Do you want to hear something crazy?
The best graphics for your Facebook ads don’t necessarily have anything to do with your product.
Here’s the deal. Your beautiful, high-production graphics with all of your products laid out to their best advantage- they don’t necessarily cause your viewer to feel anything.
Think about the last image on your feed that made you stop scrolling. I’m guessing it made you feel something. Maybe it was cute or funny. Maybe it was gross or scary. Either way, it caused you to have an emotional response.
One of the things that I like to look for in graphics and creatives- whether I’m looking for a picture or creating something in Canva- is an image that will evoke the emotion that I want my end user to experience when they purchase whatever that ad is for.
This is especially beneficial when the ad has a positive message. I like to use images from nature, or anything else that makes me feel the way I want my ad to make my audience feel.
On the flipside, if the ad is focusing on a pain point or a negative emotion, you may want to choose an image that will hook your audience by reminding them of the bad feeling they’re trying to avoid.
For example, one of our clients is a relationship expert, and often we will talk about being at your wit’s end with a relationship problem. This might go along with an image of divorce papers, or a couple crying at opposite ends of a couch in what looks like a therapist’s office. You can even go more literal than that. Something as simple as a knot unravelling can evoke the idea of being “at the end of your rope”
You may have even seen ads on your feed that look like something from a horror movie. The purpose of an image like this is a pattern interrupt. That image’s sole purpose is to get you to stop scrolling. Whether your ad messaging is positive and encouraging, or focusing on a pain point, your graphic needs to stand out. If it doesn’t grab their attention, it can’t stop them from scrolling by, and you’ve missed an opportunity.
The single most important thing your graphics can do for you is disrupt your audience’s momentum long enough for them to read your copy and get hooked in.
Let me say that one more time.
The SINGLE most important thing your graphics or creative can do is make your audience STOP and read your copy.
To put it really simply, when I’m choosing creative for my ad, my priorities are:
- Emotional Alignment- Does this image cause me to feel the way I want my customers to feel about my product? Or, does it trigger the pain points that will move them forward?
- Does this grab people’s attention? Are they going to stop scrolling and read what I have to say?
If I have either one of these two things in place, I know that it’s going to be exactly what I need to get people to go back up and read the copy, which is the ultimate goal of any ad.
Don’t be afraid to try something! I love being silly, and you’ll find what works for you.
I’ve often even used boomerangs in my ads, and even though they’re some of my most criticised ads, they’re also my top converting ads.
If you want more clarity on what to look for when you’re creating Facebook Ads, here’s a free resource to support you: https://rachelpedersen.clickfunnels.com/ad-bundle
