![]() ![]() So, you should add text to your images ads on Facebook and Instagram.įacebook understands that bold text on images grabs our attention, much like a billboard on the freeway.īut Facebook knows that images covered less than 20% in text performed best. In both screenshots, the “number of visitors” was Reach, and “conversions” were clicks. We want to see these numbers on a scientific test, not 80% as mentioned earlier from Sketchbook. When we look at these numbers in a statistical significance calculator, we find our results overwhelmingly are scientific!īelow you’ll see the Instagram ad was 100% certain, the Facebook ad was 98% certain. On both Instagram and Facebook, our ads with text overlaid on the images had more clicks and lower CPC. SHARE THE STATS WITH YOUR FOLLOWERS! Click To Tweet Our hypothesis was correct in this experiment. Instagram and Facebook Ads With Text on Images Perform Better! ![]() I confirmed this in the free AdsReport tool that quickly shows me which ad won my split test: ![]() The Facebook ad with text had a 20.41% lower CPC, 19.94% more clicks and 10.92% higher Reach.Īs in the Instagram ad screenshot, I failed to drill down and give different ads correct titles, but in the screenshot below “Ad A” is without text, “Ad B” is with text: What about Facebook ads? Facebook ads with text on the image: In the screenshot below taken from Facebook Ads Manager “Ad B” is with text, “Ad A” is without text: The Instagram ad with text on the image had a 32.05% lower CPC and 46.88% more clicks, even though the Reach was 50.49% higher on the Instagram ad without text on the image. Results Testing Text on Images Adsįirst, we’ll look at the Instagram ad data. In addition to language and location targeting, we also targeted users that had recently interacted with our accounts, along with a few social media related interests. (This image shows a $250 lifetime budget because it’s only showing one version of the ad.)Īll ads were targeted to English-speaking users only in these countries: On the Instagram ad, we had a shorter time frame set because the training was launching soon, thus had a lifetime ad budget of $500, split evenly between both ads. The ad will run regardless of how high the CPC goes, but this strategy ensures it constantly runs.įor the Facebook ad, we chose a daily budget to cover the $500 ad spend split between the tests over two weeks. The “lowest cost” bid strategy was selected on the ads. These are the Facebook desktop and mobile ads without text:Īs with the Instagram ads, the only difference in the Facebook ads was that text was added to the image for testing.Ī total of $500 was spent on Facebook, split between ads with or without text. Here is the Facebook ad on desktop and mobile with text: Īds were only run in the newsfeed, on desktop, and on mobile. The Facebook ad ran on the Agorapulse Facebook page directing traffic to a blog post from the Social Media Lab about the decline of Facebook Reach. The ads were identical, with the exception (for testing purposes) of a small amount of text added to the image. Here is the ad on the Instagram feed and Stories without text: This is the ad with text on the Instagram feed and Stories: Īds were placed in the feed as well as Stories. The Instagram ad was run on the Agorapulse Instagram account and was directing traffic to a training course being offered by Jenn Hermann. The topic for each ad was specific for each platform. We ran two different ads for this test, one only posting to Instagram, one only posting to Facebook. SHARE THIS TEST WITH YOUR FOLLOWERS! Click To Tweet Hypothesis: Image ads on Facebook and Instagram with text produces more clicks and lower CPC. My hypothesis will reflect the widely assumed advantage of text on images. Every blog post you find on this topic states text on images is better for ads and also why Facebook suggests a lower amount of text. Other than this experiment from Sketchbook, I couldn’t find any actual testing of text versus no text on images ads on Facebook or Instagram. The problem with this data is that Sketchbook considered the results statistically significant at an 80% value, but 95% is the scientific norm according to data scientists, including the Social Media Lab. Sketchdeck (a website design firm) tested 3 different ads sets on Facebook with and without text and it was surprised to find their ads without text had 6-7% lower CPC: With those ideas in mind, the Social Media Lab tested whether adding text on the images in our Instagram and Facebook ads helped or hurt performance. A 10% decrease in CPC, for example, could mean the difference between a profitable campaign or going bankrupt! Gaining even the slightest advantages in marketing can make or break an ad campaign. Subscribe to the Social Media Lab Podcast via iTunes | Stitcher | Spotify Will Overlaid Text On Facebook and Instagram Image Ads Matter? ![]()
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