How to Optimize Your Next Campaign’s Photos & Videos

When planning your next Facebook ad campaign, there are several things to keep in mind: your goals, strategy, and target audiences. All of these components are important for the overall execution and reach of the campaign. However, one crucial element to achieving success and capturing the attention of potential prospects is your campaign’s creative elements.

You can choose to have your campaign’s creatives be displayed in multiple ad formats, such as carousel, slideshow, collections, canvas, or instant experiences.  Regardless of which ad units you choose, the success of the campaign will be dependent on the quality of the creative images and/or videos. Read on to learn how to optimize your next campaign’s photos and videos.

Make Them Attention-Grabbing

Allow your creative to be ‘thumb-stopping when users are scrolling through their social feeds on a mobile device. The visuals should grab the attention of the user as soon as they lay their eyes on them. Take time during your campaign planning process to come up with ideas to develop creativity that is eye-catching, vibrant, and unique to your brand. Design something unique and will inspire users to engage with the ad.

Align Creatives With Your Call-to-Action

Having a strong call-to-action (CTA) is an important tool in motivating consumers to respond to your ad. The strength of your CTA’s can also help achieve your campaign’s goals – make sure you only have one clear CTA to garner the best results. The content for your CTA should align directly with your creative.   For example, if you’re targeting potential visitors to sign up for your newsletter with interests relating to “beaches in tropical destinations,” you should be using beach-related images or video in your ad campaign to align with the user’s interests.

Include Minimal Text

Facebook recommends using as little text as possible in your ad creative. Creating images or videos 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.

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 capabilitiesFor example, using a video for the first flight of the campaign will help solidify your core audienceThen, you can retarget this audience with an image-based ad built on the user engagement with the video for the next flight. 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 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 center or click below to continue your learning.

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