Press coverage is a game-changer for brand credibility, but it doesn’t have to end with the article, TV segment, or influencer mention. Repurposing media coverage into social media ads can amplify your reach, drive engagement, and boost sales. Here’s how to turn press features into high-performing social ads that generate real results.
Highlight Credibility with Press Logos
Leverage Recognized Media to Build Instant Trust
When running social ads, credibility is key. Consumers are more likely to trust a brand recognized by reputable media outlets. Incorporate “As Seen In” or “Featured In” logos from top-tier publications into your creatives to build authority and trust immediately. These visual cues signal that your brand has earned third-party validation, making potential customers feel more confident engaging with your business. To maximize impact, ensure the logos are clearly visible but do not overshadow the ad’s main message. You can feature them in a banner at the bottom of an image, overlay them subtly on a product showcase, or include them in an animated transition within a video. Additionally, pairing these logos with a compelling quote or headline from the press coverage can further reinforce your brand’s credibility and encourage conversions.
Use Video Snippets for High Engagement
If your brand was featured in a TV segment, online interview, or news coverage, don’t let that valuable content go to waste. Extract key video clips and repurpose them into engaging social ads. Short-form video content (such as Instagram Reels, TikTok ads, and Facebook video ads) performs better than static posts, keeping audiences engaged while showcasing your brand’s media spotlight. To maximize impact, edit the clips to highlight the most compelling moments, such as expert endorsements, product showcases, or key soundbites. Add captions, branding elements, and a call to action to ensure the message is clear even when viewed without sound. Short-form video content (such as Instagram Reels, TikTok ads, and Facebook video ads) tends to perform better, keeping audiences engaged while showcasing your brand’s media spotlight.
Turn Press Praise into Powerful Ad Messaging
Pull compelling headlines and quotes from your press coverage and use them as persuasive ad copy. A strong, third-party endorsement carries far more weight than a self-promotional statement, as it provides social proof and builds trust with potential customers. For example, if Forbes calls your product “a must-have for 2024,” that quote should be prominently displayed in your ad creative. Consider overlaying the quote on high-quality product images or incorporating it into short video ads to increase engagement. Additionally, customer testimonials from media coverage should be used to reinforce credibility further. If a publication highlights a specific feature or benefit of your product, turn that into a headline for your ad to grab attention quickly. The more social proof you can incorporate, the more likely your audience will trust and take action on your brand’s messaging.
Create Carousel Ads with Multiple Features
If you’ve been featured in multiple publications, don’t limit yourself to highlighting just one. A carousel ad format allows you to showcase multiple media features in a single ad, reinforcing credibility and giving potential customers several reasons to trust your brand. Each slide in the carousel can feature a different media mention, displaying a quote, logo, or excerpt from a well-known publication. You can also use a combination of images and videos to make the ad more engaging. This format works exceptionally well for storytelling—beginning with an attention-grabbing feature, following up with supporting quotes or testimonials, and closing with a strong call to action. By offering a variety of media highlights, you provide audiences with multiple touchpoints that validate your brand’s authority and increase the likelihood of conversions.
Retarget Engaged Audiences with Press Features
Press coverage is a great retargeting tool that helps keep your brand top-of-mind for potential customers. Run ads featuring media mentions specifically targeted at users who have already shown interest—whether by visiting your website, engaging with your content, or adding products to their cart without completing a purchase. Seeing a trusted publication endorsing your brand can serve as the final push they need to convert. To make your retargeting ads more compelling, experiment with different formats such as video testimonials, product showcases featuring media quotes, or side-by-side comparisons highlighting your brand’s advantages. Personalize your messaging based on user behavior—someone who abandoned their cart may respond best to an ad emphasizing a media-backed endorsement. At the same time, a past website visitor might need a reminder of why your brand stands out.
Add a Strong Call to Action
Guide Your Audience to Take Action
While press coverage can significantly boost your brand’s credibility, it’s essential to remember that your ads still need a strong, clear CTA to guide your audience. Simply having your brand featured in a trusted media outlet may grab attention, but it won’t necessarily lead to action without a prompt. Whether it’s “Shop Now,” “Learn More,” or “Claim Your Discount,” make sure your audience knows what to do next after they’ve been impressed by your media feature. A well-crafted CTA serves as a bridge between awareness and conversion. By guiding them with a strong CTA, you turn the buzz from your media feature into tangible actions—whether purchasing a product, subscribing to a service, or simply learning more about your brand.
Test and Optimize for Maximum Performance
To truly maximize the impact of your press-powered ads, A/B testing is key. By testing different variations of your ads, you can identify what resonates most with your target audience. This process allows you to experiment with different headlines, visuals, video lengths, and calls-to-action (CTAs) to determine which combinations generate the highest engagement and conversions. Testing also gives you valuable insights into which messaging and creative elements your audience prefers, enabling you to refine your strategy and improve ad effectiveness over time. Regular optimization helps you stay ahead of trends and audience preferences, ensuring your press-powered ads align with your marketing goals and driving your brand’s best outcomes.
Not sure where to begin? Press coverage is a great way to boost your brand’s credibility, but why stop there? Seamlessly incorporating media mentions into your social media ads can amplify your reach, drive conversions, and fully leverage your PR efforts. Ready to make your press coverage work harder for you?
Let’s get those high-performing ads up and running today!
