Clickable Content, Not Clickbait!

By Leah Kim

Aug 30, 2019 Content, Strategy

The best content is informative, creative, useful and engaging. And although clickbait sometimes meets these types of criteria, it’s the equivalent of going to a movie advertised as REAL 3D… You arrive, and discover that it’s not only a black and white VHS, but it’s a different movie all-together. Annoying right? 

Clickbait publishers have a limited shelf life. Especially as the demand for high quality, contextual content increases. But even if you’re a content wizard, it won’t do you any good if your audience doesn’t actually click or tap.

We’ve studied the best. Here are some strategies that will ensure your journey to content perfection will be both fun and rewarding on the RAD platform.

HOW TO VIDEOS

When people want to know more about you or your product, there’s nothing better than a tutorial or demonstration. Whether it’s a casual ‘show-and-tell’ video, a complicated ‘how-it-works’ explanation, or a highly produced ‘demo reel,’ how-to videos continue to be popular because “they just work baby”!

REVIEWS & TESTIMONIALS

The quote testimonial is the grand-daddy of all testimonials, and likely the first example you thought of. It’s been used for as long as testimonials have been alive and remains the most common type of testimonial today. We can go all the way back to the early 1900s and find these types of advertisements. Today, quote testimonials still remain effective for increasing conversions and awareness. 

SCIENTIFIC/AUTHORITY DRIVEN CONTENT

If you have not visited the Ministry of Supply website or tried their clothes, you’re missing out on one of the most innovative men’s fashion brands on the market. Their content is riddled with authoritative social proof.  This video is an example of flawless execution.

BLOGS WITH CTA BUTTONS & AMAZING CONTENT

KEY TRICKS

  • If you’re going to have a blog focused on visuals, use text and storytelling to establish context to evoke emotions.
  • Don’t limit yourself to one medium; add videos, Spotify playlists, and CTA buttons to keep your content engaging. Remember: You can embed a variety of other content into a blog post, not just words.
  • Go for the feeling you want your product to inspire, and focus on creating that feeling with your blog.
  • Embed CTA buttons that direct the prospect to a sale, and/or information capture for remarketing.

Blogging can be an excellent source of truth and drives sales with social proof. The benefits are undeniable. 

1) Increase email subscribers

2) Establish relationships with potential customers

3) Drive sales Convert leads and prospects into paying customers

Putting some love into this strategy will be time well spent if done  consistently. The ecommerce blogs we examined are all from vastly different industries, targeting different audiences, each using different approaches that worked well for them. Likewise, as long as you prioritize serving your audience first, you too can find your own approach.

SOCIAL PROOF (wisdom of the crowd)

Social proof, the phenomenon where people copy the actions of others in an attempt to assume a behavior in a given situation, is not a recent phenomenon. People always have felt more comfortable following others, and not going against the grain. What is recent, however, is technology & its ability to allow you to see what others are doing/thinking/buying/etc. more than ever. Think of Yelp, Rotten Tomatoes, and of course, social media, and how much that influences your everyday decisions on what to eat, what movie to watch, what to do, or even what to wear. One of the earliest references to social proof was in 1910 by Claude Hopkins, an advertising pioneer, who noted:

“People are like sheep. They cannot judge values; neither can you and I. We judge things largely by others’ impressions, by popular favor. We go with the crowd. The most effective thing I have ever found in advertising is the trend of the crowd.”

As a brand, you want to achieve the ultimate social proof by gathering authentic, raving reviews, moving testimonials, or stir up positive word-of-mouth. People followers what others say/do, especially when coming from a trusted source.

SHORT, FUNNY HARD-HITTING SPOKESPERSON VIDEOS 

Spokesperson videos are some of the most effective ways to tell someone about your product. If done correctly, they keep your viewers engaged and informed, while being entertained. Here are some tips that all great spokesperson ads have, using Dollar Shave Club’s (DSC) Our Blades are F***ing Great as an example:

Spokesperson: Spokespeople help to humanize and personify a brand, and are usually a member of a company’s marketing department or another employee. In DSC’s case, the founder, Mike, is the spokesperson, which is extremely relatable for a few reasons:

  • Most CEOs do not show face, yet in this case, he sells his own product himself, while making a fool out of himself
  • He’s an average-looking person with an average-looking office outfit with an average name like Mike
  • The script is comedic in a silly, lighthearted way

Hit them over the head: Surprise viewers with an outlandish, random statement/action to immediately grab their attention & keep them listening. Within the first 17 seconds of the video, Mike opens with profanity to emphasize how great DSC’s blades are, then he proceeds to walk through tissue paper to further grab your attention.

Problem → solution: This problem/solution scenario must either be so surprising or so relatable that viewers can’t help but embrace and share it with their peers. DSC conveys the latter, relatable problem, which is forgetting to buy razors that are overpriced razors, and the solution of how DSC solves those exact 2 issues with cheap, high-quality, shipped razors.

Comedy: People love to laugh, and this is no different when it comes to content. Because people naturally hate ads, making them laugh, or at least crack a smile, lessens the annoyance and makes them that much more receptive to the information. DSC’s ad is comedic from beginning to end by utilizing randomness, arbitrary comparisons, exaggeration, and mini skits.

CTA: A strong, non-commercial-esque CTA is crucial to an effective ad. DSC says, “Stop forgetting to buy your blades every month and start deciding where you’re gonna stack all those dollar bills I’m saving you. We are dollarshaveclub.com and the party is on.” There are a couple of brilliant elements within this CTA:

  • The viewers are reminded of the problem & solution that DSC offers, all in a comedic manner
  • Make notes the easy-to-remember website URL so viewers know exactly where to go if interested, and couples that with a feel-good party line

Within this 1 min, 30 sec DSC ad, Mike explains the problem/solution concisely, keeps your attention with unpredictable outbursts, and ends with a simple, but effective CTA, all while remaining comedic and relatable. This ad went viral with 26M hits with overwhelming support from viewers, and their Google search interest increased by 64x the month that this ad was released. 

Try it out! See which of the above, or a combination of the above, is the most aligned with your brand, test it, and be persistent with whatever method sticks. Good luck!