Effective creative, which encompasses imagery and videos as well as copy, lies at the core of successful social media campaigns. In competitive environments, it is good creative that will get cut through for the brand. This chapter outlines they key components of good ad creative, and providing best practice tips for ensuring it is as effective as possible. It covers:
- Copy strategy: What factors should advertisers consider when writing ad copy to ensure it resonates with the targeted audience?
- Visual formats: What different visual elements should advertisers test to discover the formats that will work hardest for them?
- Brand guidelines: What are the key points to consider in order to uphold brand guidelines?