These Facebook Ads Creatives Convert LIKE CRAZY in 2024

Summary

In this video, the speaker discusses effective ad creatives for 2024, emphasizing a shift from user-generated content (UGC) to educational, trust-building, and social proof-based formats. They highlight the educational grid image, listicle image, carousel ads, and press ads as top performers. The speaker also advises on creating 'Golden Nugget' testimonials, memorable and specific reviews that stand out. Canva's AI tools, like Magic Media and Magic Resize, are recommended for creating these ads, with a 45-day free trial offered for Canva Pro.

Takeaways

• 📈 **Educational Grid Image**: The speaker is excited about this ad format as it focuses on education and trust-building, resembling organic posts rather than direct sales.
• 🔍 **AI in Canva**: Canva's AI technology, particularly the Magic Media tool, is highlighted for its ability to generate images based on textual descriptions, aiding in ad creation.
• 📊 **Us Versus Them Ads**: These ads are effective for customers familiar with a brand and its competitors, helping them decide between options.
• 📝 **Listicle Image Ads**: Despite concerns about text density, these ads are making a comeback, offering value through informative content.
• 🔄 **Carousel Ads**: Performance has improved as fewer brands use them effectively. The speaker advises allowing Facebook to optimize the order of slides for dynamic presentation.
• 📰 **Press Ads**: These are becoming less effective due to legal issues with publications, and the speaker suggests finding alternative formats for social proof.
• 🏆 **Golden Nugget Testimonials**: These are standout reviews that are memorable, specific, or taboo, and they significantly impact potential customers.
• 🛠️ **Canva Pro's Background Remover**: A useful feature for ad creators to enhance images without manual editing.
• 📐 **Aspect Ratio Templates**: Canva offers templates that make it easy to create ads for different aspect ratios, streamlining the design process.
• 📈 **Trends in Meta Ads**: Text-heavy ads are becoming more prevalent on Meta platforms, suggesting a shift towards ads that educate or inform.

Q & A

What is the main focus of ad creatives in 2024 according to the transcript?

In 2024, ad creatives are focusing more on education, trust building, and social proof rather than user-generated content (UGC).

What is the significance of the educational grid image ad creative mentioned in the transcript?

The educational grid image ad creative is significant because it adopts a content-first, education-based approach that doesn't directly aim for a sale, resembling an organic post and potentially reaching a new audience.

How does the Us Versus Them ad creative benefit brands?

The Us Versus Them ad creative is beneficial for brands that are already familiar to the target audience, helping them decide between the brand and its competitors.

What does the transcript suggest about the effectiveness of UGC ads?

The transcript suggests that UGC ads are not as effective as they used to be because customers are becoming more aware of paid creators and are quick to identify advertising.

What is the advantage of using Canva's Magic Media tool as described in the transcript?

Canva's Magic Media tool allows users to type in a description of what they want to see, and the tool will automatically create that, making the ad creation process easier and more efficient.

Why is the listicle image format still effective according to the speaker?

The listicle image format is still effective because it can contain a lot of text, which provides value and education to the user, and the 25% text rule has not been enforced by Facebook for a long time.

What is the key to successful carousel ads as discussed in the transcript?

The key to successful carousel ads is to include a variety of formats such as Us Versus Them, feature point out, testimonials, and statistics, and to allow Facebook to optimize the order in which the slides appear.

Why are press ads potentially being retired according to the transcript?

Press ads may be retired because more publications are asking for rights or payment for their use, or asking brands to take them down, creating a legal gray area.

What are Golden Nugget testimonials as described in the transcript?

Golden Nugget testimonials are special, memorable, and stand out from typical reviews. They often contain specific data, are humorous, or touch on taboo subjects, and are highly specific to the individual providing the testimonial.

How does Canva's Magic Switch feature simplify the ad creation process?

Canva's Magic Switch feature simplifies the ad creation process by allowing users to quickly change ad aspect ratios, such as from a 1:1 to a 9:16, with just a click of a button.

What is the speaker's recommendation for business owners looking to test ad creatives?

The speaker recommends business owners to use Canva's templates for various ad formats such as Us Versus Them, ingredient callouts, statistics, and testimonials to quickly test different ad creatives.

Outlines

00:00

📈 Effective Ad Creatives for Marketers in 2024

The speaker discusses the shift in effective ad creatives from user-generated content (UGC) to formats that focus on education, trust-building, and social proof. They suggest marketers test these formats to increase revenue. The speaker highlights Canva's role in creating these ads, mentioning its AI technology and the 45-day free trial for Canva Pro. The first ad creative discussed is the educational grid image, which is content-first and aims to educate rather than directly sell. It's suitable for users who are problem-aware but not yet familiar with the brand. The speaker also demonstrates Canva's magic media tool for generating images based on descriptions and the background remover feature for enhancing ads.

05:01

🔍 The Evolution of Carousel Ads and Press Ads

The speaker delves into the effectiveness of carousel ads, noting an uptick in performance over the past nine months. They attribute this to few brands using them and incorrect usage by those who do. The speaker advises allowing Facebook to optimize the order of carousel formats for dynamic presentation. They recommend including various ad styles like 'Us Versus Them', feature points, testimonials, and statistics. The speaker also discusses the decline of press ads due to legal issues with publications, suggesting alternative formats for social proof. They mention specific brands that have successfully used carousel ads and press-style ads, and how Canva's templates can be utilized to create these ads.

10:01

💬 The Power of Golden Nugget Testimonials

The speaker emphasizes the importance of 'Golden Nugget' testimonials, which are memorable, specific, and sometimes taboo. They provide examples of impactful testimonials that include data, age references, and humor. The speaker contrasts these with more generic, less memorable reviews. They suggest that these testimonials are the ones that stand out and are more likely to be trusted by potential customers. The speaker also mentions Canva's magic switch feature, which simplifies the process of adjusting ad aspect ratios, making it easier to create ads for different platforms.

Keywords

💡Ad Creative

Ad Creative refers to the visual and textual content used in advertising, designed to attract attention and persuade potential customers. In the video, ad creatives are discussed in the context of their effectiveness in 2024, with a shift towards educational content, trust-building, and social proof.

💡UGC (User-Generated Content)

UGC stands for User-Generated Content, which is any form of content such as videos, photos, blog posts, etc., created by users. The video mentions a decrease in performance from UGC in ad creatives, suggesting a move towards more professionally created content.

💡Educational Grid Image

An Educational Grid Image is a type of ad creative that focuses on educating the viewer rather than directly selling a product. It is content-first and resembles organic posts. The video suggests that this type of ad creative is effective for reaching new audiences and building awareness.

💡Canva

Canva is a graphic design platform used to create visual content. The video mentions Canva as a tool for creating various ad creatives, highlighting its templates, AI technology, and the background remover feature as particularly useful.

💡AI Technology

AI Technology in the context of the video refers to the use of artificial intelligence to enhance the creation of ad creatives. Canva's AI tools, like the magic media feature, are showcased as a way to quickly generate images based on textual descriptions.

💡Listicle Image

A Listicle Image is an ad format that presents information in a list format, often with a catchy headline. The video suggests that despite previous limitations on text usage, text-heavy ads like listicles are making a comeback and are effective on platforms like Facebook.

💡Carousel Ads

Carousel Ads are a type of ad that allows users to swipe or click through multiple images or pieces of content. The video discusses the effectiveness of carousel ads and provides tips on creating them, such as allowing Facebook to optimize the order of slides.

💡Press Ads

Press Ads are advertisements that use press coverage or publication mentions to build credibility and trust. The video mentions that these ads are becoming less effective due to legal issues with using press screenshots without permission.

💡Social Proof

Social Proof refers to the psychological phenomenon where people tend to follow the actions of others under the assumption that those actions are reflective of correct behavior. The video discusses the importance of social proof in ad creatives, such as using testimonials and reviews.

💡Golden Nugget Testimonials

Golden Nugget Testimonials are exceptional reviews or testimonials that stand out due to their specificity, humor, or memorability. The video emphasizes the importance of these testimonials in ad creatives, as they can significantly influence potential customers.

💡Aspect Ratio

Aspect Ratio refers to the proportional relationship between the width and the height of an image or video. The video mentions Canva's 'magic switch' feature, which allows users to easily adjust the aspect ratio of their ad creatives to fit different platforms.

Highlights

Ad creatives are shifting from user-generated content (UGC) to more educational and trust-building formats.

Educational grid images are emerging as a top-performing ad format, focusing on content over direct sales.

Us Versus Them ads are effective for those familiar with a brand and its competitors.

Canva's AI technology, particularly the Magic Media tool, can create images from text descriptions.

The Background Remover feature in Canva Pro is useful for refining ad images.

Listicle images, despite concerns over text limits, are seeing a resurgence in effectiveness.

Carousel ads are performing well due to fewer brands using them and improper usage by others.

Press ads may be retiring due to legal issues with publications demanding rights or removal.

Alternatives to press ads include magazine cover style ads and mimicking publication styles for social proof.

Golden Nugget testimonials are memorable, specific, humorous, or taboo, standing out from typical reviews.

Canva templates make it easy to create various ad formats, including Golden Nugget testimonials.

Canva's Magic Switch allows for easy adjustments between different ad aspect ratios.

The importance of finding the right testimonial for creating impactful ad creatives.

The effectiveness of text-heavy ads on Meta platforms is increasing as users seek value in the content.

The trend of brands doubling down on carousel strategies for dynamic ad organization.

The potential decline in UGC effectiveness as customers become more广告 aware.

The suggestion to test different ad creatives and observe which performs best for individual businesses.

Transcripts

what's up marketers I want to talk about

the ad creative that I'm seeing

performing today in 2024 now what's

interesting is I'm seeing a lot less

performance these days coming from ugc

and instead I'm finding a lot more

traction out of creative that leans into

education into trust building and even

social proof so line up these formats

for your next creative tests that's what

I did for all my clients and watch the

revenue roll in and a huge thanks to

canva for sponsoring this video I'm

actually going to show you how to make

several of these formats for free using

the platform actually have an extended

45-day free trial for CA Pro which is

what I use for several of my ads and

also my thumbnails the first ad creative

that I want to talk about is the

educational grid image this is probably

the ad creative that I'm most excited

about this year because this is a real

content first education based approach

you're not really going for the direct

sale here and in many ways it kind of

looks like an organic post and I also

think depending on the actual headline

that you use it could be considered more

top of funnel which would enable you to

actually reach a new pocket of users so

when you're thinking about awareness

levels while an Us Versus Them is really

good for someone who probably has

familiarity with your brand and your

competitors and they're trying to decide

between the two of you this type of AD

creative is really good for the more

problem aware person who maybe isn't as

familiar with your brand just yet now

the great thing about this ad is that is

super easy to make in canva it probably

took me about 5 minutes to make up this

mock they also have a few templates that

you can check out as well now the cool

thing too about canva is they've been

really doubling down on their AI

technology and one of my favorite things

to use here is the magic media tool all

you have to do is type in a description

of what you want to see and canva will

automatically create that for you let me

show you a little bit what I mean now I

started off with this image but a few

things that initially irked me was that

the lines weren't the same size and the

logos are line drawings so I decided to

generate something new with the magic

media feature right here that I'll show

you so we can scroll down here and we

can see that I got something that was a

little bit more stylized so let me show

you how I did it and I want to create

one for a small tub of eye cream or

moisturizer so a line

drawing and what's cool is you can have

it generate again or if you see

something that's kind of similar to what

you want you can say hey generate more

like this so that one's pretty close

let's see what else it comes up with

so if I like this one I can take that

right in

here size it up correctly and then

another perk of canva pro is that

background remover I use that quite a

bit

and layer it up and there you have it

another place where I've been using this

tool and this is such a huge unlock for

me is actually when I'm creating shot

lists so if I want to quickly get a

coffee cup in a quiet luxury setting I

can go ahead and type that in but maybe

I want a glass Club I can just go ahead

and type that in too or maybe a Macha

latte in a glass Club in a classic

California kitchen or maybe I'm want to

switch up the angle and actually do a

flatlay of that instead to learn more

about canva and test this out for

yourself be sure to click the link in

the description bar below number two the

listicle image and this is going to look

very familiar now we've already seen

this type of AD in ugc form three

reasons why is actually one of the most

popular and successful types of ugc

formats now like I said earlier ugc

isn't nearly as effective as it used to

be and I think that's because a lot of

customers are wising up to paid creators

I think users are pretty quick to

realize when they're being advertised to

so if the messaging in the hook doesn't

immediately connect to them they're

going to scroll right away so this is

something that I've been testing out

successfully with a few other brands

lately in image form and I know what a

lot of you are going to think this

probably looks like way too much text

the good thing is is that the 25% of

text rule hasn't been enforced by

Facebook for a long time you can

actually use as much text as you want

and this is actually one of the broader

trends that I see popping up again and

again on meta ads some of them are a lot

more heavily Tex based and I think it's

because again we leaned too heavily into

ugc is a trend and now people are

starting to associate more images and

text style ads as something that

actually has a benefit for them CU

they're learning something about

themselves or there's some sort of

inherent value from that text as long as

the headline is attracting the right

users I think overall these more text

Heavy ads are something to test into and

also look out for a lot this year canva

also has a few templates for this one

and my suggestion is to really keep this

as simple as possible and focus a lot

more on your messaging creative number

three Carousel ads now I have talked

about this a little bit before but I'm

going to go way more in depth here on

the exact type of carousels you need to

be creating now I have seen an uptick in

Carousel performance really over the

last 9 months and there are two big

reasons to this number one so few brands

use them at all and the ones who do use

them aren't exactly using them correctly

and another trick here is you need to

allow Facebook also to optimize the

order that your formats are showing up

in so you don't want to create a

carousel that's going to be sequential

or needs to be sequential you want it to

be able to dynamically organize itself

so that it can show the right first

slide to the right person and when I'm

creating this type of format for Brands

I'm making sure that we include an Us

Versus Them a features point out style

ad testimonials statistics even thinking

back to that educational grid creative I

would also include that in there and

I've also seen some Brands include small

Snippets of ugc this array ad

specifically is really great and has

been running for ages and I also see

happy Mammoth really doubling down on

this strategy so if you want to see a

few really great carousels in action be

sure to check out those two Brands now

if you're a business owner and you want

to really quickly test this the hack

that I have for you here is you can

really quickly search for all of these

templates inside a canva the formats

that I would look for are Us Versus Them

ingredient call outs statistics and

testimonials number four let's talk

about press ads because I think this

type of AD creative is about getting

ready to be retired for good which I'm

really sad about because it performed

for a ton of brand but the truth is is

that more and more Publications are

wising up to this press Style screenshot

ad and they're either asking for the

rights for it AKA they're asking for you

to actually pay them for it or they're

just saying hey take it down you're not

allowed to do that if you're a veteran

in this industry then you've definitely

tested and have opinions about press

screenshot ads they're are super

effective format however I've seen a

pretty big uptick recently in

Publications sending cease and assist to

Brands so they're not allowed to run

them anymore this is definitely a legal

gray area which is why I have been

encouraging Brands to find alternative

ative ways to get that social proof and

that trust in different formats and

there are a few that I've seen working

recently I saw mten bow do this magazine

cover style ad which I thought was

really clever and it also seems to been

running for a while and working well for

them and as always this is something

that I tested a lot and seen success

with with several Brands you can also

just make yourself look like the

publication like this OB ad here there

are several different ways that you can

try and mix and match to make a press ad

and I definitely think it is super well

worth it for brands and the reason why

again it's you know in many ways the

highest form of social proof for Brands

especially for certain demographics like

50 plus they have a lot of trust in the

news and in Publications I often think

that it just adds that check mark of

legitimacy and I even think ads like

this that sort of have that world star

hipop style format while it's not quite

as good cuz it doesn't have the Press

name it kind of tingles that same sense

on The Upfront getting people to stop

surprisingly Cana does have a temp

template for the mot and bow style ad

which I thought was pretty cool next up

creative number fives these are the

Golden Nugget testimonials now before

you click out of these video These are

not your typical testimonial ads Golden

Nugget style testimonials and reviews

are something I dive really deep into in

my course but suffice it to say that

these testimonials and reviews are the

ones that are super special and they

really stand out they're essentially

isn't a golden nugget reval there are

three main criteria too for what I think

could constitute a golden nugget review

number one it's going to be really

memorable it's either going to be

incredibly specific or it's going to be

humorous often times Golden Nugget

reviews have specific data and numbers

around them I also find that a lot of

times I'm able to identify a golden

nugget review if someone is mentioning

their age in it and of course the third

one often times Golden Nugget reviews

are taboo so let's look a few at these

Golden Nugget reviews 12 years of

bloating and gas went in 9 days wow I

went from a size 16 to a size 10 by

using the my diabetes app for 5 months

look at all that number of data it's

incredibly specific I'm losing weight

and having the best sex at 49 there's

that age call out again and again

incredibly specific also a little taboo

I even think this one like leaning away

from the taboo one is really impactful

I've had four diaper bags and this one

is the best like who has four diaper

bags and you're also going to trust this

person a little bit more cuz like okay

she's tested out four of them and this

one's the best then you know that makes

me trust it a little bit more I think

this one's just kind of funny my family

can't stop fighting over these lines are

drawn alliances re form these parts to

my family apart now let's look at a few

of these that are not Golden Nugget

reviews and I feel like you're going to

be able to see the contrast pretty

quickly and it's not that these are bad

reviews right they're just not super

special they're not really hook worthy

this one by bite it's been running 134

days I love getting the eco-friendly

packets in the mail and refilling our

little glass gar at the sink highly

recommend I feel like anytime you see

something that says I highly recommend

or highly recommended it's probably not

a golden nugget review sure they highly

recommend it but that doesn't really

stand out against some of these other

more impactful ones ah this is a really

great contrast by canopy I've tried

every humidifier out there and nothing

compares to this now in this review if

they would have been more specific about

how many humidifiers they tried which

humidifiers they try that would have

constituted to me much more in the

Golden Nugget review style and Instead

This one is just kind of it's a good

review but it's not very memorable this

one I love the rich sweet taste of all

the flavors I can't believe that they're

all sugar-free that's like one of a

million you know if you have a you know

for this product Javy coffee like it's

probably something that a lot of their

customers have said in some kind of

flavor a golden nugget review is also

going to be something that really only

one person could say cuz it's so highly

specific I think another good way for

you to think about this is you know when

you are going over your customer reviews

and your testimonials there's always

going to be a few that just kind of

stick with you those are probably the

Golden Nugget reviews even though they

might not be the five out of five stars

you know yada yada y hands down the best

dry shampoo ever how many people have

said that about limpic proof like a

million so it's not a golden nugget

review now this is another ad creative

that is really really easy to make with

all the templates in canva and to be

honest the true lift of this ad really

just comes from finding the right

testimonial to begin with one more

feature inside of canva that I really

want to show you is actually their magic

switch which makes it super super easy

from you to go from a 1ex one to a 916

literally with just a touch of a button

I can't tell you how many times I

personally or my team have had to spend

a lot of time making sure that we have

the different ads and the different

aspect ratios it's really just a pain

with this it all just happens in a click

of a button and it's way easier to make

micro adjustments if you need to and

honestly most of the time you don't

really need to so just another reason to

give that a try and that's it be sure to

let me know in the comments below which

ad creat you're going to test first and

I will see you next week