How to ensure your customer resonates with your Paid Social

For most brands, considering audience within creative design isn’t a radical shift in mindset; your audience is automatically front and centre when you’re trying to sell them something. However, it’s important to ensure that your customer can actually imagine your brand or product sitting comfortably in their life.

For example, the easiest way to imagine this shift is just by looking at a sentence:

‘The product looks good’ – Here, grammatically, the product is the subject of the sentence. This is the crux of what we do in Paid Social, DPAs, and product-focused ads. If you’ve ever been served a product carousel from a random brand, you might scroll through it and even buy something if it’s inexpensive, but ultimately, the ad didn’t really resonate with you.

‘The product looks good for me – By adding the ‘for me’, the user is now the subject of the sentence, and the product is the object. General marketing psychology states that a user is more likely to resonate with a brand if they can imagine it interacting with their life.

With a small reframing of your ideas, you can shift the focus away from your brand, and onto a user, helping increase the likelihood of them resonating with your Paid Social and ultimately building you a customer.


Here are three tips to help implement this approach:


Tip #1 – Talk to your audience

Let’s get back to basics. It can be easy to overthink talking to audiences, assuming we understand their motives completely. Rather than assuming, undertake some social listening, understand why your user has an affinity with your brand and push that affinity.

For example, an alcoholic drinks client was struggling with CVR following the launch of a new product. Our creative was in keeping with what we’d previously put out, but following an initial rush, we saw CVR plummet. We then undertook strategic audience research and realised that users were taking the drinks product to BBQs and Festivals. With this understanding we briefed in some simple ‘in situ’ creative of the product at festivals, and we very quickly saw performance improve.


This improved CTR by 63% and overall account ROAS by 64%.


This approach isn’t rocket science – essentially, if users can see your product or brand fitting in with their lifestyle, it’s more likely to resonate with them.


Tip #2 – Speak with an authentic voice

Authentic voice is well and truly the buzzword in Paid Social at the moment. There’s a reason for this: 90% of users say they prefer to buy from authentic brands. 79% of users say they’re bored of ‘perfect creative’.

With the rise of TikTok, this has only become more prevalent. Many brands struggle with TikTok-style creative. The pivot away from high-design brand imagery to more authentic content can be a difficult one, but creator content is an easy way to introduce authentic content into your creative mix.

We can visualise authenticity in creative as a sliding scale. One end is traditional brand creative, which is fully controlled and very obviously inauthentic. The other is actual UGC, created by a customer, which is 100% authentic but in no way controlled. 

The messy middle is where you can quickly gain leverage with an authentic voice. Here, you can work with influencers and brief exactly what you’d like them to get across about your brand, but you’re also at the mercy of the mood remaining positive towards that individual.

Content creators are the easier option. These are professional creators who will create content that seems very authentic. However, you have briefed the content, so it is fairly controlled.

Not only do Meta and TikTok now have a marketplace for content creators with brands, but the Journey Further Creator Collective can link you with high-quality content creators without the worry that you’ve paid someone for subpar-quality content!

Ultimately, authenticity isn’t built, it’s earned. You can be authentic from your brand media, but it’s still coming from a media team. The best way to inject authenticity is to engage with UGC, influencers and creators.


Tip #3 – Test BIG ideas

We find that many businesses have big ideas but get bogged down in whether they will properly reflect the brand.

While this can be seen as protecting the brand, it can quickly stifle creativity. Some of the best ideas we’ve seen are out of the box and completely against expectations. 

At Journey Further, we’re very data-focused and do a lot of iterative testing with creative. This is very useful; you figure out what resonates with your audience and build on it. However, what we would also encourage is occasionally throwing in a few left-field ideas to test the water.

Look at creative in a quarterly cycle, iterating on winning ideas in months 1-3. Then, every quarter, inject new ideas into the account to ensure creative is atrophying. 

If this seems scary, think of it this way: keep your branding strong and consistent across your different ideas, and the user will be able to recognise it as yours.

Lastly, don’t be afraid to fail, ‘Fail at speed’: pioneer new ideas, test them and quickly pivot. Not all ideas will fly, but without the risk factor, you won’t find those gems. Social is a great platform to take risks – you don’t have to commit huge sums of money to new ideas like you’re buying TV spots. You can put a little cash behind each concept and quickly pivot. 


Want more information or to chat all things Paid Social?  Reach out to us today! We’re here to help you supercharge your Paid Social strategy.