So what does Facebook say about success through page ads? The overall message is be short and sweet. Body copy should be no more than 90 characters, in an effort to grab users’ attention. Videos should be no longer than 15 to 30 seconds.
Facebook also went in-depth, addressing photo, video and link ads, as well as questions, events and text:
- Include an eye-catching and action-oriented thumbnail to achieve high video play rates. Be engaging, but make sure the image you select relates to the video content and your brand. It should be recognizable and understandable to your audience.
- Feature your fans in your video content by requesting that they upload themselves in a video (must be facilitated within an application or a destination outside Facebook).
- Don’t tell people to “watch your commercial!” Sell them on your video instead.
- Be engaging, since an eye-catching photo is essential to draw people’s attention. But make sure that the photo relates to the brand.
- Use a photo that is at least 168×128 and maintains a 16:9 aspect ratio.
- Avoid photos that can be used as stand-alone ads. You should use the photo to complement the messaging in your post’s text, not replace it.
- Use open graph tags to control how link attachments render.
- Include URL to the brand’s Facebook Page to engage people using another Page that your brand is associated with.
- Drive people to take action on your external website (e.g. buy a product).
- Make sure that your question is one that could only be asked by your brand.
- Include an option that requires no background knowledge. This allows any person to express their opinion via a vote even if they aren’t yet familiar with your brand.
- Don’t use if your goal is to drive trafﬁc offsite or app installs; the goal of a question is to stir up conversation about your brand on Facebook.
Click here to view the full report from Facebook to learn more about how different types of posts can help your page.
Readers: Do you mix up the kinds of posts for better engagement?
Image courtesy of Shutterstock.