In our previous post we discussed how major online platforms are expanding the format of the display ad.
How would a platform add social actions to the advertisements they carry? Ideally, they’d start by building in features the community already uses to share, vote, or communicate. Examples:
- Faves and Likes
- Thumbs up/thumbs down
- Replies
- Comments
- Share
- Retweet
Adding social actions to advertising increases affinity between brands and consumers:
Social actions in ads present brands on a human level, bringing the user and the brand closer together. Allowing replies and comments on an ad links individual consumers with a real business representative.
Don’t underestimate the power of this personal connection. When a customer talks back to a brand and gets a real response, like they do when they talk to @comcastcares or @BofA_help, the brand feels more accessible. At Bubble Fusion we’ve repeatedly experienced the benefit of connecting directly with our customers, and we’ll share those experiences in a future post.
Social actions in ads provide a smoother user experience. They enable actions that users are used to taking in other parts of the site and keep the user in context. Ultimately, the ad feels like part of the platform and is more likely to be welcomed by the user.
Finally, social actions in ads offer consumers a sense of control. Voting features such as Facebook’s “Like” button or an “X” that makes the ad disappear imparts a sense of power over the ads themselves. Even if users can’t fully turn off the ads, feeling validated and listened to strengthens the user’s connection to the platform and gives the advertiser feedback on their campaign.
