Here's why you should make your ads ugly! Digital Marketing Trends for 2024

Shouldn't ads look beautiful? Apparently not, as a growing number of companies are finding success with what's known as ugly ads. These are video, social, outdoor, and print ads that mimic regular user-generated content. For example, if you look at the top-performing TikTok ads, you'll see most resemble videos made by regular people in their homes, talking about products rather than a brand promoting them. They are in fact ads, created by paid creators and then used by the brand to advertise. Now, influencer marketing is not new, but what is new is brands investing more in this UGC-style content than in their glossy advertising.
The other aspect of ugly ads is the anti-advertising approach. Here, brands deliberately create ads that look amateurish. This lack of effort in the ad design is intentional, standing out for its simplicity. It's a way for brands to say, 'We won't fool you with glossy ads; we're having fun with the ad space we've bought. We're playful, witty, quirky, and more like you than other brands. We acknowledge that advertising can be nonsensical, so we're going to play with it.' And while doing this, they still introduce their product, be it granola, juice, or toothpaste, but with the message that they are made by people more like you.
That's the idea behind ugly ads. Give it a try in your next campaign.
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