This is a guest post from Sarah Burns, Content Manager
at Boost Media.
The Most Engaging Ad Format on Facebook
Arguably the most engaging ad format available on Facebook, the video carousel is growing at a rapid pace. Since Facebook first evolved the format by giving advertisers the option to display video in the carousel ad in fall 2015, advertisers have seen success with lower cost per click and increased traffic.
Showcasing video as a creative option can bring sight, sound, and motion to help advertisers improve both their brand and direct response objectives. You can exhibit any combination of up to 10 photos or videos, but only five cards will appear at a time. Video carousels provide not one, but many opportunities to engage with customers.
New Ways to Get Your Customers’ Attention
Having more images, videos, and links in a single ad opens up new opportunities to talk about your business and reach your audience. You have several creative ways to get the attention of potential customers with video carousels:
- Show more products
- Highlight multiple features
- Create a larger canvas
- Tell a good story
- Show the steps
- Change with the seasons
Generating Facebook Creative Concepts
A good place to start when generating creative ideas is reviewing past performance of organic Facebook posts. Has there been a particular piece of content you’ve shared in the past that performed really well?
Another good source of creative ideas is your content or marketing calendars. You can create Facebook ad campaigns and ad creative to support your brand’s events and product launches, play off of industry events, and capture attention related to seasonality and holidays.
Remember, the point of running Facebook Ads is to reach a larger audience than your current follower base, so all creative needs to be tested, even if something similar has performed well organically in the past. What works for one audience in one context may not apply universally. Once you find what works, continually discover new concepts to explore with Facebook creative.
About the Author
Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.