Upon recognising an ad, users can sometimes naturally shift to a cynical or critical view of a brand.

Your aim is to immediately squash that opinion by demonstrating authenticity. Here are two ways you can achieve this:

User-Generated Content (UGC)

In advertising, there’s nothing much better than recommendations.

This is the reason why big brands pay potentially millions of pounds for celebrity endorsements. If a celebrity recommends a product, their fans will listen, because they put their trust in that celebrity.

User-generated content, or UGC and low production phone-shot quality sits together well, because it enables you to approach existing customers and influencers to produce their own content featuring your product or service.

While we'd all love Beyonce to skyrocket our brand, the truth is for potential customers, seeing real people, no matter who they are, using your product is a really strong thing!

Face-To-Camera (F2C)

Like UGC, simply a person who represents your target audience speaking to the camera is another strong creative.

This gives you a little more control over what is said in your ad, so get a clear script put together that describes how good your brand is and film it either in low or high production quality - or even try both - and this could be a killer ad.

Consider still photography too, an authentic looking ad of a person with the product or happy with your service, along with on-image text stating the benefit.

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This is just a snippet of insightful information taken from our 'Succeed with Digital Advertising' course.