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AIDA (Attention, Interest, Desire, and Action)

AIDA is a classic marketing model that describes the four sequential stages a consumer passes through in the purchasing process: Attention, Interest, Desire, and Action.

Definition

AIDA stands for Attention, Interest, Desire, and Action — one of the oldest and most effective frameworks for structuring persuasive ad copy and creative.

The Four Stages

  • Attention: Capture the viewer's focus with a strong hook or visual pattern interrupt
  • Interest: Present relevant information that makes them want to learn more
  • Desire: Build emotional connection by highlighting benefits, social proof, and transformation
  • Action: Close with a compelling call-to-action that drives the next step

AIDA maps naturally to video ad structure — the first 1-3 seconds capture Attention, the body builds Interest and Desire, and the end drives Action.

Why It Matters

AIDA provides a proven structure for creating ads that convert. Instead of guessing how to organize your message, AIDA gives you a step-by-step formula that aligns with how people naturally process persuasive content. It's especially powerful for video ads and landing pages where you need to guide the viewer through a logical sequence from attention to action.

Examples

  • •Attention: An unexpected or visually arresting opening scene in a video ad designed to stop a user from scrolling.
  • •Interest: A blog post that details the unique technology behind a new product after a user clicks an ad.
  • •Desire: A product page featuring customer testimonials, high-quality lifestyle photos, and a video showing the product in use to create an emotional connection.
  • •Action: A clear, brightly colored 'Shop Now' button on an e-commerce website, often paired with a limited-time discount to encourage an immediate purchase.

Common Mistakes

  • ✕Focusing solely on gaining attention with 'clickbait' creative that fails to build genuine interest or relevance.
  • ✕Neglecting the Desire stage by listing features without translating them into emotional benefits for the customer.
  • ✕Failing to include a clear, compelling, and easy-to-find call to action (CTA), leaving the user unsure of what to do next.
  • ✕Assuming the customer journey is always linear, when in reality, modern consumers may jump between stages or revisit them multiple times.
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