Since I create Facebook ads as part of my work, I pay close attention to advertisements I see as I surf around Facebook. I notice what is placed where, how the ads seem to correlate (or not correlate) to various items. It is something I obviously need to study. For the most part, the ads I see make sense and are connected with pictures that make sense.
Recently however I saw an ad with a picture so odd I actually had to share it with some of my colleagues. I won’t paste it here because I don’t want to violate copyright, so I will have to explain it. And I won’t use a thousand words, I promise.
What did I see?
The ad in question is for people interested in taking courses on becoming a social worker. The copy of the ad makes sense. The picture however, is disturbing. It shows a young child that has a look on her face straight out of a horror move. When I shared the picture I asked, “does this want to make you become a social worker?” One colleague, who has a way with words, responded, “No, but it makes me want to re-watch Rosemary’s Baby.”
This was the perfect response. The picture is kind of scary. I have to wonder why someone, in an effort to get a person to pursue an education would put such a terrible picture up? Despite my interest in the ad I never have clicked on the link. I wonder if it is working by scaring people?
What do I think?
If it matters what I think, and I guess it must since you are reading my blog, the pictures we choose to represent ourselves on social media are crucial. Attorneys are brands, both as individuals and as firms. There are circumstances when a frightening picture might well be appropriate, but not in this case. In this case the picture should be welcoming, not frightening.
As an attorney when it comes to identifying who you are the wrong picture will cause problems. Facebook ads and other social media ads are so tiny; the picture is what draws attention to your ad and the wrong picture is a disaster.
So when you put your ads together, make sure your picture actually speaks the correct thousand words, and doesn’t scare off your potential clients.