4 ways on how to increase performance with content
December 6, 2022
Advertisers are always looking for proven ways to increase Facebook/Meta ad and campaign performance.
It is no secret that improving your content ultimately improves performance.
But what exactly should you do?
Content is a top-level factor that is associated with performance.
You’re in full control of the content that you create, which means that you can optimize it to perform well with meta algorithms.
The best-performing advertisers often utilize high-quality, relevant, and unique content to achieve their goals.
However, it can be difficult to know exactly what will work best with meta algorithms, as they do not provide exact insight into what makes content perform well.
The quality of your ads is a combination of several factors, including relevance, uniqueness, and volume, all of which you can control.
Let’s dive in and take a look at 4 ways to increase your Facebook ads’ performance using content!
As an advertiser, creating more content can keep your Facebook ads fresh and appealing to consumers.
This can help you serve the right ads to the right person at the right time, as algorithms have more to test and a better chance of finding the right match.
Additionally, creating more content can provide you with more data and insight into what works and what doesn't, which can help you create better content in the future.
Companies that create a lot of content tend to have better conversions on Facebook, and Facebook itself recommends creating 11 times more content for faster growth.
In fact, the top performerming advertisers on the platform create 42% more content per month, which can improve their overall performance.
More campaigns and more content per campaign
Creating more campaigns can help you capitalize on the urgency that comes with running campaigns.
This provides a good reason to create new content, as it shows that your brand is active and participating in relevant events, which can help you stay top of mind with consumers.
Top performers on Facebook create more campaigns and more content per campaign, which leads to higher overall performance.
They also use a variety of designs rather than sticking to the same one all the time, which can help them stand out and grab attention.
Having more campaigns with a greater amount of content can improve your performance on Facebook.
Not all of your content pieces will perform equally well, so having multiple options can give Facebook the opportunity to quickly test several different pieces and help you choose the best one for your campaign.
Having more content per campaign also allows Facebook to select the best creative, which can increase your chances of hitting on a good-performing piece of content.
Content is more unique
As an advertiser, creating unique content can help you stand out and grab consumers' attention.
This means avoiding the use of the same templates and experimenting more often to create content that looks different from what others are doing or/and what you did just a few days ago.
To do this, you can find and reuse the ad design recipes that work best for you and turn them into templates, but be sure to experiment with different styles, designs, layouts, and types of creatives.
What is an ad design recipe?
Let's imagine all of the different elements ( text, product, shapes, etc. ) that go into the content.
Where you place them, how big they are, and who they are together, create a unique ad design recipe.
Just like baking, but with ads and content.
Knowing what works when can help you engage with your audience more effectively and improve your performance across your paid social channels.
In fact, top performers on the platform create 42% more content per month and use a 39% wider variety of designs, which allows Facebook's algorithms to test different creatives and improve performance.
It is a common struggle for designers and marketers to default to the same designs rather than experimenting with new ones, but doing so can improve the performance of your campaigns and help you reach your goals more effectively.
Keep in mind that the performance of content tends to drop over time due to ad fatigue, so regularly creating unique content can help you avoid this.
Speaking of ad fatigue…
Content is live for sorter period
As advertisers, it is important to understand the dynamics of content consumption in today's world.
Gone are the days when content could remain alive and perform well for extended periods of time.
Today, content is alive for a shorter period and its performance tends to drop as it stays live.
One of the main reasons for this is ad fatigue, which kicks in earlier and earlier and never slows down.
It's hard to create evergreen content that can live forever, and this is especially true for paid social content.
Consumers, including those on platforms like Facebook, are rewarding fresh content.
We see something once or twice and we already recognize it, and we don't engage with it the same way we did the first time.
Top performers in the advertising world keep their content fresh by updating it more often than non-top performers.
After 2 weeks, performance remains stable but begins to decline after 3 weeks. By the 5th week, performance drops significantly.
The average content lifespan for top performers is about 5 weeks, after which performance begins to drop.
To improve performance, it is important to keep content fresh and update it regularly to avoid ad fatigue.
Doing so can lead to better results with the same budget, or the same results with a lower budget.
Remember to look your own data and your own brand
Try these 4 tips and see if they increase your Facebook ads’ performance.
Remember, the insights provided in this blog should be used as benchmarks or starting points, not definitive answers.
It’s important to look at your own data and test to see what works best for your brand.
Looking at data from all industries can be useful, but the best approach is to analyze your own brand's data to determine the best course of action.
More to read
- 5 tips to increase purchases with Facebook ads
- Increase performance on your e-commerce ads with price
- The secret behind beautiful ads
- 5 things top advertisers are doing differently
- 3 Things top-performing advertisers do with their content
- How are top-performing e-commerce advertisers winning with content
The dataset from this article is based on 7.1B+ impressions and 59k+ pieces of individual content on Meta (Facebook) platforms. It takes into account data from all countries and all industries, with the campaign objective of Conversions. The period is from 1st of September 2021 - 16th of September 2022. 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