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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The post Should your brand use product or lifestyle imagery in ads? appeared first on The Evergreen Agency.
