While video is proven to be one of the most engaging formats on mobile, producing is often expensive and time-consuming. To change this, Facebook’s Creative Shop has developed a new production approach called Create to Convert, that will help advertisers “to create more compelling and effective direct-response ads” more easily. Basic motion Animating still images by adding one or two elements of motion. This leads to a video just a few seconds long and “includes a call-to-action (CTA) card at the end to drive your desired business outcome.” Brand in motion Animating elements of a brand or logo, “bringing it to life” in just a few seconds. This helps promote brand recognition, but adding a CTA card at the end will help drive action. Benefit in motion Animating the “key benefit or message of your ad” with a simple short animation. Whether it’s a “product benefit, a special offer or discount, a testimonial or product variety,” highlighting it illuminates its value to your audience. Again, adding a CTA at the end allows your audience to “easily take the next step toward conversion.” Demo in motion Creating a short demonstration of how your “app, website, service, product or feature works,”i.e. showing people how to navigate its offerings. Adding a CTA at the end will encourage an audience to “seamlessly take action right from your ad.”
