Facebook may seem like old news in a rapidly changing social media sphere, but this powerhouse isn’t going anywhere. Boasting 2.45 billion monthly users as of 2019’s third fiscal quarter, the social networking site continues to achieve impressive engagement. For this reason, it remains a top option for advertisers in a variety of industries.
The versatile array of advertising options provided via Facebook can deliver an impressive return on investment (ROI), especially if carefully targeted to the needs of a specific audience. The sheer variety of formats, however, can make it difficult to settle on an effective approach.
Below, we’re breaking down the top ad formats, along with key methods for determining which approach is most capable of boosting your paid social efforts.
Know Your Ad Formats
Before you move forward with Facebook advertising, it’s critical to understand your options. You’ll also want to gain a sense of the unique circumstances in which certain formats may prove most effective. Top approaches include:
Single Image
This straightforward approach provides a solid first step towards capturing user interest. It might not be the most revolutionary format available, but it’s a definite improvement on the text-based efforts that have compromised far too many social media campaigns.
Carousel
Often, it takes more than a single image to convey marketing messages. So, why limit yourself? With Facebook’s carousel option, you can highlight up to ten photos or videos within a single ad. Showcasing an array of imagery can help your brand appeal to different types of viewers while increasing click-through rates.
Video
Seemingly brief scrolling sessions can expose Facebook users to dozens of brands, eventually producing ad fatigue. This, in turn, may dramatically decrease click-through rates. By harnessing the power of movement, video may offer a solution for businesses that are struggling to attract attention. In the long run, this approach can build strong connections with consumers via digital storytelling.
Instant Experience
Today’s social media users crave engaging experiences that draw them away from passive browsing and transform them into active players. Hence, the value of Facebook’s Instant Experience, which carries users to immersive full-screen pages featuring impactful content. This highly versatile option can be integrated with a variety of ad campaign styles, including photos, videos, slideshows, and more.
Collection
Highlight top products with this helpful ad format, which drives conversions by bringing campaigns to life via Instant Experiences. This immersive approach encourages Facebook users to actively engage with displayed products. While valuable in a variety of contexts, collections prove most effective for eCommerce retailers and advertisers in the travel sector.
Choosing the Right Facebook Ad Format
When it comes to choosing a Facebook ad format, it’s best to avoid picking one singular option. No one ad format is automatically beneficial or undesirable for your campaign. Therefore, it’s impossible to know what will prove most effective until you investigate your options. A/B testing for multiple formats will make all the difference. You just might be surprised by which combination of ad options grants your campaign a much-needed edge.
Equip Your Facebook Ad Campaign with the Right Assets
Ad format selection is only the beginning. No matter which options make the cut, they need to be equipped with the appropriate assets to ensure that they’re utilized as effectively as possible. Depending on the preferred format, this could mean providing a wide array of correctly sized images for desktop and mobile users or equipping your campaign with compelling videos. Strategic format selection may be important, but without the quality content to support your preferred approach, you’re not likely to impress or convert social media users.
Are you ready to move forward with your Facebook ad campaign? Look to the talented paid media team at Zero Gravity Marketing for guidance and support every step of the way. Contact us today to discuss your project!
