Social Media Advertising: The Importance of Content and Targeting
While scrolling through Instagram this week, I was served an ad from Wheels Up (@wheelsup8760), the “leading brand in private aviation with one of the world’s largest owned and managed fleets.” I’m not looking to travel anywhere, anytime soon, and even if I were, I wouldn’t do so via private aviation. It got me thinking: we are exposed to around 4,000 to 10,000 ads a day, according to Forbes, and there are tangible ways for brands to improve them. For this article, let’s focus on the ad itself (copy and creative) as well as audience targeting tactics.
Copy and Creative
The photo is what originally caught my eye, due mostly in part to the recent stories that uncovered how influencers are posing in fake private jets for travel photos. However, after reading the copy and perusing the account, I realized they were legit. That said, I can’t imagine any normal person around my age would spend the extra money to travel via private aviation when commercial flights and ground transportation methods are much cheaper. Private aviation is a luxury that not many can afford; therefore, inaccurate targeting is what I believe ultimately makes this ad unsuccessful. Before the creative is even conceptualized, Wheels Up should have narrowed their target audience by developing user personas. By learning about their customer to the core and considering the purpose or intent of the customer and other behavior facts or information related to their interests would improve their targeting. Then, they should also consider the platform they use to target. I did a simple google search for private aviation business strategies and found that Facebook is the best way to generate leads for Private Jet Charter Services. They might already be advertising on Facebook, but they should be evaluating their success, pivoting their strategy in real-time, and retargeting users they have already reached. Once Wheels Up further defines their audience and targets them more accurately, they need to improve their copy.
I think this is a perfect example of a brand getting their messaging wrong because they put themselves as the hero in the customer’s journey, as they fail to position themselves as a guide and make the customer the hero. The ad barely follows the StoryBrand Framework, if at all. I’d say they present a weak problem with “when they need to fly,” their solution is the flight itself, and the relief is “trusted…by over 9,000 Wheels Up Members.” One of my initial thoughts was how this brand has the potential to thrive right now in light of COVID-19 travel restrictions and public hesitation to fly commercially; they missed an opportunity to frame their brand as the solution to a relevant problem. They could’ve framed the customer as the hero by mentioning they’re “protecting themselves, their families, and others” by flying privately. Instead, they offer a vague solution to a problem few people actually encounter, and then, they finish with a weak CTA: “Learn More.” Considering some of the 39 Call-to-Action Example You Can’t Help But Click, this ad could benefit from #2 Sign up for free, #5 Get Started or a version of #27 Find out more | View products (in this case, flight options) for an increased chance for conversions.
Audience Targeting
Simply put, this ad immediately did not resonate with me because I don’t have my ears pierced. I checked their website and they do offer other accessories that do not require pierced ears, but, in general, I don’t even wear jewelry. I’m not looking to purchase accessories; therefore, I am not their target audience. Although it was unordinary content for my feed, I will say that the ad successfully caught my attention. The hand earring is unique in itself, the photo is clear and bright, the caption is concise, and they include a strong CTA; this ad has a strong potential to convert, but only if it’s served to the right consumers.
I believe Studio Cult passes The Grunt Test or the three questions potential customers must answer if brands expect them to engage with the product, as outlined in the text. (Miller, 2017, p. 24) First, Studio Cult clearly highlights what they offer: statement jewelry. Second, if targeted correctly, they have the opportunity to make a consumer’s life better by offering unique, tarnish-free accessories at a discount; they may solve a problem for someone who’s lacking unique jewelry, or maybe someone who can’t afford expensive accessories in general. Finally, with the inclusion of the “Shop Now” button, they offer interested consumers a seamless transition to their landing page to purchase the product.
After perusing their website and Instagram profile, I can tell Studio Cult has a strong brand identity, and I have a feeling they’ve probably built out a strong audience persona. Their problem may lie within failing to reach them. To reach their intended audience, they may have to “get creative by targeting based on deeper data, such as people who have expressed an interest in or likes pages related to [their] competitor, or who have liked relevant, or complementary, product and services,” as stated by Lauren Selden in the Hootsuite article Social Ad Targeting: How to Reach an Audience that Converts. As the ad campaign unfolds, it’s crucial that the campaign data be analyzed as Studio Cult may need to pivot their approach mid-campaign. If a consumer converts or wasn’t interested at all, they should be excluded from the targeting to save on ad spend. When this campaign is over, the data should inform any future campaign in order to maximize reach and ROI.
I believe this ad is intended for women ages 18–24 who live in an urban area. Considering psychographics, I’d say Studio Cult’s ‘girl’ is fashion-forward; she’s fun, clever, outgoing, and will not leave home unless her #OOTD is guaranteed to turn some heads. The Studio Cult website states that their “accessories are made for those who want to wear something expressive and out of the ordinary.” Their ‘girl’ may not wear these statement pieces to the office, but she’s sure to break them out for a happy hour.
