Identify your value proposition and make it obvious through your ad or via your copy.

Testimonials can make for successful ads. Using your customers’ own words will help you identify what pain points your product/service addresses and what features/benefits are consistently mentioned.

Test your creative on all formats. The more static images, carousels, and videos you have, the more opportunity to A/B test and identify top-performing trends.

Make multiple ads with different designs. You can turn a testimonial into an ad, create an “us vs. them” side-by-side comparison ad, or even a “statistics-based” ad that highlights the benefit added from your product/service.

The shorter, the better. Whether it’s the number of words on your ad, in your copy, or the length of a video ad, shorter is usually better.

Be authentic. Using real people or user-generated content (UGC) instead of an animated video can help drive familiarity with your customers.

In regards to videos, account for Sound Off - It’s essential to take into consideration that not all users will have their sound on. To help convey your message when using video, add subtitles to your video using auto-captioning tools.

Social proof is king. Showing positive reviews or testimonials is the quickest way to validate your product or service. If you have past posts that would work well as an ad, that's a great place to start.