Here’s how to keep your ad campaigns simple but effective

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We all know successful advertising when we see it. Whether we remember the ad campaign because it made us laugh, cry, smile, or get angry, it made us remember, and that’s what matters most.

Some of the best ad campaigns are simple and don’t work too hard to make their audience feel what they want them to feel. Below, five members of Fast Company’s board of directors offered their top tips and tricks, from choosing the right sharing platforms to syncing ads right.

1. IDENTIFY YOUR TARGET AUDIENCE.

Before creating an effective advertising campaign, you need to identify your target audience. The next step is content ideation. Next, you need to select the social media platform(s) that best suits your content in order to run your campaign. – Kelley Higney, Bug Bite Thing

2. KEEP YOUR ADS SHORT.

People have a very short attention span. So if your content starts losing someone’s interest after a minute, you’ve essentially lost the opportunity to send your message. Limit your ads to a few seconds if you can so your audience consumes your entire message. This will make it more likely that people will remember you. – Syed Balkhi, WPBeginner

3. TRY TO USE USER GENERATED VIDEO CONTENT.

Use the UGC video as your creative and watch your engagement soar. Find enthusiastic customers or fans and ask them to give a testimonial or demonstration directly in front of the camera. They’re proven to grab attention and aren’t as disruptive as traditional ads, so your audience will spend more time watching, increasing the chance of conversion. – Christopher Tompkins, The Go! Agency

4. SUPPORT YOUR STRATEGY WITH AUDIENCE RESEARCH.

It doesn’t have to be complicated to be effective. Just make sure that whatever you’re trying to do is based on your audience’s needs. Do thorough audience research first and be sure to create multiple versions of the creative and ad copy so you can A/B test them and pick the best performing option. –Solomon Timothy, OneIMS

5. SHOW YOUR PRODUCT CLEARLY.

Always show the product. It doesn’t have to be the focus of the ad, but don’t make your prospect guess what you’re selling. – Cheri Beranek, Clearfield Inc.

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