How to Create Great Images for Your Facebook Ads
When scrolling through your Facebook news feed, why is it that some ads instantly catch your eye, whereas others you simply pass by? What is the difference between these? Which ones really grab your attention and which ones fail to make any impression?
Often, the difference comes down to the image that is used. While a headline can make a big difference too, the images in your Facebook ad can convey a lot more information in a much shorter time and is potentially more potent when it comes to quickly getting us to sit up and take notice. So what is it exactly about certain images that makes us pay attention? And how can you apply this in your own advertising campaigns in order to ensure that you get the most bang for your buck?
Images That Grab Attention
The first thing to think about is what type of image gets us to look up in the first place. Studies show that images of people are more likely to get us to pay attention than any other object or subject matter. We are simply hardwired to pay attention to faces and other humans because it has clear evolutionary value.
The other type of image that grabs attention is anything that uses high contrasting colors. If your images are bright red or yellow, then this will make them pop off the page more. Red in particular always makes us take notice and this works particularly well on the light blue/white background of Facebook’s UI. This great post from Kissmetrics explains the psychology of color and how it can be used to affect human behavior.
Tell a Story
Getting attention is your first objective. Getting your audience to actually engage with your ad and consider clicking it is the next objective.To achieve this, it can help to tell a story through your image. Don’t simply show what it is you want your audience to think about, but instead try to evoke it and hint at it. For example, if your ad is about a restaurant, show a beautifully plated meal rather than a picture of the facade of the restaurant building. This forces the viewer to imagine what the image is trying to show or experience, which instantly grabs their attention and makes them more inclined to actually think about your ad instead of scrolling past.
Don’t Forget Emotion
We are emotional beings. We make emotional decisions, and rational justifications. What you want readers to imagine meanwhile is always going to relate to your value proposition. In other words, ask yourself what kind of experience is linked to your product and how you want your audience to feel looking at it. Fear of missing out, excitement, happiness, curiosity, hope, belonging. Think emotionally as you create your ad, not rationally, and you be sure to draw the reader in.