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4 Brands Getting in the Summer Spirit with Facebook and Instagram Ads

Written by: Carolyn Berk, Content Marketing Associate

As the weather warms up, and spring changes to summer, social media users are preparing to stock up on products for the new season. Retailers advertising on sites like Facebook, Instagram, and Twitter can get in the spirit of the season in order to drives clicks and sales.

When it comes to seasonal advertising, your competitors are already positioned to win over audiences with their ads. In fact, during Memorial Day weekend (the unofficial start of summer in the U.S.) CPMs rose 17%. How can you craft ads that stand out during the competitive summer months? Follow the lead of these retailers with ads that drive sales all season long.

Fab finds products that fit together

Carousel ads group multiple images into one ad unit. However, that doesn’t mean that every image in a carousel ad needs to be of the same product. Think outside the box when creating carousel ads and consider a products needed for a particular activity. For example, instead of running a carousel ad with only swimsuits, dedicate an ad to the entire beach experience by featuring other items like beach towels, umbrellas, and sandals.

Fab Facebook Carousel Ad

Fab packages the entire picnic experience into one Facebook carousel ad. The ad features multiple products that audiences need when dining outdoors, like a grill, picnic blanket, and BBQ tool set.While all these items are different, they’re united under the same theme and purpose.

Fab ensures that each product fits into the ad by consistently using a blank white backdrop. This way, no slide looks out of place and viewers can easily see how each item is a necessary part of their summer outdoor experience.

H&M makes a moving photo shoot

Your summer social ads don’t need to reinvent the wheel. In fact, you may already have the perfect creative for your campaigns. Try repurposing photo shoots, promotional videos, or other marketing material that show off your seasonal products. Ad units like Facebook’s slideshow ads make it easy to transform marketing creative into an ad without requiring too much time or resources.

H&M Instagram Video

H&M already showed off its summer line in a sleek and fashionable video. Because that video is proven to effectively sell H&Ms clothes, the retailer only had to repurpose it into this Instagram video ad. This video works well on Instagram because it is visually interesting and engaging.

H&M also considered Instagram’s mobile audience by using a video that is easy to understand, mobile-friendly, and conveys a strong message even if audiences watch it without sound.

Macy’s captures the spirit of summertime

If you’re hoping to attract summer sales with your ads, it helps to speak to your audience’s “fun in the sun” state of mind. The season is all about carefree amusement, and advertisers who are able to convey this will be able to speak to their audience with their ads.

Macy’s uses a video ad to show off its summer clothing collection in an action-packed montage. The light-hearted attitude and bright colors in the video convey a message that matches viewers’ summertime mindset, making it easy to associate Macy’s clothing and accessories as seasonal essentials.

Old Navy is straight forward with a GIF

Video ads are a great way to capture the attention of audiences, but not all viewers will see your ad in a situation where they can devote their full attention. This is especially true of mobile devices, which may be used by people in distracting surroundings, such as riding on a crowded bus.

In the summertime, many people are traveling or away from their desktop computers at work or school. Because of this, it’s important that your ads on primarily-mobile sites like Instagram are easy to follow and clearly communicate your message to viewers who may have other distractions competing for their attention.

Old Navy Instagram GIF

Old Navy’s Instagram ad is as straightforward as possible. This GIF ad switches between two Old Navy summer outfits displayed in a style that easily fits in with organic Instagram content. A viewer who sees this ad on a mobile device will have no doubt about Old Navy’s message and the classic americana style of its products.

The items in this ad are also perfectly tailored for summer activities like July 4th, and employ hashtags to make sure it delivers a complete patriotic theme.

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