As advertising platforms rely more heavily on AI and a simplified account and audience targeting system, the creative assets you use in your digital advertising are becoming more and more important.

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In fact, it wouldn’t be excessive to say that your creative is the most important part of your paid social campaign - that is, paid campaigns on Facebook and Instagram.

Knowing where to start can be really intimidating, but here’s a few tips to get you started.

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1. Embrace lo-fi content. Social media is where we go to see what our friends are up to. When our friends upload content, it’s usually something from their cell phone and not a professionally-made production. This means that you should be doing that too.

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There’s a time and place for well-polished media, but social media isn’t one of them. Get out your cell phone and take some video or photos and experiment with those. If that’s not your strong suit, consider hiring a User Generated Content (UGC) creator to do it for you. 

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2. Utilize bright, warm colors. Since Facebook’s branding is blue, using bright, warm tones contrasts Facebook’s branding and stands out. In my experience, images (or video) with bright red and/or yellow backgrounds typically outperformed other colors and backgrounds. 

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3. Make sure images are clear and easy to understand. If a user has to work to understand what’s going on in an image, they’ll bounce before they take any meaningful action. How do you know if your image fits the bill? Answer: if it passes The Squint Test.

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What Is The Squint Test?

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This test is really easy to perform. Just hold up any image you want to test on paid social on your cell phone, and squint your eyes so the image blurs a little bit. Can you still understand what’s going on in the picture? Can you still tell what’s in the picture? If the answer is yes, congratulations! Your image passes The Squint Test. 

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However, if all the items in your photo become a melded blur once you start to squint your eyes, your image is probably too busy/not clear enough. An easy way to clean things up is to make sure the background is a different color than the foreground/the product. This goes a long way, making images easy to understand in just a quick glance. 

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4. Spark engagement. When people comment on your ads, it signals to the algorithm that the ad contains valuable content. As a result the ad gets pushed further into the algorithm, making your ad costs cheaper. Be careful though - don’t directly ask for the engagement. Asking people to comment on your ads in the ad copy will have the opposite effect, and Facebook will deprioritize your content. Instead, think of how you can engage viewers in a way that makes them feel compelled to comment and engage with your content. 

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5. Pay attention to what connoisseurs are posting. Join some groups on Facebook specific to your product category (like a whiskey, tequila, or wine club), or take some time looking through related Subreddits.  Do you notice any trends with the images or content people post? 

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For example. When it comes to whiskey, we notice that people often post closeups of a bottle and a glass. We try to mimic this when generating content for ads, and oftentimes they’re our best performers. Here’s some examples:

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Notice how the above images are warmer in color, and the one on the left has a pop of color. Both images are clear and easy to understand/read, and still maintain their basic composition when squinting (although the image on the right passes the Squint Test much easier than the image on the left). The composition for these images is also similar to what we see in photos in whiskey groups and forums, and replicates content that whiskey connoisseurs engage with regularly on social media. 

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By focusing on creative that feels natural, stands out visually, and resonates with engaged audiences, you can maximize the impact of your BevAlc e-commerce ads. Social platforms are evolving, and with AI-driven targeting becoming the norm, creative is your strongest tool to capture attention and drive conversions. Experiment with lo-fi content, bold colors, and clear imagery while keeping an eye on trends within your niche. The more your ads feel like the content people already love, the better they’ll perform. Now, grab your phone, test some ideas, and start creating!

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