10 Keys to Make Your Social Media Ads Really Work

Take these tips into account so your ads stand out according to the platform you choose to use.

Find inspiration for your ads here @9pm.mx!

Uploading your ad to Instagram or TikTok is the easy part, but did you know that its success or failure depends on tailoring the content to each platform's users? Here, we’ll explain everything you need to know!

Narrative is everything.Your ads must adapt to the look and feel of the content created for each social media platform. Ironically, the secret is making the post look less like an ad and more like an organic video made by a user. Aim for something short, creative, and intriguing, and avoid overloading it with information. Here are some rules that have worked for us to get better results:

Meta: Reels

For Meta, both on Facebook and Instagram, the most relevant format is Reels. This space has proven to be the most popular among users and adding it to your campaign is a must. Reels is a space to unleash creativity, so don’t hold back... this is your moment to shine. This content should be different from what you usually post in In-Feed or Stories:

1. Watch and listen:Use the 9x16 ratio. Vertical video is key. A horizontal video goes against the devices users use to view and enjoy reels. Keep in mind safe zones to avoid having key images or text blocked by the user interface.Design for and with sound: Over 80% of reels are viewed with sound. Music and sound effects are an integral part of the experience.

2. Avoid the swipe:3 seconds. The first 3 seconds must be powerful—consider including your logo, clear visuals of what you’re promoting, and sound effects to go along with it.Shorter is better. 15 seconds is the sweet spot for Reels; going beyond 30 seconds is a no-go.

3. Create the perfect pastime.Your mission is to entertain, even if the objective is to provide information to the user. If your content is entertaining, everything else will follow. Get inspiration from current trends and adapt them to your needs.

4. Keep it real.For Reels, content featuring real people always gets more attention. Avoid focusing too much on product images. This strategy is even more effective if you use creator-made content, as your product will be perceived as much more authentic.

5. The creative part:Creative fatigue. Due to the nature of Reels (and social media in general), it's important to update your ads with fresh content to avoid creative fatigue. Showing the same content multiple times will result in lower performance, as users are used to seeing new things. Replace your videos to stay fresh and active!Lo-fi. You don’t need high-end production. Go for content that looks less polished and more organic. An ad should feel close to the kind of content users create. This simple, lo-fi strategy performs better because it’s easier for users to relate to. It may sound contradictory, but the best way to grab attention is to blend in, not stand out.

TikTok

On this platform, the format or type of ad doesn’t matter as much—everything comes down to creativity. It’s essential to make ads that entertain and inspire. The more creative you are, the better your ad will be received.

The basics:Use the 9x16 ratio. Design, create, and frame your content thinking exclusively in vertical.Design for and with sound: this platform thrives on music and sound, which are central to its success. Make sure both are present in your content.No more than 15 seconds: duration matters. You have 15 seconds to deliver all necessary information to your audience. Remember, the longer it is, the less retention you’ll get.

Always present.Success on this platform requires continuous presence. Post new content—both organic and paid—constantly to immerse your brand in the TikTok community. This strategy also helps you combat creative fatigue by pushing you to always create new content.

TikTok Trends.Be part of the community. To make your consistency worthwhile, you must integrate into TikTok’s culture and participate in trending topics. When you use trends in your ads, you speak the community’s current language, which often ensures a phenomenal reception. This kind of ad works more like entertainment and adds to the user experience rather than interrupting it.

User- or creator-generated content.TikTok is the space where every user steps in front of the camera. Your content will resonate more if your ads feature users or creators. This forces you to speak the platform’s language and gives your content an authentic look. It also helps avoid being just another ad and keeps your target audience from swiping away to get back to more organic content.

Repurpose your existing content.TikTok demands a lot of content. To meet this need smartly and affordably, repurpose and refresh what you already have. You can mix or breathe new life into anything—product videos, user videos, product images, creator content… the possibilities are endless once you take a closer look.

At 9PM, we’re ready to help you create content for your social media, always keeping the above points in mind. From creative ideas to make your content unique and inspiring to the ability to re-edit and counteract creative fatigue, we open up possibilities so your brands are always present on both platforms. Don’t hesitate to contact us through our social media!