Principle number three, give them no reason to share. Under no circumstance, encourage them to share the advert with anybody. Make sure it's purely about that individual. There's no call to action to share. There's no reason to share. You've put no thought into why they would share. This is one of the biggest mistakes advertisers make, and I'll explain why. Even just from a pure a mathematical perspective. Let's say it costs me $1 to get somebody to click on this advert. However, let's say in another scenario, it costs me $1, but on average, each time somebody sees it, they share it with one person. All of a sudden, I've dropped my acquisition click targets in half just by baking in that factor.
So thinking about how people are going to share it, the phrase is as so true today as it was a hundred years ago, which is word of mouth marketing is the best form of marketing. And the beauty of focusing on sharing means that when somebody sees the ad and then they share it, it drops your prices down. But also that person is coming at it from an organic word of mouth lens. They haven't seen it as an advert. They've seen it as their friend sharing it with them. So not only is it cheaper, it's way more effective. We've all been through COVID. We know about K factors and how they spread. The higher you can get your K factor, the massive reduction you can see in your advertising spend.
The best advertisers online now, they focus on dropping the friction to share as much as they can. Every advert is designed for the ability to share. So here's a crazy start if you don't believe me. Adam Mosseri, who's the head of Instagram, said the following, that most content consumed on Instagram comes via sharing, comes via DMs. It's all going on in direct messages and group chats. But we don't see that as advertisers. You just see the advert go live. You might see on the Facebook ad library or wherever it is and you'll see some of the comments in there but you don't see the dark social that exists and it's everywhere and it's obvious when you look at your own behavioral patterns that that's where you consume a lot of content and most importantly where you trust a lot of content so you want to be thinking about okay the human being from the first module who's their brother who's their mother who's their father who's their husband who's their wife who's their boss who's their colleagues and what is the angle that they're going to share it for so you want to design your adverts with the group chat first so you want to focus on word of mouth but most importantly the word of whatsapp the word of iMessage the word of slack the word of instagram dms and thinking about okay if i'm b2b okay what is the word of slack for this ad what is the person who views this or who is the person that views this and how are they going to share this advert across their channels why are they going to share it if you focus on that you will significantly reduce acquisition costs Thanks for watching.