Picture this: you’re scrolling through social media and you come across an ad that grabs your attention. It’s an attention-grabbing image and the words are just right. You’re intrigued, and instantly you want to learn more about that health/wellness product or service. This is the magic of well-crafted ads for health and wellness.
In health and wellness ads, people are looking for ways to improve their lives and feel better. That means creating compelling ads is vital. But if you know anything about ads, you know different social media platforms have their own rules and restrictions on what you can and can’t say or show in ads. That’s where your ads expert comes in.
In this blog, I’m helping you see the essential role that ad copy (the words) and imagery (the pictures) play in promoting health and wellness.
We’ll also delve into the tricky territory of platform restrictions, the rules that each social media site sets for their ads. You’ll discover why it’s not just about making ads look good; it’s about making them work succesfully within the rules.
So, whether you’re a health and wellness business owner or you work in the health and wellness sector, let’s uncover the secrets to creating powerful ads that follow the rules and inspire action.
The Role of Ad Copy and Imagery in Health and Wellness Advertising
Your ad copy and imagery are the storytellers of your brand. They’re the voice that communicates your mission. They make the viewer feel ‘this brand understands me’. Visuals that evoke emotion and ad copy that sparks action is the perfect mix to get people clicking on your ad.
Well-crafted ad copy speaks to the hearts and minds of your target audience, encouraging them to take that next step. Most likely that’s going to be action towards the healthier and more fulfilled life your product/service was created for.
Carefully chosen imagery can help to transport viewers to a place of well-being, where they can almost feel your product or service in their lives. They van visualise what life would be like and you’re creating that instant connection. Can you see how it’s so important to send the right message?
Platform Restrictions: Why They Matter
Every social media platform has its own set of rules and guidelines. Health and wellness businesses sometimes have it harder than other sectors in complying with these. Understanding each platform’s restrictions is crucial, so you can increase the chances that your ads are more likely to be approved.
More importantly, if you fail to stick to the rules, your ads will be rejected. Or worse, your entire ad account can be suspended, derailing your marketing efforts and costing you valuable time and resources to fix. A deep understanding of the rules is essential for the success of your marketing campaigns.
The Varying Rules of Different Platforms
Social media is constantly changing, and not all social media platforms are created equal when it comes to advertising rules. Each major platform (Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest etc) all have their own unique regulations governing the content and imagery allowed in ads.
For health and wellness businesses, this can feel like a maze of ever-changing requirements. What’s acceptable on one platform may be frowned upon or even prohibited on another. Whichever platform you’re advertising on, get familiar with their ad policies before you begin.
Best Practices for Ad Copy and Imagery in the Health and Wellness Industry
Creating compelling and effective ads in the health and wellness sector requires careful thoughtful. Here are some tips to help your ads stand out and resonate with your target audience.
1. Authenticity is Key: Be honest and transparent in your ad copy. Highlight the real benefits of your product or service, and use imagery that reflects genuine experiences.
2. Keep It Positive: Positivity goes a long way. Focus on the positive outcomes and benefits your product or service can bring. Inspire and uplift your audience, make them feel like they’re making a positive change in their lives. Give them something to aim for – a happy ending that feels achievable.
3. Simplicity Sells: Clear, concise messaging is crucial. Keep your ad copy straightforward and easy to understand. Avoid jargon or overly complex language. Your imagery should be uncluttered, clear and bright. Remember your ad is to encourage people to take the next step, you don’t need to tell your audience everything in one place.
4. Test A Range Of Visuals: You might think that high-resolution, well-composed, professional images are more likely to grab attention, but I always suggest you test a range of things. Test real-life images of clients, your service or products alongside those highly-polished, professional creatives. ‘Ugly’ ads can work just as well as super slick creatives.
5. Know Your Audience: Understand your target audience’s needs, desires, and pain points. Craft ad copy and imagery that resonates with them on a personal level. Speak their language and address their specific concerns positively.
6. Test and Iterate: Don’t be afraid to experiment. Constantly testing can help you find what gets the best reactions from your audience. Try different ad copy and imagery variations to see which ones generate the best results.
By following these best practices, you can create ads that not only comply with platform rules but also connect with your audience on a deeper level, helping them to get to know your brand on their journey to health and wellness.
Here’s a couple of examples:
This post is assuming that its audience wants to look bodybuilder ripped in just a couple of months (let’s face it, not achievable for most people). If you haven’t been inside a gym in a few years, this ad is not going to encourage you to show up, it already feels unachievable and ‘not for you’. It’s also not likely to be approved because of the amount of bare skin showing. Plus, the ad copy is using fear and negativity to try and motivate people to take action. All that does is make people feel worse about themselves, and even worse, can make them think negatively about your brand.
In this example, the ad image is a happy, smiling person outdoors – there’s an overall positive and healthy feel. The ad copy focuses on the positive outcomes of a wellness programme and aims to inspire potential customers. This ad is aiming to make them feel motivated and optimistic, like they CAN achieve this. Positive messaging can create a more appealing and encouraging message for your audience. And the added benefit is it can also encourage them to think more positively about your brand. Your brand feels like a business that understands what they are trying to achieve. This ad is much more likely to be approved and more than that, it is much more likely to be effective in achieving your ad campaign goals.
That said! I actually wouldn’t use this specific image in an ad, want to know why? It has all the right qualities, but it looks like a stock, bought image (which it is) and audiences increasingly respond best to real, raw authenticity – bear that in mind in your ads.
The Evolving Landscape of Platform Rules
It’s important to add that social media platform rules are always changing and evolving. It’s essential to stay up-to-date with these changes because what worked yesterday might not work tomorrow. That’s where an expert in ad management is well worth the investment – we’re constantly immersed in what’s changing, and adapting your ad strategies accordingly. Understanding the labyrinth of rules, emotions and reactions is where the expertise of ad managers truly shines. We spend a lot of time understanding the ads platforms and their specific nuance, so we can craft ads that comply with ever-evolving advertising rules.
The ROI of Expert Ad Management
By trusting your ad campaigns to experts who understand the industry, platform rules and your target audience, you’re more likely to see improved results. This means fewer ad rejections, higher engagement, and ultimately, a better return on your advertising investment.
I’ve worked with countless businesses who just couldn’t get ads approved when they were trying to figure out ads for themselves – in a matter of months, we’d turned their ad campaigns in to high performing, high converting ads that were bringing in leads and sales to the business every single day.
Your guide to effective advertising for your health and wellness business
Creating compelling ads for health and wellness businesses means striking a balance between positive messaging and platform compliance. Different social media platforms have varying rules, and staying updated is crucial. That’s where expert ad management comes in, it’s my job to help you navigate the rules and ensure your ad campaigns are engaging and effective.
Ready to take your health and wellness advertising to the next level? I’m here to help you craft powerful, compliant, and compelling ad campaigns that ‘get’ your audience and drive results.
Whether you’re a health and wellness business owner or you’re responsible for creating ad campaigns, know you don’t have to go it alone when it comes to your advertising strategy.
If you’re looking for support with any of your your online social media marketing or paid social ads, come follow me on socials for more tips and advice.