B2B creative: 6 best practices for social media

Getting your B2B social creative noticed has never been more challenging.

According to McKinsey in 2021, a huge 89% of B2B decision makers believe a shift to digital, catalysed by Covid-19, will be sustained in a post-pandemic world.

That means more of your competitors fighting for a slice of the digital pie. Couple this with dwindling attention spans – users spend an average of just 1.7 seconds looking at content on mobile – and creating ‘thumb-stopping’ creative has become crucial.

It’s not all doom and gloom. Despite a challenging landscape, success is still achievable: It’s all about working smarter. Here are some key considerations when planning your B2B social creative, whatever the channel.

Know your B2B creative audience

To create engaging content, you need to be sure of who you’re targeting. Which platforms do they use? What are their pain points, motivations or challenges? Identify these and work to address them in your creative.

It’s also important to consider how well the audience knows your brand. Is this their first encounter, or are they familiar with your offering? What stage are they at within the buyer journey? If you’re targeting a net new audience, your ad could be their first touchpoint with your brand.

Avoid creating a confusing or alienating experience by delivering a clear proposition.

Consider your imagery

If you’re using photography or graphics in your B2B creative, be mindful of their impact on the viewer. Do design elements naturally draw the eye towards the focus of the ad (e.g. a call to action button or key message) or do distracting graphics divert attention away? Chaotic creative can struggle to convert – if in doubt, keep things simple.

Drive an action

Regardless of the goal of your ad, you’re asking your audience to take an action, be it visit your website, download a guide or sign up for a demo. They won’t waste time figuring out what this is (remember the 1.7 second review?) so it’s your job to make their next step as obvious as possible.

Consider incorporating a call-to-action (CTA) button that communicates this briefly and concisely. For example:

  • Watch The Webinar
  • Download The Guide’
  • Get Your Free Demo

Use a large button that stands out from the rest of the ad; a contrasting, eye-catching colour and make sure that copy is legible.

Take care with copy

When it comes to copy on creative, less is more. In fact, some platforms could penalise for you for overlaying too much text.

Until recently, Facebook employed a strict 20% rule: If over 20% of creative was text, ad reach could be restricted. Although the limit has since been lifted, Facebook’s recommendation remains that ‘images with 20% text perform better’. Keep in mind for all channels that skim-reading is the norm, so keep copy light.

Keep your audience in mind when crafting any copy. Offer a benefit or solution, share a compelling statistic, or address a key pain point. Speaking to your audience’s needs can help drive conversions and communicate the value of your proposition.

But remember: This is just the first step. There is plenty of time for detail post-conversion, so stick to the highlights.

Be placement aware

Unless you’re actively excluding certain placements, ensure your creative is engaging and, crucially, legible across all ad sizes. An ad designed and previewed on a large desktop screen might look great, but can you audience read it if they’re scrolling through a mobile feed? Be sure to check creative across all active placements before you launch an ad.

Test, test, test

B2B audiences can be hard to define. Don’t fall into the trap of assuming you know what your audience will engage with. Instead, experiment with different creative elements to see what drives conversions. Try running two creative variations simultaneously to assess the best performance, or test multiple ad formats (e.g. static, carousel or video ads).

All creative elements are up for grabs when it comes to testing – CTA button colour, copy, layout, positioning, photographs, graphics – so there are plenty of insights to be gained. 

Looking to optimise your social campaigns? Take a look at our 14 social media optimisation tips.

What’s next?

It might seem like a small part of the process but getting your B2B creative right is your opportunity to stand out in a competitive space. Don’t fall at the first hurdle.

Need advice? We help our clients throughout the whole process: from workshop, to roll-out, testing and reporting. Get in touch to step-up your creative now.

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