Facebook puts content front and center again with its latest update; Facebook advertisers will now have access to millions of stock photos that are commercially licensed and available for all Facebook ad formats at no additional cost.
"High-quality, engaging photos often increase the performance of ads, particularly in News Feed. And now, through our collaboration with Shutterstock, it will be easier for businesses to integrate beautiful photography into their Facebook ads," Facebook said in its announcement.
Advertisers can also create multiple ads at once with several images. From Facebook:
When creating a group of Facebook ads, our new image uploader allows people to select a range of Page photos, images from previous ads and Shutterstock images. The ability to simultaneously upload multiple images means advertisers can now create multiple ads at one time (with multiple images) for a single campaign, and test images to increase performance of their campaigns.
This new effort seems to be connected to Facebook’s initiative to streamline its advertising with the hopes of making ads look and feel more consistent.
The performance of news feed advertisements can be particularly challenging for advertisers when they don’t have the right imagery. As users scroll through photos of people and brands they know and like, a bad ad with imagery that doesn’t seem to quite fit can be jarring or even ignored.
So something for advertisers to keep in mind as they scroll through their now endless options at Shutterstock is to not just think about the "beautiful" aspect of photos, but the "fit" for the type of advertisement – especially in a News Feed. Ask: Does it feel authentic?