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10 Tips for Facebook Ad Creativity

10 Tips for Facebook Ad Creativity

Think about your rolling behavior on social media. What makes you stop and look at a post again?

More often than not, it’s the graphics – whether it’s a sarcastic GIF, a funny cat or a smiling baby – that get your attention.

When running Facebook ads, the best copy is likely to be overlooked if accompanied by a mediocre image. Read on for 10 tips to improve your creative game in Facebook advertising.

Resize images by location

The Facebook Ads interface allows you to select unique images for different locations. Ideally, use the vertical images for stories format to fill the entire screen while using horizontal or square images for the news feed.

The placement of the right sidebar on the desktop is also one to be conscientious for, especially when Facebook changed its layout in late 2020. Previously, only rectangular (1200 x 628) images were displayed in that location; now, Facebook, displays a square image in that space if you use one, allowing for more prominent ad space.

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In addition, be aware that ads in the right sidebar will be significantly smaller, which means that any text you include in your images can hardly be read. I would recommend minimizing or removing text from all images displayed in this location.

Notice how difficult it is to read the copy in the ad examples below. In addition, you can see how the ad with the square image is much more prominent:

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2. Use text (smart)

In 2020, Facebook finally removed the 20% text rule and no longer penalized ad images for including text. I would encourage you to test images with text in them, but do not overdo it.

Often, a simple benefit point will get people’s attention more than a text-laden image.

Depending on your product, there may be several creative ways to incorporate working text into your image. For example, the product below promises to help refine your writing style.

In this case, the text on the image highlights a usage case for the product while showing features.

Think twice about stock photography

We’ve all seen the generic stock photos that people insert into their ads, such as the well-dressed business people staring coldly into space as they sit around the conference table. While stock photos can offer an easy solution for brands without designer or good photography, these photos are often less likely to capture attention and provide a direct connection to your brand.

If you choose to use stock photos, consider adding some sort of branding element, such as your logo, to your ads. You can also include superimposed text that specifically mentions the offer you are promoting.

For example, the ad below contains a photo of a person, but also places it on a background with the Wingspan brand logo and an offer to get the attention of people with the problem the company is looking to solve.

4. Include star ratings

If your business has a rating of four or five stars, include it in your ads. Positive reviews will stand out and encourage people to take a closer look.

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In the example below from Lemonade (a home / tenant’s insurance company), notice how the stars match their brand color. In addition, the ad contains an image of a house (the product they insure) along with their logo.

This creative carries both the positive assessment and the direct fire association.

5. Show the product

If you are selling a tangible product, show it in use in your ads. People know exactly what you are selling and how they can incorporate it into their lives.

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For example, the ad below for Calm Strips immediately gets your attention when you see the colorful strips stuck on a laptop. You can then read the copy for more information on the purpose of the strips.

Sometimes it may not be practical to show the product in actual use, but you can still show it by yourself.

For example, you may not even be able to see this clear alignment on someone’s teeth without looking closely, but a picture of someone holding it shows how simple and discreet it is.

At the end of the day, investing in decent product photography can go a long way. Even if you do not want to pay a professional photographer, you need to buy a SLR camera with a macro lens along with some lights to be able to take close-up of your high quality product.

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6. Include event information

If your ad is promoting an event, one of the first questions people will answer is when the event will take place. Including date (s) right in your graphics will answer this question in advance.

That way, if people are already booked that day, they do not bother to waste another click, and people who know they are available within that time frame and are interested can take another look.

An additional test can cause, including the time of day, an event to start (especially for a one-time event that just takes place in an hour or two).

If your event involves notable speakers that may be recognized by the people being targeted, add their photos and names to event graphics. You can even test a carousel ad with multiple faces, names, and topics for multi-session events.

You can test to name the place or city where the event takes place if it takes place in a physical location. The event promoted below is virtual; perhaps another test here could be to include “Virtual Event” in the image.

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Of course, it is very possible in the present times that people start with the assumption that an event is virtual.

An additional test may be to include a “Register” button graphic directly in the image. This can help start a call to action to sign up.

7. Include customer quotes

Including direct offers from customers helps create credibility, whether they are citing the issues that led them to seek the product or the solutions that came. You may find these offers from direct survey customers, from online review sites or from casual conversations that take place.

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Quotes help establish a personal connection in the ad and resonate with people who can identify with what is being said. For example, the ad below for an app aimed at helping people focus on the workplace mentions an offer that many will identify with no longer having the “ability to perform deep work” with all the distractions that faced in a modern world.

Of course, if you want to cite a problem, you must also introduce a solution. In this case, the headline of the ad encourages people to “regain your ability to perform deep work” with a call to action to learn more about the product.

8. Mention an offer

If you’re promoting a discount or something for free, mention it directly in your ad image to really get people’s attention. Be as specific as possible about what people are getting.

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The word “free” always stands out. For example, the ad below for a barbershop offers a free haircut experience for new customers. The word “FREE” is in red and has a large font to make people stop and scroll.

As a side note, the image jives well with the concept of an “MVP haircut experience” showing the process of being foamed up with a wet towel.

This next example promotes 2 free months subscription to magazine app with an added CTA to “Try Now” right in the picture.

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The image also includes specific examples of magazines that readers can access, which can help get attention from people who particularly enjoy Forbes, Time, or other publications in the image.

If you offer a certain dollar amount or a percentage of your products, mention it in your photos.

Coupon grabbers will immediately take a chance on saving, and an offer can encourage people to try a product that they then like and continue to buy in the future, as with the ice cream ad below.

9. Include specific statistics

If you have surveys or surveys that show statistics that reflect positively on your brand’s success, include them in graphics.

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For example, Betterment’s ad cites that people can “make an estimated 38% more money” with them compared to using “a typical investor.”

Mentioning the percentage in the image copy as well as including the upward graph helps make the case that improvement is a good choice for seeing investment growth.

If you conducted a survey of your target audience, you can cite statistics on how a large subset of your potential customers encounter the problem you are trying to solve. For example, perhaps 90% of CFOs wish they had better software for tracking expenses.

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Use carousel ads to tell a story

I have seen several brands try carousel ads, only to find that they do not work. Unfortunately, a frequent approach with carousel ads is to lump together a few unrelated points along with stock photos, resulting only in a separate ad that does not get the focus you need.

Use multiple slides in a carousel ad to tell a story, and make sure the slides match a common theme. This tactic may include:

Go through an installation process step by step Highlighting a handful of key features Displays problem / solution steps (or before / after pictures, if applicable).

In the example below from the streaming service Discovery +, they have chosen to design slides that each fit the theme “Thousands of …”, while also highlighting different shows that people can watch on the platform.

Start creating!

Hopefully these tips inspired you to try something new creative in your Facebook campaigns! Take time to think through design and messaging to see what best represents your brand.

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And remember, what tactics work well for one company on Facebook may not work for another (and vice versa).

Be sure to test and see what gives the best results for you.

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