Vill du designa en annons? Se hit. : En kvalitativ studie om vad som påverkar design av annonser för sociala medier.

Sammanfattning: Social media is an integrated part of our everyday life. Every user on social media could be a possible customer. The number of users have generated new possibilities for companies to use social media as a tool for marketing. Companies can therefore be more visible as well as they can broaden their scope. Which makes the design of advertisements for social media marketing an important aspect to consider. Therefore, it is crucial for advertisements to be designed in such a way that it stands out from the social media feed and captures the user’s attention. The intention of the design should clearly communicate sender, colors and taglines with its purpose to ensure that the potential customers receive the advertisements message. The focus of this study is to create an increased understanding of how to design digital advertisements for social media, that is by determining principles, guidelines and factors underlying the design. To increase understanding about the design of advertisements on social media, we conducted seven semi-structured interviews. We found that the design of advertisement is mostly made up of perceived and unspoken principles, guidelines and factors. The findings show that they all are relevant when designing an advertisement on social media. When creating advertisements for social media a crucial part is to capture customers' attention and enable purchase intention, which points to the importance of the advertisement’s design.