Here are three key takeaways I’ve learned from my years of Facebook ad creation…
- Video is Bigger Than Ever: Video is exploding (in a good way) on mobile. In 2020, it’s estimated that 78% of all mobile data traffic will be from video. No matter what platform you’re on, video drives more engagement for your creative. Facebook is no exception. In this day and age, video should be at the forefront of your creative strategy.
Video doesn’t mean that you need to have a big production shoot. Creating engaging video can be as simple as picking up your iPhone, filming some quick UGC (that’s user generated content, for those of you who don’t know) or a video of your product.
- Mobile Optimization is Key: When designing for mobile, there are a couple of key things to keep in mind. Mobile ads need to work well with the sound off and get to the point quickly. The two most important questions to ask yourself when creating a mobile ad are “how can I capture someone within the first 3 seconds?” and “does my ad make sense with the sound off?”
Those two things are crucial for designing mobile feed ads that users are going to want to engage with and feel impacted by. Now, let me elaborate on the importance of the video making sense with the sound off. If your ad relies on sound to get the point across, you’re isolating a big portion of your audience who may not regularly have their sound on or may be caught without headphones somewhere where having the sound on wouldn't be appropriate.
As you probably know from your own social media usage, there is so much content to be consumed that people are looking at their feeds almost 24/7 and being bombarded with content they follow and ad content so it’s very important to capture attention quickly with your ad.
Your number one goal should be to intrigue users almost instantly so they swipe up or click to your website. Capturing their attention within the first three seconds of the ad is ideal. This is as crucial for Facebook as it is with any other platform.
Now, with all this talk of being quick and intriguing, I do want to state that you don’t need to tell your entire brand story within a few seconds. In fact, it’s pretty much impossible to do that. All you need to do is get a user’s attention, and then you can use your website to share more about your brand story, product benefits, company beliefs, etc.
- Static Images Might Work for Your Brand: People look at video five times longer than static images on Facebook and Instagram. It’s not surprising that video ads have the highest levels of engagement.
However, static image ads are still around for a reason. They can garner some good engagement, especially if your product doesn’t need an educational video. Apparel is a good example of a product that can sell very well just from images.
Although it’s important to note that video will most definitely result in more engagement and a higher ROAS (return on ad spend), the short answer is that static images are still kind of relevant.
If you’re dead set on using still images, that’s okay! However, we do highly recommend adding some sort of animation, like a slideshow. Animation can really bring some otherwise dull images to life.
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