Advertising means competing for users attention!
Whether it’s just adding text to an image, graphics play a vital role in capturing your audience’s attention – and that is exactly what you want to do!
Here are some tips on how (and why) to make your ads pop, your copies appeal to your audience’s psychology and to help you win over your fans.
First of all, use the right image size. Facebook allows advertisers to upload images in different sizes, so make sure your Facebook ad design is at least the standard. By following the guidelines you make sure that your ads look good on every screen.
Audiences online have limited attention spans. They’re powering through websites and newsfeeds, digesting information at a million miles an hour. One of the most effective ways to capture their attention is to use certain colours. People associate certain colours with certain emotions. Do some research on how different colours affect the human brain and use that knowledge to make the human brain work for you instead of against you.
Highly contrasted colours
Higher contrasts helps draw more attention to your ad. Create ads that contrast with the entire newsfeed.
Add your value proposition in your ad image
Your ad image is probably the first thing people notice, therefore it’s a smart idea to place your key message right there in the image. Just remember Facebooks “20% rule” regarding the amount of text allowed on ad images. So try not to have too much text in your images and videos, but just right.
People like people
There’s a well known psychological effect called Pareidolia that causes humans to look for faces in everyday objects. Studies show that there’s even a specific group of cells in our brains that fire only when we see a face. With other words, people love to see faces – so use that in your Facebook ads.
Here goes the same as for images – make sure you are using the right size! You can’t capture your audience’s attention with a video that has the same quality as one of “Americas Funniest Homevideos”.
According to Facebook 75% of all mobile data will be video by 2020. A video ad should be as short as it can be, and as long as it needs to be. Keep in mind, though, that shorter videos of 15 seconds or less have eligibility across all Facebooks placements and have an advantage in the feed environment.
So, how do you capture attention and deliver a full message in 15 seconds or less. Well, it isn’t always a piece of cake.
It’s smart to start with most attractive elements and hook people with your most engaging content. Make your audience feel captivated about your message and choose your thumbnail wisely. If you have a celebrity or a recognizable product – let people know right away!
Design for sound off
As much as 85% of Facebooks video views happen with the sound off, according to multiple publishers. The news shouldn’t come as much of a surprise, with the Auto-Play function in mind.
With that being said, you should capture attention and deliver the message within the first couple of seconds - without sound!
Try to tell your story visually, sight and motion are the foundation of feed. Text and graphics are great tools to make your message easier to understand in a sound-off environment, if your customer chooses to watch it with sound it should add value!
Experiment with framing
Remember that your story doesn’t need to be limited to the newsfeed frame. Be creative and experiment with framing. Try to make a vertical video, crop the video to square or why not to a fullscreen Instagram Story format?
Make sure you tie your text to the visual material; your copy and image or video should complement each other while delivering a clear message.
Less is more
The “less is more” concept rings true when it comes to getting your message across the world of advertising. You need to make your ad easy to scan and understand in seconds. This is hard for some marketers to accept. They spend a lot of time writing and adjusting the text, explaining everything about the product – but instead they end up getting the audience bored. Keep it short, exciting and concise!
Rational and emotional
An important thing to remember when you’re creating your Facebook ads is that people are emotional creatures, not only logical ones. Sure, a list of product features might sell to the rational part of some users, but you should tell your audience about the benefits they are going to experience. Find the pain they are struggling with and tell them about how your product or service will change that.
Asking a question is one of the most powerful techniques to retain a person’s attention, it tends to engage users and divert their attention from the fact that they view an ad.
The power of the word free
Free beer, free money, free food. We love the word free and are always on the lookout. This is an effective technique when it comes to advertising. For example, you could make something for free that’s a part of a buying product. You can also use free as a lead generation device. Give away helpful information for free is an effective way to spread your content.
There is nothing we hate more than missing out on a great deal just because we were a little late and when we see an opportunity arise, we don’t want it to slip.. Use words and phrases that indicate time like “Only today”, “Now” and “This week”.
Without trust and credibility you’ll never convince a user to buy your product, give out their email address or establish any relationship.
Never assume, always test
When you’re creating an ad, take the time to come up with a couple of different versions and test them. Try ads with different copy, different colours and different formats for different audiences.
The final, and most essential key is to track your progress. You need to know what’s working and what’s not – and why.