Building an ad and having it run on Facebook or Instagram might be an easy way to advertise your product or service but only if you take into consideration all things that will make your ad brand known among people. In this article, we’re going to talk about those things. What do we have to focus on when building an ad? What is more important, design, background music or font? Do we need to spend a lot of money on ads? You’ll get to learn all of this further more.
Few years ago Facebook published a study where they analized what people’s eyes first see when they scroll through the feed. The first thing eyes see is the picture or video itself, second thing they see is the copy (text), third thing is the handle (where the message is coming from) and fourth thing is the engagement metrics (likes, comments, shares).
What is important when building an ad?
The mobile attention span has changed the way people consume content nowadays. Statistics say people are “thumbing” through 300 feet of content every day, and it doesn’t count the time spent on stories. As a result, this makes it really hard to grab people’s attention. So, what do we have to do to make them interested enough in our ads?
There is a set of things we need to consider when we build ads and creative on Facebook or Instagram.
Number 1. Shorten the duration of your ad as much as possible. Like we said before, the attention span is very transitory. If you had 2 seconds for your ad, how would you do it?
Number 2. Design for sound off. More than 80% of users on Facebook are watching the video without sound on. So, you need to make sure your message can be conveyed in sound off environment. You can use a visual message with hard-coded stylized subtitles.
Number 3. Frame your visual story. Make sure this is compatible with Instagram and Facebook and make sure it’s native to the platform. Vertical format 9:16 aspect ratio is designed for these 2 social networks.
How to drive more action out of your ad?
In this next set we will focus more on the creative side of advertisements. Once you’ve build it, pay attention to these six tips in order to make your investment profitable.
- Static and video work better together – if you have an ad set it’s good to have at least one static and one video ad working together underneath that ad set.
- Highlight the brand early – considering the fact that people watch videos on average 2 or 3 seconds, you need to make sure to get your brand in front of them so they can remember where the message came from
- Showcase the product or service
- Get noticed
- Provoke and promote
- Play more with formats – especially on Instagram, there are so many ways to be creative with formats.
Last but not least, pace is very important here. When we compare TV ads to mobile ads they differentiate in pacing. On TV slow-paced ads are more consumed, and on mobile you need to put message right at the front and the pace has to be much faster.
We hope you will find this blog useful when making an ad. However, if you are still in the process of launching your ad and you have questions about anything, don’t hesitate to ask us. We’re here to help you make right decision.