As photographers, our esthetic is one of the things not only defines who we are, it distinguishes us from others. But when it comes to Facebook marketing, the images we love most aren’t always the right images for capturing the attention of potential clients. When you’re creating Facebook Ads, it’s important to think marketer first, photographer second.
Image Colors Make a Huge Difference
Facebook is blue and white. Mobile or desktop browser, the site’s color scheme is pretty much the same. So here’s an almost-too-obvious tip – don’t post images that are heavy with blue and white, or very cool in temperature. They blend into the Facebook color scheme and are easy to scroll past. Instead, focus on images that are rich with colors like greens and golds, or any colors along the warm spectrum so they stand out in the News Feed.
Also? Don’t be afraid to bump the saturation and crank up that contrast just a little with ad imagery. I know you think I’m crazy for suggesting it, but I’m not saying you should amp it up 50 stops or anything. Even a slight (say, 3-5 on a slider) bump can make an image POP next to all the boring status updates and link shares on Facebook.
Crop to Connect
People connect with emotion in photos. They want to feel when they see the image. They want to imagine themselves in that same beautiful, photo. A wide angle shot can be great, but when it comes to creating compelling and interesting Facebook Ad photos, it’s all about those tight shots that allow the user to connect with the image.
If you’re a family photographer, choose a crop that shows how much fun the family is having together during one of your sessions. Images with kids behaving and laughing will help other families envisioning their kids participating in that same way.
Wedding photographers should use images that show tender, emotional moments. The first kiss, filling the frame, for example. Or maybe one of the groom’s face while the the bride is walking down the aisle.
Regardless of what you shoot, images cropped to show off emotion help the viewer step into that same experience, feeling those same feelings. For a helpful hint on where to start, look at the photos your clients typically share with their friends and families on their social networks. People share the photos that make them feel like they look amazing.
See if you can find a similar theme in all of those images. Think about the ones that garnered the most likes from their friends. Their friends are a pre-qualified audience for you, so while their feedback should be taken with a grain of salt, it’s a good place to start determining which images connect most with your prospective clients.
Use More Than One Image
Photographers I’ve worked with are always surprised when I ask for a folder of 10-15 images to choose from when I’m writing their ads. Rarely does one image hit every target audience over the head and convince them that you’re the right photographer for their wedding/family/head shots/etc. While Facebook Ads are there to help you generate leads, they’re also an avenue for learning more about what works and what doesn’t – and not just on Facebook, but for your website and other materials, as well.
Every Facebook Ad should start with at least three images paired with the same copy. Once the ads have been running for 24 hours, you can turn off the images that aren’t performing as well as the others. That funnels the rest of the ad spend to the image that is connecting with people. Take note of which photo that is and copy it to a folder for future use and/or consideration for other marketing materials. You’ll be glad you have a library of tried-and-true images to use at hand.
Images used in this post are courtesy of the Unsplash gallery.