Facebook Ads: The Anti-Beauty Pageant
In the bulleted list of what works in the Meta Ad Marketplace, why does “The Uglier, The Better” go right on top?
The world is shallow. Looks matter. Beauty helps make the world go round. We’re sorry to be the ones to tell you. Don’t believe us?
Would you rather be Beauty or the Beast?
You can picture Jessica Alba in your head right now, but can’t name the last movie she was in.
Scientific fact: They gave Tom Brady 2 extra Super Bowl rings just for being handsome.
But something new is happening in that department in a very specific corner of the digital world. In the age of sleek design and polished marketing, a surprising trend has emerged: “ugly” ads are outperforming their aesthetically pleasing counterparts on Facebook, and many other platforms.
The trend isn’t insignificant or minor, either. Ugly ads are shining. If the marketplace were a beauty pageant, they’d give the crown to the most snaggle-toothed, ugly duckling on stage. Miss Univers…ally Homely and Successful, wave to the crowd and claim your scepter, please.
This might all seem counterintuitive, but there's a clever psychological strategy behind it. Once you understand, you’ll never look at ads the same way again. Let's take a look at why these "unconventional" ads can be surprisingly effective at driving conversions.
Authenticity Wins:
The Allure of Realness
Imagine scrolling through your Facebook feed. A constant stream of perfectly curated photos, polished videos, and meticulously crafted graphics bombard your senses. It's a sensory overload designed to grab your attention, but our brains are wired to be surprisingly adept at filtering out the noise. We've become accustomed to recognizing these visuals as "ads," and our subconscious flicks a switch, pushing them into a mental blind spot.
Facebook, and all social media platforms, are designed for one thing: sliding into DMs. Joking! Kind of. Actually, they’re made to keep you scrolling. Every post, every image, every video is vying for a fraction of your attention. The ultimate objective of a Facebook ad, therefore, is to make you stop.
So, what will make you stop? What do we mean by “ugly?” Here, take a look:
Kidding! We just whipped that up to see if you were paying attention. What it actually means is something out of the norm, playing off-type, that will truly make an impact. This is where the "unconventional" ad comes in. By eschewing conventional aesthetics, it disrupts the visual landscape.
Hence, an unconventional or “ugly” ad is not too staged. Not too professional looking. Not too polished. “Real” seals the deal (for seals on “Deal or No Deal”…we’re not sorry). Real example below:
**Note: TFR did not make the above ad, it is only used to prove the thesis of this blog as a not-for-profit example. TFR did, however, make the ad above it. We don’t know if you could tell.
A smartphone photo, seemingly taken on the fly, showcasing a product in use. A grainy photo with a bold, almost jarring font. A seemingly amateurish layout. All of these may resonate more deeply than a professionally shot studio image, and their elements stand out precisely because they don't conform. In a world of polished perfection, the "unconventional" ad becomes the quirky outlier, the unexpected guest at the party. This very unconventionality grabs our attention for a split second, a crucial window where the ad can deliver its message before the scrolling finger resumes its journey.
Not to be crass, but their jarring ugliness makes us stop in our tracks.
As an added bonus, that lack of polish can be perceived as a genuine, more "honest" representation of the product. That builds trust and connection with the viewer, making them more receptive to the ad's message.
Their perceived realness strikes a chord. Consumers today crave authenticity. These ugly ducklings deliver on multiple levels. That’s the power of their ugly effectiveness.
Unconventional Doesn't Fit All
So, how is this useful to you? Are you thinking to yourself, right at this moment, “I bet I can make the ugliest ad of all time. Unconventional? I can beat that, and then some. I, Mr. Jonathan Marketing-Strategem-Perfecticio (Sicilian and hyphenated on my mother’s side), scoff at your ‘ugly duckling’ and can raise you to heights of ‘blob fish messily eating a burrito on a barco-lounger’ levels of ugly. That’s how ugly I can make my ad.”
Well, hold your horses, Mr. MSP (we hope you don’t mind abbreviation, that’s a tough name). It's crucial to remember that “unconventional” doesn’t mean “haphazard” or “sloppy.” While the visuals may not be conventionally beautiful, they should still be clear, well-lit, and effectively communicate the product or service. The key is to strike a balance between grabbing attention with unconventionality and ensuring the message is delivered effectively.
Plus, the "unconventional" ad strategy isn't a one-size-fits-all approach. So, here are some things to consider as you’re building out your ugly strategy, Mr. MSP:
Target Audience: What resonates with teenagers might not connect with retirees. Understanding your target audience's aesthetic preferences is vital.
Product/Service: Luxury goods might benefit from a more refined visual approach, while a quirky phone case might thrive with a more playful and "unconventional" aesthetic. Be mindful of your offering.
Testing and Iteration: There's no magic formula. Split testing different ad variations, both aesthetically pleasing and "unconventional," is key to discovering what resonates with your audience. Craft, test, pivot, repeat – until success.
The Takeaway:
Embrace Your Ugly Side
The success of ugly ads highlights the importance of breaking away from the conventional. That will help you stand out from the herd and get your message across. By embracing a more disruptive approach, you can capture attention, build trust, and ultimately increase conversions.
Remember though, the goal isn't to create an ad so unconventional it repels viewers. That’s important to keep in mind. Instead, the goal is to create an ad so unexpected, so refreshingly different, so ugly, that it cuts through the noise and resonates with your target audience.
So, don't be afraid to experiment. Get a little "unconventional" with your Facebook ads. Live life on the ugly side. You might just be surprised at the beautiful results. If you do it right, you can cause even the most discernable viewer to pause at the sheer ghastly unattractiveness of your ad. Its utter awfulness. Its grotesque beastliness…to give your ad the golden opportunity it needs to make its pitch. It’s worth the effort, we promise.
Curious to see how unconventional strategies like these can be used for your success? Well, that’s exactly our expertise. Book a free consultation with This Feels Right today to discuss how we can help you break through the noise to achieve all your marketing goals!