How to Create Facebook Visuals that Convert

Does creating Facebook visuals seem overwhelming for you? Are you unsure of what types of images work on Facebook? In this article, I'll share WHY and HOW to create Facebook visuals for your marketing that will convert.

I'll also share graphic design tools that won’t break the bank, and you’ll come away with great ideas for creating your own visuals to bring more engagement and interest to your Facebook community.

Creating the perfect social media post maximizes your great content by reaching more people. Using graphics to tell the your story is the best way to reach people. This is what I call “visual marketing.”

Why create a visual brand?

A solid visual brand ties all of your content together across social media platforms and helps people recognize your posts. One of the highest compliments I get on social media is when people say “I saw a beautiful graphic and immediately knew that it was yours so I had to read it.” People recognize my style of graphics, my signature pink circle logo in the corner, and know when they click through they can trust my content to be worthy of their time.

That’s WHY you spend the time to create a visual style.

Be consistent with your brand

Use your brand's style guide to help you create branded, on-target visual marketing every time.

Try creating your own style guide using the following simple structure: [or hire a pro to create one for you]

• A brand ethos/motto (optional)
• A logo guide
• A color guide
• A typeface guide
• A guide to graphics and/or photography

Adding an emotional layer to your social media content is what engages your Facebook Page community. Strive to create content that:

• Surprises
• Funny
• Thought-provoking and real

Hallmarks of awesome Facebook visuals

• Authentic, realistic photos
• Provide context to your content
• High-quality images
• Fit into the Newsfeed with friends and family posts
• Integrate your brand and product benefits into storyline
• Perfect marriage of image and text

Facebook visuals that convert

Images that convert are images that fit into your brand, explain your content, and inspire people to click and learn more from your post.

REMEMBER to KISS with your images: keep it simple, sweetheart. ” quote=”REMEMBER to KISS your images: keep it simple, sweetheart.

Overcomplicating images with too much text or multiple fonts that distract from your image don't help your visual marketing. Facebook has removed the 20% text rule for Facebook promoted images but they say that images with too much text will be seen less in the Newsfeed. This needs to be repeated: Facebook says that photos with too much text will be shown to less people even if you promote or boost the post.

From Facebook, “Facebook prefers ad images with little or no text, because images with a lot of text may create a lower-quality experience for people on Facebook.”

Image Text Ratings
Image Text: OK
Your ad will run normally.

Image Text: Low
Your ad's reach may be slightly lower.

Image Text: Medium
Your ad's reach may be much lower.

Image Text: High
Your ad may not run.

Contextual photos are the key to creating successful, organic visual marketing.

Look at your social media posts and really dig deep to see if you’re using visuals to tell your story or just posting photos with your posts. They’re two different things.

Boost your important Facebook posts

• Create link posts to drive people to your site, and include special codes they can use at checkout
• Drive urgency with a time prompt like “free shipping, this weekend only” or “12 hour flash sale”
• Promote only products or services you think your audience is most interested in
• Create end-of-year contests and giveaways to drive customer loyalty and boost sales

• Use high-quality photos that showcase your business or products, or lifestyle images of people interacting with them
• Keep your sentences short and instructive. Add a call to action on your Boosted Posts like “shop now” or “buy today” to tell people what you'd like them to do.
• Test different photos and messages to see which ones your audience responds to most

Here's an example from Biltmore Estate, who is a client, on their Facebook Page. They asked a question with a graphic and engaged thousands of people to answer, like and even share their post.

Why do people share on social?

There is some psychology as to why people share on social media (based on a study done by The New York Times). Here is a little of what they found, people like to share:

1. To grow and nurture relationships
2. To be helpful
3. To define themselves to others

Strive to create share-worthy visuals for your Facebook Page that will help your content spread to more people.

Graphic design tools for great visuals

1. Adobe Spark – my current favorite and I'm a brand ambassador. I love that Spark is easy to use and simple to stay on brand. It's great for creating images with text over them.
2. Camera Awesome iOS and Android
3. VSCO – edit like an Instagram star
4. Planoly – Instagram management and planning tool
5. Ezy Watermark iOS and Android
6. Librestock is a great place to find photos that you can legally use on your Facebook Page.

I hope this gives you some ideas to create more contextual visuals for your Facebook Page and convert more social media impressions to actual clients.