Wait. What did I just see?
This epic imagery is a good scroll stopper, as it is so unorthodox. I can’t recall the last time I saw someone doing a hand stand while pulling an arrow back in a bow with her feet. And then you realize she is blind folded and this leads into my explanation as to why this is an interested ad to test, and another split test that they could run to get even more clicks.
As you can see below, the ad itself is actually pointing off of the screen to the right side. On the right navigation rail of Facebook, you have a few various options, and one that stands out as something that should be avoided.
Hey, Over here!
The above phrase is currently be yelled subconsciously by your brain whenever viewing this ad because of the direction that the woman is pointing her foot bow.
The human eye craves direction and context, so whenever an object in an ad is pointing in a certain direction, our eyes are built to follow it in search of a deeper meaning.
Whenever a person’s face is involved in an ad, we have learned from years ofÂ eye tracking software and heat mapping on websitesÂ that people respond extremely well to human features. We have also learned that when an ad has a person looking directly out at the viewer, the viewer makes direct eye contact, almost instantly.
Based on the currently direction of the ad, users will be prompted to look right, which also happens to be where all Facebook ads are visible, including competitor ads. Not only is this easily avoided, but there is another finding through research that should heavily influence a revision, or at least an a/b split test, of the current ad strategy.
If the human form in an ad is facing a conversion area, it will decrease the engagement on the human form and focus more on the conversion area.
In the example above, it is easy to see the change in natural direction the ad has taken, and the appeal it has taken on subconsciously as well. As far as using people in ads, if the human form is facing away from the conversion area, that is the worst possible scenario. 1) have them facing the conversion area, and worst case scenario, 2) have them looking at the viewer. I suspect this ad would get much better engagement with a strategy that guides the natural movement of the eye to the areas of interest on the ad, as well as on the website.
This makes sense, as it is scientifically proven that humans project the image of human into objects that they see. An easy example of how this applies in real life is the “What does that cloud look like?” game. Even at a very young age, people have the uncanny ability to associate shapes, commonly people and animals, with inanimate objects. People also use reviews and gauge other people’s happiness with a brand as to how happy they can potentially be by buying a product or using a service. It’s important to use the human quality to appeal to human nature in the ways that are most natural to the user. Make sure not to distract users from accomplishing goals on advertising or on web pages by using imagery that could offset their intended destination as they travel the website.
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