Inspirational and educational messages can help to drive activation across early-stage audiences, particularly those who are brand new to your company. This type of content also blends in well with the news feed, resulting in stronger CTR and overall engagement than typical sales-focused messages.
Who's done it well
See who’s doing this well in travel.
AIRBNB
Airbnb attempt to inspire their audience to broaden their horizons, whether it be by showcasing a bucket list of possible destinations, or by shining a light on hidden gems that are closer to home.
HOLIDAYME
HolidayMe present a series of slideshow-type countdown ads for specific destinations. All in all, the ads present a Top 10 list of reasons for visiting each location in 2020, catering to a broad target audience.
Key takeaway
The best Facebook advertisers understand that sales-based messages seldom cut-through without first investing time and effort in cultivating your audience. Inspirational content should be at the very forefront of the top of funnel for brands. Be a resource, not just another advertiser.
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