The importance of arousing customers' curiosity

What drives your customer to your brand online? What will make them click on your ad?

The answer to both questions is simpler than it seems. Sparking your customer's curiosity is essential to attracting their attention to your product or service.

The challenge, beyond attracting the viewer's attention, is also to make the relevance of what you're saying clear, while also capturing the interest of those who see your ad in a fraction of a second. As difficult as this task may seem, fortunately, there are strategies that will help you achieve this goal.

Invest in fewer ads and more efficient ads

The ability to pique the target audience's curiosity is what will determine the success or failure of an ad. It needs to be effective, surprising, and clever, inciting the customer to want to learn more, try, or continue purchasing the same brand.

Previously, it was necessary to advertise across multiple media outlets, hoping to reach a portion of the target audience, only for an even smaller portion to convert into actual customers. However, as advertising became more expensive and competition increased, it became essential to develop increasingly efficient methods without increasing costs.

One solution to this dilemma is to focus on creating fewer, but better, ads. What does this mean? Fewer ads will be circulated, but they will spark curiosity and attract customers, with a much higher chance of conversion.

Trace the path for your customer to find you

Online, the positions are reversed. Instead of going to the customer to offer your product or service, it's more efficient to establish your brand through a strategic digital presence and content generation so the customer finds you.

Let's say that when searching online for a solution to a problem, your prospective customer ends up finding the answer on your brand's website. After reading a well-written text with interesting content, the customer's problem was solved and they also discovered that your product was exactly what they needed. In other words, because you met the expectations created by this customer's curiosity, they were attracted to your brand and are now consumers of your product.

New digital ad formats allow for greater customer engagement and make it easier to stand out in social media feeds, for example. One such format is the carousel ad, a style that allows multiple products or different information to be displayed across five image or video spaces within a single ad.

Besides the carousel, another interesting option is the canvas ad on Facebook. This type of ad displays content in full screen on mobile devices, creating more space for developing relevant and eye-catching multimedia content, allowing you to combine images and videos in the same ad.