Facebook advertising transcends many different demographics, making it the most universal online platform to use when advertising. No matter what you are trying to sell, you can find an audience for it on Facebook.
The user base on Facebook is mammoth, attracting around 1.85 billion daily users.
If you’re just starting your marketing journey, these numbers may have you feeling like a tiny fish in a gigantic ocean.
Use this article as your comprehensive guide to figure out which types of advertisements are the most successful on Facebook, how to make them, and how to stand out from your competition.
Why Advertise On Facebook?
- Facebook is the most used social media platform in the world.
- 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are using social media.
- Users spend an average of 3 hours per day on social networks and messaging.
- 73% of marketers believe that social media marketing has been “somewhat effective” or “very effective” for their business.
- 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
- 91% of all social media users access social channels via mobile devices.
Check out these different advertising methods on Facebook and improve your understanding of advertising on the social media site.
Facebook’s Video Advertisements
Facebook Video ads help you communicate the goals and message of your business with video imagery.
Video ads can be tricky to master since they require your customer to be interacting with your ad for a longer period of time than a simple photo ad.
When used correctly, video ads can be one of the most effective methods of advertising on Facebook.
Oftentimes, video advertisements are much more memorable than advertisements that only use text or a single image. Advertisements in video format stick out in a consumer’s mind long after they have scrolled past your ad.
How to create a video advertisement
- Click the down arrow in the top right-hand corner of your main profile page.
- In the drop-down menu, select “Create Ad.”
- In the menu “Campaign Objective,” select the option “Get Video Views.”
- Make sure you define your audience in the “Audience” menu. Set the age, location, gender and language of your preferred audience.
The final step is to make an ad that will help draw new customers to your business!
Understanding your user base and tailoring images that you know will strike your consumers is critical when making a video ad.
Making A Great Facebook Video Ad
1. Quickly Communicate Your Message
Don’t waste precious seconds on dull or uninteresting images. Those first few moments are the most important when it comes to your video ad.
Users should feel compelled to stay and watch your video all the way through. If you don’t hook the viewer in the first second, they’re sure to keep scrolling. Use the limited time you have to make an impact.
Keep your video short, sweet, and to the point.
The online blog Wistia conducted a study showing that viewers will watch 80% of a video if it is under 30 seconds.
2. Don’t Use Sound In Your Video
Not using any sound is another method to simplify your final video advertisement.
Adding audio to your video means that customers are required to use more effort when engaging with your ad. The final goal of your video advertisement should be to make engagement as effortless as possible.
Choosing not to use audio also means that you can target your ad to users who don’t have the opportunity to use audio. This means that users in public spaces, who may not be able to listen to audio, can still consume your content.
If audio is essential for your video ad, try adding captions as well. Facebook has reported that video advertisements with captions increase video viewership by 12%!
Use your time to create eye-popping videos and images. You want to pique your viewer’s curiosity, and you don’t necessarily need audio to do this.
3. Use Your Title To Your Advantage
The title of your video provides critical information to Facebook as to where the algorithm should target your ad.
The Facebook algorithm works hard to direct your ads to the audience that’s best suited to your business. You can help Facebook out by using keywords that will land your video in the right timeline.
The right title will also capture the user’s attention. When you only have a few seconds to reel your customer in, it’s essential to optimize every word and image to its fullest extent.
After watching your video, customers should leave with the desire to learn more about your product.
4. Try square or vertical videos.
Creating videos in these specific aspect ratios help take up more room in a mobile user’s timeline. More room for your ad means less room for distractions.
Make sure all those eyes are on you!
Using a large image for your video also means that users won’t have to turn their phone screens to watch your ad.
Remember, the least amount of effort the customer requires to engage with your ad, the better!
4. Create A Clear and Concise Call-To-Action
A call-to-action (Or CTA) is a critical component in your video ad. CTAs let your audience know that there is more brand engagement to be had when the ad ends.
The middle of your video advertisement is an excellent spot to place a CTA. By then, your viewer’s attention should be captured, and they will be looking for an opportunity to learn more about your business.
Ultimately, it’s up to your own personal judgement as to where you believe the best CTA placement is for your ad.
Just because a mid-roll CTA worked for one business doesn’t mean it will work for you. Keep track of the CTAs placements that are performing the best in your ads.
Bonus Tip: While you’re reading up on CTA’s, check out this article on CRO. If you have both a solid CTA and CRO strategy, your advertisements will be unstoppable!
6. Learn From Your Mistakes
You’re going to make mistakes. Some advertisements that you think are going to be a hit with consumers will miss the mark.
That’s okay! Just make sure that you learn from your mistakes.
Try and identify the issue. Maybe your video was off-putting to consumers or was just not interesting enough to make users want to watch. You also might not be hitting your target demographic.
Take time to reflect on who you’re advertising to.
Researching marketing techniques. A video may not be the best method for you to communicate your message.
The only thing worse than a mistake done once is a mistake done twice.
Facebook’s Carousel Ads
If video advertisements aren’t for your business, you still have many different options.
Maybe you have a series of fantastic images showing off your product or brand. Carousel ads are perfect for businesses looking to give a quick, faux shopping experience.
This type of advertisement allows you to display up to ten images in one ad. Users can easily swipe to each product, giving them a quick glimpse of the shopping experience you can provide.
Carousel ads routinely outperform normal advertisements. An article from Digiday shows that carousel ads can be up to ten times more effective.
The biggest benefit to carousel ads is that the CTA is now a part of the advertisement itself. Meaning that when you use a carousel ad, you are not only using an image of your product but a direct link to your product as well.
If a customer is intrigued by your post, it’s easy for them to click on the image, which will send them directly to your business’s website.
As mentioned earlier, convenience for the consumer is key. Customers should never have to use too much labour in order to buy what you’re selling. The convenience and comfort that a carousel provides is hard to ignore.
The Facebook Carousel Ad Basics
- Image/Thumbnail size: 1,080 x 1,080 pixels
- Image/Video aspect ratio: 1:1 (square)
- Text: 125 characters
- Headline: 40 characters
- Link description: 20 characters
- Number of cards: 2-10
- Image file size: 30MB max
- Video file size: 4GB max
- Video length: Up to 240 minutes
How To Make A Great Carousel Ad
1. Don’t Feel Pressured To Use All 10 Images
It’s always better to use three fantastic images rather than three fantastic images and seven mediocre ones. You don’t want your customer’s interest to ween with every scroll.
Using fewer images can be used to the advertiser’s benefit. The goal is always to get the customers off of Facebook and on to your online store. Fewer images can pique curiosity, much like shorter videos.
Leave you consumers wanting more. High-quality images will give users the understanding that you’re running a high-quality business.
Don’t provide lacklustre photos if it can be avoided. When it comes to carousel ads, less is more.
2. Use Each Panel As A Story
Your carousel doesn’t have to be ten random images from your brand that are cobbled together.
Instead, think about using your photos to create a narrative surrounding your product.
If you’re selling a food product, you can use each photo to show the different dishes that you can make.
Or, if you’re selling an eye shadow palette, create multiple different makeup looks in your carousel.
There are plenty of opportunities when it comes to creativity and carousels. Feel free to show off your companies silly or fun side.
Customers want to have a good time when they interact with a brand, and a carousel gives you ample room to experiment and explore different advertising methods.
You can also think of your carousel ad as having a beginning, middle and an end. Ask yourself: What type of journey am I taking the user on? Is there an experience that your product or service provides?
Try to use the 10 images you have available to show the customer will feel when using the product.
Formulating a story can elevate the standard ad. Get those creative juices flowing, and start thinking of ways to display your brand’s narrative!
Here’s a great example from Facebook Business. They use the carousel as a how-to-guide– showing off the best way to curl your hair:
Here is another example from Facebook Business that tells a story:
If you choose to use a carousel to show off one product at a time, it’s best to try and keep your image as clean and simple as possible. You want the focus of the customer to be on the product you’re selling and not on anything else.
Most carousel ads display products against a white backdrop, and businesses do this for good reason. Users should never feel overwhelmed when looking at an ad.
Don’t add extra set decor and images when it isn’t needed.
Your product should always speak for you. A clean image of what you’re selling should be all you need to effectively drive home your brand’s message.
This does not mean that your product must be shown against a white backdrop. When you’re designing a carousel ad you should constantly be thinking about the simplest and most creative way to sell your brand.
Bonus Tip: Always make sure you’re staying up to date with Facebook policies. You’ll never know what handy tips about advertising you’ll learn– it may give you a leg up on the competition! Check out this article from SH1FT to learn more.
Facebook Slideshow Ads
Our final advertisement type mixes the best of Facebook video ads and carousel ads.
Facebook has described the Slideshow ad as “easy to make and edit with low production costs, but they have most of the experiential benefits of video.”
Slideshow ads are relatively cheap to produce, making them a great option for businesses and brands on the up-and-coming.
Here’s Facebook’s description of how to make your slideshow ad:
Making A Great Slideshow Ad
1. Be Bright And Bold
Slideshow ads are all about speed. While a video ad or carousel may require some level of consumer interaction, slideshow ads are meant to be consumed much more quickly by the customer.
This makes slideshows ads perfect for businesses who are relaying a quick brand message. Suffice to say that strategy is still involved when a brand is creating a slideshow ad.
Colours can be a fantastic way to draw the user’s attention. When storyboarding your slideshow ad, think about what colours will best stick out on a timeline.
In those microseconds when someone is about to scroll past your ad, it’s imperative that you try and give the consumer a moment of pause. You want to stop them when the natural reaction of a customer is to keep scrolling.
Grab attention. Use colour schemes, fun patterns, and creative methods of displaying your product to pique the consumer’s interest.
Your advertisement should still have a clean look, and should never give off an appearance of messiness. It’s all about walking the line between eye-popping and clean imagery.
2. Show What You Have To Offer
Slideshow ads are a great option if a brand is looking to show off what it has to offer its consumer. This method is similar to the carousel ad, as it exhibits multiple different products in a single advertisement.
Remember, you want your consumer to have fun, but you don’t want them to feel overwhelmed.
Use the slideshow ad to show the customer the value of your products, and why your products would fit their lifestyle.
Use every opportunity in your advertisements to strengthen the bond between you and the consumer.
You’re not just selling the product itself, you’re also selling your brand