How I Created Instagram Ads for Lyra Health
To my relief, mental health is something more and more people are talking about these days. Perhaps it’s due to how open the new generations are to it and the fact that many adults today suffer from mental health issues. Regardless, I’m glad the conversation is being held.
Considering the drastic ways things have changed for everyone this past year, how you approach your mental health is important to your wellbeing.
This is where Lyra comes in, they are an employer-sponsored benefit that gives employees, their spouses, and dependants mental and emotional healthcare. Using technology and proven therapeutic methods, Lyra gives you a more personalized approach to therapy. They match you with the right care for your needs and they have several types of therapy programs available. From short-term therapy and coaching to self-guided online programs.
I chose to make Instagram ads for Lyra because Instagram is a quick and easy way to get information out about a product that a lot of people rely on. Having a platform where a future client can easily scroll through pictures and quick snippets of what the business offers is great for the sales and marketing aspects.
I visited multiple Lyra landing pages to get a sense of the company and its writing tone. I checked out their social media accounts like Twitter and read some of their blogs. As a result, I thought there could be a quicker way to get Lyra’s information out. The goal through the Instagram ads would be to promote the business using short sentence advertisements with pictures that catch the viewer’s eye.
Ad Sequence
Ad #1
Target- New customers that struggle with depression
Goal- Attract new customers
Take control of your life today with #Lyrahealth. We are an employer-sponsored benefit that connects employees and their loved ones with effective & convenient care for their mental and emotional well-being. Hit the link in bio (https://care.lyrahealth.com/) to see if your company is partnered with us!
#Lyrahealth #Mentalhealth #Emotionalhealth #Therapy #Wellbeing #Lyra #Health
The first post will introduce what Lyra Health does (mental health services) and who they’re helping (workers and dependents age 15+). I’ve provided a picture with a fact and the first line of copy that many people can relate to. With this ad, I’m targeting new clients that may not have heard of Lyra in the past but have experienced mental health struggles. I have provided them with useful information about what Lyra can do to help them and how they can get that help with an accessible link. Applying hashtags also makes it easier for users to find ads with simple word searches.
Ad #2
Target- New customers with slight interest
Goal- Provide a clear example of the user interface
Use our online tool or contact our care team directly. Complete an assessment in 5 short minutes. We’ll then share how we can help with different care options that fit your needs and preferences and get you started with your choice right away. Link in bio!
#Lyrahealth #Lyracares #Wellness #Mentalhealth #Depression
The second ad shows a picture of how the platform would look and function. This showcases how simple and easy it would be to set up an assessment test and eventually a therapy session. It then provides a call to action (link in bio) which would have the link set up within the profile page. The hashtags once again provide easy access through quick searches.
Ad #3
Target- Interested customers
Goal- Evidence-based approach
71% of Lyra members see reliable clinical improvement. A total of 83% of members improve or recover. Lyra’s #mentalhealth is grounded in science and we’re here to help. Our team of experts can help you find the right plan today! Link in bio!
#Lyrahealth #Depression #Mentalhealth #Healthcare
This ad will target customers that are interested in Lyra but have yet to commit. I used a good lead-in sentence to capture the attention of anyone reading and get them to keep reading. I chose to use a statistic showcasing the benefits of using Lyra and how they depend on scientific studies to provide therapy that works. The gif shows the step by step guide to the process. Finally, adding the hashtags provides simple and easy word search results.
What I Learned About Copywriting Through Instagram Ads
Writing good copy isn’t easy. Every platform works slightly differently and it’s important to make sure it is utilized to its full potential. Since Instagram is mainly a photo-sharing platform it’s important to have a solid picture or short video to advertise off. If the picture doesn’t fully capture someone’s attention you better make sure the first line of your copy does. There are many variables to writing great copy but in short; keep it succinct, engaging, and informative and you’re on your way.
