People generally hate being sold to. Even if they like a brand, it doesn’t mean they want it to chase them around and persuade them to buy. As such, they block any content online that has anything to do with marketing. To them, ads and other forms of promotions disrupt their web-browsing experience.
But businesses, especially startups, need sales. Whether consumers like it or not, ads will always find a way to the apps they frequently use. But a solution to this has emerged: the ad blocker.
Ad blockers come in different types. It can be a web browser extension or a mobile app. Users have to activate it, and all types of ads will be hidden from the apps they use. Some websites also offer premium memberships that come with the perk of blocking ads. YouTube Premium and Spotify Premium are two examples of such.
Now, businesses can’t do anything to conquer premium memberships. But they can do something to prevent users from avoiding their ads and other content like the plague.
If your startup needs more engagement from its audience, focus on developing these types of content:
1. Non-intrusive Ads
The ads that prompted the creation of ad blockers are the intrusive types. They would take up the whole screen, suddenly play audio, or put themselves in the middle of a well-designed website or well-written blog. These intrusive ads are nothing short of annoying, and they don’t entice the audience to buy. If anything, they dissuade them further from buying.
So instead of making such ads, explore non-intrusive ads, or non-intrusive marketing, for that matter. One example is the “Products You May Like” section on an e-commerce website. The products it shows are based on what the user has previously bought or viewed. As such, it easily captures interest rather than repels it.
On top of that, adblockers can’t work on non-intrusive marketing. That’s because you’re not posting advertisements. You are merely showing products or services that the algorithm has found to be relevant for a user. It’s essentially still a way to advertise, but a subtle one.
Infographics are a combination of written words and visual elements. As its name suggests, it often relays information, usually a fact, about a particular topic, from science to relationships. It’s one of the types of content that receive the most engagement.
Infographics are effective because the human brain processes visuals better than texts. This isn’t true for every individual, of course, but still, we’re wired to be drawn to visuals. In fact, we can process visuals 6,000 times faster than texts. This happens for different reasons. With respect to the internet, the world wide web overloads us with information, so when we see a beautiful photo with easy-to-read texts, we’re instantly drawn. It feels like a reprieve from the overwhelming words.
In addition, infographics can tell stories effectively. If you’d like to know how many people go to the gym daily, for example, looking at an infographic is easier than looking at a research paper. Thus, if you’d like to share certain information, relaying it through an infographic will surely catch your audience’s attention. Just ensure that the information is relevant to your business and your audience’s lives. For instance, if you’re a fitness equipment retailer, show statistics about the number of people who have become more confident through exercise.
Videos will never get old. But as advertisements, they’re not always appealing. If you want your video ad to garner engagement, it should do more than sell. It should also tug at your audience’s heartstrings or make them laugh.
But videos don’t always have to be an advertisement. You can use videos to teach, introduce, or tell a story. Your startup can create a film portraying your business’s story — how and why it began, the people behind it, and its advocacy. The video can also take your audience “behind the scenes.” It can show your office, factory, or employees. This type of content humanizes your business and makes it more approachable.
4. Streamlined Content
Streamlined content is any content posted on the proper channels and compatible with all types of devices. It can be a video, photo, infographic, or blog. You need a headless content management system (CMS) to streamline those contents.
An optimized Kentico web design can make this happen for you. Kentico is a headless CMS that allows you to create engaging websites. In addition, it enhances your audience’s experience by delivering content to the proper channels. Wherever they go — Facebook, Instagram, or TikTok — they’d see your content and remember your brand.
Focusing on developing these contents will get your startup on top. Be consistent, as it’s the key to maintaining your audience’s decision not to download the pesky adblocker.