Social media marketing relies heavily on visual elements, and the key to grabbing a user’s attention is through a highly engaging creative asset. By utilising better-performing creatives, not only will your campaign exit the learning phase more quickly, but it will also significantly reduce the cost per result. This decrease in cost will ultimately lead to a higher number of results and an overall optimised campaign. Therefore, having exceptional creatives is crucial for the success of your next campaign.
However, what options are available if your creative team is small and you have limited formats to work with? Below are some tips and tricks we have discovered to help you maximise what you already have.
- Mix and match: Combine different formats such as images and videos to reach a wider audience. Users may engage more with video creatives, so don’t miss delivery opportunities.
- Unpolished style shots: Use your mobile phone to create cost-effective, low-production campaigns. Users want to feel connected to the brand and its values, so making your content approachable can help.
- Mobile-first creatives: Use 4:5 and 1:1 formats for feed placements and full-screen images and videos for stories and reels. This approach aligns with Facebook’s preference for mobile-first creatives and can help lower your cost per result.
Let’s delve deeper into the standard creative formats: images, videos, and carousels. Even if you don’t have access to a high-value production team, these formats should still be a part of your creative arsenal. By combining and testing these creatives, you can determine which format resonates most with your core target audience
Images were once the go-to format for many advertisers, but since the introduction of carousels, their popularity has decreased. However, single images are making a comeback and we’ve found the following tips to be crucial for their effectiveness:
- Use high-resolution images as they work well for ads and can be easily cropped for different placements. Be careful not to use messaging platforms like WhatsApp to send images as this can reduce their quality.
- Prioritise mobile-friendly creatives by avoiding horizontal images that appear small on mobile screens. Instead, use 1:1 and 4:5 ratios for feed ads to grab users’ attention.
- Keep it simple and focus on showcasing your product or service. Avoid including too much text as it can clutter the ad and make it less attractive. Although Facebook’s previous rule of limiting text to 20% of the image space no longer applies, it’s still best to concentrate on the product and avoid excessive text.
Carousels are an effective tool for presenting a variety of products or showcasing different angles of a product. You can include up to 10 cards and even add videos to them. Here are some suggestions to enhance the effectiveness of your carousel:
- Utilise all available components: each card can include an image or video, a title, description, and CTA. These components provide context for your product, but you should avoid using too much text. To prevent cropping, limit headlines to 40 characters and descriptions to 25 characters.
- If your carousel promotes different products or services, ensure that each card is linked to the appropriate destination page. Add tracking parameters to monitor the performance of each card.
- Experiment with carousel optimization: Facebook offers features to improve carousel performance, such as displaying the best-performing card first, presenting the cards as a video, and adding music.
Video is currently the most popular format and Facebook heavily favours it, as we have observed ourselves. If you’re unable to create a video, you can create a slideshow with your images using the integrated feature. To make the most of this format, follow these tips:
- Opt for vertical videos and keep them short. We’ve found that videos lasting no longer than 15 seconds tend to perform the best. This is because people have very short attention spans, which leads to tip number 2.
- The three-second rule: according to Meta’s guidelines, it’s crucial to grab the viewer’s attention within the first three seconds. Use this time to showcase your key message, such as a sale, or display your brand logo.
- Sound-off viewing: Since more and more people watch videos without sound, including text and captions in your video is an ideal way to convey your message.
By following these straightforward tips, you can observe a noticeable improvement in the performance of your ads. For additional assistance, you can seek the guidance of a marketing agency such as Distribute Digital, who can provide you with essential tips and tricks to help you maximise the value of your creative ads.