Running ads on Facebook and Instagram can feel overwhelming for small business owners. You’re competing with big brands that have large budgets and entire marketing teams. So how do you stand out when people are scrolling quickly?
The answer is curiosity.
Curiosity is one of the simplest and most affordable tools you can use to grab attention. When you spark just enough interest to make someone pause, you increase the chances they’ll click, watch, or shop.
Why Curiosity Works
People love to “fill in the blanks.” When you give them part of the story (but not all of it) they naturally want to know more.
Think about it from your customer’s perspective:
- A post that says “Most coffee shops make this one social media mistake” makes café owners curious to find out if it’s them.
- A photo of a cake with just one slice cut out makes someone want to see the whole creation.
A line like “The secret ingredient in our best-selling latte is…” makes customers stop to read more.
That curiosity is what gets them to click your ad or stop scrolling long enough to notice your business.
Simple Ways Small Businesses Can Add Curiosity to Ads
You don’t need a marketing degree to use curiosity. Here are some easy ideas:
- Ask questions. Example: “Struggling to figure out why your Instagram posts aren’t bringing in sales?”
- Show a sneak peek. Share a behind-the-scenes photo or half-reveal of a new product.
- Use lists. “3 quick tips for booking more local clients” makes people wonder what they are.
- Tease results. “The one change that helped us double our customer orders.”
Keep It Real
Curiosity should never feel like a trick. If you make people click, be sure the content delivers value. Otherwise, you risk losing trust. For small businesses, trust is everything.
How This Fits Into the Bigger Picture
Curiosity is just one way to nudge someone from scrolling to shopping. In this series, we’ll also cover other powerful triggers like urgency, relevance, and clear calls to action.
And don’t forget… curiosity works even better when combined with social proof (like reviews and testimonials). We covered that in a recent post [How to Build Customer Trust with Social Proof: Reviews, Ratings, and Testimonials], and it’s one of the best ways to show customers you’re the real deal.
Want Ads That Actually Get Clicks?
If your Facebook or Instagram ads are getting ignored, JBC can help. We specialize in helping small businesses create simple, effective ads that spark curiosity and drive real results.
👉 Book a call with us today and let’s make your ads impossible to scroll past.
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