Should your brand use product or lifestyle imagery in ads?

Should you be focused on product-centric or lifestyle-centric marketing in paid media ads?

Product-focused approach

• Better for essential, everyday items people are familiar with
• Good for showcasing specific features or attributes
• Can be more straightforward and “safe”

Lifestyle-focused approach

• Better for niche products or those tied to a specific lifestyle
• Helps differentiate from competitors
• Shows how the product fits into and enhances the customer’s life

Factors influencing the choice

• Product type and familiarity
• Price point (higher-end products often benefit more from lifestyle marketing)
• Target audience preferences
• Customer’s position in the buying journey
• Competitive landscape

Platform considerations

• Search ads may be more suited for product-focused content
• Social media (e.g., Meta) may be better for lifestyle content, especially in retargeting

Best practices

• Balance both approaches when possible
• Use product as the hero, but wrap it in lifestyle elements
• Consider A/B testing to determine what works best
• Analyse competitors’ approaches to find ways to stand out
• Be data-driven in decision-making
• Don’t be afraid to experiment and mix things up

We conclude that the best approach often involves a combination of both product and lifestyle elements, tailored to the specific product, audience, and marketing goals. It’s important to stand out from competitors and be willing to try new approaches.

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