Ad Secrets Revealed: Foodvisor

Welcome to another installment of Your Brain on Ads! We dissect winning ads to help you become a smarter Facebook & Instagram advertiser.

This week, we’re focusing on an ad from Foodvisor.

What Is Foodvisor?

Foodvisor is an app that offers personalized nutrition advice.

Here’s what I noticed when giving their ad a closer look.

3 Things I Like About This Ad

1. The image features a real user’s data.

It’s social proof. It’s tangible. It’s aspirational. It gets people thinking “Hey, if this person lost 70 pounds using this app, maybe I can too.”

2. The design & copy position the product perfectly.

Weight loss products can get a bad rap. But the copy Foodvisor uses is so damn wholesome that they avoid the negative connotations. Words like “wellbeing,” “journey” and “enjoyable,” make you feel warm and fuzzy inside.

The clean, simple design feels warm, approachable, and positive, reinforcing the copy.

3. The Image Headline Is Compelling

“This is the REAL weight chart of one of our user” gets attention. I won’t dock them points for leaving the “s” off of “users.”

3 Potential Improvements

1. The primary text could be stronger

I like that the primary text contributes to the positioning but it could be more benefits-focused. I’d prefer something like “Foodvisor is the app that makes it enjoyable to get to a place that feels good. Download today and discover an easy, sustainable, affordable solution to your weight loss goals.”

2. Removing the logo and making the headline bigger

Currently, eyes naturally gravitate to the “Foodvisor” logo and tagline. I’d remove the logo entirely and make the headline bigger.

3. Adding more detail around how the weight loss is achieved

We now have some space at the bottom of the image (thanks to removing the logo). We could put 3-4 icons that display features like “Healthy Recipes,” “Daily Classes,” “Meal Plans,” and “Personalized Support.”

Applying These Learnings To Your Ads 💰

1. Social proof is a brain hack. It’s highly effective and easy to apply. Use it! Testimonials, press quotes, App Store ratings, Trustpilot ratings, etc. Make it easy for someone to say “Yes.”

2. Consider how you can position your product relative to the competition. Foodvisor is technically a weight loss product, but they position themselves as a nutrition guide that makes you feel good about yourself.

3. Optimize your design for conversion but also support your overall branding, positioning, and ethos. Ideally, after a while, someone should see one of your ads and think “Oh, that’s an ad from that company.”

If you’d like help with your advertising, email me at [email protected] or message me on LinkedIn. I run a marketing agency called PureFunnel that helps tech companies grow with Facebook and Instagram ads.