Research from Microsoft shows that inclusive advertising helps brands connect with Gen Z consumers, leading to increased purchase intent.
- 76% want to support brands with authentic messages.
- 70% say they trust brands more if they represent diversity in their advertising campaigns.
- 47% trust a brand more when they feel it is represented in advertising.
Most importantly, comprehensive messaging can impact a company’s bottom line. When brands showed the most comprehensive ads, purchase intent increased by 23%.
Conversely, 49% of Gen Z consumers believe they would switch to a competitor that better reflects their values.
To improve ad copywriting and improve performance, Microsoft offers the following AI prompt engineering tips for advertisers to personalize ad copy for different audiences:
Follow this blueprint for great prompts
An effective AI prompt for generating ad copy should tell the AI:
- What role would you take on to accomplish your next task, such as advertising copywriter?
- The goals of this task include creating multiple versions of ad copy at a specified length.
- Context about your product or service.
- Details about the audience.
- The tone or how your brand voice should sound in your copy.
- Brand guidelines, market research, or additional source information.
Microsoft Advertising screenshot, February 2024Create better prompts by adding inclusive modifiers
Inclusive modifiers allow advertisers to improve their prompts 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 demonstrate inclusivity in your ad copy.
Microsoft screenshot, February 2024Here we show you how to update the previous prompt with an inclusive modifier to indicate “dimensions of diversity” and inclusive product features.
Microsoft screenshot, February 2024Experiment with the tone and emotion of your prompts
When writing prompts for your ad copy, it’s important to consider tone and emotion.
In this context, tone refers to how a message is expressed. However, emotion refers to how you want your reader to feel after reading it.
Emotional intelligence in advertising allows brands to connect with their audiences in a way that gives them a sense of satisfaction, clarity, confidence, and security.
Microsoft screenshot, February 2024Advertisers can use Microsoft Copilot to determine the right tone for specific audiences (Gen Z and Gen .
conclusion
Advertisers are encouraged to remain responsible for the output of Copilot, which serves as a pilot for their campaigns.
“By keeping in mind the tone, emotion, product truth, comprehensive advertising insights, and brand values you want to include and convey, you can create prompts that elicit the best possible response from your generative AI.”
Tailoring ad copy to reflect diverse audiences with the help of comprehensive, immediate engineering can foster trust and drive tangible business outcomes.
Featured image: Tada Images/Shutterstock
