Facebook ads are a powerful way to reach and target current and potential customers. They are a powerful tool that, if utilized right, will help you succeed with your mobile marketing campaigns. Here are the most interesting Facebook creative trends of this year:
Facebook Creative Trends
Dynamic Formats and Ad Creative
Dynamic Creative automatically randomizes ad variations for you by machine-learning to deliver a personalized version of the ad to everyone who sees it, based on which ad types they are most likely to respond to. It’s available for the catalog sales, traffic, and conversions objectives. Facebook’s own testing of this ad type found an average of 34% improvement in incremental ROAS, 10% improvement in lift, and 6% lower cost per incremental purchase compared to carousel-only ads.
Since Dynamic Creative only works with Traffic, Conversions, and App Installs campaigns, it’s best to use it for remarketing campaigns in the middle and the bottom of your sales funnel. For instance, if your e-commerce business sells physical products, you could create a campaign offering a price incentive (a discount, for example) that features product-based ads.
Another use case for Dynamic Creative is at the bottom of your sales funnel. Remarket to people who have visited your website. Whether you’re selling products or services, you can use Dynamic Creative to test multiple testimonial copy variations, as well as different product/service images. Using testimonial-based ad copy at this stage of the sales funnel builds trust. It also demonstrates social proof that re-engages your ideal customers and gets them to revisit your website and convert.
Instagram ads are continuing to rise in performance. Additionally, there’s ample supply in Instagram Stories. Since Facebook advertisers are still relatively new to that placement, costs are low.
Ads show up in between stories. A standard Instagram Stories ad is 15 seconds, but you can run it as a carousel ad as well, which can be up to three panels and 45 seconds long. Your 45-second video can be cut into 15-second videos, which Facebook will do, or you can get creative and do different panels where one builds off of the other. But if you want to do just one video or if the image is going to stay up there, you can do it for 15 seconds.
When you run an Instagram Stories ad, you don’t need to have a minimum of 10,000 followers to get the swipe-up functionality because you’re paying for it as an ad. You’ll have the swipe-up feature appear as the CTA, but you will need to remind users to swipe up—it’s less obvious for mobile users because it’s not like clicking on a link.
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Videos Aided Storytelling
It may sound cliche, but video is still a big Facebook creative trend. Videos have always worked and still continue to do well. Their primary purpose is storytelling, but you can use this type of content for achieving other goals too.
With a lot of companies turning to videos, the medium will eventually become saturated. But there is definitely an opportunity if you get creative with your video content. Here are some tips on how you can make the most out of video:
- New Elements: Implementing such elements as VR and AR into your videos can help engage customers in a new compelling way using Facebook 360. Customers can view a video in 360.
- Translation: Going global provides an opportunity as well as a challenge. It might be tempting to go after new markets. But in order to succeed, you have to understand customers in a new market with the same effort (if not more) as your home market. Thankfully, translating your videos is easier than ever with video translation services. Translated videos will help you reach more audiences from all over the world while capturing language nuances.
- Platforms: You will need to link your videos to Facebook Ads, but there are a lot of choices on where to host the original video. If you want to keep things simple, you upload directly to Facebook or Instagram.
Create videos as short as 15 seconds and up to several minutes long. All lengths can do really well; it varies based on what you’re offering and what you’re trying to achieve with the video. You can do an Instagram Stories ad and then run the same ad on Facebook Stories. On the Instagram feed, video ads used to be limited to 60 seconds just like organic feed videos. However, they’ve recently increased that length for ads to 120 seconds.
Video ads often start off muted so you need to create video that captures people’s attention with the sound off. If you’re talking in the video or there’s a voiceover, you definitely want to add captions so somebody watching with the sound off will still know what’s going on. In addition to that, you want to include motion, producing an eye-catching, visually interesting video. This doesn’t mean you have to hire a big production company. Grab your phone, do something that aligns with yourself and your brand or your business. Create something that you feel will add value and catch people’s attention.
Don’t Forget Creative Testing to Optimize Facebook Ads
It’s not enough to just stay on top of Facebook creative trends. It’s also important to remember to continue testing, testing, testing.
Quantitative Creative Testing is an A/B split-testing methodology we’ve developed specifically for Facebook ad creative. It’s designed to be super-efficient with both time and ad spend, to find the sort of breakout ads that can replace a campaign’s previous control.
Quantitative Creative Testing separates new mobile ad creative into two buckets: Concepts and Variations. Concepts are totally new, out of the box creative approaches. They tend to fail a lot, but when they succeed, they often blow the doors off everything else. About 20% of the mobile ad creative testing we do is with Concepts.
Variations are just what they sound like. They’re small tweaks we make to existing creative to see if we can get it to perform better. Testing Variations is much “safer,” in that Variations don’t tend to tank as hard as Concepts do. As a result, they don’t risk wasting as much ad spend. Testing Variations also lets us find out which elements of an ad are driving its performance. This is precious information for optimizing the ad and for refreshing it later on. Being able to refresh creative lets us extend its life and thus radically improves the ROI of creative assets. Strategically expanding the audiences we advertise to helps a lot as well.
To do Quantitative Creative Testing for Facebook ad creative, we take batches of new Concepts and run them against each other in an ad set. Each new Concept gets about 50,000 impressions before we decide if it’s a winner or a loser. If it’s a winner, it gets moved up into another ad set. There, it will run against other winning mobile ad creatives, including the current control. If the new ad can outperform all the other ads in that ad set, then it gets moved into another, primary ad set and gets the bulk of the campaign’s spend.
To sum up, Facebook Ads are definitely a powerful tool that will help you in your digital marketing campaign. Keep the Facebook creative trends above in mind while planning your Facebook Ads campaign to get the most out of your ad strategy.
Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.