Linkedin has just released dark mode. No big deal, right? Well, it can mean a lot, especially for marketers.
Dark mode is popular
Some surveys show that dark mode is preferred by over eighty percent of users.
When designing ads, you usually want them to either stand out from, or blend in with, the rest of the site layout. (For example, that’s why some marketers use unique fonts.)
Let’s pretend you’re in the first category for argument’s sake: One way to make ads stand out is to use contrast; find colors that are opposite to each other.
With social media sites, you already have one part of the equation: the site layout and colors.
So all you have to do is find contrasting colors.
Dark mode = dark ad performance?
With dark mode turned on, things can get a little wonky.
Different people will see different colors. And as more people adopt dark mode, your contrasting (light mode) ads suddenly just blend in.
As a result, your click-through rates (CTRs) might decrease without you knowing why.
What can you do about all this
When a platform where you run ads (such as LinkedIn) introduces dark mode, expect a significant number of users to switch to it.
Plan ahead by testing ads with colors opposite to the ones you currently have.
As others wonder why their CTR is dropping, you’ll be ahead of the pack.