Published on July 6, 2020
The adjustment of assets is essential. There are several ways to adjust your assets to improve performance.
The customization ensures that your ad can appear in as many places as possible. Since Facebook is constantly changing its advertising offerings, these adjustments are the top priority that even inexperienced users can achieve. The platform has simply built built-in tools that allow you to customize your content efficiently.
Use these tips to get started now!
Tip 1: Create unique assets for each placement.
We recommend creating individual, unique elements for each placement. However, you can also use different sections of the same image for different placements. In this way, you ensure that your asset matches the placement within Facebook and that your entire image and text are visible to the person who is scrolling. Facebook made it easy to upload multiple assets. Because of their size, Facebook places each asset in the appropriate place.
The preferred Facebook asset dimensions are:
- Facebook images: 1080 × 1080 or 1200 × 628
- Facebook videos: aspect ratio between 9:16 and 16: 9 – 1280 × 720 (recommended)
- Facebook carousel: 1080 × 1080
- Facebook Right Columns / Marketplace / Instant Item: 1200 × 628
- Facebook stories: 1080 × 1920
- Instagram images: 600 × 600 (square), 600 × 315 (landscape), 600 × 750 (portrait), 600 × 700 (carousel video)
- Instagram stories: 1080 × 1920
In the picture below you can see the difference in appearance between the placements. Something that looks good in the placement of the Facebook feed does not match Instagram Stories. If the pictures don’t fit, Facebook automatically places the photo in the center of the screen with a blank area above and below the picture (not an attractive look in most cases).
Tip 2: create two versions of each video asset.
Edit video assets in two versions – a version that is longer for the original placement and a version that is shorter for Facebook stories (1-15 seconds). If you edit your video assets in two versions, you can compress the critical parts of the video into a short version that still allows the viewer to understand the main points of the video and arouse interest in viewing the entire video.
Tip 3: Use different text for different headings and links.
A good example is the difference between Facebook newsfeed posts and Instagram stories. The headlines of the Instagram story should be short, sweet and to the point. A great way to include more text in your Instagram stories is to create multiple scrollable slides, each with a few words, rather than posting a paragraph with a single image.
After making these changes, we looked at performance across different accounts. We saw the following:
- Impressions increased between 4% and 9%
- Purchase conversion value increased: 9% -15%
- Cost per purchase decreased: 8% -15%
Impressive return for the little improvements!
There are countless ways to adapt content to placements while conveying the voice and feel of your brand. The tips above are designed to get you started and are some of the quickest changes you can make when customizing content.
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