When it comes to the world of advertising, the only constant is change. Wildly successful ads from the 1960s are often laughable by today's standards. But while we poke fun at the old campaigns' massive blocks of text and questionable art choices, modern trends are changing at breakneck speeds — especially when it comes to Facebook advertising.
Here are a few things you'll want to keep in mind to ensure your campaigns are relevant, engaging and drive enough return on ad spend (ROAS) to make your efforts worthwhile.
Don't Rely on Words Alone
Great copy is essential to success in advertising — but images and video can convey more information and grab attention faster. Remember: You have mere seconds to captivate your audience and drive them to take action. If your creative is anything less than stunning, you risk losing them to other brands clamoring for their attention on social platforms.
While beautiful images can drive clicks, video is even more compelling. In fact, 82% of all internet traffic will be video by 2021, according to Cisco's Visual Networking Index.
Don't Discount the Value of Emojis
Emojis might seem silly, but they're surprisingly powerful. Using an emoji in social ads can boost engagement. Pattern89 Data Co-op found that Facebook ads including emojis are noticeably more successful than ads without.
Don't Make Your Message Too Complicated
When social media users scroll through their feeds, they're skimming words and imagery, only stopping when something piques their interest. If your message is too vague or too long-winded, they're going to move on. The best social advertising campaigns communicate a value proposition and end with a clear and simple call to action (CTA).
The most effective CTA on both Facebook and Instagram is "Shop Now," according to data published by eMarketer — and that's because it's straightforward, concise and drives action.
Social advertising is an excellent way to build a relationship with your audience on the platforms they use most. However, the competition is getting steeper, and it takes creativity and a robust strategy to stand out. By avoiding these social ad mistakes, you can ensure your campaigns meet their goals.