Create the best Facebook Carousel and Slideshow ads
If your goal is to showcase a collection of products–or even better, tell a story–carousel and slideshow ads are your best bet
Facebook ads come in many shapes and formats. Between video, carousel, messanger, single image and collection ads, there's something to fit any campaign and any marketing goal. But how to choose? We've discussed campaign-ad format fit and general best practices in a previous blog, and visited some best performing video and messenger ad. But if your goal is to showcase a collection of product--or even better, tell a story--carousel and slideshow ads are your best bet. Here are some examples of winning ads, and why they work.
Facebook Carousel ads
Facebook Carousel Ads are ads presented within your audience’s feed that can include up to ten images or video clips—each of which can link to a different landing page.
For brands aiming to promote multiple products or services in one fell swoop, Carousel Ads offer the perfect opportunity to do so. If you offer a diverse range of products or services, each ad should center around a theme of some kind.
Another approach to Carousel Ads is to use them to tell a story—pushing your viewers through each panel of your carousel as you tell it. Even this minor level of engagement can then be enough to get your prospect to take further steps with your brand.
Facebook Carousel ads example: MindTitan
In this example, AI and machine learning company MindTitan uses Facebook Carousel Ads to weave a story of the benefits provided via AI technology.
Note that both the copy and the imagery aim to keep audience members on track and scrolling through the carousel. Regarding the copy, the simple use of ellipses tells the reader there’s more to see. In terms of the imagery, the simple design connects each slide together like separate pieces of a puzzle.
While viewers certainly can scroll through each slide, those who wish to take immediate action can also do so in multiple ways. Whether they want to dig into more content or schedule a consultation, MindTitan’s audience can do so with ease at any time.
Facebook Carousel ads example: TYME Hair
TYME’s Facebook Carousel Ad promises a quick win to viewers—and delivers it on multiple fronts.
First of all, the copy makes clear what the viewer has to gain by engaging with the ad: “Beautiful Curls in 10 minutes or less.” Then, via multiple still images, the ad brings the viewer through the basic steps of using the hair curler. When viewing each slide, the prospect can easily click “Learn More,” presumably to be brought to a more in-depth guide on hair styling.
In being a bit nitpicky, we do want to point out that the link provided in the copy points to TYME’s main page, rather than to a relevant landing page. This may or may not be intentional, but it’s worth reiterating the importance of nurturing your prospective customers to specific landing pages depending on the purpose of your ad.
Facebook Carousel ads example: Autopilot
Autopilot’s Carousel Ad is about as cohesive as you can get.
First, while the ad promotes multiple services as provided by Autopilot, it makes clear what these various services are through both its copy and its images. With just a quick glance of either, audience members will immediately know what Autopilot has to offer.
The ad also communicates how many slides are in the carousel in multiple ways (which, in this case, aligns with the number of services being offered). In any case, the idea is to make clear the length of your ad, in turn ensuring your audience doesn’t miss information they would find meaningful.
Also note that each slide provides a link to a separate landing page corresponding to the service in question. Similarly to pointing consumers to specific product pages, this allows relevant traffic to filter to ultra-relevant pages on the brand’s website.
Facebook Slideshow ads
A Slideshow Ad on Facebook is a series of still images presented in a video-like, continuously-looping format.
Typically, Slideshow Ads are used in one of two ways, each of which we’ll exhibit in our examples below. One involves using multiple images to create the impression of animation, using stop-motion techniques; the other simply involves creating a basic slideshow featuring multiple images.
Whichever method you choose, the best practices remain similar to what we’ve said thus far. That is, be laser-focused on your products, services, and/or the benefits of such—and use eye-catching imagery to keep your audience focused on the same. And, again, align your ad’s content and CTA with your offer and ensuing landing page.
Facebook Slideshow ads example: Banana Republic
Banana Republic goes the simple route, choosing to present an automated slideshow of a number of different women’s clothing products.
However, while the style of each pant product is different, it’s worth noting the theme is consistent throughout the slideshow. Reason being, this allows the brand to target specific customer segments (rather than presenting a more general ad to a more general audience).
One nitpick to mention: While the use of live models for different pant styles is exemplary, the “on location” image seems a bit out of place when in-line with the other studio shots. While not a huge deal, we must reiterate that cohesiveness is essential to keep your audience engaged with your slideshow—and engaging further with your ad.
Facebook Slideshow ads example: Charter College
Charter College’s Slideshow Ad is another example of 100% cohesiveness across the board.
Both the in-video and accompanying copy is focused on what the audience can do by entering the medical assistant program—not on the program itself. In remaining benefit-focused, the Slideshow Ads keeps viewers engaged and motivated to reach out for more info.
Note that the CTA directly links potential students to a request form for more information on the program. That way, prospects can immediately learn more about their potential new future, and the college can forge an immediate connection with them.
Facebook is an ever evolving platforms. Ad types and best practices change over time in ways that affect your audiences, reach, and engagement. So as you experiment with the current formats, stay on your toes. Facebook Business and Ad Manager will roll out new options for connecting with your prospects and customers, and new ways for you to showcase your products and services. We'll be looking out for them, and you're always welcome to drop by for updates!