Voices of Search Podcast: Episode Summary
Title: Creative Strategies for Designing Scroll-Stopping Social Media Ads
Release Date: February 5, 2025
Host: Jordan Cooney
Guest: Akvila DeFazio, President at Akvertise
Introduction
In this engaging episode of the Voices of Search podcast, host Jordan Cooney welcomes Akvila DeFazio, the President of Akvertise, to delve into innovative strategies for creating impactful social media advertisements. The conversation explores the evolving digital landscape, the ripple effects of major platform changes, and the essence of crafting compelling ad creatives that capture and retain audience attention.
Guest Background and Expertise
Akvila DeFazio brings over 17 years of experience in paid media, with a decade at the helm of her agency, Akvertise. Her agency specializes in digital marketing services for diverse sectors including e-commerce, travel, consumer electronics, lead generation, and entertainment. Akvila highlights notable collaborations, such as working with Postmates during its IPO process and partnering with high-profile personalities like Dwayne "The Rock" Johnson for advertising campaigns.
Akvila DeFazio [03:47]: "We work primarily with e-commerce brands, travel apps, consumer electronics... even through Hulu, Disney ads."
The Changing Social Media Landscape
Jordan initiates the discussion by addressing recent turbulence in the social media ecosystem, specifically referencing TikTok's potential shutdown and its broader implications.
Jordan Cooney [05:26]: "How do you think it's going to change the digital landscape and the social media landscape if or how this changes and unfolds over the next [75 days]?"
Akvila responds by analyzing the possible acquisition of TikTok and its significance in the U.S. market. She emphasizes the importance of diversification in digital marketing efforts to mitigate the impact of such disruptions.
Akvila DeFazio [06:02]: "A lot of brands rely on it as another channel to drive awareness and sales. I think it's going to evolve... it's really important to diversify your efforts."
She also notes the immediate effects on other platforms like Meta, where CPMs (cost per impressions) spiked as brands reallocated their budgets in response to TikTok's potential shutdown.
Adapting to Rapid Changes in Consumer Discovery
Jordan connects the discussion to the SEO world, highlighting the rapid evolution of consumer discovery methods through advancements like Large Language Models (LLMs).
Jordan Cooney [07:40]: "Discovery is changing super fast... how consumers discover products... is changing super fast."
Akvila underscores the paramount importance of content in adapting to these changes. She advocates for creating versatile and engaging content that resonates across various platforms and meets consumers where they are.
Akvila DeFazio [09:12]: "Whatever medium or platform that you're developing it for, I think it's important to keep pushing that content so your brand can stand out."
Crafting Scroll-Stopping Social Media Ads
The core of the episode revolves around developing creative strategies for social media ads that capture attention amidst the overwhelming digital noise.
Jordan Cooney [10:16]: "What makes a successful creative in your eye and why, why is it that when it's successful on TikTok, we're seeing these creatives again get repurposed across all media platforms?"
Akvila elaborates on the elements that contribute to successful ad creatives. She highlights the significance of having a strong hook within the first few seconds to retain viewer attention. Additionally, she discusses the balance between creative engagement and clear messaging about the product or service.
Akvila DeFazio [11:09]: "It's important to have a hook in that first three seconds... if you're not showing your product or service... people are going to drop off at higher rates."
She shares practical approaches, such as analyzing hook rates and conversion metrics to fine-tune both the creative elements and the accompanying landing pages.
Enhancing Creativity Through Sensory Engagement
Delving deeper, the conversation shifts to the role of sensory engagement in creative advertising. Akvila provides examples of how brands can activate different senses to create more immersive and memorable ads.
Akvila DeFazio [15:14]: "For lip gloss, they show like really juicy raspberries... it's fresh and it's like nature's candy."
Jordan emphasizes that creativity, driven by sensory experiences, is irreplicable by AI, making it a crucial differentiator in the digital marketing space.
Jordan Cooney [16:37]: "What you can't replicate is creativity. And that creativity is driven by a lot of those sensory experiences."
Akvila concurs, adding that standing out visually in a crowded feed is essential. She advises leveraging bold colors, engaging visuals, and unique textual elements to capture attention.
Akvila DeFazio [17:17]: "Stand out from everything else in the feed because it is overwhelming. There's so much information out there."
Collaborative Creative Processes
Akvila discusses her collaborative approach with creative teams, emphasizing the integration of data-driven insights from customer feedback and reviews into the ad creation process. She highlights the use of tools like ChatGPT to analyze customer sentiments and incorporate authentic testimonials into advertisements.
Akvila DeFazio [18:52]: "Importing those into say ChatGPT and... how many people mentioned this keyword... emotional language and sentiments... overlay text or the actual text that accompanies the visual part of it."
This method allows for the creation of ads that not only resonate emotionally but also address specific consumer needs and preferences identified through data analysis.
Conclusion and Future Insights
As the episode nears its end, Jordan and Akvila recap the importance of creativity and adaptability in social media advertising. Jordan teases the next episode, which will focus on audience targeting with Meta ads, encouraging listeners to tune in for more advanced strategies.
Jordan Cooney [21:27]: "In part two of this interview, which we'll publish tomorrow, Akvila and I are going to discuss finding your perfect audience with targeted Meta ads."
Key Takeaways
- Diversification is Crucial: With platforms like TikTok facing uncertainty, diversifying marketing efforts across multiple channels helps mitigate risks.
- Content is King: High-quality, engaging content tailored to the platform enhances brand visibility and consumer engagement.
- Sensory Engagement Enhances Creativity: Utilizing visual, auditory, and textual elements that activate multiple senses can make ads more memorable.
- Data-Driven Creativity: Leveraging customer feedback and data analytics supports the creation of authentic and effective ad creatives.
- Collaborative Efforts Yield Success: Working closely with creative teams ensures that ads are both on-brand and innovative, standing out in crowded feeds.
Notable Quotes
- Akvila DeFazio [09:12]: "Whatever medium or platform that you're developing it for, I think it's important to keep pushing that content so your brand can stand out."
- Jordan Cooney [10:16]: "What makes a successful creative in your eye and why, why is it that when it's successful on TikTok, we're seeing these creatives again get repurposed across all media platforms?"
- Akvila DeFazio [15:14]: "For lip gloss, they show like really juicy raspberries... it's fresh and it's like nature's candy."
This episode offers invaluable insights for SEO professionals and digital marketers aiming to enhance their social media advertising strategies through creativity and data-driven approaches. By understanding and implementing the discussed techniques, listeners can create scroll-stopping ads that not only capture attention but also drive meaningful engagement and conversions.