How to Create Facebook Ads That Truly Convert

Facebook ads have evolved into a sophisticated platform for digital marketers, with constant updates and changes to its algorithms, features, and audience behaviours. Staying on top of these trends is no small feat, but it’s essential if you want to make sure your Facebook ad spend delivers real results. As we step further into 2024, it’s becoming increasingly clear that certain advertising approaches on Facebook are more successful than others. In this post, we’ll explore the most important Facebook advertising trends and offer practical advice on creating ads that not only capture attention but also convert.

Video Continues to Dominate

The popularity of video content has skyrocketed across social media, and Facebook is no exception. Video ads are proving to be more engaging and far more likely to grab the attention of users scrolling through their feed. This isn’t just limited to long-form content either; short, punchy videos are increasingly taking centre stage. Facebook’s algorithm now favours video content, with autoplay features making it easier for brands to catch users’ eyes without requiring them to hit play.

One of the main advantages of video ads is the opportunity for storytelling. Brands can showcase their products or services in action, which makes it easier for potential customers to visualise themselves using them. It’s worth noting that most people will be viewing videos on their mobile devices, so optimising for mobile is crucial. Using vertical formats or square video dimensions ensures that your content fits the screen perfectly, keeping viewers engaged.

If you’re planning to dive into video ads, brevity is key. Attention spans are shorter than ever, so you want to deliver your message within the first three seconds. This means highlighting your core message or offering in the opening moments to hook viewers before they scroll away.

Tip for Creating Video Ads That Convert:

• Keep it short and impactful: Your video should grab attention within the first 3 seconds. Aim for a 15-30 second duration, focusing on one clear message or call-to-action (CTA).

• Optimise for mobile: Ensure that your videos are optimized for mobile devices, as the majority of Facebook users are accessing the platform via their smartphones. Vertical video formats (4:5 or 9:16) work best for mobile viewing.

The Growth of Facebook Stories

Facebook Stories have grown immensely in popularity, and for good reason. Users are spending more time flicking through Stories, and the immersive nature of the format makes it an excellent advertising opportunity. Stories are full-screen, vertical content that appears between user-generated content, making them a seamless and engaging way to connect with your audience.

One of the main reasons Stories ads work so well is because they are both temporary and immersive. Users feel a sense of urgency when viewing stories, knowing they’ll disappear in 24 hours. This taps into the psychology of immediacy, encouraging users to take action before it’s too late.

To succeed with Stories ads, it’s essential to create visually impactful content. Bold and colourful imagery works best here, as users tend to quickly swipe through stories. Adding strong calls-to-action, such as “Swipe Up,” can guide users to take the next step, whether that’s visiting your website or purchasing a product. Given how fast-paced Stories are, your messaging must be sharp and concise to resonate effectively.

Tip for Creating Stories Ads That Convert:

• Add clear CTAs: Use features like “Swipe Up” to encourage users to take action, whether it’s visiting your website, purchasing a product, or signing up for a newsletter.

• Use bold visuals: Stories ads should be visually striking and quick to convey your message since users typically swipe through stories rapidly.

The Rise of Automation and AI in Facebook Ads

Artificial intelligence (AI) is making its presence felt in Facebook advertising. Facebook has introduced a range of automation tools to help brands optimise their campaigns more efficiently, relying on AI to make data-driven decisions. This is particularly important for advertisers looking to optimise ad placements, targeting, and budget allocations without needing to micromanage every aspect of their campaigns.

The platform’s AI helps to predict which users are most likely to convert, using real-time data and machine learning to automatically place ads where they’re most likely to perform. This approach takes the guesswork out of ad management, allowing brands to focus on their overall strategy.

One feature that’s especially useful is dynamic creative optimisation, which allows you to create multiple versions of your ads by mixing different headlines, images, and calls-to-action. Facebook then tests these combinations and delivers the ones that perform best to your audience. This saves time and helps refine your ad messaging without the need for extensive manual A/B testing.

Navigating the New Privacy Landscape

The introduction of iOS 14.5 by Apple had significant repercussions for Facebook advertisers. With the App Tracking Transparency (ATT) feature, users can now opt out of being tracked across apps and websites, which has made targeting and measuring ad performance more challenging. Many users have chosen to opt out, which means advertisers have access to less third-party data than before.

This shift towards greater privacy is not going away, so brands need to adapt. One way to do this is by focusing on first-party data – that is, data you collect directly from your customers. Encourage your audience to subscribe to newsletters, sign up for exclusive offers, or create an account on your website. This way, you can continue to reach them without relying on external data sources.

Another helpful tool is Facebook’s Conversions API. This tool enables you to send data directly from your server to Facebook, allowing you to track conversions even when user data is more limited. It’s a great way to maintain visibility into your ad performance despite the new privacy restrictions.

Facebook Shops and the Rise of Social Commerce

Ecommerce has never been more integrated into the Facebook experience. The introduction of Facebook Shops allows businesses to create a fully-fledged shopping experience without users needing to leave the platform. For brands, this means the path to conversion is now more seamless than ever.

Customers can browse and buy products within Facebook, which reduces the friction often associated with moving from social media to an external website. Brands that sell physical products should absolutely be making the most of this feature. It simplifies the purchasing process and keeps customers engaged within the app, meaning fewer steps between discovering a product and completing a purchase.

Moreover, Facebook has integrated product tags into posts and ads, so users can see prices and click through to shop without ever leaving the platform. Ads that use product tags also tend to perform better, as they give customers an easy route to conversion.

For those looking to showcase multiple products, Facebook’s collection ads are a valuable tool. These ads allow you to present a range of products within a single ad, which then leads users directly into your shop. It’s an excellent format for brands with a wide catalogue, especially during sale periods or new launches.

Augmented Reality Ads – A New Way to Engage

Another exciting trend is the rise of augmented reality (AR) ads. These interactive ads are engaging and allow users to try on products virtually or see how items would look in their own space. For fashion and beauty brands, AR ads offer customers the chance to “try before they buy,” which can be the difference between a window shopper and a purchase.

AR ads are not just novel; they create meaningful engagement by offering a personalised experience. Whether it’s virtually placing a piece of furniture in their living room or testing how a pair of sunglasses might look on their face, users are given a sense of control, which makes them more likely to convert.

As AR becomes more mainstream, brands should consider incorporating these interactive elements into their marketing strategy. It may seem like a futuristic step, but Facebook is actively investing in AR technologies, making it an increasingly accessible option for advertisers.

Gen Z’s Growing Influence on Facebook

While Facebook’s audience has traditionally skewed older, the platform is still incredibly popular among Generation Z. This demographic is becoming increasingly influential, and brands need to pay attention to their preferences if they want to capture this emerging market.

Gen Z is far more likely to engage with brands that are authentic and socially conscious. They favour brands that show transparency, diversity, and a strong stance on social issues. If your target market includes younger users, it’s important to be mindful of these values in your ad messaging.

Additionally, user-generated content (UGC) is a powerful tool for connecting with Gen Z. They trust real people more than polished brand ads, so integrating UGC into your Facebook ads can help to build trust and authenticity. We wrote a little bit about Gen Z at the start of last year. While some of the platforms are outdated now the report offers a great insight. We have gen Alpha hot on their heels so look forward to addition stories here.

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Final Thoughts

The Facebook advertising landscape is evolving, and staying ahead of the trends is essential for creating ads that truly convert. Whether you’re investing in video content, experimenting with AR, or adapting to new privacy regulations, the key to success lies in your ability to adapt and innovate. By taking advantage of these latest trends, you can ensure your Facebook ads deliver results, driving engagement and conversions in the year ahead. We love helping our clients shine online so if you’re ready to sign up to our social media marketing services we’d be happy to help you reach your goals online.