Selecting high-quality, relevant creative assets to showcase to your audience is an important part of ensuring that your Sponsored Content campaigns perform well.
Before settling on an asset to promote, ask yourself the following questions:
Does it accurately describe the content you’re promoting?
Does the messaging make the reader want to click on the content?
Do the visuals accompanying the content stand out on a user’s’ feed?
Hint: if you answered “yes” to all of the above questions, you’re good to go.
The promotional strategy you use is key to generating the results you want from your clicks. Think carefully about the assets you choose to promote and test wisely.
Visual Assets There are limitless ways to create visual content that stands out to your audience. All it takes is a little creativity, a lot of testing, and the right tools to make it successful. Whether you’re using a graphic or video, make sure you’re designing and finding images that set context for your content, capture users’ attention and align with your brand.
Messaging Best Practices
Write catchy, actionable headlines focused on setting context and making the user interested in the content
Include compelling statistics or quotes lifted out of a larger piece of content
Keep it short and sweet (150 characters or fewer)
Include shortened URLs to clean up the copy
Include a Call to Action (CTA)
Don’t just select one asset or messaging technique for each campaign, run A/B tests so that you can tailor your strategy to what works over time.
Visual Pro Tips
Make sure you’re using rich media: 1200×627 pixels with a text-safe area of 1000×586. (Rich media images have up to 38% higher CTR than linkshare updates with a thumbnail image preview.)
Use professional designing software to create unique, branded social media images
Vary your image types — try using icons, gifs, stock photos, graphics, etc.
Use colors that stand out from the page — stay away from lighter backgrounds like white or gray
Create graphics that are designed for conversions
Include CTAs to encourage clicking
Video Pro Tips
Make sure the video thumbnail is compelling enough to make the user click “play”
Use your video platform of choice to test different types of video — like animated, human-centered, word-focused, etc. — to see what your audience responds best to
Add text to your videos so people can watch the video silently and still tell what your content is saying
Next, we’ll explore how to create an AB testing strategy.