Social media marketing
The most important variable in Meta advertising is not the targeting but the creative. Same audience, two different images: one makes 4× the sales. Let us work out why, and how.
In brief
- The creative decides 70–80 % of a Meta ad’s result.
- Video works better than a still image in most industries.
- The first two seconds decide whether the scroll stops.
- Every ad goes stale in 4–8 weeks.
What stops the scroll?
- Surprise — something odd or unexpected
- A concrete promise — a number, a percentage, a timeframe
- Human faces: eye movement pulls the gaze
Video versus still image
- Video beats a still image in 80 % of industries, because it gives more touchpoints: sound, movement, text.
- But a bad video is worse than a good image. Start with stills if budget or skill is limited.
Why formats matter
- Feed (1:1 or 4:5) — the main format, prioritise it
- Story and Reels (9:16): reaches younger audiences
- In-stream video: the cheapest CPM
How many creatives to test
- At least 3–5 creative versions per campaign.
- One usually performs 2–3× better than the others.
- Without testing you never find out which.
Frequently asked questions
How long does one ad keep working?
A Meta ad goes stale in 4–8 weeks. After that CPM rises and results weaken.
Can I use stock photos?
You can, but not the generic ones. On Instagram authentic-feeling content always works better.
Does AI-generated imagery work?
It works, but it is starting to look recognisable. Users have learned to spot the “AI look”.
Related reading
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