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- 🧑🔬 The Secret To Credible Ads
🧑🔬 The Secret To Credible Ads
Use this psychology hack.
Josh Viner
May 14, 2024 • Estimated Reading Time: 4 minutes
In partnership with
👋 Hey – Josh from Psychology of Ads.
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Today’s ad:
Brand: Hopper
Psychology Concept: The Messenger Effect
Days Running: 512 Days
(This gives an indication of how it’s performing)
Have you heard of the Messenger Effect? 🤔 |
🧪 The Messenger Effect
The Messenger Effect is a cognitive bias that causes us to judge the validity or relevance of information based on the person delivering the message.
🤳 How Hopper Uses The Messenger Effect
Hopper takes a regular UGC ad but puts some overlays on it that makes it look like a news outlet and puts it on a TV to make it even more believable.
🧠 How You Can Use The Messenger Effect
The key to the Messenger Effect is using or creating a sense of influence in how the ad is delivered.
There are several ways you can do this.
For example:
Matt & Bow here created an ad that looks like a magazine cover:
Or this from Obvi which makes it look like their ad looks like a breaking news article (clicking the Obvi ad does lead to an actual blog post about it):
The Messenger Effect partially explains why influencers can work so well compared to ads from a brand – people trust the messenger. In fact, 82% of people are likely to follow a recommendation from a micro-influencer.
So if your message isn’t converting, try changing how the message is delivered.
Try styling your ads as press, leveraging influencers or an authoritative expert.
I'm curious, do you think making a video or image look like the news is too deceitful? 🤷 |
How will you use the Messenger Effect?
Let me know how it goes!
Until next time,
Josh
Was this breakdown useful? 👀 |
PPS: I’d love to get to know you better:
I’m opening up 15 minute slots in my calendar to get to know you better and help in any way I can. I don’t love that newsletters are just a one-to-many conversation. Let’s chat! Feel free to book a call with me here: https://zcal.co/joshviner/15min