Facebook and Instagram are now video-first platforms. Bad creative = bad relevance scores On the other hand, good creative equals good ad delivery. Facebook’s relevance score is judged on a combination of ad creative + audience targeting. Having creative content is the best way to stand out in the news feed. We also have to build content that’s native to mobile video to capture people’s tap-and-scroll behavior. If you’re not sure where to start, check out our library of video ad templates designed with the news feed in mind. We’re just starting to discover what good Stories creative looks like, but the most important thing is to create content that is native to the format. ad from the ’90s. (Ad) Content Is King When it comes to making successful video ads for Facebook and Instagram, nothing beats well-designed and well-executed content. The best videos will speak to the right audience, stand out in the feed with exceptional design, take advantage of trends, and get to the point quickly.
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Creative content is the most important part of a successful mobile video ad. Your photos, videos, Stories, copy, and music matter. They are the only things your customers see and therefore are your biggest chance to grow your business.
That’s why we’re opening our guide to mobile video with this article. We want to inspire you to dive into Facebook and Instagram ads with the mind of a creator. Let’s look at the different ways good creative helps marketers win, along with examples of successful ads to prove it.
Good creative = Great ROI
To put it bluntly, the creative quality of your video ads directly affects your campaign results. When you’re competing for attention against similar brands, whether large or small, good creative plays a huge part in ad success.
Facebook and Instagram are now video-first platforms. We’re not just saying that. Here are some of the numbers that should already have convinced you to use video in your campaigns:
From Facebook’s point of view, your creative simply affects ad delivery. Bad creative equals bad relevance scores. And bad relevance scores mean more expensive CPM.
Bad creative = bad relevance scores
On the other hand, good creative equals good ad delivery.
Facebook’s relevance score is judged on a combination of ad creative + audience targeting. They give the example of a handbag ad for three different audiences, ranging from broad to specific.
Your ad creative has to fit your audience in order to deliver solid ROI: It’s not enough to create a single ad that recycles old content from who knows where. In fact, Facebook audience research is a great place to start brainstorming ideas. You can use demographic and interest data to build personas and then create highly specific ads just for those personas.
The value of custom creative is in the way you make your audience feel. When they see an ad that looks like it was made just for them, you’ll see bigger payoffs.
Good creative grabs attention in the news feed
The news feed is a really congested space where you have to fight tooth and nail for audience attention. Having creative content is the best way to stand out in the news feed.
On average, we scroll through about 300 feet, or about 91 meters, of feed every day. That is the same size as the Statue of Liberty in New York. Not only that, but according to research by Microsoft, the average worker is distracted or interrupted every 40 seconds while on their computer. In the age of smartphones, there’s always something shiny and new to look at. The combination of endless scrolling and ceaseless distractions makes the news feed a challenging environment for marketers.
Most mobile-phone use can be described as “on the go.” People view video in an unplanned fashion, in small bites throughout the day. The motivation to check in frequently is motivated by discovery and connections with friends, family, groups, and businesses.
As marketers, we have to be laser-focused on building video experiences that are quick, sticky, engaging, and fun. We also have to build content that’s native to mobile video to capture people’s tap-and-scroll behavior.
The use of motion and color against a dark…