Stop Targeting Everybody With One Advertising Video

You will keep running adverts on Facebook, Instagram and TikTok without getting the kind of results you want, and sometimes, the problem is not even your advertising budget.

The problem could be the content you're using to run the adverts.

Let me explain something you need to understand, especially if you're a business owner who sells products or services online.

Your Target Audience Is Not Just One Group of People

Depending on what you're selling, you might have five, six, ten or even fifteen different sets of people who could be interested in your product.

But here's where a lot of business owners get it wrong.

They try to convince all these different people to buy their product using just one advertising video.

And the truth is, what will convince one person to buy your product might not necessarily convince another person.

Let me give you an example.

Let's Assume You Sell Skincare Products

Imagine you're selling skincare products that address different skin concerns.

You might have customers who are struggling with:

• Pimples

• Acne

• Dark spots

• Eczema

• Other skin concerns

Now, these are different sets of people who may have different reasons for wanting your products.

Someone struggling with acne might be interested in how your product could help with acne-related concerns.

Another person dealing with dark spots might be more interested in a product that addresses uneven skin tone.

Even though you're selling skincare products to both people, what they're looking for is not necessarily the same thing.

So instead of trying to talk about pimples, acne, dark spots and every other skin concern inside one advertising video, why not create different videos for the different groups of people you're trying to reach?

For example:

Video 1: Focus on people struggling with acne.

Video 2: Focus on people concerned about dark spots.

Video 3: Focus on another specific skin concern your product is genuinely suitable for.

Each video should speak directly to that particular group of people and explain how your product relates to their needs.

Of course, any claims you make about what your skincare products can treat or achieve should be accurate and supported.

The Same Thing Applies to Other Businesses

And this is not just about skincare products.

Let's assume you're selling clothes.

You might have people buying clothes for everyday wear, people looking for outfits for special occasions, and people interested in office wear.

These people might all be potential customers, but they're not necessarily buying for the same reason.

So instead of creating one advertising video that tries to convince everybody, you can prepare different videos focusing on what each group is looking for.

The same thing applies if you're selling shoes, bags, jewellery, or offering a service.

The important thing is to understand the different reasons people might want what you're selling.

What Should You Do Before Running Your Next Advert?

Before recording your next advertising video, I want you to do something.

Sit down and write out the different sets of people who might be interested in your product or service.

Then ask yourself:

• What does this particular group of people need?

• What problem are they trying to solve?

• Why would they be interested in my product?

• What can I show or explain that will make them understand the value of what I'm selling?

Once you've identified these groups, prepare a different advertising script for each one.

Record the videos and test them to see which messages attract the right customers and generate better results.

You don't necessarily have to create fifteen videos immediately. You can start with two or three different angles and test them.

Also, creating different videos doesn't mean you must create a separate ad group for every video. You can test multiple creatives within an appropriate campaign structure.

Final Thoughts

If your Facebook, Instagram or TikTok ads are not converting, don't always assume the problem is your advertising budget or that you need to spend more money.

Sometimes, you need to look at the message you're passing across in your advertising content.

Because the advert that will convince someone struggling with acne to buy your product might not be the same advert that will convince someone dealing with dark spots.

Understand who you're talking to before you start spending money on adverts.

And remember, different advertising videos can help you test what appeals to different customers, but good content alone doesn't guarantee sales. Your product, offer, targeting and buying experience also matter.

Want to learn how to run adverts yourself?

At Joshspot Media, we've prepared a step-by-step training that teaches you how to run TikTok, Facebook and Instagram ads, from setting up your account to creating and managing your campaigns.

Learn More About Our Advertising Training