- The AIDA framework, dating back to 1898, consists of four key sections: Attention, Interest, Desire, and Action.
- It serves as a roadmap for the customer journey and is still widely used in modern marketing strategies.
- Attention: Grab the viewer's attention within the first few seconds using bold statements, questions, or controversial content.
- Interest: Generate interest by highlighting relatable pain points and showcasing how your product or solution addresses them.
- Desire: Create desire by emphasizing the benefits of your product and evoking an emotional connection with the customer.
- Action: Encourage the viewer to take action through a clear call-to-action, such as clicking a link or making a purchase.
This is where the AIDA model comes into play.
History of the AIDA advertising theory
AIDA is no foreign concept to marketers and advertisers, and believe it or not, its origins can be traced all the way back to 1898. Don’t be put off by its age because how does that saying go? ‘If it’s not broken, don’t fix it’. It’s a tried and tested model that’s been used throughout the years and is still a mainstay in modern, marketing strategy and tactics. If executed correctly, the AIDA formula is guaranteed to skyrocket conversions on your TikTok ads.
What is the AIDA framework?
Simply put, the AIDA framework (or AIDA marketing model) comprises four key sections based on core advertising principles: Attention, Interest, Desire, and finally, Action. This is the general roadmap that a customer would take before buying a product. Typically, marketers and advertisers would map out a customer journey around these four stages and key points to understand what might resonate with them, specifically at specific points and stages of said journey.
Different aspects of the customer journey would require different types of content or messaging to help them along the way to the next section of their journey.
In a typical customer buying journey, the AIDA framework would look a little like this:
1. Attention: In the AIDA model, the A stands for the word "attention". During this section, create brand awareness and get eyeballs on your company's offers, products, services, marketing messages, or advertising.
2. Interest: The "I" is for Intrest. Generate interest in what you offer consumers by building interest, showcasing the company and its benefits, and encouraging further research.
3. Desire: The AIDA advertising theory wouldn't be complete without Desire. Inspire interest, desire, and action for what you have to offer. Create a desire to initiate action and an emotional connection to your product through the solution it provides to the customer.
4. Action: Get the most out of your marketing efforts by communicating what you want the consumer or viewer to do! Encourage the whole customer base to take action and buy with a ‘Call-to-action’ (CTA).
Thanks to TikTok ads and the recent development of social shopping, all aspects of this journey can now happen within the space of a single 30-second video. Here’s how your digital and marketing team and team can apply the AIDA framework to your videos to ensure they are optimized for conversions from the get-go.
How to use the AIDA model to script TikTok ads
Attention: Writing Scroll-Stoping TikTok Hooks
This is your hook. The first 1-3 seconds of the video are pivotal to making sure that people stop and watch, so make it irresistibly intriguing. The more people stop, the more people click through, and the more conversions you’ll get (in an ideal world of course).
Typically, people have notoriously short attention spans - so what tactics can you use within the first 1-3 seconds of your video to hook the viewer in?
- Make a bold statement
- Ask a question
- Be controversial
- Use a popular/trending sound
- Use an unusual sound
- Highlight your offer at the start of the video
- Be downright weird, you little freak
Did you know that according to a study conducted in Denmark, the constant bombardment of information we experience at all times of the day may be impacting our ability to focus and maintain our attention? As a result, it is becoming increasingly challenging for us to give our undivided and prolonged attention to whatever content we are consuming. Think about it, how often do you watch TV while looking at your phone?
This is why when you have their attention, you’ve got to do everything in your power to maintain their interest.
Interest: Spark curiosity in your TikTok Ad
Now that you’ve stopped the scroll, how will you generate interest and keep those eyes on the screen?
More often than not, you’ll be able to pique the interest of someone by highlighting a pain point that is specific and relatable to them.
For instance, let’s say your product is designed to help prevent knee pain in athletes, an all too familiar pain to any runners out there.
An example pain point here (no pun intended) could show someone getting knee pain from running, but let’s not stop there. Double down on this and poke the pain point with a stick; agitate the issue by showing what could happen as a result of the pain point:
- Showing how their devastating knee pain means they get beaten in a race
- Attach extra emotion to the issue by showing them not being able to keep up with friends
- Dramatize or attach a story to show how they might get unfit in the future
Of course, it’s important to note that you keep the video visually stimulating throughout. Never forget about the fundamentals, such as editing pace, audio, and visual elements to keep customers engaged and interested in your TikTok ad throughout.
Desire: Make your target audience crave your product & start the customer journey
You’ve highlighted key issues your customers realize your ideal target audiences face, now for what they’ve been waiting for… showcase your product as the solution to all of their problems. This is the awareness stage where you highlight your service's or product's benefits.
Remember, emotion drives an immediate response to the action. How has the customer’s situation improved now that they have your product? How are they feeling? What are they able to achieve now that you have provided them with the solution to their problems?
Although it’s not a TikTok ad, a great example of an ad that everyone is almost bound to know that uses the AIDA framework: The Old Spice ad.
Let’s break this ad down.
- Attention: A muscle-bound man in the shower looking directly down at the camera, addressing the audience and commanding, ‘Look at your man, now back to me’.
- Interest: There’s a quick change of background and costume, the product is introduced, and constant camera movement and slightly absurd action on the screen keep the audience engaged.
- Desire: The target audience (men) for Old Spice want to be like the Old Spice man because ‘anything is possible when your man smells like Old Spice’. The audience is then further encouraged to ‘Smell like a man, man.’ The implication is that if you don’t smell like the Old Spice man, someone who does smell like the Old Spice man might steal your partner.
All that’s left here is action.
Action: Get a return on your marketing strategy
This is simple; it’s your call to action (CTA) at the end of the ad. This might be different depending on the desired action you want to achieve, but for the sake of this blog let’s assume it’s to encourage the customer to buy the lovely product you are selling.
The CTA should be simple and ensure that the customer's journey to purchase the product that you are selling is as frictionless as possible. Maybe even sweeten the purchase deal with a discount code just for them.
If it’s a specific product that you are selling, your CTA could be something as simple as ‘Click here to shop now,’ which then takes the customer to a custom-designed landing page optimized for conversions rather than a webpage where they have to go then and search for what it is that you were advertising.
There you have it! It’s as simple as that, but just in case it wasn’t clear enough, let’s take a look at AIDA in action on a TikTok ad.
Example of AIDA Model in Action
Let’s take a look at this TikTok ad for a skincare brand and break it down.
TikTok Ad - AIDA Framework Breakdown
The ad above uses a very basic sequence, leveraging the AIDA framework.
- Attention: ‘WHAT ABOUT LARGE PORES & BLACKHEADS’ Right off the bat is sure to attract attention; the big bold writing grabs your attention immediately; it’s also a comment reply which tends to do notoriously well on TikTok. It addresses a widely shared pain point that many people deal with, so the target audience for this product instantly knows the topic of the video will relate to them. In this case, they use the pain point directly as the video's hook.
- Interest: She is generating interest by announcing that she has large pores and blackheads, but since using this product, they have been much less noticeable. She’s stated the issue but has come straight in with the solution and the benefits this product offers, keeping the viewer interested.
- Desire: By stating the product has gone viral all over TikTok ads a layer of social proof, backed up by saying it’s recommended by dermatologists (a trusted professional). She then shows and describes how it works and says how smooth and soft it’s left her skin. This directly addresses the initial pain point in the video - inspiring desire.
- Action: This one is pretty self-explanatory so I won’t go into too much detail here. ‘Shop now’ at the end of the video.
Concluding, the AIDA Model to Create a successful advertisement on TikTok
When you see it, you won’t be able to unsee it. This copywriting model might not apply to every ad you make, but it’s a great place to start when scripting TikTok ads if you’re looking for a tried and tested method proven to print cash. Now you know how to script a TikTok ad using the basic AIDA model. Why not take a look at how to write a creative brief?
Common Questions about the AIDA Model
- How should I use the AIDA to fit into my broad marketing plan? A:To fit the AIDA model into your broad marketing plan, strategically use attention-grabbing headlines, compelling visuals, and persuasive copy to capture your target audience's attention, generate interest in your offering, create desire by showcasing its benefits, and prompt action through clear calls-to-action.
- How should I use AIDA as a marketing professional? A: As a marketing professional, leverage the AIDA model by conducting market research, crafting attention-grabbing content, highlighting the unique value proposition, evoking desire, and driving action through effective calls-to-action, resulting in impactful campaigns that resonate with your audience and drive conversions.
- Where can I use the AIDA model in my digital marketing? A: The AIDA model can be applied to various digital marketing channels such as website optimization, email marketing with compelling subject lines, personalized content, and clear calls-to-action, social media marketing using captivating visuals and engaging captions, and digital ads featuring attention-grabbing visuals, concise copy, and strong calls-to-action.
- How do I ensure I maintain interest when using AIDA? A: To maintain interest when using AIDA, consistently deliver value and engage your audience by aligning your content with their needs, providing relevant and engaging information throughout their journey, incorporating storytelling techniques, testimonials, and interactive content, and optimizing your communication to captivate attention and sustain interest.