Cracking the Code: Why 'Boring' Ads Triumph

In the fast-paced world of social media marketing, the quest for attention-grabbing content often takes center stage. Recently, my attention was drawn to this Neutrogena ad featuring the iconic @annaxsitar. Despite amassing a whopping 19.1 million views on TikTok, the engagement numbers tell a different tale: 81k likes and 220 comments.

Surprisingly, this stands as the lowest engagement ratio on Anna's account in months, including past sponsorships. So, what went wrong?

Anna's content universe orbits around photography, videography, self-care, and STEM. Integrating these elements into the ad mirrored her iconic "get ready with me" videos and eye-catching transitions that marked the inception of her journey.

However, Neutrogena seemed to misinterpret the VALUE Anna brings to her audience.

As a fellow STEM enthusiast, I must admit that a 55-second ad delving into the chemical compounds of a face cream doesn't exactly inspire your average 20-something to make a purchase. What value is Anna's audience gaining apart from a chemistry lesson?

Beyond Anna's infectious personality, her audience aspires to replicate her luxurious lifestyle, desiring to step into her shoes.

A video showcasing Anna casually incorporating the moisturizer into an airport morning routine would have conveyed a more compelling message: "Want to live like Anna? Grab our product!"

Boring? Perhaps. Effective? Undoubtedly.

Social media managers have been echoing from the rooftops that Gen-Z doesn't like to "feel" marketed to. Simple, low-key sponsorships have proven to drive conversions more than heavily scripted TikTok "commercials" any day.