The best ads don’t look like ads — They look like this…

You know that annoying thing that happens where you’re scrolling through Instagram and laughing, suddenly you see that ad that’s trying so hard to sell you something?

That is an example of a bad ad.

You’ll probably hiss and move past it quickly. You don’t even want to give it a second to play. As our founder, Joel Amawhe says,

“the best ads don’t look like ads”.

Most people don’t come on social media to shop. They come for a distraction — seeing an animal do something cute, watching a comedy skit, seeing a fun, new challenge to try.

They’re not coming to look for more ways they spend the money they don’t already have.

Think about it: how many times have you gone on Instagram to look for a bag of cement or to look for a business course?

Most social media ads rely on impulse buying, which means your ad needs to make someone pause, think, and act quickly.

Africans are sharp; we don’t like to be tricked or fooled. If we see an ad trying to get us to buy something immediately, we’ll close it. But if your ad feels genuine and speaks to something we need, we’re more likely to click through and even bring out our cards to make a purchase.

The key here is authenticity. You’re not trying to force someone to buy; instead, you’re introducing them to something that fits seamlessly into their lives. The ad shouldn’t scream, “Buy now!” It should whisper, “This could really make your life better.”

Here are four tips on how you can create ads that don’t look like ads:

1. Tell a Story: The best ads tell a story that people can relate to. People want to see themselves in the content they engage with. If you’re advertising a product, show real-life scenarios that your audience can relate to. If you’re selling blenders for example, you might post a video of a family preparing to cook with your product. The focus isn’t just on selling the product; it’s about showing how your product brings people together, creating memories and delicious meals. This is the kind of content that resonates with viewers and encourages them to explore what you have to offer.
   
   
2. Use Engaging Visuals: Ads with visuals that regular social media users posts perform better. Use carousels or short videos that just fit so well into your audience’s feed that they don’t immediately notice it’s an ad — like a stylish outfit being worn at a wedding or a plate of jollof rice served at a family gathering. The more your ad looks like something your audience is already consuming, the less likely they are to scroll past.
   
   
3. Add Emotional Hooks: In advertising, the first few seconds are what will determine whether your audience stays or scrolls off. Most experts will say you have about 10-15 seconds to gain your audience’s attention, but that doesn’t work nowadays. The most shared content these days are usually between 30-60 seconds long, so you have at most 5 seconds for your ads to gain attention. If it’s written content, you have the first 7 words. So you need a powerful hook that can draw in your audience in that time frame, and it has to be in a way that it’s not obvious that you are advertising to them. Once they realize it, they will zone out. Nigerians, for example, won’t even want to listen to any ad that starts with “come and buy” unless they were already looking for that product. They will think you’re a scammer.
   
   
4. Use Native Words: Imagine you want to advertise a teeth whitening product to a bus driver in Oshodi and you say “tis will make you look very demure”. Shey you see as you’re already laughing as you’re imagining it? Just because it’s a trend on social media, doesn’t mean it will be understood by everyone. You’re advertising to a majorly Nigerian audience and you don’t use any form of pidgin? How do you expect them to feel like they relate to you? You’ve probably seen how excited people get when a non-native is using their language, that’s the power of language — it connects. People are more likely to listen to you when you speak in a language they understand.
   
   

The Future of Advertising Is Subtle

Ultimately, the best social media ads don’t interrupt—they integrate. They fit into the user’s experience, offering value in a way that feels natural and effortless. When you focus on creating ads that resonate emotionally, look native to the platform, and offer something relatable, you’ll see better engagement and more conversions.

So, when crafting your next ad, don’t focus on making it look like a typical ad. Instead, think of it as a piece of content that enriches someone’s social media experience. Once you’ve earned their attention, the sales will follow naturally.