What Makes a Good Social Media Ad in the Toy Space?

At KidsKnowBest, we utilise thorough testing throughout our campaigns to better understand what makes a successful social media ad in the toy space.

Paid Social Media ads are an excellent way to reach a high number of people with specific interests that may not have seen your post otherwise. Social media ads allow you to optimise your campaigns to address the goals of your business, including building awareness, increasing views, traffic and conversions.

At KidsKnowBest, we utilise thorough testing throughout our campaigns to better understand what makes a successful social media ad in the toy space. We specifically do this through Facebook and Instagram, experimenting with different formats, lengths, and types of content.

These campaigns, optimised for driving high-quality traffic to retailers, have shown that certain content performs and delivers better results than others. 

By thoroughly testing a multitude of creatives and ad formats throughout all our campaigns, we have found that videos notably perform better than images. The following case study shows a comparison between a client who has run campaigns using both video and static ads: 

● Video ads perform better with a click-through rate (CTR) of 4.32% and a cost-per-click (CPC) of $0.19
● Static ads deliver a CTR of 0.57% and a $0.42 CPC

In addition, we’ve found that 10-second videos have the highest impact and deliver a better click-through rate (CTR) than other lengths. Why is this? As shown in Case Study 2, 10 seconds is enough time to showcase a toy product but not so  long that audiences lose attention and skip past the ad.

● The 10-second ad proved to have a higher CTR than the 20-second ad.

The last thing we experimented with during testing was the effectiveness of UGC ads made from influencer content vs regular TVC ads. UGC ads from influencer content have consistently performed better as the content looks more organic, helping brands look more natural and native to the platform. For instance, one of our clients used UGC content which tapped into a  TikTok trend and applied it to a Facebook campaign. Their punchy ad combined with familiar UGC content delivered increased engagement and a 7.97% CTR.

When we compare influencer UGC to non-influencer ads, we found that influencer content delivers stronger results, as shown in Case Study 3.

● Non-influencer content received a 2.82% CTR with a CPC of $0.25
● Influencer content performed better with a 4.96% CTR with a $0.23 CPC

More brands nowadays collaborate with influencers to generate high-impact UGC, given they deliver better results with a higher CTR and lower costs per click (CPC). UGC content gives kid and family audiences an authentic view of toy products. In turn, influencer-generated content is becoming a vital part of marketing strategy. 

The results that KidsKnowBest have seen from these campaigns indicate that toy brands and advertisers need to re-evaluate the content they use when promoting products on social media. As the social ads landscape gets increasingly saturated, marketers need to explore non-traditional creative options. UGC and influencer sourced ads are more native and subtle on social platforms, which allow brands to engage with their audience and make an impression more organically.

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