Top 10 Facebook Ad Design Trends

As more ads are consumed on smaller screens, and “clicks” replace “clicks,” many advertisers are designing with mobile devices in mind. Over the course of the year, we’ve seen big trends in Facebook ad design emerge, many of which are mobile-first homages.

After digging through thousands of ads, these are our favorite 16 Facebook ad design trends of 2017…  

1. Gradient

We’ve seen almost every brand experiment with gradients in various ways this year. In backgrounds, image overlays, video thumbnails, logos, etc.

With a simple aesthetic treatment, gradients add sophistication to any creative element and are eye-catching, which is becoming increasingly important in saturated mobile feeds.

2. Stop Motion Animation

Stop-motion animation has also taken the advertising space by storm. This engaging and mobile-friendly video processing is great when applied to products, but we’re starting to see B2B brands adopting it as well.

3. Lists in ad copy

This year we’ve seen more and more advertisers tweak their listings in Facebook ad copy

This strategy is great for listing product value propositions, company statistics, industry facts, or just listing the components of your offer. This is a great way to keep lines of text short and organized; especially for mobile audiences.

4. Long-form ad copy

On the other end of the spectrum, this trend gives advertisers the opportunity to emulate high-value organic social sharing strategies and pack a lot of information — and take up more screen real estate.

Long-form ad texts have always been a favorite of vloggers and consultants, but we hope to see more brands emulate this tactic.

5. Quotes and Comments

In an age where consumers have more choices than ever, external validation is critical.

From user reviews and testimonials to media praise, advertisers are relying on outside sources to help sell their solutions. App Store reviews are especially popular in mobile apps.

6. High-quality branded photography and video

While this advertising strategy isn’t new in 2017, it’s an important one. Gone are the days of using stock images in high performance ads.

Now, brands must produce high-quality branded photography and video for use in user acquisition campaigns. Mobile or desktop, this trend is a must try.

7. Custom Illustrations

Likewise, custom illustrations take branding to new heights and are perfect for mobile advertising.While this trend can be more resource-intensive when applied to your own creative production, it’s worth considering.

8. Product Packaging and “Unboxing”

Product packaging has also made a comeback recently. Companies are rethinking the role packaging plays in their branding and putting it front and center.

Advertisers have also seized on the concept of “product unboxing,” incorporating large display and packaging experiences into carousels, videos and images to build trust and excitement.

9. Sales Content

By 2019, content marketing will be a $13 billion market. In recent years, more and more companies are investing in high-quality content production and treating it as intellectual property along with the actual product.

So it’s no surprise that marketers are promoting their content on Facebook. Tip: Use lead ads on mobile to simplify serving people on the go.


10. Simplify app screenshots

Lifestyle imagery has become less influential in recent years, and advertisers are putting products back front and center. We’ve seen a lot of product snapshots lately.

As attention spans shrink and ad consumption increases on mobile devices, advertisers are adopting the product visualization trend and simplifying things.

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