Facebook Advertising Testing: Professional Photos vs User-Generated Content (UGC)
- by Brian Bowman | August 31, 2017
- Facebook Advertising
- Creative Studio
- No Comments (0)
In producing over 250k in Facebook Advertising for clients across multiple industries, and spending over $200 million in many high-performing campaigns, we’ve learned that visuals are critical to your campaigns’ success. Hence, images are the basis upon which other creative elements are built. Also, they are responsible for over 75% of an ad’s performance. Furthermore, if you are advertising on Facebook, your ad will be competing for attention with users’ friends’ and family’s posts as well as other content that an audience will find highly interesting. As a result, to attract your audience’s attention, select a compelling and attractive image that looks like it’s user-generated content (UGC).
First of all, finding images that will not only attract your audience’s attention but also produce a high return on investment (ROAS) can be a challenging task. Because 95% to 97% of Facebook ads will fail, heavy creative testing is imperative to find a strong image. And, to facilitate finding compelling images, we’ve outlined and provided examples of some types of images you can start testing. Consequently, these include stock photos vs user-generated content (UGC) and background images.
In addition, the majority of pictures and videos seen on Facebook are user-generated photos or videos created by Facebook users themselves and shared by friends and family. Because of this, you can try using user-generated images for your Facebook campaigns. As a result, these types of images look natural within a user’s Facebook news feed and they tend to perform well. While stock photography tends to stand out and look too perfect — or too much like an advertisement. But, if you can’t access user-generated photos or don’t have the resources to produce them yourself, try degrading the quality of stock photography or videos to make them look user-generated. Below see some examples.
Background images are another type of visual testing you can run. For example, if you have selected to include elements in the foreground of your creative, you can easily switch the background image to further increase your ad’s performance. In addition, you can try to catch the viewer’s attention by testing vibrant, eye-catching colors like orange, red, yellow, and bright green. You can also test and compare the performance of vibrant colors versus complementary colors. And, even include your brand’s colors vs other colors. See some examples of background image testing below.
To make it easier for advertisers to develop and test fresh creative concepts and variations of existing concepts for images, videos, and ad copy, we’ve created a Studio for Facebook Creatives. In our Creative Studio, advertisers submit short creative briefs explaining their goals, objectives and creative instructions. In addition, they receive creatives from our network of global designers and video editors. Finally, they choose the creatives they want to run and pay based on the creative’s performance.
In conclusion, our clients are happy with the results they are getting from our Creative Studio. Quentin Lacornerie, Sr. Business Analyst at Ever, said:
“Consumer Acquisition immediately ramped design production using their Creative Studio. They rapidly created and tested new images and videos. It’s a pleasure to work with them and we love their creative capabilities. We recommend them to anyone looking to scale their Facebook user acquisition.”
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