Crafting quality adverts for News Feed

Consistent creative themes

Deliver creative consistency through the ongoing use of fonts, colour palettes and key copy elements and/or logos to establish a clear visual identity for posts of all types.

In this first persuasion post, the creative establishes the campaign logo and colour palette.

In a follow-up call-to-action post, the campaign utilises the same colour palette to deliver a consistent visual identity.

Craft your copy with the audience in mind

Facebook and Instagram give you the ability to know exactly who you're advertising to. Write your post copy while bearing in mind which issues, politicians and causes matter to your audience. You can even run versions of the same post to different audiences for maximum impact.

Using different copy can extend the reach and relevance of your posts. A simple copy change shows how the same post creative can be used for two different messages. Here the post targets local workers.

With a simple copy change, the post has been adapted to focus on updating ageing infrastructure for a different target audience.

Stick to what's important

Although it's tempting to use the post copy area for long messages, posts with clear, tight and focused copy almost always provide better results. The copy should be simple to understand and carefully worded for length. The headline copy below the image is especially important in link advert formats – this is the heart of your message.

‘Better schools’ is the clear theme of this copy and receives prominent focus in the main headline and the copy that appears within the image.

This copy highlights the desired action and provides context for that call-to-action in the concise post copy above.