How to be creative on facebook

Get Creative Guidelines, Tips and Inspiration All in One Place

Get Creative Guidelines, Tips and Inspiration All in One Place | Meta for Business

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Facebook Business

December 4, 2018

We’re committed to helping businesses of all sizes build great creative work that drives results. That’s why we launched a new Inspiration section on Facebook Business that offers examples of effective ad creative to inspire your business’ next big idea. It also provides guidelines and resources to help you get started creating ads that work for your business and resonate with your customers.

The page includes best-in-class ad examples selected by Facebook’s Creative Shop and a leaderboard of the top performing video ads of the month filtered by vertical, so you can see what’s working well for businesses like yours. You can also get creative guidelines for building the most effective ads, such as tips on branding and framing, and length recommendations. The page also offers resources such as Mobile Studio, Creative Hub and the Ads Guide to make it easier for you to create great ads.

Get inspired, see what’s working and get started now.

Discover the Inspiration Section

Get Facebook Business news in your inbox.

What is it & How to Make it (Steps & Tips)

Facebook continues to be among the most popular social media platforms as well as a marketers’ favorite advertising platform.

Facebook ads are an easy way to get your products or services in front of a wide audience with little effort and digital marketing knowledge.

However, as simple as it may look, there are still some things you need to get right to be able to enjoy the benefits.

For instance, creating high-quality Facebook ad creatives is one of those things you need to master to ensure the success of your campaigns.

That’s why today we’ll discuss:

What a Facebook ad creative is
Ways to create content for enticing Facebook ad creatives
Tips to optimize your ad creatives

And more!

Let’s get into it.

[fs-toc-omit]Table of Contents

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What’s a Facebook Ad Creative?

A Facebook ad creative is a visual element containing advertising data serving different campaign objectives.

It is also simply known as an ad and is an integral part of the Facebook ad structure illustrated in the image below.

You can think of an ad campaign as a filing cabinet.

Using the same metaphor, inside the filing cabinet, you will add your ad sets which are like folders.

Inside those folders, you will add multiple files, which are your ad creatives.

Now let’s see a real-life example of two ad creative from the same ad set from Oscar de la Renta.

Image Source: Facebook

The creatives above are basically two versions of an ad. They have the same Facebook ad copy and call to action (CTA) button.

Why use two creatives instead of one?

When you’re using multiple creatives you are able to use A/B testing to see which piece of content performs best to convey your message. And, as soon as you figure that one out, you will also know which ad to scale.

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But before being able to tell which creatives are right for your target audience, you need to decide which types of ads to use.

Let’s talk about that!

The 4 Most Prominent Ad Types on Facebook (with Examples)

In this section, we’re going to discuss the best Facebook ad types that you can use to create effective Facebook ad campaigns.

In detail, we’re going to talk about:

Video ads
Image ads
Carousel or slideshow ads
Collection ads

Additionally, we’ve included high-quality examples for each ad category so you can get inspired before creating your ad creatives.

Let’s see the first ad type and Facebook ad example.

1. Video

The first ad we’ll be covering is the video ad—a super effective way to showcase new products.

Image Source: Facebook

Social media users view around 8 billion video ads like the one above per day!

No wonder the video ad is among the most popular choices among digital marketers. In fact, half of Facebook’s advertising earnings comes from mobile-focused video ads.

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Aside from being the most popular Facebook ad format, video is the preferred type of content consumed by internet users.

Specifically, as much as 54% of a survey’s respondents reported that they would like to view more videos from brands.

Not only that, but 84% of consumers say that they were inspired to make a purchase after watching a video posted by a brand.

There’s no doubt that video ads are among the most effective ways to advertise a service or product.

But what about image ads?

2. Image

Image ads are a simpler method of showcasing a product. But that doesn’t make it less effective.

In fact, 48% of marketers prefer image ads over videos.

Let’s see why that might be.

Image Source: Facebook

The ad image above is a perfect example of how you can attract users’ interest with high-quality photographs.

But does an image have the same advertising potential as a video?

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It depends on your campaign goals.

For example, a Databox case study discovered that image ads reached a higher number of people and generated more impressions than video ads.

On the other hand, Facebook video ads got a 47% higher click-through rate (CTR).

So, images are great if your objective is to increase brand awareness among Facebook users.

Now that we’ve established that, we can go further and explore different layouts you can use to mix image and video ad creatives for a successful social media marketing strategy.

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3. Carousel

The first ad type that allows you to combine multiple images and videos is the carousel ad.

Image Source: Facebook

As you can see in the example above, the carousel ad acts as a slideshow with different media files.

It’s a very engaging way to include multiple products or multiple images or videos of the same product from different angles.

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When to use this ad type?

Apparently, the carousel ad is great for driving traffic to your website.

Digiday states that the slideshow ad is 10 times better than single image ads in terms of getting users to visit a landing page or a brand's website.

Moreover, according to Facebook, carousel link ads can help marketers reduce their cost-per-conversion by 30-50%.

Plus, the same source reports that carousel ads generally have up to 30% lower cost-per-click (CPC) than single ads with images.

Therefore, carousel or slideshow ads are better to be used for boosting app installs, website traffic, and conversion rates.

Next, we’ll look at collection ads.

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4. Collection

Similar to carousel ads, collection ads enable you to promote multiple images and videos simultaneously in a mobile-only format.

Image Source: Facebook

For instance, the collection ad in the screenshot above used several images to promote their best-selling products in the same ad.

When users tap on such an ad, they are immersed in a full-screen experience where they can have a closer look at the showcased products.

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Image Source: Facebook

In the screenshot above, you can see what a collection ad looks like in a user’s Facebook feed as well as how the ad expands upon tapping on it.

What's it good for?

It’s best to use this type of mobile ads for:

Brand discovery and intent generation
Interest and intent nurturing
Conversions

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In addition to these four popular ad types, there are a couple more you can read about inside our comprehensive Facebook ads guide. The guide covers insightful info on:

Ad placements
Ad spend and ad performance metrics
Image sizes and other ad specs
Audience retargeting
Creating a new ad using the Facebook Ads Manager

Now that you know what the main ad types are, you can go ahead and work on the content for your campaigns.

Below, you can read all about how to create ad creatives for your Facebook advertising efforts in just three easy steps.

How to Make a Facebook Ad Creative in 3 Simple Steps

In this section, we’re going to give you a simple three-step method of creating ad creatives for your Facebook campaigns.

So, what makes a great Facebook ad?

Is it all about ad design?

What about copywriting?

Can I use stock photos in my ads?

We’re going to answer all of these questions in the next two sections.

But first, let’s see what you can do to ensure you’re producing high-quality ad content.

Head over to the first step.

Step #1: Choose the products and services you’re going to make ad creatives for

The first thing you need to do before getting started with content creation is to choose the products or services you’re going to promote.

How are you going to do that?

Well, let’s have a look at Facebook’s audience demographics to understand what people your ads can potentially reach on this platform.

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Image Source: Statista

According to Statista, U.S. Facebook users are aged from 13 to 65+ years old.

However, the most prevalent age group is the 24-35 year-olds, accounting for 26. 4% of the total U.S. Facebook user base.

Moreover, 60% of the users are aged between 18 and 44 years old.

This tells us that you can reach any age group of 18+ year-olds when advertising on Facebook, but you would harness the best result with products that appeal to a younger audience.

Speaking of your audience…

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Step #2: Focus on defining your target audience and make ad creatives that will resonate with them

This step is essential when using any pay-per-click (PPC) marketing channel. Facebook is no different.

When each click is costing you money, you need to make sure you’re advertising to people that are most likely to be interested in your products.

Moreover, properly defining your target audience will not only help you get a better return on ad spend (ROAS) but can also give you a better idea of what content is relevant for your audience.

A good method to do that is by looking at brands with similar audiences as yours. Identify their best-performing posts and look at the ad copy, images, videos, CTA buttons, etc.

Keep doing this until you are able to draw some conclusions and pinpoint some common practices.

As soon as you have a better understanding of what an audience similar to yours expects from a brand, you can start experimenting with different content formats and types.

As we’ve previously mentioned, you can use multiple creatives as part of the same ad set to see what drives better results.

For example, you can use the same ad copy with different ad creatives. Or, you can create different ad texts for the same image.

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You get the point.

Just try to deliver relevant and engaging content to your audience.

To circle back to your question, stock photos would not be ideal for ads.

But what can I do instead? You see… Design is not my strong point.

We’re super glad you’ve asked!

See step number three.

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Step #3: Work with great content creators in your niche

The easiest way to get great content for your Facebook page is by collaborating with professional content creators.

Regardless of your graphic design or video-editing experience, creating content on a regular basis by yourself might not be sustainable.

We say this assuming you already have tons of other tasks on your priority list.

To free up some slots from your agenda, we’ve created Insense—a platform where businesses can effortlessly collaborate with creative influencers and creators.

Our platform helps brands like yours fulfill their high-quality content needs in a community based on trust and skills.

Plus, Insense is super easy to use.

Namely, all you have to do to get the content you need is to fill out a brief where you provide as many relevant details about your project as possible.

Then, your project will be visible to creators looking for work.

Next, the content creators interested in collaborating with you will submit their application that you can then review and decide whether the respective creator’s proposal aligns with your vision and budget.

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Another method to find the right creators for the job is to access our Creators Marketplace.

Here you can filter-search content creators based on multiple criteria, including audience demographics, location, social media platform, price, category, and more.

Sounds better than watching webinars and tutorials on how to use Photoshop, right?

Let’s make things even more clear with the following three tips on how to get the best results with your ads.

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3 Tips to Make the Most of Your Facebook Ads

Before you go, let us give you three tips on how to optimize your ad content for the best results.

First, we're focusing on how to create a high volume of diverse content to stay ahead of creative fatigue.

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Tip #1: Create diverse content to stay ahead of creative fatigue

Creative fatigue is not a myth!

This happens when your target audience gets tired of seeing the same ad creatives over and over again.

Naturally, when people get tired of seeing the same ad, they will obviously not going to interact with it.

The solution?

Creating high volumes of high-quality content to use in your ad campaigns.

What’s great is that you can do that with Insense with minimal effort from your side.

To be able to do this successfully, you’ll have to fill out a detailed influencer brief.

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When doing so, you’ll want to include as many relevant details about your campaign as possible. For instance, you can provide info on your campaign objective, campaign schedule, product description, etc.

Moreover, Insense offers you the ability to provide as much detail about the needed creative asset as possible.

For example, our briefs enable you to specify:

The format you’s like the creative to be
The placement of your creative
The number of creatives required
Technical details
Video scripts

Plus anything else content-related that you think it’s important to note.

You could also provide creators with examples you’d like them to take inspiration from.

Don’t know where to find those?

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Tip #2: Use Facebook Library to perform competitive analysis

Facebook offers you tools that can help you find inspiring content.

Such tools include the Facebook Ad Library which you can use not only to get content ideas, but also to analyze the content produced by your competitors.

To use the Ad library, follow these steps:

Select the country you want to see content from
Choose the ad category you want to explore

Image Source: Facebook

Input a keyword in the search bar
Examine the related searches suggested by Facebook
Click on the advertiser you want to analyze

Image Source: Facebook

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For this example, we’re going to look for advertisers that create ads in the beauty category.

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Now let’s see what content the first advertiser produces for the beauty category.

Image Source: Facebook

As soon as you click an advertiser, you will be prompted to a page where you can see all the ads they’re currently running.

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Furthermore, for each individual ad on this advertiser’s page, you can get details on:

Whether the ad is still running or not
The date on which the ad was launched
The platforms the ad is running on
Whether the ad has multiple versions or not

Image Source: Facebook

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After you’ve gained the insights you needed into your competitors’ content and created your own ad creatives there’s only one thing left to do.

Tip #3: Do quantitative creative testing

Naturally, after launching an ad campaign, you should keep an eye on the metrics to see how your ads are doing in terms of performance.

But you might want to take a more active approach than just waiting for reports.

Specifically, you can start experimenting with quantitative creative testing.

This means to test simple variations of the same ad in terms of ad copy, media files, image format, CTA buttons, etc.

For example, MAC Cosmetics runs six variations of the same ad.

Image Source: Facebook

When doing so, you have the ability to learn more about your audience and see what content best fits their preferences so you can create better content with each campaign.

Are you ready to get your ads into people’s News Feeds?

Just one more thing before you go…

Now Over to You

We hope that our insights and tips on creating quality content for your Facebook ad creatives bring you closer to meeting your advertising goals.

Have you given more thought to outsourcing your content creation process?

If so, we’d be happy to show you how it works.

Feel free to book a free demo with Insense whenever you’re ready to take your content to the next level.

We’re eager to show you what our platform can do for your brand!

Frequently Asked Questions (FAQs)

Q1. What’s the difference between an ad creative and a Facebook ad?

The main difference between an ad creative and a Facebook ad is that an ad creative is a part of the Facebook ad.

In detail, when people say “Facebook ad” they’re most likely referring to an ad campaign. That ad campaign can contain multiple ad sets that in turn are composed of multiple ad creatives.

So, an ad creative is the media file used together with the ad copy in a Facebook ad campaign.

Q2. What’s the purpose of an ad creative?

The purpose of an ad creative is to capture the interest and attention of the target audience through visual content and text and persuade the viewer to perform the action highlighted by the CTA button.

Q3. Why is it important to make a Facebook ad creative?

Making Facebook ad creatives is important because visual content can be used to back up and reinforce the message you’re trying to deliver to the target audience.

Moreover, an ad creative makes an ad more enticing to the audience and has the power to make a user more likely to interact with the ad.

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How to find the perfect Facebook ad creative: Testing ideas the right way

Trends in advertising and marketing change each other daily, often leaving no time to test an idea in practice. In such conditions, it is difficult to competently prepare for business promotion, especially when it comes to advertising on such a large-scale social network as Facebook. For the second quarter of 2021, the profit from the social network target was $28.6 million. Imagine how many ads are constantly spinning here? How to stand out from the competition, achieve success by creating a really worthwhile creative, and not drain the budget?

Studying the potential target audience on Facebook

The first step is to determine the target audience whose attention you want to attract. You should not capture all age and social groups at once, because universal advertising does not exist. By focusing your attention on several target audiences, you lose time, money, and, most importantly, customers. How to decide on the audience to begin with?

The choice of potential customers for your products and services must be taken seriously and weighed against all risks. The offer must be relevant, for example, an ad for a hair loss product will not work for the community of the popular Fortnite game among teenagers. Not only will they not appreciate such care, but they will also send complaints to the Facebook administration.

Users most often pay attention to advertisements that contain information of interest to them. A commonplace example is a banner with diapers, which periodically pops up in a group for young mothers. About 50% of participants will follow it to the landing page, and 25% of them will place an order for at least one package. Advertising worked, which means that it is placed correctly and meets the interests of the target audience. How did marketers come to this? We analyzed the information shared by the participants and launched several advertising options. One of them worked, and they took it as a layout for further development.

Properly selected target audience is a guarantee of a successful start of an advertising campaign. This reduces promotion costs and saves time needed to test the offer. Even if your products or services appeal to different categories of people, personalize your promotional offer for each group. So you will get more responses, and in the long run - and a high conversion. To do this, it is important to know the consumer in person, taking into account all his preferences.

To understand where to go best, you can analyze the strategy of competitors thanks to the built-in statistics of the social network.

Analysis of competitors' work and inspiration from other people's creativity

Competitor analysis is much easier, because Facebook has a database of all advertisements created by companies and marketers. It contains thousands of banners for different target audiences. There is also statistics with a rating of impressions and clicks (CTR), as well as information on the categories of people to whom it is addressed.

Demand for various categories of goods and services often exceeds the possibilities of supply in the market. What if everything is exactly the opposite? That's right - you need to stand out from the competition and attract the attention of the target customer. You can do this with the help of discounts, special offers, gifts and other pleasant surprises. How to tell users about your plans? Advertisements will help here, and not simple ones, but creative ones.

Don't miss out on the chance to get to know your competitors. By drawing ideas and combining different options, you create your own design style that will attract customers. Imitation is also a kind of creativity.

Based on the data obtained about the target audience and competitors, it is already possible to build a strategy for creating targeted advertising. This is just the beginning of testing, because the marketer has a whole set of banners that still need to be checked and artistically designed.

Implementation of an idea, or why you need a creative approach to advertising

Beautifully designed banners, video inserts and animations stand out against the backdrop of hundreds of promotional offers and announcements. Screaming headlines on a black background will not surprise anyone, and clicks on such banners are more an accident than a pattern. Thanks to the analysis and identification of the niche that the company can occupy, we get a detailed idea of the environment where we will work.

A creative approach to creating a banner is the key to success. If you correctly draw a picture with the proposed service or product, and even place text on it, you will receive transitions and, possibly, orders. As mentioned above, you can take top banners as a basis and create your own according to their example.

It is worth considering some nuances. For example, according to statistics, 98.3% of users visit Facebook from smartphones and tablets, so it is important to optimize advertising images and videos for mobile devices. This will give you confidence that more people will see your ad.

Testing advertising for responses

After identifying the target audience and developing advertising, it's time to move on to testing it. This is an opportunity to determine the most efficient of all layouts, which is beneficial to take as a basis for promotion.

What is the process for testing advertising ideas on Facebook?

Study of customer needs and formation of an offer based on the data received. Landing page optimization, where users will go. The purpose of this optimization is to convince a person to take a particular action (register, buy, etc.)
Formation of a budget for advertising costs. It is not necessary to invest thousands of dollars at once, because the daily limit for testing, on average, ranges from $20 to $50 and is calculated using the formula (estimated lead cost x50)/7.
Preparation of 3-4 advertisements.

Testing different formats. Ads can be tested in parallel. Do not rush to remove ads before the deadline, because FB needs at least 4 days to optimize the delivery of ad units to the target audience.
Testing one selected format. Having decided on the format, it is recommended to create several more variants of the same content and run them for testing.
Call to action (CTA). The final result should be supplemented with a concise but enticing call to action, and the ad should be tested again.

4. Evaluation of results. After working out the winning option, you can start scaling and expand your potential audience.

This process is rather long and expensive, but in this case the end justifies the means. The time to test ads varies, on average, from 5 to 7. However, in general, the platform itself checks the responses to each of the uploaded layouts. If we conduct a full test of, say, 4 advertising options, the test of each will take about 5 days, which in total will be as much as 20 days. But such an approach will allow you to evaluate the effectiveness of each idea in more detail.

Advertising on social networks is more relevant than ever: in the conditions created by the pandemic, consumers are eager not only to communicate, but also to shop online, including on social networks. If you decide to advertise on Facebook, start by analyzing competitors and target audience, and then develop and test several ad layouts.

"We live in a vertical world"

One of the jury members of the Red Apple International Advertising Festival answered Sostav's questions

Robert Olszewski

On November 15-16, Moscow will host the updated 28th Red Apple International Advertising Festival. The jury of the competition program includes only industry stars, owners of 250 Cannes Lions. One of them, Facebook creative strategist Robert Olszewski, was asked 5 obvious quick questions by Sostav in order to get 5 non-obvious answers.

Robert, what can help you optimize your Facebook advertising campaign?

As a creative strategist on the Facebook Creative Shop team, I can say that you can achieve your goals and understand what type of campaign will work best as a result of creative trial tests. For my part, I will give a few recommendations that can help with this:

Try creating a multi-image ad : Choose 2-3 different images for each ad and test which one will get more engagement.

Shorten text : Your ad must have no more than 20% text in the photo in order for it to appear in the feed. An automated verification form will help determine if you have exceeded the limit.

Include a call to action in your ad, such as "Visit our website now." Your audience is more likely to do what you want if you tell them to.

For those just starting out with Facebook and Instagram ad campaigns, I recommend taking our free online course called The Blueprint.

How has the role of strategic planning actually changed with changes in the advertising industry?

People are more mobile than ever, also as consumers. More than half of the users we surveyed concluded that they bought online more often after viewing Stories. This, in turn, sends a signal to brands that they need to evolve faster to innovate. Now there are 6 million advertisers on Facebook and Instagram, and those who use the agile approach are successful among them. Such companies focus on the value they can offer to the audience, not on their own benefit.

How has Facebook changed the lives of users over the past decade?

Social networks, in particular Facebook and Instagram, have become a link for business in the digital mobile space. Companies and brands around the world communicate with their audiences through more than just feed and story ads. They have the ability to create online communities of people who share their mission and values. Our platforms have made it possible for people to follow the business they are interested in, and also helped them to share their opinions about products and offers with friends and family.

Facebook's mission is to empower people to create communities and bring people together around the world. We know that together they can reach incredible heights.

For the past decade, Facebook has focused on the goal of making the world more open and connected. Already in 2016, 77% of people on Facebook had at least one friend from another country, of which 34% had at least ten. Although the company has indeed succeeded in achieving this goal, society is still divided. That's why Facebook wants to do even more. It is not enough to simply bring people together, we must also work to bring them closer together. The most important thing we can do is help people come together in communities. Right now, 1.4 billion people are part of a Facebook community of some sort, and 200 million people are part of what we call "meaningful groups" because they help people find like-minded people. Over the next 5 years, we are determined to help one billion people connect with others in groups that matter to them. These are our global plans, but we also have local initiatives.

What's next for Instagram as an advertising platform?

We live in an era where a mobile phone can be compared to a shop window. For many businesses, Instagram is increasingly becoming a business platform, so Facebook is committed to helping them figure out how it works. Instagram now has 25 million business accounts and our goal is to show brands how to monetize their business on the app. The growth in the popularity of Stories is clear: every day, 400 million accounts publish stories and 45% of the most viewed of them belong to business accounts. It is also worth noting that we live in a vertical world: 90% of smartphone users hold their phones upright most of the time, and 72% of millennials don't turn their phones horizontally at all. That is why we launched Shopping tags in Stories this summer. This feature will become available globally in the near future.

It's also worth noting that more than 150 million people use Direct every month to communicate with businesses, with a third of the messages sent coming from viewing a company's Instagram Stories. To make messaging easier and more efficient, we're currently testing a number of features for Instagram Direct business accounts: a tool to view important customer messages in the main conversation thread, as well as a feature to help you start a conversation and come up with a quick answer to the most common questions.

What are your personal criteria for judging entries?

There is no doubt that technology has given impetus to the development of creativity. People all over the world use creative tools every day to shoot videos, edit, add text and sound

and then share them with their followers. This is how we all become content creators. Now people do not just share their ideas, but also form their own special culture. Now the consumer dictates trends and marketing should listen to them. In the current situation, brands need a different way of thinking. In the "Best Creativity On Instagram" category, I will give my vote to exactly those brands that have managed to adapt their creativity to the needs of the audience, and not their own "ideas of beauty."

Robert Olszewski is an industry guru who has worked with Havas, Y&R, McCann Erickson, JWT, Change Communication. In 2017, he took the position of Creative Strategist for Facebook, Instagram and Messenger in 28 countries of the Central and Eastern regions.

How to be creative on facebook

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What is it & How to Make it (Steps & Tips)

What’s a Facebook Ad Creative?

The 4 Most Prominent Ad Types on Facebook (with Examples)

How to Make a Facebook Ad Creative in 3 Simple Steps

3 Tips to Make the Most of Your Facebook Ads

Now Over to You

Frequently Asked Questions (FAQs)

How to find the perfect Facebook ad creative: Testing ideas the right way

Studying the potential target audience on Facebook

Analysis of competitors' work and inspiration from other people's creativity

Implementation of an idea, or why you need a creative approach to advertising

Testing advertising for responses

What is the process for testing advertising ideas on Facebook?

"We live in a vertical world"

Learn more