17 tips to improve your Facebook and Instagram ads
More and more posts and stories on Facebook and Instagram are becoming advertising. And although they organically dilute the feed, some are immediately blocked by users, and many are simply ignored. And only a small part makes you go to the advertiser’s profile and even share it with your friends.
In this review, we will tell you what chips are used by successful advertisers and what attracts the public. You will find helpful tips for styling videos, stories, and images.
Social media advertising keeps growing … And accordingly, it becomes more creative, more interesting, and better quality. We will tell you how not to get lost against the background of a large number of interesting videos.
Don’t ignore subtitles
Facebook and Instagram play videos without audio by default. And many users turn off the sound on their smartphone on purpose so as not to wake up loved ones early in the morning or not to disturb people on public transport. The perfect ad video is one that is understandable even without sound. And the easiest way to do this is with subtitles and captions, which, by the way, will increase the viewing time by an average of 12%.
Talk about the brand in the first 3 seconds
If you represent a well-known brand, you should recognize it immediately. If you are just introducing users to the brand, you shouldn’t delay either. Demonstrate elements of corporate identity at the very beginning of the video. Corporate colors, logo, name, fonts – use these elements to increase brand awareness.
Talk about USP in the first 5 seconds
The earlier a USP appears in your video, the more likely a person will be interested in your application. By postponing the UPT to the end of the video, you can leave it unnoticed.
10-15 seconds of video is enough
Watching a long video to the end is not an easy task. The user of social networks is bombarded with a lot of visual content. And the shorter, simpler, and clearer it is, the more likely it is to produce the desired effect. If you want to convey a large amount of information (introduce you to the product line, present several new products), it is better to make separate videos. For example, when promoting a restaurant account, you can devote separate videos to the kitchen, team, menu, hall, etc.
Stories quickly won the love of the audience, which the creatives could not help but take advantage of. Every month, Stories are used by about 4 million advertisers, thereby developing and improving this advertising tool. Here are 5 tips to help make your stories more effective.
Supplement Stories with text
To emphasize the composition or properties of the product, you can use short text callouts. Sometimes you can’t do without text. For example, when you need to say about the price, discount, current promotion. I run ads in Stories, we recommend testing different creative options. The most effective ones will help you better understand the audience and further increase conversions.
Include a few short scenes in the story that will quickly replace each other. This technique is used by many brands: IKEA, Red Bull, as well as car brands that value the performance indicator. The advantage of such Stories is that short episodes are perceived very easily and stories are almost always watched to the end.
Consider Stories Format
Stories assume full immersion of the viewer. It uses a vertical format and if you decide to experiment with the position of the picture or video, you need to be careful not to cut off important information.
In stories, people share their daily events without any special editing or preparation. Therefore, most stories come out spontaneous and lively.
In addition to stylish designs, professional photos, edited videos, elaborate benchmarks, and corporate fonts, try Instagram’s built-in tools: regular video captured in Stories, standard fonts, and stickers. But even in this case, it is important not to overdo it, so that the user understands the advertising message and your idea.
Take another look at the goal before creating your creative
If your goal is brand awareness, introduce your audience to its story or to the people who work for the company. Show the office if the association with a certain place is important to you. If you need to increase sales, tell Stories about products: show how they look, how to use them, what they are made of, and other important points. It is important not to overload the user with information. Priced posts are less effective in Stories than post ads.
Add sound to your ad
Stories with a soundtrack are more effective, according to Facebook. This can be music, sound effects, or voiceover.
Images are a classic way to communicate a product. And with our recommendations, you will do it more efficiently.
Remember aspect ratios
For all images to display correctly, use these aspect ratios:
- 1: 1 or 4: 5 for a feed post.
- 9:16 for a story.
Use a relevant call to action
Advertising publication must lead to targeted action. It is important to show the user correctly what you are offering him: buy a product, find out more information, subscribe, or can install an application. If you are using a carousel of several photos, you can add the call to the last one.
Don’t be limited to static images
Use animation. Static images can be supplemented with animated captions, boomerangs, or GIF publications. Alternate posts with images and videos. According to Facebook, campaigns that combine video and photo content are 86% more effective than campaigns that are composed entirely of static content.
Be careful with the text on the photo
Having a text block under the photo, it is not necessary to use captions on the photo. But there are times when it is needed. For example, it shows USP, talks about a unique offer or shows the advantages of the company. Whether you want to add important information to a photo or just test a new font, make sure that the text takes up no more than 20% of the image.
Show more with a carousel
Don’t be limited to one picture when you can use up to 10 images. With the help of a carousel, you can create a whole story, demonstrate the benefits of products, show several products at once, give the user clear instructions on ordering or using a product. In addition, here you can combine different formats (photo, video, GIF) that will not let your audience get bored.
Facebook and Instagram users browse the feed quite quickly, so the following guidelines should be used to catch the audience’s attention.
When creating an inscription under the picture, remember that almost 70% of users manage to recognize information on a smartphone in 0.4 seconds (data from the Mobile Marketing Association). In this case, brevity is not only the sister of talent but also a marketing assistant. The optimal text size is 2-3 lines, unless, of course, the publication assumes a detailed disclosure of any topic.
Remember the importance of the first line
The first line of the signature should contain USP or other important information. Instagram truncates most of the text and few users are willing to expand it to read.
Yes, they are still effective. Ask for the opinion of users, ask for their advice, ask to share your opinion, touch on relevant topics. This will not only help you get to know your audience better but also increase engagement.
Use these guidelines, experiment, analyze performance, and you will see how powerful advertising tools social media is. Internet Marketing Agency Web-Sci wishes you effective advertising!