What is AIDA model: steps, approaches and examples

What is AIDA model?

Four steps of the AIDA model

Step 1. Secure attention

Step 2. Evoke interest

Step 3. Stimulate desire

Step 4. Initiate action

Examples of the AIDA model in practice


  • Attention. The company uses Youtube ads, display ads, and collaborations with Internet Service providers to make the users aware of their offers.
  • Interest. Once the user visits the company’s website, Netflix provides a free monthly trial to allow visitors to test the product’s characteristics and explore the range of TV shows available on the platform.
  • Desire. With the number of various features, such as the support of low-speed devices, high-quality content without ads, the ability to download videos, and personalized recommendations, Netflix creates the desire to subscribe to the company’s services.
  • Action. Netflix turns the visitors into paying customers by offering a wide choice of subscription plans and the ability to cancel anytime.


  • Attention. The SaaS marketing company is an official Facebook Marketing Partner. Buffer also attracts users through partnerships with Twitter, WordPress, Zapier, Pocket, and Feedly.
  • Interest. In 2017 the company launched the podcast “The Science of Social Media”, where it describes best practices and ideas from social media marketing professionals.
  • Desire. Buffer creates a desire by providing the ability to solve customer problems. The service simplifies the publishing process and allows to conduct deeper social media analysis in one place.
  • Action. The page with the CTA button contains the statement that more than 75,000+ businesses are using Buffer to drive engagement on social. It builds trust and persuades the user to purchase the product.



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