When you’re planning your next Facebook ad campaign, there are several things to keep top of mind. They include your goals, strategy and target audience. All of these are important to the overall execution and reach of the campaign, but one item is crucial to achieving success and capturing the attention of potential prospects – the campaign’s creative elements.
Your campaign creative can be displayed in multiple ad formats such as carousel, slideshow, collections, canvas or instant experiences. But regardless of what ad units you choose, the success of the campaign will be dependent on the quality of the creative images and/or videos.
Here are four basic considerations to optimize the photos and video that will be used in your next Facebook campaign.
Make them Attention Grabbing
Allow your creative to be thumb-stopping – think scrolling through the feed via a mobile device. The visuals should grab the attention of the user as soon as they lay their eyes on it. Take time during your campaign planning process to come up with ideas to develop creative that is eye-catching, vibrant, and unique to your brand. Design something that is unique and will inspire users to engage with the ad. There are multiple ways to get creative with photos and videos, check out a few of these examples below:
The bracelet brand Pura Vida uses eye-catching, bright images in a carousel format to grab a user’s attention. Source: SproutSocial
The Bermuda Tourism Authority used cinemagraphs as a part of their “Summer Fridays” campaign. Source: Bermuda News
Align them with your Call-to-Action
Having a strong call-to-action (CTA) is imperative to motivating consumers to respond to your ad and help achieve your campaign goal. Make sure that you only have one, singular, clear CTA to garner the best results. And, be sure that the context aligns with your creative. For example, if you are targeting potential visitors with interests in “beaches in tropical destinations” to sign up for your email newsletter, you should use beach related images or video in your ad campaign to align with the user’s interests. Check out this great example from Discover Puerto Rico:
Include Minimal Text
Facebook recommends using as little text as possible in your ad creative. Creating images or video that are text-heavy for your ad campaigns can cause them not to perform well in the ad auction and will ultimately affect the deliverability to users in the news feed. Remember to keep it simple and use minimal text to relay your message effectively.
Here are some examples of appropriate use of text in both video and images:
Retargeting with Video
You can maximize your future campaign efforts with the use of video in your most recent ad set. This is most commonly done with Facebook’s Retargeting capabilities. For example, using a video for the first flight of the campaign will help solidify your core audience. Then, for the next flight, you can retarget this audience with an image-based ad built on the user engagement with the video. Facebook’s machine learning technology allows you to pick the level of engagement you’d like to target. You can specifically retarget based on watch time, (between 3 and 10 seconds), as well as percentage watched, (25%, 50%, 75%, and 95%). You can then select future potential targets based on engagement. You can directly retarget those users or build lookalike audiences with similar user personas from the Facebook database.
Whether you’re trying to simply increase traffic on your website, gain email subscribers, or convert a hotel booking, never underestimate the power of good creative components in your Facebook campaign. For more information on how you can develop the best possible creative for your next campaign, check out the Facebook Ads Help centeror click below to continue your learning.
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