Advertisements come in many different shapes and sizes, but all have one thing in common: the need to stand out. Because the internet is so saturated with content, this is especially true of ads on social media. If used properly, however, content-driven ads like sponsored posts can be highly valuable content marketing tools, generating greater exposure for a brand, increased awareness, a boost in traffic, leads and, ultimately, conversions. In order to make them stand out, though, you’ll need to consider the following expert tips.

What’s one tip you have for creating sponsored posts on social media that really stand out? Why is this so effective?

1. Target the Right Audience

One of the keys is to target the right audience. The way you do this depends on the platform, but all of them have some good tools for targeting. LinkedIn has many useful features for business-to-business marketing, letting you target specific companies or types of companies. Excluding audiences is important as well, such as those who probably can’t afford your products. – Kalin Kassabov, ProTexting

2. Try Using the Concept of FOMO

Try using the concept of FOMO (fear of missing out) in your sponsored posts. It’s a great way of creating excitement and encouraging users to take instant action. You can do that by offering a limited-time sale or a free product to the first 50 customers and so on. People don’t want to miss out on such opportunities, so they are super quick to grab it right when they can. – Josh Kohlbach, Wholesale Suite

3. Optimize Your Copy

To create sponsored social media posts that stand out, you need to optimize your call to action and ad copy. New users who are going to be introduced to your brand need a proper introduction with more than an image and words telling them to convert. You need to carefully select your ad copy to suit your target audience, spark their interest and meet their needs. – Stephanie Wells, Formidable Forms

4. Put Yourself in the Shoes of a Prospect

If you want to create sponsored posts, you have to make sure your value proposition aligns with the needs of your customers. When creating the campaign, put yourself in the shoes of a prospect. Would you want to click through on the promotion because it addresses a specific pain point or can help you reach a goal? If not, it may be time to go back to the drawing board. – John Brackett, Smash Balloon LLC

5. Leverage User-Generated Content

Leverage user-generated content that has already performed well organically. By doing this, you’re already boosting content that you know resonates with your audience. This also doubles the life span for a piece of user-generated content. – Kyle Wong, Pixlee

6. Perform A/B Testing

To create sponsored social media posts that grab your audience’s attention and get results, it helps to perform A/B testing. A/B testing lets you test different versions of your post against each other to see which one converts the most. You can use these to improve future campaigns and drive better results. – Jared Atchison, WPForms

7. Have a Pattern-Interrupting Hook

For your sponsored post to be truly successful you must have a pattern-interrupting hook. If you can’t get your consumer to “stop the scroll,” then you have zero chance of getting them to buy from your company. So if you master the hook, you’ll have all the eyes on the problem or solution you’re bringing awareness to. – Laura Egocheaga, Viral Growth Media

8. Use an Angle Your Competitors Haven’t

The best way to create posts on social media that stand out is to find an angle that your competitors haven’t used. In other words, you have to think about what makes your business different and properly convey that message in your promotion. We’ve all seen similar companies post virtually identical ads. These brands don’t stand out because they are not focusing on what makes them unique. – John Turner, SeedProd LLC

9. Add a Face to Your Video Ads

You’re more likely to get attention and engagement on your social media ads if you use real people to present your content. Consider adding a “face” to your video or image ads and you’ll do much better than if you focused on text with generic images. This simple step can make a marked difference in your ad success. – Syed Balkhi, WPBeginner

10. Tie It in With Other Brands

Tie it in with other brands that make complete sense. People will see the value that both brands bring into the picture in your sponsored ad. It no longer becomes just one story, but a collaboration of two complementary brands. – Maria Thimothy, OneIMS

11. Leverage Facebook’s Dynamic Ads

I’m a huge fan of Facebook’s Dynamic Ads. This tool lets us add a bunch of headlines, images and offers that resonate with different segments of our audience. Facebook’s algorithm then assembles personalized sponsored posts for each person based on their interests and our uploads. This one social media tool has saved us countless hours and helped us grow our social media presence. – Chris Christoff, MonsterInsights