Watch our best practice video here: https://share.descript.com/view/ohX029oqXap
Having a strong, engaging ad creative is one of the most important elements to seeing success with your ad campaign!
The average FB/IG user scrolls through around 150ft+ of content each day in their newsfeed (that's the size of the Statue of Liberty).
Keep in mind that your ad is a small fish in a big sea of content, and you're competing with other advertisers for your customer's precious attention. On social media, the average user's attention span is around 1.5-2 seconds.
We've got a small window to capture our potential ticket buyer's attention, while also providing them with enough context to pique their interest.
Always keep this question in the back of your head:
"How do I best build my ad creative to capture one's attention, keep them engaged, and provide context about your event in the most digestible way possible?"
Recommended Ad Creative Size & Dimensions
We recommend you use the following creatives for your ad campaigns:
Facebook Feed - Ratio: 1:1, Resolution: At least 1080 x 1080 pixels
Instagram Feed - Ratio: 1:1, Resolution: At least 1080 x 1080 pixels
Instagram Stories - Ratio: 9:16, Resolution: At least 1080 x 1080 pixels
Note: If you're uploading an image, it needs to be a JPEG or PNG. If you're uploading a video, it needs to be an MP4, MOV, or GIF.
Anatomy and Psychology of a Good Ad Creative
When it comes to grabbing your customer's attention, some parts of your ad are more important than others? Let's break down the different parts of your ad creative in the order of importance:
Image/Video - this is the main attention grabber for your ad. This is what people notice first and is largely what will capture someone's attention.
Post Text - the text in this section aims to give context about the event and foster a sense of urgency.
Call to Action - this is the button that people click on in your ad to go to your ticketing page, url, or Facebook event.
Link Headline - this appears below the image. Most people enter the name of their event here with some additional context.
Link Descriptions - this appears below the link headline, but it doesn't appear on every ad placement. It's usually an afterthought but advertisers use it to provide additional context about the event or give context about the call to action.
In terms of the order of importance to these components of your ad. This is the order of priority:
Image/Video
Post Text
Call to Action
Link Headline & Link Description
Instagram Ads
Instagram ad creatives are incredibly similar to Facebook ads, however, there are a few subtle differences.
For Instagram Stream ads, the Call to Action is positioned differently and the Link Headline/Link description doesn't always appear.
For Instagram Story ads, you're working with a slightly different dimension compared to stream ads. We recommend using either a square image or vertical 1080 x 1920px creative.
The link headline and link description don't appear in an Instsgram story ad. The call to action appears towards the bottom.
If you're using a full sized vertical image, the post text will not appear.
Facebook Event RSVP Ads
Facebook Event ads are very similar to normal Facebook stream ads.
The main difference is that there's no link headline, link description, or call to action that you need to specify. All of those components are pulled directly from your Facebook Event information.
