I’m pretty fascinated by the move into social media advertising by brands and businesses of all shapes and sizes. As social media morphs into a fully ‘pay to play’ channel, I’m seeing the various ad units across the key platforms more-often-than-not being used in a rubbish fashion. I’m going to start highlighting this in regular posts right here on this very blog. A couple of disclaimers, firstly – I’m not attacking the brands in question here, merely using their ads as a basis for hopefully educating my readers and secondly, I apologise in advance if any of the brands are indeed offended. You’ll survive. So, here we go…

Fit Teas’s Twitter Ad

fiteablog

 

Why’s this ad bad?

Vagueness

What works? The ebook? Or the tea? Whatever they mean, there’s no way just drinking tea is going to produce abs like that. The call to action here is far too wooly, yes Twitter is character limited, but they could’ve been far clearer and persuasive here. The right wording and tone would have given this far more rigour – this ad would put me off the product as it strikes me as promising things that won’t happen without the right mix of diet, exercise and discipline. The comments in the picture above also allude to that.

Targeting 

I’ll admit, the lady’s torso caught my eye and lets face it, that’s the main reason it’s there, however I think the targeting is off here – I can’t find stats, but I believe that the majority of consumers of these teas are female which means they really should be focussing their targeting at the female of the species. Back to the ab-image – it’s aspirational for many women (and men) to have a stomach like that, however if I was creating an ad to target females I’d change the image to a fit, happy, smiley lady as opposed to this fairly sexualised image. Poor Michael Farmer (see image) seems to think he’s responding to the lady in the ad…

Zero response 

As I often see with social media advertising (see The Problem with Social Ads is the Social Part), PureTea are failing to respond to replies. It can be tough to deal with negativity, however leaving it hanging creates a very poor impression of the business/brand. Only responding to positive comments etc can also really rile users! If you’re going to run social ads, you better be ready to be social.

Key take-aways

  • Make your CTA (call to action) very clear and communicate what people can expect from their click
  • Ensure your targeting is well thought-out – your copy and imagery should suit the target group
  • Be responsive, even to negativity – you may well be able to turn a hater into a lover if you take the time to respond

See more bad ads here. Seen an ad that could qualify as bad? Let me know in the comments or tweet me.

I can help you create an impactful and efficient social media advertising strategy and handle delivery. Feel free to email me if you need any help.

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Header image via ShutterStock.

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