3 seconds. That's all a digital ad has to capture a user's attention.
Today, we know that consumers are overexposed to advertising online. Managing to grab their attention and get a message across in an instant is a true creative challenge!
In this article, we'll walk you through 5 creative best practices for paid social to boost the effectiveness of your ads.
- Favor Video Over Static Images
Did you know? Video accounts for 50% of time spent on Facebook, and Reels account for 40% of time spent on Instagram. The video format is taking up more and more space on social media, largely because of how easily it conveys a message. Through a combination of sound, visuals, and text, a video delivers a tremendous amount of information with no effort from the user.
As a result, video enables quick and clear message comprehension, making it the most powerful driver of brand recall.
Another advantage of this format is its ability to generate interaction: a video generates 12 times more shares than an image, and users spend 5 times more time watching a video than consuming static content.
Integrating video into your advertising strategy is more than necessary if you want to take advantage of these benefits.
A few video ideas for your campaigns:
- Product/service demonstrations
- Customer testimonials
- Behind-the-scenes of your company
- Company story presentation
- Tutorials
- Mix Up Your Formats
According to Meta, an ad campaign that includes both static images and videos achieves better performance and generates more conversions compared to campaigns made up of only images or only videos.
Opting for multi-format campaigns lets you present your offer in different ways. This makes it easier to capture your audience's interest.
Quick reminder: always adapt your content to the story format!
- Go Native
What is a native ad? It is an ad that adopts all the visual codes of the platform it runs on, allowing it to blend in almost seamlessly with organic content. Think of it as a chameleon.
The advantages of native advertising are numerous. In practice, it captures user attention more easily because it is less intrusive and less overtly promotional. Users will not instinctively skip it the way they would with a traditional ad featuring bold typography and aggressive colors.
An Oath study found that native advertising is the most effective way to reach users under 35.
- Think Z-Pattern Reading
Our eyes naturally move horizontally from left to right and vertically from top to bottom: this is known as Z-pattern reading. Keeping this in mind, you need to design your ad visuals accordingly.
- On the first horizontal line, you need to capture the user's attention. Add a catchy headline: it should be short and easy to understand.
- The center of the visual, the diagonal of the Z, is the most important zone. This is where you deliver your message, through an image for example.
- Finally, the bottom horizontal line: this is where you place a call to action that encourages the user to act.
- Use UGC Format
You may have already heard of UGC, the standout ad format in paid social. UGC stands for User-Generated Content: content created by a brand's customers and posted on social media.
Think unboxing videos or video tutorials. This type of content acts as genuine advertising for brands, and its natural, native feel means it generates more engagement than traditional ads.
The idea is to create a so-called "UGC-like" ad that replicates the codes of the UGC format, so you can benefit from its advantages while keeping production costs down.
We hope these best practices help you improve your ad content!
If you want to outsource your ad creation, check out datashake studio and level up your performance!
Want guidance on your digital marketing strategy? Feel free to reach out!
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