November 15, 2021
Facebook is the third most-visited website and the second most downloaded app. with over 2.74 billion active monthly users — it’s an opportunity for marketing you don’t want to miss out on. but Facebook is also very saturated with ads.
we’re covering the best practices for successful Facebook ad images so you can maximize conversion through Facebook ads without being lost in the noise of the largest social media platform.
feed ads refer to when your advertisement shows up in the feed of users — sandwiched between a status update from their aunt and a cute photo of their neighbor’s baby. these types of ads are seen very frequently but are easy to scroll past. this means a catchy image and clear ad copy are paramount.
right column ads are a desktop only option. they work well for a call-to-action (ie: “shop the sale now!”) for actions that you’d like users to do on their desktops.
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instant articles are like quick digestible articles placed in the Facebook feed. certain publishers are allowed to include ads in their articles — and this is where your article would show up. the idea is that your ad would be placed in a spot where readers are already engaged rather than just as they’re scrolling through the feed. this method is optimized for mobile users.
marketplace is Facebook’s center for shopping — local or worldwide. that means users are already in the mood to shop! so utilizing marketplace ads can work in your favor as potential customers are already on the hunt for something.
stories are an immersive and fun way to advertise. users tend to be very engaged with stories as they’re typically more video-based. Facebook allows you to add animations or emojis to stories as well — if that’s your jam! they’re also great for call-to-action as stories expire and create a sense of urgency to viewers.
your first priority — before ever posting an ad — is prioritizing high-quality images. use high resolution images to ensure they’re not blurry. grainy. or hard to read. potential customers will not trust your product if your ad is of low quality. pay special attention to the image sizes and resolution recommendations for any ad you choose to post!
Facebook’s algorithms don’t like too much text in an ad — and that’s because their users don’t either so they’re not as lucrative. don’t exceed the suggested character limits for an ad type. it’s not an arbitrary suggestion: those character limits are what looks best and gets the most attention from users. however — less text means your images need to really communicate your brand message and personality well! there are special considerations for facebook ads.
the images you use on your own website are viewed by those who are already familiar with your brand — but facebook ads may be seen by someone who’s never heard of you or your product! your images need to make an introduction. explanation. and selling point all in one!
there’s a time and a place for quirky editorial marketing images. but on Facebook — your ads will be viewed along with the documented lives of everyday people — loved ones. coworkers. old high school friends. this means if you get too experimental with your product photos they may feel out of place and even off-putting to Facebook users. for this particular platform: it’s recommended that you use relatable lifestyle images that show models using your product — as if a friend was making a post recommending the product to their social media circle.
to build on the previous point: your models should also be happy and enjoying your product. save the moody broody edgy model shots for other social media platforms — Facebook is the place for playful and engaging models. use children and pets as models for an extra boost of good vibes!
if you close your eyes and picture Facebook — you probably see that classic blue and white color scheme that it’s had for 18 years. it’s classic. unoffensive to the eye. simple. but your ad needs to really pop off the page. that means you’ll want to be careful to use colors that clearly contrast with that blue and white. consider using something other than image-on-white (as you would for a platform like Shopify).
incorporating a logo in your product photos — especially for a busy social media website like Facebook — will help build brand recognition. maybe a user won’t stop for your ad the first or second time they see it. but if you use the same logo each time and they see it a third time: it could pique their curiosity. if you don’t have a uniform logo: they may not be aware that they’re seeing it a third time.
images with 20% or less text perform best on Facebook. keep your description short (try using a call-to-action or a signature brand motto) and — if you choose to include text within the image itself — it should avoid being busy and distracting.
similar to the above point about utilizing models — pet models can be even more effective. you absolutely don’t have to have a pet-related product to utilize a pet model. (pssst: soona has the most adorable pet models.) a cute animal is one of the best ways to stop the scroll and catch a user’s attention.
it would take eons to break down all of the demographics on Facebook and what content each demographic tends to spend more attention on. you know your brand better than anyone! so consider carefully what audience you’d like to catch. what that audience might need that your product can provide. and how to best sell it to them. if you think your product will sell best to a certain gender - age group - profession - etc. design your ad to cater to that specific group. create multiple different ads for different targets if necessary! trying to cast a wide net with one very general ad may miss the mark.
as tedious as it may sound — it will pay off to have separate and varied marketing images for each different social media platform. TikTok is for short. humorous videos that don’t necessarily need to be the highest-quality or most original. in fact, on an app like TikTok — using other people’s audio in your video can increase engagement. for Instagram — on the other hand — sharper more tailored photos might do well (think of them as inspo).
Instagram users often want to see something they are missing. to be told why they need it. to get inspired by a brand.
lastly: Facebook images should be relatable. casual. users should be able to picture themselves using or owning your product. you can imagine how one product photo may not be best for cross-posting on each of these socials. the best plan of action? create a shot list for each location your photos will be posted. then work from there creating original content.
visit soonablogexprt.wpengine.com to get inspired or book your shoot with our studio experts! we’re here to make your content dreams a reality.