While scrolling through Instagram, I had a sponsored ad pop up that was visually appealing and had an interesting caption. The ad was for the website signature-reads.com. This was the sponsored ad that I saw:
The caption says “11 Essential Pieces of Advice for Writing Your Memoir. Read the tips you need to finally start writing your memoir. What story do you want to tell?”
What are the ad’s strengths?
This ad does a great job of grabbing my attention because it uses a photo that is interesting to look at, has great contrast, and is different than normal ads. The caption shows the purpose of the ad is to direct you to their website to download/view the 11 Essential Pieces of Advice for Writing Your Memoir. Many people enjoy reading lists because they are easy to scan. Seeing that the article is a list leads the user to click on the download button which will then take them to the page shown below. In order to view the whole article, they ask for an email.
What are the ad’s weaknesses?
While the photo is really interesting and a good design, I’m not quite sure what butterflies have to do with writing a personal memoir. The two seem unrelated to me. The only hint that I get of their purpose is that it says “Guide to Memoir Writing” on the image itself.
What is the ad trying to accomplish with its design?
The ad is trying to draw in people with a nice looking photo. They want the user to be interested enough to click on the photo and download the article by giving them their email. This email could eventually be used to sign up for a newsletter.
What design techniques did the ad use?
This design uses contrast in a very successful way. The colors of the butterflies against the light grey background stand out especially since the Instagram app has a white background. The images of the butterflies are also sharp and focused against the white space. The design uses the rule of thirds with the text. The text is placed on the middle right hand side and aligns with the middle row of butterflies. The butterflies are interesting because they don’t follow the rule of thirds and some of the butterflies are even cut off the design. This was intentional and is actually successful at creating their own custom grid within the rule of thirds grid. It makes the post feel creative and attracts the artful eye.
What metrics (likes, shares, re-tweets, etc.) will be used to determine if the ad is successful?
This ad will use likes to determine if it was successful. The ad already has over 1,000 likes. The ad could also use Instagram analytics to see if the user clicked on the ad and was directed to the website. Their main goal in posting this ad is to have people register their email and sign up for the newsletter so they could look at how many people registered their email during the time that the advertisement was posted.