The situation: It’s 2 a.m., and I couldn’t sleep. Naturally, I hit up Instagram for a quick pics fix of Bali, engagement rings, and cute dogs. Then there it is: an ad for a soup delivery service. 10 minutes later, I’m ladle-deep in a solid week’s worth of gluten- and dairy-free vegan soup.

Working in this industry, I thought I was immune to the aspirational charms of social media ads. And yet here I stand, submerged in broth.

And they got me by using the same rules I follow when placing digital ads: reach the right person, at the right place, at the right time. 

Right person

Know your target audience and understand how to best use available data to reach this person, wherever they may be. Figure out what message will resonate with them (clearly, my Achilles’ heel is “warm liquids”) and check up on what your competitors are doing in the space to see if there’s an opportunity to attack with conquest targeting.

Right place

Understand what platforms, websites, apps, and devices your audience is using. Also, consider what message will work best on your medium of choice. Say, for instance, you’re trying to persuade young people to visit the most popular pop-up in the country. Tout how great those patriotic backdrops will look on Instagram. Plan and place accordingly.

Right time

Learn when your audience is most likely to be receptive to an ad by tracking your engagements. Then be there right when they’re reaching the purchase moment. Patience may be a virtue, but a well-coordinated ad placement capitalizing on human habits is simply smart business.

Have a souped-up weekend, everybody!

-Your always-awake-for-trends friends at Brokaw

Patience may be a virtue, but a well-coordinated ad placement capitalizing on human habits is simply smart business.

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