Facebook Wants Brands to Take Still Images and ‘Create to Convert’ Them to Video Ads

Use of video in direct-response campaigns is up 3.8 times year-over-year

Can you make a video ad out of these? Nastco/iStock
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Facebook Tuesday unveiled a new way for direct-response advertisers to transform their existing still ads into lightweight video ads.

Developed by the social network’s Creative Shop, Create to Convert was described in a blog post as “an easy framework to add lightweight motion to still images to create more compelling and effective direct-response ads.”

Facebook said the number of advertisers incorporating video into their direct-response campaigns across Facebook, Instagram and Facebook Audience Network has increased by 3.8 times over the past year.

The social network also detailed four different types of ads that can be crafted via Create to Convert:

  • Basic motion: Still images can be animated by adding one or two motion elements in a few seconds and including a call-to-action card at the end in order to drive brands’ desired business outcomes.
Facebook Create to Convert basic motion video ad
  • Brand in motion: Elements of companies’ brands or logos can be brought to life in a few seconds in order to boost brand recognition.
Facebook Create to Convert brand in motion video ad
  • Benefit in motion: Brands can bring the key benefit or message of their ad to life via animation, such as a product benefit, a special offer or discount, a testimonial or a variety of products.
Facebook Create to Convert benefit in motion video ad
  • Demo in motion: Companies can use motion to demonstrate how their application, website, service, product or feature works.
Facebook Create to Convert demo in motion video ad

Facebook said a recent campaign by hair and skin care product manufacturer Aveda using videos created via the Create to Convert approach tallied a 22 percent lift in conversions compared with still images.

Create to Convert brings to mind an ad product Facebook introduced in October 2015, Slideshow, which was aimed at people and brands in emerging markets and with poor performing Internet connections.

Slideshow enabled brands to stitch images together into slideshows with the aim of drawing the same attention as video ads but lessening the burden on both brands and users.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.