The health crisis of 2019/2020 disrupted brands' advertising investments, forcing them to rethink their strategies. Advertisers recognized the importance of establishing a presence on social media to communicate with their audiences, who since the Covid-19 crisis have been using social networks more than ever (5.6 million new social media users in France in January 2021Âč).
In the last quarter of 2020, brands' global advertising investments on social media increased by 50.3% compared to the last quarter of 2019ÂČ.
So how do you make your creative stand out from this ever-growing stream of ads?
Here are the creative trends that will make your ads more impactful!
What makes a good creative?
A high-performing creative is above all a visual that captures attention! To achieve that, don't hesitate to adapt to the context (Mother's Day, Black Friday...) â tap into current events to better engage users.
Adapt to the space: offer formats suited to all placement types (Stories, feed...).
This will improve the quality of your visuals.
Be innovative! Break the mold and propose original concepts.
To measure the impact of your ads, you obviously need to analyze the right KPIs.Â
CTR (click-through rate) is a very useful indicator â it shows whether your ad interests your audience and whether the content makes them want to learn more. The average CTRÂł is estimated at between 0.90% and 1.33% (varies by ad type and industry).
The conversion rate tells you whether your ad converts or not.Â
The engagement rate (likes, comments, shares, reactions... divided by organic reach) is also a relevant indicator. It shows whether your community is invested in your brand. The average engagement rate⎠on Facebook is 0.96%. A good engagement rate is above 1%.
Socialbakers Q4 2019 report, Social media
Understanding ad performance is now clearer. Let's look at the 2021 creative trends that will help you create impactful visuals!
What are the creative trends?
Simple, captivating visuals. That's the recipe for minimalism. This contemporary art movement also applies to advertising creatives. It involves stripping an ad down to its essentials, focusing on a single key element. Opt for clean, uncluttered creatives.
It's also worth noting that captions are widely used in visuals.
Bold colors, very eye-catching, are a great way to grab attention.Â
Text has its role to play in a creative. A Facebook study indicates it should represent 20% of the creative to be effective.
Video and "Face to Camera" formats are highly effective and on-trend. A post featuring a video generates on average 30% more interactions than a photo and twice as many shares.Â
Finally, add dynamism with Stop Motion. In GIF format or as a video of up to 15 seconds, it captures attention effectively.Â
You now have all the tools you need to perform! We keep a close eye on new creative trends that may emerge alongside the new formats that continue to develop. Feel free to reach out if you have any questions.
Want support creating your ads? datashake studio offers its visual creation service.
Sources:Â Â
1 BDM
3 Wordstream report 2017, Doko
4 Hubspot
Other sources: Social Bakers, We Are Social, Offre Media
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