Think about your social media scrolling behavior. What makes you stop and look at another post a second time?

Most of the time, the graphics – whether it’s a sarcastic GIF, a hilarious cat, or a smiling baby – catch your eye.

When you run Facebook ads, the best copy is likely to be ignored if it has a mediocre image. Read more 10 tips for creative play in Facebook advertising.

1. Customize images according to placement

The Facebook Ads interface lets you choose individual images for different placements. Ideally, you should use vertical images in the Stories format to fill the entire screen, while horizontal or square images in the news feed.

You also need to be aware of the placement of the right sidebar on your desktop, especially when Facebook changed the layout in late 2020. Previously, only rectangular (1200 x 628) images appeared in it. now, Facebook, shows a square image in that mode if you use it, which gives a more visible ad space.

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Also, keep in mind that the ads in the right sidebar are significantly smaller, which means that any text you add to your images is barely readable. I recommend minimizing or removing all text from all images in your placement.

Note how difficult it is to read a copy of the ad examples below. Also, see how a square image ad is much more visible:

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2. Use text (intelligently)

In 2020, Facebook finally ended the 20 percent text rule and no longer penalizes ad images for text inclusion. I encourage you to test images with text, but don’t overdo it.

Often, a simple advantage draws people’s attention more than a text-overloaded image.

Depending on your product, there may be other creative ways to incorporate work text into an image. For example, the product below promises to help improve your writing style.

In this case, the text in the image emphasizes how the product is used and at the same time shows the features.

10 Tips for Facebook Advertising Material

3. Think twice about your photo selection

We’ve all seen common images that people add to their ads, like well-dressed business people staring coldly into space as they sit around a conference table. While image images can provide an easy solution for brands that don’t have a designer or a good photographic image, these photographs are unlikely to attract attention and provide a direct connection to the brand.

If you decide to use images, consider adding some branded product, such as a logo, to your ads. You can also add duplicate text by mentioning the offer you’re advertising.

For example, the ad below includes a photo of the person, but also places it in the background with the Wingspan brand and a quote to get attention from people with the problem that the company wants to address.

10 Tips for Facebook Advertising Material

4. Include Star Rating

If your business has a four or five star rating, include it in your ad image! Positive ratings stand out and encourage people to take a closer look.

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In the example below, note Lemonade (home / rental insurance company) how the stars match the color of their brand. In addition, the ad has a picture of the house (a product they insure) and a logo.

This creativity has both a positive rating and a direct brand association.

10 Tips for Facebook Advertising Material

5. View the product

If you sell a specific product, show it in your ad images. People know exactly what you are selling and how they could incorporate it into their own lives.

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For example, the Calm Strips ad below grabs your attention right away when you see colorful ribbons stuck on your laptop. You can then read the copy for more information on the purpose of the tapes.

10 Tips for Facebook Advertising Material

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

For example, you may not even see this clear line in someone’s teeth without looking closely, but a picture of someone holding it shows how simple and distracting it is.

10 Tips for Facebook Advertising Material

At the end of the day, investing in a proper product description can take a lot. Even if you don’t want to pay a professional photographer, buy a SLR camera with a macro lens and some lights so you can take high-quality close-ups of your product.

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6. Include event information

If your ad promotes an event, one of the first questions people want to answer is when the event will take place. Adding the date (s) directly to the image answers this question in advance.

That way, if people have already booked that day, they won’t bother to waste a new click, and people who know they’re free in that time and are interested can look a second time.

An additional test may include the start time of the event (especially a one-time event that occurs in just an hour or two).

If your event has significant speakers that targeted people may recognize, add their photos and names to the event graphics. You can even test a carousel ad with multiple faces, names, and topics for events with multiple sessions.

You can test by mentioning the venue or city if the event takes place in a physical location. The event advertised below is virtual; Perhaps another test here could be to include a “Virtual Event” in the image.

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Of course, it is very possible nowadays for people to assume that the event is virtual.

An additional test may be to add a “Register” button directly to the image. This can help you start a call to action to register.

10 Tips for Facebook Advertising Material

7. Include a customer offer

Adding direct offers from customers will help build credibility, whether they point to problems that made them look for a product or solutions that came. You may find these quotes directly from customer surveys, online review sites, or casual discussions.

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Quotation marks help to create a personal connection with the advertisement and influence people who are able to identify with what is being said. For example, the app ad below, which is aimed at helping people focus on work, mentions a quote that many recognize that they no longer have the “ability to do deep work” with all of today’s distractions.

Of course, if you are going to mention a problem, you also need to come up with a solution. In this case, the ad headline encourages people to “restore your ability to do deep work” with a call to action to learn more about the product.

10 Tips for Facebook Advertising Material

8. Mention the offer

If you advertise a discount or something else for free, mention it directly in your ad to get people’s attention. Be as accurate as possible about what people get.

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The word “free” always stands out. For example, the barber ad below offers a free cutting experience for new customers. The word “FREE” is in red and capital letters to make people stop and scroll.

Aside, the image jives well into the concept of the “MVP haircut experience,” which shows the process of foaming with a wet towel.

10 Tips for Facebook Advertising Material

This following example advertises a free magazine app for two months with a CTA added to the “Try Now” image.

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

10 Tips for Facebook Advertising Material

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

Coupon applicants will immediately tune in to the opportunity to save, and the offer can encourage people to try a product they like and buy in the future, as in the case of the ice cream ad below.

10 Tips for Facebook Advertising Material

9. Include specific statistics

If you have surveys or surveys that present statistics that positively reflect the success of your brand, include graphics.

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For example, Betterment’s ad mentions that people can “earn 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 chart up will help make the case where Betterment is a good choice for investment growth.

10 Tips for Facebook Advertising Material

If you conducted a survey of your target audience, you can mention statistics about how much of your potential is facing the problem you are trying to solve. For example, perhaps 90% of CFOs want to have better software for tracking expenses.

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10. Tell the story with carousel ads

I’ve seen several brands experiment with carousel ads just to find out they don’t work. Unfortunately, the approach often used with carousel ads is to combine a few unrelated items together with images, resulting only in a separate ad that doesn’t garner the focus you need.

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

  • Going through the setup process step by step.
  • Highlighting a few key features.
  • Displays the problem / solution steps (or before or after pictures if necessary).

In the example of the Discovery + streaming service below, they have decided to design slides that fit the theme of “Thousands of …” communications, while highlighting the different presentations that people can watch on the platform.

10 Tips for Facebook Advertising Material

Start creating!

We hope these tips inspired you to try new creativity in your Facebook campaigns! Take some time to think about the designs and messages so you can see what would best represent 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 produces the best results for you.

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