Should your brand use product or lifestyle imagery in ads?

Last updated: September 24, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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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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