Story vs Feed: Quick Optimization Tips for Ads Creative

Published by Dina Taitelbaum on

story vs feed ads creative report

Story vs Feed: Quick Optimization Tips for Ads Creative

Did you know that 58% of people have become more interested in a product or a brand they saw in stories? That is an incredible statistic showing marketers just how valuable stories are for brand awareness campaigns. In fact, it seems that many of you already know that.

According to Embed Social, 96% of surveyed US marketers plan to continue using stories ads in the next 6 months. Surely this is a great opportunity for all businesses to leverage from the holiday season. 

However, how many marketers use different creative strategies for story ads as opposed to ads on the news feeds? This month, our team at decided to analyze ads creative by placements to offer marketers a head start optimizing creatives for the upcoming holidays. 

We’ve analyzed creative data of retail businesses from the past month, focusing on a CTR performance. What we found out are the key performing elements that help and/or hurt CTR so get ready to take some screenshots to share these insights with your creative team. 

Let’s start with the text…

To use or not to use? We see text impact across all creative types and placements so yes, here’re our recommended quick tweaks. To narrow down this analysis we will focus on the text included within the image, video, and carousel ads. 

For story ad images: 

  • USE text positions top (+22) and bottom (+39)
  • AVOID text positions center (-25) and corner (-31)

For news feed ad images:

  • USE text on separate background of solid colors like white, grey, brown (+57)
  • Text position data impact varies so we recommend split testing your creatives and view your test insights in real-time

However, keep a note that carousel ads show a significant decrease (-49) in performance when text is included on the image. 

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Although this analysis is focused on text within the ad creatives, there is one creative data element that should not be avoided when it comes to ad copy.

Exclamation and question marks are a new hit! 

Marketers aren’t afraid of using them and people seem to respond. We see an amazing consistency in positive impact (+46) so go ahead and ask your consumers questions while showing your excitement!

What to do about discounts?

The cover image showing a negative impact of discounts on ad creative was probably disappointing to see, especially now when marketers are getting ready for the biggest sale of the year. However, it’s true – discount offers are not helping your CTR so save them for conversion-based campaigns.

This is not the first time we’re singling out the negative impact of discounts on ad creatives. It is very important for marketers to avoid using special offers when expecting click-through rates to increase. 

We see repetitive negative data for both stories (-60) and feed ads (-32) images when it comes to words like “% discount”. 

Story vs feed: video ads insights

Considering the popularity and effectiveness of video ads, we’ve saved the best for last. Besides, video ads placement impact is probably the hardest to analyze and that’s not for no reason.

Story and feed video ads have a lot in common when it comes to creative elements that increase CTR. This should make marketers’ life a lot easier because of all the hours saved on video optimization per placement (except, of course, the dimensions!). 

Here’s what we found out about video ads:

  • Story (+14) and feed (+38) videos are performing great with no audio
  • Starting with music does not perform well neither on stories (-28) nor on feed (-42)
  • Using bright frames are a great way to increase CTR for stories (+40) and feed ads (+28)
  • Static frames will hurt the performance of your story ads (-38)
  • Be careful with high-motion frames too, using too many also hurts your story ad performance (-31)

That last part must be a bit confusing where we recommend avoiding static frames but also high-motion ones. What does that mean? To understand this analysis, we should explain the terms. 

Static and high-motion frames are referring to the amount of movement within the creative in relation to the overall space. Static frames would mean that most of the space within your video is not in movement or in a very slow movement that’s barely noticeable. High-motion frames refer to the fast changes occurring in most of the creative.

Here’re some examples to simplify this further:

See how only the small arrows and a bit of smoke are the moving elements? This ad would be considered to have static frames.

This is an ad with high-motion frames because we see movement on most creative elements of this video.

That’s it for October! We hope this story vs feed themed #PuddingReport brought you valuable insights for quick optimizations. This is the time to tweak your Black Friday 2021 brand awareness campaigns (early-mid funnels) and collect leads for the big sale day.

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