Illustration of brand voice and tone
By Owen Fay . Posted on June 2, 2022

We’ve all seen ads that are engaging, informational, or emotional. But does the tone of the advertising have an impact on conversions? Is the tone effective in engaging viewers?

A company’s marketing and advertising are interactions with its target demographic. This interaction can take many different shapes and have a variety of different outcomes. But it ultimately boils down to your company talking to its customers (and potential customers). Just as each person is unique, each company is unique as well, determining who your company is and how it communicates to its audience is critical to developing effective, relevant, and powerful ads.

The tone of an ad indicates how a business communicates with the audience and has an impact on how they interpret your message. It enables you to reach the right people by reflecting your brand’s personality, goals, beliefs, and areas of expertise.

To ensure that your message breaks through the digital noise and leaves a lasting impression on potential buyers, the tone should be recognizable and unique.

In this blog, we are going to discuss a few factors and why you should spend time building a recognizable tone for your ads.

Why Tone is Important in Your Digital Ads?

It’s not just about what you say, but also about how you say it. A consistent tone of voice should be used across all channels, from website content and ad management to social media postings, commercials, and posters.

It’s important to find the correct tone for your company, it will inform your audience about the business, including who you are, how you conduct business, how you see your customers, and more.

To potential customers, tone helps communicate the brand and its value. Finding the right tone for your business is critical to success. Tone can attract, engage, or repel users, a personal connection, emotional appeal, and consistency can all be achieved with the right tone.

Personal Connection

A good tone establishes a connection with your audience and develops trust. You can create a personal connection and build trust in a number of ways.

According to an report, 81 percent of respondents said buying from brands that reflect their beliefs is essential to them. To help you achieve this goal, highlight your values, community engagement, and major workplace events. The purpose of your tone should be to establish a bond between users and your company. Customers are more likely to interact and become customers if they have a personal connection with the brand.

The most essential component of tone is that it lends personality to a product or company. Most people would rather hear from a friend or colleague than from a large, faceless corporation. In short, a good tone in advertising gives a company a face; clients who sense a personal connection to a brand’s personality are more likely to listen to the message.

Emotional Appeal

Emotional appeal establishes trust and depending on the tone your ads use, you will create different emotional responses. Customers want to be emotionally engaged with brands in a way that makes them feel that the company cares about them. A caring or friendly tone can encourage them to connect with you more, providing you the opportunity to solve their issues or get them to be loyal customers.

A brand’s marketing plan can include cultivating a cool, popular, helpful, empathetic, or level-headed attitude. When customers detect a component of a brand’s attitude that they recognize or desire in themselves, the connection is emotionally powerful.

The tone you use definitely creates an emotional response, it can be good or bad but users will form an opinion of the brand based on these emotions. The right tone will create emotions that build trust and show your brand’s value.


To continue to attract and connect with the audience, your ads must have a consistent tone. For your ads to encourage engagement and create conversions, you need to establish a tone and stick to it.

Your tone helps to build a lasting impression of your company and the people who work for it. However, the language you use is not the only influence on how people perceive your brand. Most of the time, the tone also comprises other elements. The order, rhythm, and pace of the language make a difference.

The consistency of a brand’s advertisements across all media is very important. Consumers are likely to see a business as untrustworthy if they see it promote some values in a television commercial but opposite ones on a social networking website. It’s the same as a person that acts one way over zoom but completely different in person.

Choosing the Right Tone

Your ads will stand out when you identify a unique tone and use it across all channels. People are more likely to listen to what you have to say in your ads if they can relate to your brand. The tone of your ads can be a lot of different things: friendly, informative, funny, insightful, motivational, etc.

We’ll dive into a few of the different tones you can use to show the way they impact the effectiveness of your ads.


Every person responds best to an advertisement that is friendly and pleasant. These ads are usually informative and are there to help users achieve their goals or fix their problems.

This may be seen in the advertising’s informal, warm, and straightforward tone. It only goes to show how important it is to be fun and friendly with your ads. If you enjoy writing the ads, your audience is likely to enjoy reading or watching them. A friendly and respectful tone conveys a sense of warmth and honesty.


Humor in branding may either be a major selling point or a major liability. If you choose to use a funny or humorous tone it can engage users and make them feel comfortable with a business. It is fair to assume that a dash of humor goes a long way to developing memorable brand ads.

As long as your audience finds your ads funny, humor can boost the strength of memory recall and generate more shares, allowing you to stand out from the competition. Humor can create a lot of great connections, eliminating negative emotions, increasing interest, and engaging with a wide range of people.

However, in advertising, humor can make or break your ads. If used incorrectly, it has the potential to alienate your users by giving the impression of a lack of seriousness and as a result, unprofessionalism.

Informative and Motivational

Depending on your industry, humor or friendliness may not be the best tone for your ads. Your ad might be more effective by being both informative and motivational. Ads that use this tone can strike a careful balance between being professional while also being inviting and engaging.

A great tone doesn’t have to be filled with cat emojis or over-the-top humor, being helpful, informative, and motivational can create effective connections.

An enthusiastic and informative tone conveys helpfulness and understanding, but when used inappropriately, it can exhaust or irritate a reader as well. Like any other tone, it needs to be used correctly, to get the message across and engage users.


Your ads can communicate a sleek, insightful, and socially sensitive tone quite effectively. When you use an insightful tone that is concise and eye-opening, your company comes across as a leader and wise. An insightful tone shows the brand’s value and how it can truly help customers.

The use of a more serious and insightful tone will help in developing credibility and trust. If it is not used in the right way a business can come across as lacking personality and emotions, creating tension.

Testing the Tone of Your Ads with Poll the People

You can test the tone of your ad by Poll the people in the best way. The entire setup process should take you just a few minutes, and your usability test should be completed in less than 60 mins.

Here are the 5 steps to test the tone of ads with Poll the People:

Pick A Usability Testing Platform

Poll the People is a fast self-service platform that lets any company deploy an ad test within minutes. With a self-service system and a free signup, users can get actionable insights in under an hour.

You can watch the feedback responses to your test rolling in real-time in a Facebook-style news feed.

Pick a Template and Design the Test

The best way to test your ad tone is to choose two different ads with varying tones. Once you have two choices (A and B), you pick an expert-built template from the template library.

For this kind of test, we recommend an image template, presenting two different ads with different tones, or a tagline template with just the language you wish to use. By presenting different ad tones you will understand what tone the audience is more likely to engage with. \

Next, you need to ask the participants a question, it should help you to achieve the goal of your test. Ask a question like “What tone is friendlier?” or “Is the humorous tone of this ad effective?”.

Pick the Number of Responses

The next step to finding the right tone for your ads is to select the number of responses. Poll the People has a dedicated user panel of over half a million to allow you to test with the right audience. For most tests, 100 or more responses are typically enough. This should give you statistical significance and enough feedback to validate your tone. An added benefit is that your test will compete in about 60 minutes.

If you are short on time and money you can use any number of respondents you need, with a lower number of respondents your test will finish faster but you might not be as confident in the outcome.


Review your test design, make sure your audience is correct, and launch. That’s it, you are done with the entire setup process in less than 5 minutes.

Now sit back and watch the responses come rolling in within minutes. No more waiting for hours, days, or sometimes weeks for results.

Analyze the Results

As the responses come in, you can watch them in a live real-time feed. You can immediately start analyzing the responses. Or you can wait for less than an hour for the full test to complete.

The results dashboard from Poll the People will give you quantitative and qualitative feedback to see what won and why it won. The ‘why’ comes from the written feedback that Poll the People respondents are required to provide.

Dive into all of the insights and find the best responses to improve the tone of your ads. Look for patterns, frequent responses, and negative feedback to paint the full picture of your test.


You can build a vision of what your business wants to say and determine how to use the correct language to get this message across once you understand the audience. Setting clear rules and defining your brand’s tone for ads can help the business grow and create loyal customers. This is an important step in creating a content strategy that reflects your vision and appears genuine to customers.

Your audience can develop a better understanding of what the brand represents and what connections you have with your target audience. All this is possible if you maintain a consistent tone throughout all of your communications.

Testing your ad tone helps you improve your campaign performance, even before you launch. Using the quick process of testing with Poll the people, you can test your tone with different variations and language. This way you can find out if what you are planning to launch resonates with people.

If you’ve come this far and want to see how you can test Google or Facebook ads and other tests you can run with our platform take a look at our examples page.

Poll the People is an excellent platform that is both easy to use and delivers useful feedback for improvement. Sign up for free with Poll the People and explore our website if you’re ready to start optimizing your business.

Owen Fay

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