Meta claims one-fifth of digital ad spending and boasts nearly 3 billion monthly global users across Facebook, Instagram, Messenger, and WhatsApp. It’s no wonder so many advertisers rely on Meta’s platforms to reach their target audience.
But Meta’s huge ad share doesn’t just represent opportunity; it also reflects a crowded advertising landscape. For your ads to stand out, you need to do more than just the basics. You need to get creative.
Read on as we explore the top Meta creative strategies, with a focus on refreshing content, leveraging influencers, and creating high-converting ads.
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How frequently should you refresh ad content on Meta?
While there’s no one-size-fits-all answer to how often you should refresh your content, a general rule of thumb is to update your creatives every two weeks. However, this can vary depending on your audience size and campaign budget. Regular A/B testing can help you determine the best cadence for your specific campaigns.
Keeping your content fresh is critical for advertising success on Meta. The platform’s algorithm favors new and engaging content, meaning that stale ads can quickly lose their effectiveness, leading to higher costs per click and lower engagement rates.
Frequent content refreshes prevent ad fatigue, a phenomenon where your audience becomes too familiar with your ads, leading to declining performance. When users see the same content repeatedly, they are less likely to engage with it, and this can negatively impact your overall campaign results.
How to incorporate influencers for maximum reach
Collaborating with influencers can significantly boost the reach and credibility of your Meta ad campaigns, especially if you choose influencers with an audience that aligns well with your target market.
Want to have a successful influencer partnership on Meta? Focus on quality, not quantity. Instead of looking solely at follower count, consider influencers who have a genuine connection with your brand and a highly engaged audience. Micro-influencers (i.e. those with smaller but highly engaged followings, 100K followers or less) can often provide better ROI than macro-influencers (100K followers or more) because their recommendations feel more genuine.
Once you’ve identified the right influencers, incorporate their content into your Meta campaigns. You can either promote their content directly through your brand’s Meta account or collaborate with them to create co-branded content. User-generated content from influencers often performs well because it carries a level of authenticity that brand-created content sometimes lacks.
Pro Tip: When working with influencers, make sure they follow Meta’s ad policies and disclose any sponsored content to avoid running afoul of the FTC.
More tips for creating top-performing ads on Meta
In the wonderful world of digital advertising, you have just a few seconds to capture the user’s attention and drive them to take action. Your ad needs to stand out immediately, or you’ll miss your chance to connect. Strengthen your Meta creative strategy with these tips.
Grab attention with eye-catching visuals
To stop people from scrolling, your ads must demand attention. Use high-quality images and videos that are bright, vibrant, and relevant to your audience. Consider using bold colors, interesting compositions, and dynamic motion to draw the viewer’s eye. For video ads, get your message across within the first three seconds, as many users won’t watch beyond that point.
Write copy that’s concise, but compelling
Use strong, action-oriented language that clearly communicates the value proposition of your product or service. Stay away from jargon or overly complex language. Just focus on what matters most to your audience. Show that you get their pain points, and have the solution to relieve them.
Use the right ad format
Meta offers a large variety of ad formats, including carousel ads, video ads, Messenger ads, and more. Each format has its strengths, so choose the one that best aligns with your campaign goals. For example, carousel ads allow you to showcase multiple products or features, while video ads are great for storytelling. Experiment with different formats to see which resonates most with your audience.
Test branded vs. user-generated content
Speaking of experimenting, you may want to consider testing user-generated content (UGC) against traditional advertising creative. UGC typically feels more authentic and relatable because it comes from real customers (or influencers) rather than the brand itself. It feels more organic and trustworthy, which can lead to higher engagement rates. If you’re nervous about giving up control, test some UGC-driven ads vs. your other campaigns. This way, you can see what works in terms of clicks, conversions, and overall engagement—and optimize your Meta creative strategy accordingly.
Mastering Meta with a strong creative strategy
To succeed on Meta, your creative strategy must resonate with users, capture their attention quickly, and drive them to take action. For a custom strategy that positions your brand for success, contact the Meta advertising experts at Your Marketing People.
