This exciting new option enables brands to maximize Facebook ad performance, without the workload of regular video creation - as you can see, based on still images, Facebook’s Creative Shop team is able to add what they call ‘lightweight motion’, which will definitely stand out more in ever-cluttered social feeds.

But how you actually utilize the new option is another thing – in the announcement post, there’s no explanation of the process, which suggests that you likely need to get in touch with Facebook’s Creative Shop team to work out an individual approach for your content.

Based on the available info, it looks as though the new ‘Create to Convert’ still image to video process is not currently a self-serve option, though that may change in future.

Among the key points, Facebook notes that:

  • Static images and video work better together – Facebook says that including both static images and video assets within the same campaign leads to better performance for direct response objectives.
  • Have a clear message and focal point - Static image ads perform better when they have a clear message, and are focused on a specific product or service (rather than a more general overview of your offerings).
  • Optimize video ads for mobile viewing – This has been underlined in various reports, but as shown in the image above, Facebook underlines the importance of including clear brand imagery and messaging within the first few seconds.

The full guide includes a range of other relevant, research-backed Facebook ad tips which can help to optimize your campaigns. But the key focus here is on the increased value of using motion in your content, even to a small degree. As noted, the new ‘Create to Convert’ still image to video process is not available as a self-serve ad tool just yet, but it’ll no doubt prove popular, and such options will likely become more widely available as more video-aligned systems are developed.

You can download Facebook’s ‘Creative Considerations for Driving Action’ report here.