ads triggers Meta to shift the budget to the next best-performing set of ads—ads that inherently have lower estimated action rates. This can lead to:

• A drop in efficiency, as the system reallocates budget to ads that aren’t as capable of generating volume.
• Reduced scalability, as the remaining ads struggle to handle the increased spend, ultimately decreasing performance across the account.

Meta’s machine-learning system optimises based on the potential for engagement and conversions. If lower-spend ads had the potential to scale effectively, Meta would already be pushing more budget toward them. By turning off high-spend ads, you disrupt the balance Meta has optimised for, leading to immediate drops in performance.

Key Takeaways

1. Estimated Action Rate is Key: Meta’s auction system relies on predicted user behaviour, not just ROAS. Ads with the highest EAR receive the most budget because they are expected to generate the most engagement.
2. Meta is a Volume/Awareness Tool: Meta’s platform is built to prioritise ads that can scale with volume. The ads driving the most spend are doing so because they can handle high volumes of traffic at the best efficiency possible—not necessarily because they have the highest ROAS.
3. Don’t Turn Off High-Spend Ads: Turning off your highest-spend ads disrupts Meta’s optimised budget allocation and pushes spend toward ads with lower estimated action rates, leading to a decline in overall efficiency.

Conclusion

Meta’s platform is optimised to prioritise volume and engagement, which means the ads receiving the most spend are the ones that the system predicts can handle it—regardless of ROAS. The goal is to drive conversions and engagement at scale, not simply maximise ROAS. By understanding and leveraging Meta’s estimated action rate system, you can maintain consistent, scalable performance across your ad campaigns. If you need help optimising your Meta campaigns for scalable growth, reach out to us today. We’re here to ensure you’re making the most of Meta’s system to drive both volume and
profitability.

Building a strong, community-driven social media presence is more important than ever. With increasing competition and ever-changing algorithms, it’s crucial to stand out from the crowd and strive for authentic connections with your target audience.

Picture this: a new potential customer wants to find out more about your brand, and they head over to Instagram to see if you’ll bring the quality, value and trust they’re looking for. Will they find a curated brand feel and strong first impression that meets their expectations?

If you’re a beginner to all things Instagram, or you’re looking for ways to leverage your platforms to grow brand awareness and engagement, you’re in the right place. We’ve put together 4 key ways to grow your social media presence- whether you opt for Instagram or want to make waves on TikTok.

1. Optimise your feed for a strong first impression

To build that all-important follower count, your feed’s first impression needs to deliver. It’s like your digital storefront – and a visually cohesive and appealing feed is the key to attracting new followers and keep current followers coming back for more.

Use a consistent colour palette and theme throughout your post cover photos and video thumbnails that effectively reflects your brand’s identity, and bear this in mind when planning future content. Your feed should communicate your aesthetic in seconds – and intrigue visitors and potential followers to explore your content.

Mix things up with font placement and high-quality imagery- you can utilise a feed planner like Later to visualise what your posts will look like when they each go live.

Finally, make sure your bio quickly communicates who you are – and what your values are. Give potential followers what they want to hear – what will your brand and social media content offer them? Inspiration, feel good, fitness advice? Keep it short and punchy, sticking to a consistent brand voice.

1. Use Stories to level up your engagement

Instagram Stories were created for accounts to engage with their followers on an easy, regular basis – and in a more casual style than permanent posts. Stories remain on your feed for 24 hours – and you can keep them permanent by adding them to your categorised profile Highlights, which can each display your brand’s key themes and products.

Stories are a great way to keep your brand at the top of your audience’s mind, and build engagement with the plethora of interactivity features they offer. With every tap, your engagement factor increases, from quick polls to question boxes and quizzes.

1. Maximise your reach with Reels

Instagram responded to the every-growing popularity and impact of TikTok by creating Reels for video content – and they’ve ever since provided a great way for accounts to go viral and attain high reach levels. They were designed to maximise your content’s discoverability via the Instagram algorithm- while potential followers scroll through their Reels feed, they might just encounter your brand- so make it count!

• Jump on trending sounds, challenges and styles, where appropriate, to relate to the Instagram user’s expectations and content intake, and stay ‘relatable’ and ‘on trend’.
• Share value and inspiration to prompt a ‘follow for more’. This could be key tips, how-tos or inspirational messages.
• Impress potential followers with high-quality, visually appealing product showcasing – lead with the brand aesthetic and promote the lifestyle behind your brand, to relate to potential new followers.

1. Put time in active community building

Nowadays, community is the word when it comes to Instagram success. Engaging with your audience not only boosts your algorithm ranking, but also forges valuable connections with potential purchasers. It’s important to devote time to regular account engagement, to keep your Instagram space a two-way street, and give back to your followers.

Make sure the following bases are covered:

• Respond to comments and DMs- they go a long way and grant a more personalised feel behind your brand.
• Reshare tagged content to Stories of customers engaging with/using your products to deepen ties with individuals.
• Engage with other accounts in your industry and community, or even followers that mention you in their content, by commenting on posts – this increases your visibility and cleverly crafted responses or comments to relevant trending content might just elevate your brand’s esteem within the community.
• Consider hosting a giveaway for a lucky winner- this also encourages engagement as contest posts often require followers to like, comment, share and/or tag friends to enter.

---

And that’s a wrap!

All in all, a successful Instagram requires consistency, creativity and active engagement to stand out amongst the competition. It’s good to experiment and try new styles to see what most engages your community, and refer back to the metrics to replicate highly-engaged content.

And if you need another pair of hands to elevate your brand’s social media presence, you’re in the right place! Get in touch to find out how we can take your brand’s reach and engagement to a new level.

Don’t Ghost Your Customers: Why Email Marketing is a Must

In today’s fast-paced digital world, it’s easy to get caught up in the latest marketing trends. But while everyone’s busy chasing the next big thing, email marketing remains one of the most effective ways to connect with your audience. Why? Because it’s personal, direct, and incredibly powerful at building relationships that last.

Keep Them Coming Back: The Power of Retention

Customer retention is what separates good brands from great ones. Sure, attracting new customers is important, but keeping them around? That’s where the real value lies. Email marketing helps you do just that. By staying in touch and offering value, you remind your customers why they chose you in the first place, turning one-time buyers into loyal fans.

Tips for a Winning Strategy

So, how do you make sure your emails hit the mark? Here’s what you need to know:

1. Subject Lines That Scream, “Open Me!”
   Your subject line is your first (and maybe only) chance to grab attention. Keep it short, sweet, and to the point. Personalise it when you can. Something as simple as using the recipient’s name can make a big difference.
2. Stay True to Your Brand
   Your emails should sound like you. Whether your brand is fun and quirky or serious and professional, your tone of voice (TOV) needs to be consistent. This builds trust and makes your emails instantly recognisable.
3. Scroll-Worthy Content from the Start
   People are busy, so don’t make them work to get through your emails. Start with a strong hook, use short paragraphs, and break up the text with headers and images. The easier it is to read, the more likely it is they’ll stick with you to the end.

Conclusion

Email marketing isn’t just about pushing products. It’s about building relationships. By focusing on retention, crafting engaging subject lines, and keeping your tone of voice consistent, you’ll not only keep your customers coming back but also turn them into brand advocates. In a crowded digital world, that’s something you can’t afford to miss.

Want to make email marketing work for your brand? Contact us now, and discover how we can help you craft emails that engage and convert.

Want to create high-quality scroll-stopping UGC for your brand- but you’re not experienced in the content creation side? We’ve got you.

There’s a growing network of UGC creators out there that can help you to craft the standout video content you’re looking for – whether it’s a product demo, testimonial or organic-style ad.

We’ve put together this handy guide splitting down the process into 3 key areas:

1. The search
2. The storyboarding
3. The editing

Once you’ve mastered each stage, you will have created a streamlined system to put together great UGC with great creators. This is how our team collaborate with experienced creators to craft bespoke videos that hook the audience in – and keep them watching with relatable, engaging editing.

Our process involves briefing and receiving filmed raw content from creators – as opposed to fully edited videos. By requesting raw content (rather than edited) from your chosen creators, you’ll unlock the freedom to create variations of top performers, and complete editing according to your vision – but be mindful that some creators may charge higher for the freedom this grants you.

If you would prefer for creators to complete the full editing for you – disregard the third and final stage here! They’ll have it covered.

Without further ado – let’s go through each key stage of the process, and get you started on creating scroll-stopping content.

1. The search

There are a multitude of places and platforms to find the perfect creator for your brand, that best connects with your audience and delivers authentic content that they can trust.

We can split this down into active and passive searches, depending on how quickly you require your creator(s):

Active searches – Actively searching for the best fit across social media and freelance platforms such as: Instagram, TikTok, Twitter, Fiverr and Upwork. Utilise specific keywords for your searches on these platforms to find the right fit: eg “UK UGC creators”, “mum UGC creators”, “fitness UGC creators”.

Passive searches – Sending out callouts on Twitter, Fiverr and Upwork (also called a request), detailing a brief outline of the content you’d like creating, and any requirements the creator must meet. Creators can then respond to your callout if they think they’d be a good fit. Ensure to use hashtags on Twitter for higher reach in the UGC creator community (eg #ugc #ugccreator #contentcreator etc).

Once you’ve found a creator that might be a good fit, it’s time to go through their portfolio of previous work. Ensure they have plenty of examples showcased and the level of experience you required, and look out for the following (depending on the type of content you require):

• High quality footage – great lighting, clean and minimalistic backgrounds, crisp sound
• Great camera presence- do they deliver voiceovers/direct-to-camera testimonials naturally and authentically? Do they use a natural tone and facial expressions? Do they engagingly deliver the messaging with enthusiasm and good pacing?
• Outlined rates and packages – it is always worth reaching out to creators regardless as they may cater to custom rates if you provide sufficient details.
• Evidence of creativity and marketing strategy knowledge

Employ your best judgement at this stage to analyse potential – even if a creator has a limited portfolio, their Instagram/TikTok may demonstrate sufficient evidence of quality and experience.

The next stage is to reach out and let your chosen creator know of your opportunity and offered compensation. Outline your exact requirements (the length of the desired video/script, the number of B-roll clips you require and an idea of what the video will entail- the angle, location and style). Be prepared to negotiate and to be flexible if needed!

Once both parties reach an agreement and are ready to proceed, it’s time to prepare the brief the creator will use to film all content required.

1. The storyboarding

The best practice at this stage is to use a storyboarded brief, which verbally outlines to the creator exactly what the finished video will look like. This allows you to effectively manage expectations and give sufficient guidance, to obtain the exact footage and style you’re looking for, and will allow yourself and the creator to see when the brief has been fully met.

The storyboard may involve a script for the creator to use for a voiceover or direct-to-camera testimonial, and alongside each line the piece or set of B-roll that will be shown when the line is delivered. It is important to bear in mind the engagement factor – the same clip should be shown for only a few seconds, so how often should clip styles and angles change to create an engaging video? One clip may not be enough for a longer script line, for example.

Ensure to include plenty of visual guidance to assist the creator and help them understand what you’re looking for. This may be specific clips you’d like replicating, that you’ve seen on another brand’s video, or an example of a full video with the same angle that the creator can use as inspiration.

Ensure also to include all technical requirements, to ensure you receive the best possible quality – eg minimum lengths for B-roll clips, notes on lighting, sound and camera quality, and encourage clips to proofed before they are sent across to you, to ensure the full brief has been met.

Then you can set a feasible deadline with the creator to film all content, and give them the opportunity to ask any questions/clarify sections on the brief. If you need to send your product out for filming, make sure you bear shipping in mind with delivery timespans.

1. The editing

Once the creator has sent all content back to you and has met the brief, let the editing commence! There are a few key pointers to bear in mind at this stage, to craft the best quality, engaging video possible:

• The visuals should maintain an engaging pace, utilising cuts/zoom ins/angle changes every few seconds to keep the audience engaged throughout.
• Lead with the hook – ensure the first few seconds contain a strong visual and/or verbal hook to stop your audience’s scroll and engage them from the outset. Meet their pain point, drive their curiosity, present yourself as relatable to them- to keep them sticking around for more.
• Finish off with a CTA – make sure your testimonial and/or captions encourage the audience to click through to your site – you may want to make this obvious and build hype, especially for a promotion, or you may want to keep it subtle to distance yourself from giving an ‘ad-like’ feel.

---

And that’s a wrap! We hope this guide aids you in your UGC creation process- it’s an ever-growing world full of creative talent, you’ve just got to put in the time to find the best fits, and with careful briefing and editing work, your UGC will then do the work for you.

Need help in getting this process started – or need an extra pair of hands in setting up an efficient UGC content creation delivery system? We’re here to help. Get in touch with our team to find out more.

 

No matter the quality and design of your site, or your social media presence, you need to be paying attention to your website traffic, and ensuring as many people as possible are visiting your site. There are a number of ways you can drive organic traffic and, ultimately, boost website purchases- we’ll be going through five of these in today’s article. 

 

1- Blogging

A blog (like this one!) is a great way to attract new visitors to your site. To create the most effective blog to boost organic traffic, consider your target audience and their needs and questions – what might they find valuable to read? Keep your blog content original, relevant to your brand and engaging- this helps build a loyal audience, plus it increases the chances that your blog gets shares as a useful hub of information. 

 

2- Active socials with clear CTAs

Be smart with your socials – the goal is to build brand publicity and ultimately drive traffic to your site, in a way that seems natural to followers and visitors to your social platforms. Utilise CTAs that encourage website visits, such as to product pages or to your blog, to initiate visitors’ site experience. Include and draw attention to your website link, and ensure your branding is present on all creatives that you post.

It is also important to consider the different stages of the customer journey, and how your social presence moves customers towards conversion. A portion of your social media content, for example, should address those at the awareness stage, who have just come across your brand via your socials, by building hype around your products/services and informing them what you offer and who you are as a brand, to spark interest and drive website traffic. Another portion should target those visitors who are at the interest/research stage – how can they be pushed to your product pages?

Plan a social media optimisation strategy to drive organic traffic to your website, ensuring content you publish covers different buying personas and the different stages of the customer journey.

 

3- Pay attention to target keywords to boost SEO

Ensure you are smart with your keywords to rank higher in search results. Consider what your target audience might be searching for, what questions they might asking on search engines, and ensure your copy and content matches likely search queries. This includes keywords in your URL, headings, subheadings, meta title and meta description on search listings, as well as image and video descriptions. The higher you rank in results, and the more relevant and engaging your content looks to your target audience, the more people that click on your site, driving website traffic.

 

4- Email marketing

Formulating a strong email marketing strategy is a great way to remind subscribers of the products/services you offer and encourage them to visit and return to your site. You can promise and deliver exclusive offers and discounts to subscribers, sending out a regular newsletter that incorporates both product pushes and blog-style emails that offer valuable, relevant content to your target audience.

 

5- Perform a website audit

As well as ensuring your website keywords boost your on-page SEO, you can further optimise your web content to rank higher in search results, and ultimately boost organic site traffic, by performing a website audit. A site like www.seooptimer.com will tell you exactly how your site ranks in search results alongside any competitors, and factors you should pay attention to and improve to drive greater traffic via search engines. From here, you can develop a website optimisation strategy to boost your organic traffic.

 

So, that’s five key ways to drive traffic to your website. In need of further assistance in optimising your website SEO and social media platforms to boost organic traffic? Don’t hesitate to get in touch with us today – we have an expect in-house team who would be very happy to help you scale your online presence and get more visitors onto your site.

 

The arrival of iOS 14 has meant we can no longer see accurate purchase data on Facebook Ads Manager. iOS 14 users have been granted greater transparency and choice with data sharing, and we are now unable to track users’ activity outside Facebook-owned apps if they opt out of ads tracking. 

 

This means the efficacy of Ads Manager has dropped as regards to audience targeting and hence measuring ad campaign performance. Ads Manager doesn’t always include purchase values which means ROAS is calculated incorrectly, at a lower value than it actually is. In addition, delayed attribution means we can be without a truly accurate performance report for around three days.

 

In order to grow your business’s profits, we are making sure to observe complete results and revenue. Instead of being restricted by Facebook ROAS, we’ll be using MER. By using platforms such as Triple Whale, we can include any additional marketing costs which will give us a more accurate ROAS. (We’ll use Facebook ROAS for reference if needed.)

 

To compare, as an example, Facebook ROAS was calculated at 3 for the same client achieving a ROAS of 16 with Triple Whale. An incredibly significant difference in accuracy that we’re making sure we attend to while tracking your ad campaign performance.

 

Key data measurements we’re looking at to optimise ad performance, explained :

• MER (Marketing Efficiency Ratio) provides higher level analysis of ad spend than simply focussing on the ROAS of individual ads. It’s calculated by dividing total revenue by total paid ad spend from all channels.

 

• CPM (Cost Per Thousand) helps us see how effective our audiences are. If this is higher, it means Facebook is having to work harder to find potential customers, and hence we need to optimise within the ad group, or test new audiences.

 

• CPC (Cost-per-Click) helps us determine the efficacy of creatives in driving website traffic. If this is higher, it means that Facebook is working too hard to get users to click on ads – hence we need to switch up the ads we’re using.

 

• CPA (Average Cost per Action) is calculated by dividing the total cost of conversions by the total number of conversions. For example, if your ad receives 2 conversions, one costing £2.00 and one costing £4.00, your average CPA for those conversions is £3.00.

 

So, there you have it. Our updated reporting practices to ensure your ad campaigns are fully optimised and high performing. If you need any help navigating your ad reports or wish for more information about our reporting changes, get in touch with us. We have an expert in-house team of paid ad specialists who would love to help you with ads reporting, ROAS, optimisation, and more.

Eye-catching visual content is incredibly important when building and developing your brand identity. When you invest time in creating engaging visuals that impress and inspire on socials, these help forge an original brand identity and make it more likely that viewers remember your brand. Interesting, visually-pleasing creatives give people a reason to follow and engage with your brand – leading to conversions from customers impressed by your social output.

While it’s important to let your creativity run wild with visuals, we’ve put together five tips to follow to make sure you stand out on socials.

 

1 – Keep it simple to be effective :

It’s important to have a clear focal point, without any overcrowding of imagery and text, so that your creatives are easy to process and quickly obtain information from. If you consider an Instagram user, for example, encountering your ad on their scroll, you have a matter of seconds to get their attention. Creatives that are too ‘busy’ might cause information overload, resulting in this user scrolling past.

Instead, by keeping it simple in layout and content, with minimal text and imagery, you’re more likely to garner interest in your brand/product. With simple yet eye-catching visuals, you can attract attention with ease, and gain brand awareness. With consistency and uniformity, visuals can make you instantly recognisable.

 

^ This Instagram post by Spotify keeps things nice and simple, with minimal text and graphics to communicate its message. Spotify’s visuals are stylistically consistent, meaning their creatives are instantly recognisable as Spotify-owned. This gives them a strong brand identity.

 

2 – Use high quality images :

Always aim for the highest image quality (pixels, resolution and aspect ratio) to avoid any stretching, cropping or blurriness. Poor image quality and appearance will not be a good reflection of your brand and your product quality. To build trust, ensure the imagery you use in visuals is always the highest quality.

 

3 – Less is more with word count :

The text you include in visual creatives should be as concise as possible, and easy to read and comprehend. Whether it’s quote images, text overlays or stylised typography, ‘less is more’ is the way to go. With text, make sure you :

• Have a clear colour contrast between the text and background so it’s easy to read
• Keep line length and phrasing short
• Choose a legible font that fits the tone you wish to convey
• Pair serif and sans serif fonts when you use more than one font
• Remove any text that doesn’t add value to your visual , aiming for less than 20% text in a visual
• Check spelling and grammar for any errors/typos.

 

^ This simple graphic by Organic Basics uses minimal text organised in a format that is easy to read and obtain information from, with text and imagery clearly differentiated in colour.

 

4 – Add animation to stand out :

Adding GIFs and videos add engaging movement and narrative to static visuals, which allow your creatives to stand out even further. Storylines maintain interest for longer and lead to increased engagement in a post. Consider including moving images to your social output to boost your brand engagement.

 

^ This Instagram post by Chamberlain Coffee was converted into a short video with animated graphics, creating effective and engaging content to promote their subscription service.

 

5 – Include your brand logo :

Finally, where appropriate, it’s a good idea to include your logo, so that social media users associate your high quality creatives with your brand straightaway. Add subtle, yet noticeable, branding to visuals, and change to a neutral/greyscale form if your logo’s original form would make the visual too ‘busy’.

^ This Instagram post by Innocent is clearly yet subtly branded.

 

To sum up, ensure you invest time in your creatives, keeping them simple, yet eye-catching and visually-pleasing, for effective messaging and strengthened brand identity. Still need some assistance with crafting effective visual creatives? Book a call with us today and discover how our expert team can help you escalate your brand identity and social media presence.

 

Whatever your business, competition is inevitable. There’s always going to be someone out there, doing something very similar. Customers are often overwhelmed with options, and they want to understand what makes your product better than everyone else’s. This is why all businesses need to identify their unique selling point (USP) to help build your brand image.

 

However, it’s all well and good identifying your USP, but it’s also equally as important to understand which USP’s actually convert into sales. And thankfully for you, we’re here to identify them. We’ve put together some examples of great USP’s that have been used by brands all over the world, to hopefully inspire you to when taking your next business venture.

 

• Customer Loyalty

 

As a business, you want to show customers that you have their best interests at heart, and that is exactly what AVIS did in 1962. For many years, AVIS landed in second place to Hertz when it came to car renting in the USA, until they hired Doyle Dane Bernbach who turned being number two into the best argument for better service. Their USP was the ideas that because they were not yet number 1, they absolutely must put their customers first to get to that top spot. And boy, did it work. Avis’ market share grew from 29% to 36%. Take a look at some of their genius ads below.

(Source: www.dailycitizen.news) 

 

• Play on pain points

 

Making your brand stand out from its competitors is always super important and one way to do this, is to play on customer pain points. Now, we’re not telling you to bash every one of your competitors, but if you can playfully hint at your competitors’ downfalls, go for it. M&M tried their hand in this technique in the 1980’s. They introduced the clever, yet playful slogan “The chocolate that melts in your mouth, not your hands”. Now, as all chocolate lovers will know, chocolate melting before it’s even reached your mouth is a big no-no, so M&M’s chocolate coated shell brought an end to this. This slogan highlighted their products versatility whilst also covertly bashing other chocolate brands. It made their chocolate superior, playing on customers pain points and as a result saw sales skyrocket. So, the next time you’re thinking of a USP, always refer back to customer pain points. How can your product solve these issues in ways your competitors can’t? 

 

(Source: www.pinterest.co.uk)

 

• Customer Guarantee

 

As customers, we like to be promised the world, but for most brands this isn’t possible. However, if you introduce a realistic customer guarantee and use this as your USP in the right way, you can benefit immensely. Domino’s Pizza did exactly this in the 1990’s, when they guaranteed that pizza would be at your door in 30 minutes, and if not, it would be absolutely free. Although this guarantee has since been dropped, when it was live, it worked wonders for them. The concept of a possibly free pizza enticed many customers and as a result, drove their sales massively. This is a very good example of using a guarantee to bring in customers, and if you can do something similar, you will be well on the way to creating a very strong USP. 

         (Source: www.dominos.com.au)

 

• Relatability 

 

A really strong USP takes into account inclusivity. Most of the time, you want your brand to relate to a wide audience. Excluding certain genders, races, and ages normally isn’t the way forward. Fenty beauty used inclusivity as their USP when launching in late 2017 and created ‘beauty for all’. Founder, Rihanna was very clear from the start that her vision excluded absolutely nobody. She launched with forty shades of foundation, which was astonishing at the time considering usually brands only launch with seven to ten. Today, she has released 50. This inclusivity lead to the brand being named one of the ‘best inventions’ of 2017 by Times Magazine. The brand became available and relatable to women everywhere around the world, and I think we all can learn something from this specific USP.

 

(Source: www.thinkwithgoogle.com)

 

• Affordability and Simplicity

 

In today’s climate, people are always looking to save money where they can, which is why affordability is always a good USP to go for. The biggest mistake to avoid here is to brand your product as the cheapest around, as you’re essentially starting a race to the bottom, which you don’t want to do. It can eliminate a lot of value and credibility from your brand. However, when marketed correctly, it can be a very powerful tool. For example, Dollar Shave Club. You’ve probably heard of them before because they ran an extremely strong marketing campaign upon launching. Razor blades are a product that have been around forever, and you’d think would be very hard to market uniquely unless you were to reinvent the whole thing, right? WRONG. Dollar Shave Club took a completely different approach and marketed the traditional razor but focused on simplicity and affordability. Their shaving packages are completely affordable, and magically arrive on your door step the next day – what more could you need? No other brand in the shaving market tried this approach. Whilst they focused on appearance and blade technology, Dollar Shave Club offered the very opposite. Less blades and less tech. So, it’s important to remember that sometimes, less is more when it comes to your USP.

 

 

(Source: www.coolerinsights.com)    

 

So, there you have it, the USP’s that actually convert into sales. Still looking for some help with your USP and want to get your brand kickstarted? Book a call with us today and find out how our expert team can help you create a truly unique USP.

 

Writing creative ad copy is one thing. But writing creative ad copy that converts is another thing. There are some vital steps you need to understand before attempting to write ad copy. General copywriting and direct response copywriting are two very different skills, but nonetheless interchangeable. Once you have one nailed, picking up the other will be a breeze.

This post is going to walk you through the tips and tricks we have accumulated over the years and hopefully provide you with some fresh knowledge and inspiration to kickstart your awesome ad copywriting skills.

Before you get started, it’s super important to understand your target audience. What’s the age range? Gender? Location? There are so many aspects you need to know before writing good ad copy, so make sure you understand this before you start. If you’re writing for a cold audience, you want to avoid using jargon or any other technical terms. However, if you’re writing for people who you know will have specialist knowledge, you can afford to use some technicalities to create a sense of enhanced value.

There’s no point stabbing in the dark when it comes to your target audience as we promise you, you will not see any valuable results. Once you’ve established your target audience, you can conduct some market research. What are competitor brands doing that have the same target audience? How have they written their ads? Once you’re clear on this, you can really get stuck in!

How to Develop a TOV

Your tone of voice is super important to writing creative ad copy. A lot of businesses dismiss TOV, thinking it not important but this can lead to their downfall. It’s so important that you nail your tone of voice early on as it helps build your brand image and keeps it strong. Having a strong TOV allows customers to instantly recognise your ads, feel familiar with them, almost at home with your work. It allows customers to put some trust in your brand. The TOV you write with becomes familiar to them and builds rapport from the onset. A strong TOV will always be listened to and it ultimately becomes the way you connect with your audience.

Not sure how to create your TOV? An effective TOV is all part of your branding strategy, You need to understand your backstory, what your brand stands for, what you set out to achieve tec. These conversations within your business will usually help you establish a TOV that can be adapted or maintained as you grow.

Top Tips for Writing Facebook Ad Copy

Writing effective Facebook ad copy is much like writing a great novel (or a blog post). It takes time, skill, and great understanding to learn all the industry tips and tricks. Luckily for you, we’re experts in this field and we have compiled a list of effective techniques that we know will work.

✔️ Punchy headlines – Your Facebook headline will likely be the first thing prospects see. This is where you can use a CTA (call to action) such as ‘Shop Now’ or ‘Order Yours Now’ etc. However, these can be a bit repetitive and boring, so why not add some incentives. Change ‘Shop Now’ to ‘Shop Now – Just £59!’ or ‘Order Yours Now’ to ‘Order Yours Before It’s Too Late’. Adding a sense of urgency or an incentive is always a good idea.

✔️ Placements – It’s important to understand your placements before you write your Facebook ads. Your ad can end up in multiple places, such as the Facebook News Feed, Marketplace, Video Feeds, Right Columns, etc. If your ad is going to be shown to audiences in the right Column, for example, they will only ever see your headline, not the body text. It’s important to make sure you adapt your text correctly to each placement to maximise sales… so you may want to have another read of the above bullet point.

✔️ Bullet point your USP’s- Another technique we find works very well when it comes to Facebook ad copy is bullet points. Audiences don’t want to sit and read blocks of text. If you make your copy too long, it’s likely they will scroll past your ad without a second thought. Bullet pointing your USP’s or sales pitches in short-form copy is likely to attract more attention and give your prospect all the information they need quickly and effectively.

Emojis vs No Emojis

Emojis have been a crucial part of ad copy for years. Since Apple released them in late 2012, they’ve come a long way since being just cute little yellow faces. They’re now regarded as a serious part of copywriting, especially when writing Facebook ads. In many cases, emojis in ad copy leads to much higher click-through rates and a whole load more engagement. Emojis can also increase the number of reactions and comments on your ads, which is important for beating the Facebook algorithm. They allow you to convey a simple and clear message, ensuring readers don’t misinterpret your intentions. Emojis have been accepted as part of our contemporary culture, so they immediately make your post more relatable. There will be some clients, however, who have a more professional and serious TOV, so for these guys, it’s maybe best to avoid emojis (again, this is just another reason why establishing your TOV is super important).

Google Ad Copy

Writing Google ad copy is slightly different. Many of your competitors are using dynamic keyword insertion and bidding on similar keywords. You’ll notice a lot of their ads say the same thing so it’s easy to get lost in these ads and hurt your chances of getting those clicks. So, how can you stand out? Focus on what prospects want to accomplish with your product or service. Give visitors that end solution they are looking for. Tell them what they want to hear.
Summary

So, there you have it. Our top tips and tricks for writing creative ad copy that WILL convert. If you still don’t think writing ad copy is for you, get in touch with us to see how we can help. We have an expert team of copywriters in-house who love what they do and will be just as passionate about your business as you are.

TikTok Creatives Tips

 

The world of social media is ever-growing, with new platforms, channels and possibilities for consumers and brands alike. When it comes to new players in the social game, no name has made as big a splash as TikTok. In fact, the platform’s growth has been so exceptional that it recently overtook Google as the most popular website in 2021!

 

With millions of users logging in every day, it is no surprise to see that many businesses are trying to utilise some of that traffic. However, as it is such a new space, many are struggling due to not knowing the conventions, the tools available or the content that performs best.

 

If you’re thinking of setting up TikTok campaigns for your brand, but don’t know where to start, read on, as we go over our top TikTok Creative Tips!

 

Use The Tools Provided

 

The first thing to take note of is the comprehensive toolset TikTok offers you when creating content. It’s a simple, easy-to-use interface, but one where you have a huge variety of options to tailor content and posts in whatever way you need.

 

Text overlays, video effects and even automated speech are all available for you to play around with. It’s not going to rival the efforts of dedicated professionals with a high budget set up, but it’s more than enough to make TikTok users take notice.

 

Authenticity

 

This is important for any social media, but it is especially so for TikTok. The platform is filled with raw content that doesn’t have a huge budget behind it. The DIY nature of the posts is actually one of TikTok’s biggest unique selling points though, with clever use of TikTok’s native toolset valued over professional, high-quality posts.

 

User-generated content has seen a huge increase across social platforms in general over the past few years, it is the focal point of TikTok specifically. People don’t want to see faceless clips of products with no personality behind them, instead, they’re looking for strong personas to latch onto.

 

Trends

 

Following current trends is simply common sense for any social media marketing strategy. While it’s obviously desirable to be the trendsetter, if you’re not taking note of what is working for other brands and influencers then you are making your job a thousand times harder.

 

Look at what your competitors are doing, the type of content influencers in your field are putting and, of course, any specific trends that are going viral. Attaching yourself to a hashtag or dance craze can genuinely see your engagement levels skyrocket. Imitating and reinventing content based on these trends can be tremendously profitable, you just have to take notice of them.

 

Speak to your Audience

 

At this point, TikTok has over one billion users and in an ideal world, you would want every single one of them to watch your content. Sadly, this isn’t realistic, but the upside is that there is a huge consumer pool sitting there waiting for you. The trick is not to appeal to everyone but to hone in on the communities that will offer the most to your brand.

 

Don’t be afraid to go too niche; an engaged audience that is patiently waiting for your next post is far more valuable than an open one that might take a passing interest. Make sure you establish the audience you should be targeting before you make any campaigns, then tailor them accordingly.

 

Engaging Copy

 

TikTok is mainly a visual medium, but that doesn’t mean you can just completely forget about copy. Captions, text overlays and even scripts for the text to speech are hugely important for delivering context and key information to people viewing your post.

 

Taking advantage of hashtags or using captions to prompt interactivity from users is absolutely crucial. The platform itself seems to understand how vital this can be, as there is even a ‘safe zone’ included which will show you if your message is blocked by the various buttons on the interface.

 

Interact and Post Often

 

The final, and perhaps most important, point is to make sure you are regularly interacting with your audience, influencers and even other brands. Frequent posts will see your engagement rise naturally, but can also see huge spikes if you are taking part in current trends or utilising hashtags as much as possible.

 

Interacting with both your audience and fellow brands on a regular basis won’t just boost your engagement levels, it will also help you build connections which you can then make the most of through collaborations. More often than not, when two profiles work on the content together, their respective audiences take note, so this is something that can be hugely beneficial.

 

Make the Most of TikTok with Social Nucleus

 

These TikTok creative tips can help you get the ball rolling when it comes to content creation. However, if your business is looking to generate sales and fully take advantage of this new medium, then you might need a bit of help.

 

At Social Nucleus, we have already started rolling out TikTok campaigns for our clients, generating engaging content and increased sales. We can handle the creative side, as well as ensure your ads get sent to the right audiences.

 

It’s not just TikTok though, we have a comprehensive set of services that can help make the most of your social campaigns, with dedicated copywriters, graphic designers and account managers on hand to help with whatever you need. If you’d like to take your advertising to the next level, get in touch and start connecting with your audience now.