Humans are hardwired to crave consistency. Cognitive dissonance occurs when information comes along that is inconsistent with your pre-established beliefs.
Your advertising creative needs to be balanced with your product: pricing, branding, messaging etc. If these are out of balance and contradictory they will significantly turn off your customer.
You can imagine how jarring it would be to see a Ferrari advertisement filmed by an amateur college team, with bad lighting and cheap bad acting. Everyone already believes that Ferraris are luxury, sporty, cool and expensive works of art. Making sure that your creatives align with the goals for your ad is paramount for having a successful Instagram campaign.
For example, if your ad is designed to get people to make a purchase, you wouldn’t want your call to action to read “Learn more”. The same goes for the creative itself, if your ad is about a specific product, you don’t want to have your image portray something general about your company, you want it to be of that specific product.
Keeping your ads in line with your overall brand image and promise helps customers feel like they are not being sold to, but just looking at a new product, style or emotion that they want.
Creating that product pricing and creative quality dissonance helps keep all of your creatives in line, as well as helps keep customers comfortable with the price of your product. If they see a premium ad, they will feel better about paying a premium price.