Use several different creatives
Depending on the goal and settings of the campaign, a user is often confronted with an advertiser’s advertisements several times. Therefore, several different creatives or ad formats (link ads, carousel ads, video ads, instant experience, etc.) should be provided for each ad group. This means that user fatigue only occurs later. The algorithm also learns which groups of people are addressed by which design. This means that different users are shown a different version of the advertisements. Depending on which design the respective user is more likely to react to.
The first second in which the user sees the advertisement is crucial
Scrolling behaviour on social media platforms such as Instagram and Facebook is very fast and users decide within milliseconds whether they like a post and want to find out more about it or whether to continue scrolling. It is therefore crucial that it is clear from the first second who the sender of the post is and which product or service is being advertised. In addition, the USP of the offer must be clearly recognizable and an eye-catcher in the form of a slogan or symbols on the subject increases the user’s attention. The object for sale should always be clearly visible in the foreground. Meta provides the advertising library to provide inspiration for designing creatives for Instagram and Facebook. All advertisements that are currently being played on a Meta platform are visible there.
Further tips that positively influence advertising success
When designing, the interests and preferences of the defined target group should also be taken into account. Depending on age, gender and individual interests, the design for the respective target group can vary.
Depending on the budget and target group coverage, the creatives should be replaced at regular intervals. Otherwise, performance may suffer and worse results could be achieved.
On social media platforms, moving images are preferred by users and the algorithm. Therefore, videos should be used more. User generated content is also very well received by many target groups. However, it is also extremely important here that the video attracts the user’s attention in the first second.
When designing new creatives, you should focus on the best-performing ads of the last few months. This makes it easier to offer users the content they like.
Mobile first is still the motto of the moment. Over 90 percent of access to social media platforms comes from smartphones. Therefore, when designing, care must be taken to ensure that the advertising is displayed primarily on mobile devices.
Conclusion
In conclusion, it can be said that the graphic design of the social media subjects must be given great importance in order to achieve good performance of the Facebook/Instagram advertisements . Different formats, differently designed subjects and the regular exchange of advertisements counteract user fatigue.
