Creative Checklist — Facebook & Instagram Ads
Before you post
Check your ad visuals
- ✅ Use clear, bright images — avoid dark or blurry photos.
- ✅ Show your product or service in action.
- ✅ Keep text on images under 20% for best delivery.
- ✅ Use real photos or short videos, not stock imagery if possible.
- ✅ Check your ad preview on both Facebook and Instagram placements.
KBR Tip:
People pause for people — human faces or real-life settings grab attention faster than text.
Ad copy
Keep your message simple
- ✅ Lead with the value — what’s in it for the customer?
- ✅ Keep it short — 2–3 sentences max.
- ✅ Avoid words like “best,” “guaranteed,” or “limited time” — they can trigger rejections.
- ✅ Add emojis sparingly (1–2 is plenty).
- ✅ End with a clear action: “Book now,” “Learn more,” or “Get started.”
KBR Tip:
Imagine your post in someone’s feed — if it sounds like a sales pitch, rewrite it to sound like a friendly tip.
Video tips
Make short clips count
- ✅ Keep videos under 15 seconds where possible.
- ✅ Start strong — the first 3 seconds matter most.
- ✅ Add captions so people can understand with sound off.
- ✅ Shoot vertically (9:16) for Stories and Reels.
- ✅ Test two versions with different hooks or opening lines.
KBR Tip:
Authentic beats polished — natural, phone-shot videos often outperform studio footage.
Performance check
Know when to refresh
- ✅ Review your results weekly — look for drops in engagement or clicks.
- ✅ Swap in new creative every 4–6 weeks.
- ✅ Reuse top performers with small tweaks (e.g., new caption or image crop).
- ✅ Save high-performing ads for seasonal re-runs.
KBR Tip:
Fresh creative keeps costs low — Meta rewards variety and engagement.