Visual content (e.g. images and videos) is one of the most important components of a Facebook ad because images and videos typically catch a customer’s interest and evoke emotions which can drive them to buy your product or service. Below are some general guidelines to keep in mind as you select or create visual ad content. These recommendations are based on Tapcast’s experiences helping customers to attain a very high return on ad spend. But this is just a starting point, as there are many other resources on the Web to help you select visual content for your ads.
- Formatting specs - very important, as images of the wrong size will be rejected outright by Facebook
- Community standards
- Advertising policies
Images don’t always have to include people, but if they do, they should be attractive and allow the target customer to see him/herself in it.
Look for colors that pop and catch the eye. The goal is to get the attention of a viewer scrolling through a social media feed. Facebook ads will be surrounded with a lot blue, so it’s best to avoid that color and try to use colors that contrast well with it.
Think of the emotions you wish to evoke and use images that do that.
In general, it is better for the image to be free of text. Facebook penalizes ad images with too much text. Images with less than 20% text is their recommendation. If any of your images contain text, Tapcast strongly encourages you to run them through Facebook's Text Overlay Tool to ensure that they won't encounter any problems.
Videos should be 3-60 seconds long. Facebook ads can have longer videos, but videos that are longer than 60 seconds do not qualify for placement on Instagram.
NEXT: Read Tapcast’s guidelines for preparing ad copy.