RUNNING ON EMPTY? TIPS TO REFRESH YOUR SOCIAL CREATIVES WITH LIMITED RESOURCES!
Creative rotation is incredibly important when it comes to advertising. Leaving an ad set running for extended periods of time, can risk your target demographic becoming desensitised to your messaging & in turn cause a drastic drop in performance.
One of the main perks of digital advertising, is the opportunity to BE REACTIVE. With live analytics & reporting, it’s easy to see when ads may be declining. Alongside burnout, it’s even more important with current events to have the ability to quickly and easily implement new messaging.
However, we understand that now more than ever can be a struggle for content. Whether that’s trying to book a shoot during a pandemic or working with a limited outdated library of assets, our creative team are on hand with some tips & tricks to keep your ads up-to-date.
Stock imagery can be your best friend.
There are some great stock libraries out there, with both paid and free options that offer a variety of imagery that can be used across all formats.
Be warned, these sites can be a little daunting at first. With millions of pictures & videos (not all great) to search through, it can be overwhelming. The trick is to:
Know what you’re looking for before you start searching.
Be specific with your searches.
Don’t choose the first option. Spend some time browsing through for the best fit.
Make sure it fits within your brand image, otherwise it may stand out for the wrong reasons!
Always check the licensing options to make sure they work for you.
Go Organic.
If you don’t have the budget or time for a large-scale photoshoot and don’t want to use stock footage, consider taking some quick pics & video content on your phone. We have seen audiences becoming less responsive to heavy sales messaging and overly branded content and in turn, seen a recent uptake of organic style content gaining high engagement rates in paid advertising. It’s no surprise, when we consider the reason people come to social channels is to discover and connect. They want to see & engage with real people, real places & real stories. Showcasing the faces behind the brand in an unedited and raw approach & opening an honest dialogue with the consumer, can add a personal touch and really resonate with audiences. Facebook itself, reports that ‘one in five online shoppers say they feel stronger connections to brands that give them a look inside their business.’ [1]
By opening this dialogue, it can increase interaction from the audience. Often resulting in user generated content. These can be great assets for you to utilise (with the correct permissions of course), as they show real people and real endorsements.
Get Animated.
Facebook research has shown that when tested, participants gazed 5 times longer at video than at static content! [2] This can be quite a daunting thought if your brand is lacking in video content, but don’t panic! There are multiple ways to create video content from static assets or even no assets at all. It just takes a little imaginative thinking. Below are some simple options for animating elements without the need for a library of professional assets.
Image slideshows
Image manipulation
Animated overlays
Logo animations
Text animations
& don’t forget audio
Still not sure? Consider A/B testing against a static counterpart to see the difference.
Don’t Over Complicate.
Keep. It. Simple. Big & expensive video campaigns may be nice, but it doesn’t guarantee results. With a limited library of assets, we just have to make them work a little harder and punch far above their weight. We can assume that most brands will have basic e-commerce product shots. Although these may not be your first thought when creating ads, they can be a great resource. Adding a clear product focus, is a tried and tested way to deliver results, 71% more content views versus creatives without a clear product focus [3] to be precise.
Quick & easy improvements such as bold backgrounds, text overlays & clear branding, can help to build a library of ads that may look different, but still utilise those same initial product shots. If you’re feeling extra confident with your Photoshop skills, consider mocking up the products alongside people and places to give even more variations!
Cross Channel Creatives.
We always push our clients to think of cross channel advertising like chapters in a book. Think of a target consumer, how will they take in these different channels throughout the day. Rather than showcasing the same ad in slightly different sizes, use this as an opportunity to take them on a journey. Consider the platform, the audience, the format & the goal. These considerations should act as a guide for creatives. By differentiating creatives across channels, it can help build brand image, avoid ad fatigue, and in turn, reduce the frequency in which creatives need to be updated.
We do recommend that creatives have multiple consistent identifying factors throughout, in line with your brand guidelines. Branding should be clearly visible, with a distinct tone of voice positioning yourself within your ideal archetype.
[1] https://en-gb.facebook.com/business/news/insights/love-in-a-time-of-disloyalty-how-to-make-meaningful-connections-with-shoppers#
[2] https://www.facebook.com/business/news/insights/moving-pictures-the-persuasive-power-of-video
[3] https://en-gb.facebook.com/business/news/insights/creative-considerations-for-direct-response-campaigns