How to make the best possible NEWS campaign

January 18, 2022

If you want to keep things interesting and grab people's attention, launching new and exciting products and collections is a great way to do it.

That being said, there are some specific things to think about when you're running news ads compared to other types of messages.

In this blog, we've put together some tips to help you make the most of your news campaign and really knock it out of the park.

Let’s take a deeper look!

Ads for news perform 59% better with a low text amount than with a high text amount

Usually, ads with more text do better because they can give people more information.

But with news ads, it's a little different - ads with less text actually perform 59% better!

That's because the whole point of news ads is to make people curious.

When something is new, it's something people haven't seen or heard about before, and that's what makes it special or exclusive!

People are really interested in new products and want to learn more about them.

If you put too much text and information in the ad, you might give away too much and ruin the surprise.

So try to use a lower text amount for news ads to see a possible boost in performance.

Read about how text amount affects other messages here.

Text is only one part of an ad so let’s take a look at another important aspect; using models.

News benefit from models in content a lot more than other messages

Using models in your ads, instead of just a plain background, is a good way to boost performance.

We, humans, are drawn to other humans, so your ad will stand out more in people's feeds and feel more relatable if you include a face in your content.

We found that for ads talking about news, using models can increase performance by a crazy 150%!

There is a big possible reason for this performance boost.

When you're launching a new product, it usually doesn't have many reviews yet because not many people have tried it.

This can make people unsure if there might be any issues that didn't get fixed during development.

But if people see that the product looks good or works well for the model, they'll be more confident that it'll work for them too.

If the models look happy using your product, it'll make people more likely to think that the product will make them happy too.

Using models in your new campaigns can give huge benefits over other types of messages.

Read about how models affect other messages here.

Now that we've established that using a low amount of text and show models can help your news campaign let's check out another interesting tip that might boost your ad performance!

When advertising new products on Facebook, mentioning a specific month, like January or February, creates 76% more purchases

One last tip for making your news ads as successful as possible is to focus on the idea of exclusivity.

We found that if you mention a specific month - like "New January collection" - it can increase performance by 76%!

One possible reason is if you don't say what month the new stuff is from, people might wonder if it's really new or if it's been around for a while.

But if they see a "New January Collection" in January, they'll know they're getting their hands on the freshest products.

Many people are motivated by being among the first to get something new. It’s simple novelty.

And if you’re honest with yourself, who really wants to hear about "yesterday's news"?

People want to feel like they're up to date, and if you can communicate that in your ads, it can make a huge difference.

So if you want to possibly increase your purchases, try mentioning a specific month when advertising about new products and collections.

Try these tips out for yourself

News ads are a great way to keep things fresh and get people's attention.

When you're making news ads, try not to use too much text - just enough to make people curious and want to find out more.

Using models in your designs can also be really helpful - faces are hard to miss, and if you're launching a new product that not many people have tried yet, models can help make it feel more relatable.

If people see someone using the product, it'll be easier for them to imagine using it themselves, compared to just seeing a plain product image.

And don't forget, newness and exclusivity are big draws for new products and collections.

If you mention a specific month that the products were released, people will know they can be among the first to get their hands on your brand-new stuff.

Keep these tips in mind and give them a try to see what kind of results you get!

More to read

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Data section

The dataset from this article is based on 7.1B impressions and 59.1K pieces of individual content on Meta (Facebook) platforms. It takes into account data from all industries in all countries, with the campaign objective of Conversions. The period is from 1. September 2021 - 16. September 2022.

The insights were filtered to only include data regarding “news”.

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary.

If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect, here.