Hi there,

We're all (hopefully!) enjoying a bit of a break. Whatever you've spent the year doing, I bet you're eager to call it a wrap on 2023. 👋

Your ads wouldn't mind a break, either. They've been working hard, but they'll lose their lustre eventually—ads can only be so effective after weeks or months on end.

Let's see what we can do to give your ads, your audience and yourself a break from ad fatigue so you can start the year fresh!
 
 
 

Table of Contents

 
  1. Jumpstart performance by curing ad fatigue
  2. Meme of the week
  3. As seen on Superside socials
  4. More food for thought
 
 
 

Jumpstart performance by curing ad fatigue 👩‍⚕️

Start 2024 right by giving your audience the gift of ads that don't overstay their welcome (and perform better as a result).

How do you do it? The first step is getting around ad fatigue: Your audience's tendency to lose engagement (and even become aggravated) with your brand the more they see a certain ad or type of ad.

Superside's Growth Marketer, Marcus Moraes, showed us how to cure ad fatigue when you notice engagement dwindling:

  • Nail your targeting.🔨 The ad frequency that triggers frustration can be a lot lower if the ad and the audience are completely mismatched. See if you can fine-tune your targeting.
  • Review your strategy. 🔬 Maybe your static ads aren’t engaging enough on a platform like Instagram, and you need to switch things out with UGC-style videos and animation. 
  • Reduce your frequency. ⬇️  There’s usually a sweet spot where your ad is seen just enough to be effective, but not so much that it burns people out.
  • Increase your variety. 🍽️ Plan for variations from the start. If you’re already halfway through a campaign, come up with some quick, easy ways to turn one set of creatives into many.
  • Up your experimentation. ⚛️ Sometimes it's the homogeneity that burns viewers out. Experiment with all formats (static, animated, carousels, video, etc.) and see what gets the most heat.
  • Refresh your creative (often). ✨ The biggest cause of ad fatigue is stretching the existing ads thin. Having a constant stream of compelling creative maximizes performance—surprise!

Head over to the blog to learn how to spot and avoid ad fatigue altogether, including a unique metric called New Ads Spend Share (NASS) Moraes developed to help.

>> Avoid ad fatigue altogether
 

Meme of the week 😂

 
 
 

More food for thought 🍪

 

Don't be such an ad 🙄

Our YouTube Vid Lord (actual title) Kyle said it best:

"We don't want to look like an ad straight away. People are on social media to be entertained, not sold to."

To get the most mileage ourt of an ad, ask yourself how you can communicate your value without looking like an ad. 

>> Watch how we did it

Do the "smile test" 😬

Bill Macaitis, former CMO and CRO at Slack, has a test that helps him predict if an ad has long-term appeal.

"My shortcut for gauging the potential success of a video at Slack was shockingly simple: Show someone the video, see if they smiled, and if they laughed a little I knew I was on to something," he said.

Without telling them what it's for, show someone your ad, and watch their face.

For pro-level insights on digital ad design (Slack, Capital One, Outbrain and more), as well as a Digital Ad Design Checklist, check out our guide!

>> Read the guide
 
 
 

You deserve to relax this holiday. Knowing you've got next year's ad performance in the bag when you return may seem small now, but 2024-You will be grateful.

Until then, enjoy the break, and see you soon!

✨ Stay super,
 

Cassandra King

Head of Content & Community

Superside | The better way to get design done

 

Superside provides frictionless, delightful design for fast-growing companies, like Amazon, Shopify and PUMA. If you’re interested in working with us, book a call here.

 

Superside, 1201 North Market St., Wilmington, DE 19801, USA

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