In accordance with research from Microsoft, inclusive advertising helps brands make connections with Gen Z consumers, resulting in greater purchase intent.
76% want to support brands with authentic messages. 70% will trust more a brand that represents more diversity in advertising campaigns. 47% will trust a brand more if they feel represented in ads.
Most importantly, inclusive messaging can impact a company’s bottom line. Brands saw a 23% increase in purchase intent when they showed the most inclusive ads.
Conversely, 49% of Gen Z consumers would switch to a competitor that better represents their values.
To improve ad copywriting for better performance, Microsoft offers the following AI engineering tips for advertisers to customize ad copy for multiple audiences.
Follow this blueprint for great guidance
An effective AI request to generate ad copy should tell the AI:
What role will it take to accomplish the next task, such as the ad copywriter? Task objectives include writing multiple versions of ad copy of a specified length. Context about the product or service. Details about the target audience. The tone or how the brand voice should sound in the copy. Brand guidelines, market studies or source of additional information.
Screenshot from Microsoft Advertising, February 2024
Add inclusive modifiers to create better directions
Inclusive modifiers allow advertisers to enhance the message by adding metaphors that emphasize connection, open-mindedness, exploration, and balance (everyone is represented).
Each of these aspects can be defined with the following list of 50 words to indicate inclusion in the ad copy.
Screenshot from Microsoft, February 2024
Here’s how the previous application is updated with inclusive modifiers to demonstrate inclusive “dimensions of diversity” and product features.
Screenshot from Microsoft, February 2024
Experiment with the tone and feelings in the prompts
When writing your ad copy request, it’s important to consider tone and sentiment.
In this context, tone refers to how your message is presented. Feelings, however, refer to how you want your audience to feel after reading it.
Emotional intelligence in advertising enables brands to connect with audiences in a way that makes them feel satisfied, clear, safe and secure about your brand.
Screenshot from Microsoft, February 2024
Advertisers can use Microsoft Copilot to determine the right tone for a specific audience (Gen Z vs Gen X) that would lead to a feeling such as safety, making the consumer more likely to buy.
Conclusion
Advertisers are advised to remain responsible for the production of their Copilot, acting as the pilot of the campaign.
“By considering the tone, sentiment, product truths, inclusive advertising insights, and brand values you want to include and convey, you can craft prompts that elicit the best possible responses from generative AI.”
Tailoring your ad copy to reflect multiple audiences with the help of inclusive rapid engineering builds trust and can drive tangible business results.
Featured Images: Tada Images/Shutterstock
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