Using Facebook for advertising can appear deceptively simple initially. You might assume it’s just about composing an engaging post, selecting the appropriate target audience, investing some money, and watching the new leads pour in, right? Well, not exactly. As many of you may already know, Facebook presents a significant challenge for advertisers. Not only are you contending with numerous other businesses for visibility, but you’re also up against the compelling content shared by people’s friends and family. Why would someone choose to interact with your ad when they are captivated by their childhood friend’s recently posted wedding photos?

This is precisely why the visual appeal of your Facebook ad image is paramount. If it fails to capture attention, your chances of generating clicks and conversions on Facebook dwindle significantly. Facebook’s triumph as a platform is deeply rooted in its visual nature. To thrive in this environment, you need not only exceptional media to share but also the assurance that it’s presented in the optimal size and format for your ad. “High-quality visual content can significantly impact your conversion funnel,” emphasizes Nate Birt, a content marketer at visually. “Through methods like studying brain scans and monitoring eye movements, researchers have uncovered that visual content is processed differently than text. Visuals convey more information with greater efficacy.” Astonishingly, the human brain processes visual content 60,000 times faster than text! This brings us to the crucial question: What constitutes an engaging image for a Facebook ad? How can your ad stand out amidst the deluge of adorable babies, stunning brides, and playful puppies on your prospects’ Facebook feeds? This comprehensive guide delves into all of this and much more.

Crafting Facebook Ads for Each Ad Type

Facebook offers five primary ad formats, each with its own set of technical specifications regarding optimal size and aspect ratios for posting. These five formats are:

• Single image ads
• Single video ads
• Carousel ads
• Slideshow ads
• Canvas ads

1. Designing Single Image Ads

Representing the most prevalent and fundamental Facebook ad type, single image ads are highly effective due to their simplicity, making them easily digestible for Facebook users. This versatility extends to their compatibility with every Facebook objective (the desired outcome you set for your ad), except for “Video Views.” Below are the specifications for single image ads: Image size: 1,200 x 628 pixels Image ratio: 1.91:1 Text: 90 characters Headline: 25 characters Link description: 30 characters

2. Crafting Single Video Facebook Ads

As the name suggests, single video ads feature a single video in the space typically occupied by an image. This format holds immense potential, considering that 45% of users dedicate more than an hour per week to watching Facebook videos! (I’m sure many of us wouldn’t want to disclose the amount of time we spend watching Tasty recipe videos on Facebook each week.) It’s important to note that most Facebook videos are watched without sound, making the use of captions highly advisable. Additionally, video ads have a maximum duration of 60 minutes. If you’re considering the video ad format, refer to the specifications below: Video format: .mov or .mp4 are preferred Aspect ratio: 16:9 Resolution: At least 720p File size: 2.3 GB maximum Thumbnail image size: 1,200 x 675 pixels (the aspect ratio of the thumbnail should match that of the video) Text: 90 characters Headline: 25 characters Link description: 30 characters

3. Constructing Facebook Carousel Ads

Carousel ads empower advertisers to create a visually appealing carousel of images or videos that users can easily navigate using arrows, as demonstrated in the image below. This format proves particularly beneficial for e-commerce businesses aiming to showcase multiple products within a single advertisement, effectively promoting their online store. Naturally, businesses across various industries can leverage this format to engage their audience with supplementary media. Advertisers can incorporate up to 10 images or videos within a single Facebook carousel ad, with each element linking to distinct pages. This presents a significant advantage over the single ad format, enabling advertisers to market an additional nine products. Now that’s impressive! Compatible with every objective except for page promotion, post boosting, local reach, event attendance, and video views, carousel ads also render seamlessly on mobile devices. Let’s explore the specifications: Image size/Thumbnail image size: 1,080 x 1,080 pixels Image ratio/Video aspect ratio: 1:1 (square) Text: 90 characters Headline: 40 characters Link description: 20 characters *All other video specifications (format, resolution, file size, etc.) align with the single video ad format outlined above.

4. Generating Facebook Slideshow Ads

We all have that one relative who dedicates their entire Sunday to crafting slideshows for family gatherings, don’t we? Well, this ad format bears a striking resemblance! So, tell your Aunt Barb that she can now pay to showcase her family vacation photos to a wider audience (though this may not be the most ideal use case). These ads evoke a sense of nostalgia, making them another compelling option among the available ad formats. Slideshow ads are compatible with all objectives except for product catalog promotion. Here’s a closer look at the specifications for these captivating ads: Image size: 1,280 x 720 pixels Image ratio: 16:9, 1:1, or 2:3 Text: 90 characters Headline: 25 characters Link description: 30 characters

5. Creating Immersive Facebook Canvas Ads

Last but certainly not least, we have Facebook’s latest addition to its ad format repertoire: canvas ads. At first glance, they appear as standard image ads, but upon tapping, viewers are transported into an immersive, full-screen interactive experience, enabling deeper engagement with your content. While these ads might seem intrusive, akin to an unsolicited commercial, viewers have the freedom to navigate away at their convenience, and this format unlocks a new realm of creative possibilities. Currently available exclusively on mobile devices, this ad format supports the following six objectives: post engagement, brand awareness, reach expansion, driving traffic to destinations on or off Facebook, video view generation, and website conversion enhancement. Canvas ads can be slightly more intricate to set up due to the potential involvement of multiple multimedia elements, including an ad unit, images, tilt-to-pan images, video, carousels, a text block, buttons, and a header.

To delve deeper into this innovative multimedia ad format, we encourage you to explore Facebook’s canvas help center.

Best Practices for Image Selection in Facebook Ads

Now that you’ve determined the most effective ad formats for your Facebook campaign, it’s time to embark on the quest for the perfect images. What constitutes a “good” Facebook image? This question can be surprisingly challenging to answer, particularly if your thought process leans more towards logic and less towards visual creativity. Fortunately, these 6 ad image best practices will steer you in the right direction when it comes to ad image selection:

1. Humanizing Your Ads: Feature People, Preferably Happy Ones

Humans are inherently drawn to other humans. It’s simply our nature! Yet, we often come across mind-numbingly dull ads saturated with nothing but text, images of office supplies, or uninspiring graphics that lack relatability and fail to capture attention. Incorporating images of individuals in your Facebook ads is one of the most effective ways to establish a genuine, human connection with your target audience. It’s even more impactful if these individuals radiate happiness! The example below perfectly illustrates this point. Not only is the woman in the image happy and smiling, but she’s also preparing a healthy juice, aligning seamlessly with the context of the promoted article.

2. Prioritizing Contextual Relevance in Image Selection

Speaking of context, it plays a pivotal role in selecting the right ad image. For instance, would a nutrition-focused website opt for an image of a cheeseburger and fries to represent their brand? Highly unlikely. This principle applies to using random individuals or pictures of dogs to promote a new software feature; it simply lacks contextual relevance, causing your message to get lost in translation. Let’s examine an example that falls short in terms of providing a contextually relevant image within an ad. The ad below aims to promote a guide on B2B marketing strategies, yet the accompanying image depicts four unidentified individuals (with their backs turned to the camera) embarking on a hike. While the image itself isn’t bad, it lacks any connection to the content being promoted. The attempt to establish a link through the words “stronger and more adaptable” falls flat, as the image remains contextually misaligned.

In contrast, Zendesk, a help desk platform, demonstrates mastery in providing a contextually relevant image. Their ad promotes their live chat feature, and the image they’ve chosen cleverly depicts an old-fashioned form of communication, likely evoking a sense of nostalgia for many, transporting them back to their childhood days. Not only is this image contextually relevant, but it’s also emotionally evocative.

3. Infusing Vibrancy: Adding a Pop of Color

Ads dominated by grays, whites, and tans tend to blend into the background. Conversely, ads bursting with every color of the rainbow can overwhelm viewers. The key lies in achieving a harmonious balance between whites and lighter grays, accented by a touch of a more vibrant hue. Strive for a clean, light, and crisp background, and then strategically incorporate a brighter shade of red, orange, blue, pink, green, or purple. Take inspiration from the clothing company’s ad below. The inclusion of red against the clean white background immediately draws the eye to the side-by-side images.

4: Embracing Simplicity for Maximum Impact

While we’re on the topic of sensory overload, a major pitfall to avoid when it comes to your Facebook ad image is cluttering it with too many elements. This not only detracts from the core message but also creates a visually unappealing experience for the viewer. Instead, err on the side of simplicity, allowing potential customers to focus on the central message of your ad. Outdoor Voices excels in this aspect, as demonstrated in the example below. Rather than overwhelming the viewer with multiple models in a busy cityscape, energetically showcasing their leggings, they feature a single model against a clean white background, effectively highlighting the product.

5. Injecting Humor for Enhanced Engagement

People often turn to Facebook for entertainment, whether it’s to unwind after a long day at work or simply to pass the time between meetings. They are generally not in the mindset to be subjected to bland sales pitches. Instead, they seek amusement. What better way to entertain your audience than by tickling their funny bone? Humor is arguably the most effective way for advertisers to connect with their target audience—if executed well, it’s both enjoyable and attention-grabbing. Fitness.com nails this concept by tapping into the widespread obsession with guacamole on National Guacamole Day (yes, it’s a real thing!).

HubSpot also excels in this domain, frequently sharing videos infused with office humor. If you haven’t witnessed the hilarious 7-year-old Ava Ryan impersonating a working adult, you’re truly missing out.

6: Crafting Compelling Ad Copy: Direct and Actionable

Even if your Facebook ad image is visually stunning and adheres to all the best practices, it will be utterly ineffective if the accompanying copy lacks direction. While images often speak louder than words, the written component is equally crucial in Facebook advertising. Ultimately, your goal is to motivate people to take action, whether it’s visiting your website, completing a form, or simply engaging with your brand. Therefore, ensure that your ad copy is actionable and direct, featuring a specific call to action (CTA). Hootsuite provides a stellar example of a Facebook ad that excels in numerous ways:

• It utilizes an emotionally resonant image of individuals.
• It clearly articulates the value proposition of the offer (“make your resume stand out”).
• It injects a sense of urgency (“expires tomorrow”).
• It incorporates a strong CTA (“get offer”).
• It features a discount code, making individuals feel like they’re receiving something exclusive.

For more insightful tips on crafting effective headlines, check out this post.

Sourcing Images for Your Facebook Ads

Now that you’ve familiarized yourself with image best practices, you might be wondering where to find these seemingly perfect images. Here are 4 viable options:

1. Leveraging Your In-House Design Expertise

Nothing surpasses the value of original media for your ads. If you’re fortunate enough to have an in-house designer at your disposal, utilize their skills! After all, it’s one of the many reasons they were brought on board. Schedule a meeting to convey your vision for the ad, and then step back and allow your designer to work their magic. This approach also ensures consistency between your Facebook ads and your overall branding. For many years at nexus-security, we didn’t have an in-house designer, limiting our options for creating unique ad media. However, everything changed with the arrival of the talented Kate Lindsay. Now, we have the capability to share visually appealing Facebook ads like the one depicted below.

2. Repurposing Website Photos for Ad Campaigns

It couldn’t be simpler! You likely already possess a collection of beautiful, and more importantly, relevant images across various pages of your website, including your landing pages. Repurpose these images for your ads, ensuring message consistency between your ads and landing pages.

3. Investing in a Professional Photo Library

It might sound unconventional, but it yields results! Dedicate a day to inviting a professional photographer to your office, tasking them with capturing the essence of your company culture through creative photographs. Having previously worked at Wistia, a video-hosting company, I witnessed the effectiveness of this strategy. Annually, Wistia hires a talented photographer to document the company culture through captivating visuals. These photographs are then stored in a shared online library, accessible for internal presentations, events, emails, and of course, Facebook ads (as exemplified below). This approach is incredibly powerful in showcasing the human side of your business.

4: Utilizing Stock Images Effectively

If all else fails, turn to stock images. While this might not seem like the ideal solution, as long as you avoid selecting the laughing lady eating a salad set against a white background, you should be in good shape!

On a serious note, numerous tools are available to help you uncover unique and captivating stock images (including free ones!), enabling you to create highly engaging Facebook ads.

Bonus! Streamlining Facebook Ad Creation with nexus-security’s Smart Ads Tool

If the thought of manually searching for image files, meticulously cropping and resizing them, and then uploading them to Facebook’s ad manager platform fills you with dread, you’re in luck. The latest iteration of nexus-security Advisor introduces a cutting-edge Smart Ads feature that automatically imports images from your website and intelligently crops them (using advanced machine learning technology) to ensure they meet the size and dimension requirements for your Facebook ads. Give it a try!