Using informal, conversational, or friendly language in an ad can help to come across as more authentic.
Who's done it well
See who’s doing this well in finance.
MONZO
UK-based digital bank Monzo highlight that they really couldn't be any more different than high-street banks with their use of relatable phrases, and the self-deprecating nature of the ad itself.
Monzo
Not only is this a fantastic use of user generated content, but also the response is first-class, aligning the brand's personality with their millennial target audience. The limited use of text within the headline and description text is also noticeable.
Key takeaway
Some audiences react well to a friendly tone. When creating ad campaigns, first understand how your users would respond to a more informal approach. Speak to them the way they speak to others and they will respond.
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