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Killer Assets for Social Media

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This presentation covers the main formats used today in social media for advertising (mainly paid media). Here you'll find all the specs needed to develop a creative roadmap for your social media paid advertising strategy. SOmetimes it's hard to understand where to use what, and god I know it! Feel free to share and use it widely in your day to day work.

Publié dans : Marketing
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Killer Assets for Social Media

  1. 1. Social Media | Let`s create killer assets!
  2. 2. The first thing we need to understand is the difference between ORGANIC vs PAID
  3. 3. Let`s review
  4. 4. Social Media as Community Social Media as media channel
  5. 5. Social Media as Community Social Media as media channel Engagement & Advocacy
  6. 6. Social Media as Community Traffic Engagement & Advocacy Social Media as media channel
  7. 7. Social Media as Community Traffic Conversions Engagement & Advocacy Social Media as media channel
  8. 8. Social Media as Community Social Media as media channel Traffic Reach Engagement & Advocacy Social Media as media channel Conversions
  9. 9. CONTENT ADVERTISING
  10. 10. Inspire Sell Content has to Advocacy
  11. 11. Inspire Sell Content has to Advocacy Conversations
  12. 12. Inspire Sell Content has to Advocacy Conversations Funny Moments
  13. 13. Inspire Sell Content has to Advocacy Conversations Funny Moments Core Message
  14. 14. Sell Content Advertising has to Products
  15. 15. Sell Content Advertising has to Products Offers
  16. 16. Sell Content Advertising has to Products Offers Events
  17. 17. Sell Content Advertising has to Products Offers Events Solutions
  18. 18. CONTENT ADVERTISING
  19. 19. How?
  20. 20. Feel Free
  21. 21. Social Media as Community Social Media as media channel To sell, you have to follow some guidelines.
  22. 22. Social Media as media channel • The supplied URL will automatically scrape in title and image, but you can also upload images manually. • Recommended 1.91:1 ratio (1200 pixels by 627 pixels) • Image upload maximum weight: 5MB • Image upload supported types: JPEG, GIF, PNG • Image must be more than 200 pixels in width • If your image width is below 200 pixels it will appear as a thumbnail on the left side of the post (see below). Sponsored Content When? Traffic Don`t Too much text Yes! People facing Clear CTA Keep it short
  23. 23. Social Media as media channel • 300 pixels by 250 pixels banner ad • File type: JPEG, GIF (non-animated), or PNG (no flash) • Maximum file size: 40 KB • Body copy: Suggested 1,000 character maximum (including spaces) When? Traffic / Leads Don`t Too much content Yes! CTA Offers Lead Gen Sponsored InMail
  24. 24. Social Media as media channel • Minimum logo/image size is 100 pixels by 100 pixels • Primary CTA (below images): Maximum 50 characters including spaces. • Secondary CTA (above images): Maximum 70 characters including spaces. • Custom background image (optional): 300 pixels by 250 pixels. When? Followers / Behavior Don`t To much text Yes! CTA Offers Followers Dynamic Ads
  25. 25. Social Media as media channel • Image size: 300 pixels by 250 pixels • File Type: HTML5 – must be third party served GIF, JPG, PNG • Image size: HTML5: 200 KB, Other: 40 KB. • Animation limit: 15 seconds for video quality autoplay; 30 seconds otherwise. When? Reach Don`t To much text Yes! CTA Animation People Disply
  26. 26. Social Media as media channel • Image size: 1200 pixels by 628 pixels • Image ratio: 1.91:1 • Text: 125 characters • Headline: 25 characters • Link description: 30 characters Photo Ad When? Traffic Don`t Too much text Yes! Big images Clear CTA Keep it short
  27. 27. Social Media as media channel • Recommended image size: 1080 pixels by 1080 pixels • Image ratio: 1:1 • Text: 125 characters • Headline: 40 characters • Description: 20 characters Carrousel When? Traffic Don`t Many images Yes! Stories Offers Storytelling
  28. 28. Social Media as media channel • Image size: 1200 pixels by 628 pixels • Image ratio: 1.9:1 • Text: 90 characters • Headline: 45 characters Canvas When? Story Don`t More than 20sec Yes! Reach Storytelling Quizz
  29. 29. Social Media as media channel • Image size: 1200 pixels by 628 pixels • Image ratio: 1.9:1 • File type: may be video or photo • Headline: 25 characters • Text: 90 characters Collection When? E-Commerce Don`t More than 10 prod. Yes! Conversion Offers Sell
  30. 30. Social Media as media channel • Image size: 1200 pixels by 628 pixels • Image ratio: 1.9:1 • Text: 90 characters Desktop Mob. Apps When? App Download Don`t Too much text Yes! Conversion Downloads Sell Apps
  31. 31. Social Media as media channel• Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan • Format: .MP4 container • Audio: Stereo AAC audio compression, 128kbps + preferred • Aspect Ratios Supported: 9:16 to 16:9 • Length: 240 minutes maximum • Recommended resolution: Minimum width 600 pixels • Thumbnail image ratio: Should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text. • File size: Up to 4GB maximum • Text: 125 characters • Headline: 25 characters • Link description: 30 characters Desktop Mob. Apps When? Every time Don`t More than 30’ Yes! Reach Conversion Etc
  32. 32. Social Media as media channel • Image size: 1280 pixels by 720 pixels • Aspect ratio: 16:9, 1:1 or 2:3 • Text: 90 characters • Headline: 25 characters • Link description: 30 characters Video Slideshow When? Every time Don`t More than 30’ Yes! Reach Conversion Etc
  33. 33. Social Media as media channel • Image size: 1280 pixels by 720 pixels • Aspect ratio: 16:9, 1:1 or 2:3 • Text: 90 characters • Headline: 25 characters • Link description: 30 characters Video Slideshow When? Every time Don`t More than 10’ Yes! Reach Conversion Etc
  34. 34. Social Media as media channel Facebook Messenger Ads When? Every time Don`t More than 10’ Yes! Reach Conversion Etc Image Specifications: • Image size: 1280 pixels by 628 pixels • Aspect ratio: 9:16 to 16:9 • Text: 125 characters • Headline: 25 characters Video Specifications: • Aspect Ratios Supported: 9:16 to 16:9 • Length: 240 minutes maximum • Recommended resolution: upload the highest resolution video available that meets file size and ratio limits. • Thumbnail image ratio: Should match aspect ratio of your video. Your thumbnail image may not include more than 20% text. • File size: Up to 4GB maximum • Text: 125 characters • Headline: 25 characters • Link description: Not supported Carousel Specifications: • Image size: at least 1080 pixels by 1080 pixels • Image file size: 30MB • Maximum number of cards: 10 • Aspect ratio: 1:1 • Text: 125 characters • Headline: 40 characters
  35. 35. Social Media as media channel • Title: 70 characters • Tweet copy: 280 characters • Description: 200 characters • Image size: at least 120 pixels by 120 pixels; 1MB maximum • Formats accepted: PNG, JPEG, GIF • Aspect ratio: 2:1 Summary Card When? Traffic Don`t Too much text Yes! Big images Clear CTA Keep it short
  36. 36. Social Media as media channel • Title: 70 characters • Tweet copy: 280 characters • Description: 200 characters • Image size: 280 pixels by 150 pixels (minimum); 1MB maximum • Formats accepted: PNG, JPEG, GIF • Aspect ratio: 2:1 Summary Large When? Traffic Don`t Too much text Yes! Big images Clear CTA Keep it short
  37. 37. Social Media as media channel • Tweet copy: 280 characters • Website Title Length: 70 characters • Media: image • Size: 800 pixels by 418 pixels for 1:91:1 aspect ratio and 800 pixels by 800 pixels for 1:1 (3MB maximum) • Formats accepted: JPEG, PNG • Aspect ratio: 1.91:1, 1:1 (1:1 not available for self- serve advertisers) Website Card When? Traffic Don`t Too much text Yes! Big images Clear CTA Keep it short
  38. 38. Social Media as media channel • Tweet copy: 280 characters • Size: 800 pixels by 418 pixels for 1:91:1 aspect ratio and 800 pixels by 800 pixels for 1:1 (3MB maximum) • Title/price: pulled from link to the app store • Formats accepted: JPG, JPEG, PNG, GIF • CTA options: install (default if app is not installed), open (default if app is installed), play, shop, book, connect and order App Card When? Traffic Don`t Too much text Yes! Big images Clear CTA Keep it short
  39. 39. Social Media as media channel • Tweet copy: 280 characters • Title (under video): 70 characters • Description (under video): 200 characters • Media: video • Formats accepted: MP4 or .MOV • File size: under 1GB for optimal performance • Video: 2 minutes and 20 seconds maximum • Aspect ratio: 16:9 Player Card When? Various Don`t More than 30s Yes! Content Always On
  40. 40. Social Media as media channel • Tweet copy: 280 characters • Hashtag: 21 characters • Pre-populated user tweet: 256 characters • Headline: 23 characters • Thank you text: 23 characters • Thank you URL (optional): 23 characters • Video (if used): same specifications mentioned in “Video App Card” or “Player Card” sections • Image (if used): 800 pixels by 320 pixels • File size: 3MB • File formats: JPEG, PNG, non-animated GIFs Conversational Ad When? Various Don`t More than 30s Yes! Content Always On
  41. 41. Social Media as media channel • Tweet copy: 256 characters (24 characters used for the card) • Size: Minimum width 800 pixels • Video specs (if used): same as Player Card, 16:9 aspect ratio required • File size: 3 MB, apsect ratio 5:2 or 1:91:1 • Call to action text: 24 characters (emojis supported) Direct Message When? Various Don`t More than 30s Yes! Content Always On
  42. 42. Let`s Engage

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