Facebook广告效果不佳？可能是你的素材出了问题！
Facebook是独立站卖家首选的推广引流平台，这一方面是因为Facebook的用户数量多，是全球最大的社交媒体平台，另一方面也是因为Facebook的广告算法，能够将广告推给更加精准的受众群体，从而提升广告的整体转化率。
Facebook is the preferred promotion platform for independent store sellers, partly because of its massive user base as the world's largest social media platform, and partly because its advertising algorithm can deliver ads to more precise target audiences, thereby improving overall conversion rates.
如今，Facebook广告投放效果下降，已经不是一件新鲜事了。大部分卖家会将其归结于Facebook所能收集的用户数据变少了，所以精准度下降了。确实，广告效果变差有很大一部分原因是这个，但也有一部分卖家，是广告素材选择上出了问题，所以才导致广告投放效果变差的。
Nowadays, declining Facebook ad performance is no longer news. Most sellers attribute this to Facebook collecting less user data, leading to reduced targeting accuracy. While this is indeed a major factor, some sellers are experiencing poor ad performance due to issues with their creative materials.
硬推广 vs 软推广
Hard Selling vs Soft Selling
随着线上推广的逐渐成熟，人们对于硬广的厌恶程度也越来越高。即便卖家确实很理性地在介绍产品，并未有半分夸大，也同样难以获得消费者的信任。因此对于当下的卖家来说，在做付费广告时，更多应该考虑的是软广，而非生硬的推广。
As online marketing matures, people's aversion to hard selling increases. Even when sellers rationally introduce products without exaggeration, it's still hard to gain consumer trust. Therefore, contemporary sellers should focus more on soft selling rather than hard promotion in paid ads.
创意很重要
Creativity Matters
在Facebook上打广告的卖家数量非常多，同品类的卖家数量也不少，产品同质化、广告素材高度相似，都是影响广告投放效果的一个重要原因。更具创意化的内容，会更容易吸引消费者的注意力，从而获得更多的点击。
With numerous sellers advertising on Facebook and many competitors in the same category, product homogeneity and highly similar ad creatives significantly impact ad performance. More creative content can better capture consumer attention and generate more clicks.
更加注重图片
Pay More Attention to Images
现代的生活节奏是非常快的，这也使得人们不再有耐心去看大段大段的文字，而是更偏向于图片和视频。因此对于卖家来说，图片是影响消费者点击的一个重要因素。视觉冲击感强烈，对比鲜明，或者更具真实感的图片，会更容易吸引消费者的注意力。
The fast pace of modern life means people have less patience for long texts and prefer images and videos. For sellers, images are crucial for influencing consumer clicks. Visually impactful, high-contrast, or more realistic images can better attract consumer attention.
擅长讲故事
Good at Storytelling
人们天性就是爱听故事的，因此故事性的内容会更容易吸引大众的注意力。品牌故事、产品故事、创业故事等，都是卖家可以考虑的创作方向。此外故事性的内容，实际上也属于内容营销，如果能够与付费广告结合起来，其效果会更加理想。
People naturally love stories, so narrative content can more easily capture public attention. Brand stories, product stories, and entrepreneurial stories are all creative directions sellers can consider. Moreover, storytelling content is actually a form of content marketing, and combining it with paid advertising can yield better results.
最后卖家要注意的是，你所上传的广告素材，必须要与Facebook的要求是一致的。否则要么就是上传失败，要么就是广告展示效果不佳。素材要求：图片要JPG或PNG格式，视频要选择MP4或MOV格式，视频大小不超过4GB，因此卖家在上传视频时，可以上传最高分辨率的源文件，这样广告展示效果会更好一些。
Finally, sellers should note that your uploaded ad materials must comply with Facebook's requirements. Otherwise, they may fail to upload or display poorly. Requirements: images should be in JPG or PNG format, videos in MP4 or MOV format with size not exceeding 4GB. Therefore, when uploading videos, sellers can upload the highest resolution source files for better ad display.
