Meta’s introduction of Flexible Ad Formats is transforming how we manage client campaigns, allowing us to create ads that automatically adjust across placements for the best impact.
Here’s why this update is great news for our clients and how it’s helping us deliver more effective, tailored campaigns.
Flexible Ad Formats: Adapting Creatives to Fit Every Placement
With Flexible Ad Formats, we can provide Meta with a range of creative options (like different images or videos) for a single campaign, and Meta’s system will automatically select the best combination for each placement. There’s no need to customise the ad by placement.
Whether it’s a Story, Feed, or Reel, Meta ensures that the ad is perfectly suited to its placement and audience by taking the image and/or video and combining with other images and videos, text, music and more.
This makes our campaigns more relevant and impactful without requiring us to manually create separate versions for every format which can be time consuming.
if you were used to using the Dynamic Creative function before then you’ll be well aware of how this work. Dynamic Creative got phased out over the summer so it’s Flexible Media or manually control your placements.
Enhancing Engagement Across Platforms
One of the main challenges in social media advertising is ensuring that an ad looks and performs well across multiple platforms. With Flexible Ad Formats, our ads adjust to fit the layout and style of each platform, be it Facebook, Instagram, or Reels, without us needing to make constant adjustments.
You can see here that the set-up enabled an ad to be created for each image plus a carousel:
Or here a combination of text and images was created in order to create attractive and engaging Reel, Feed and Story formats:
For our clients, this means that their campaigns reach people wherever they are, in the format that’s most likely to engage them and if our clients don’t have many assets to test with, this is a great way to get started to see what works.
That said we’re still wary when launching them for the first time for a new client and usually keep an eye on how the placements look – especially if Meta wants to add AI-generated imagery to an ad. We’re aware some of the placements don’t look great even when we’re being led by what Meta thinks will work.
More Efficient Campaign Optimisation
Pairing Flexible Ad Formats with Meta’s Advantage+ tools allows us to rely on Meta’s powerful data insights to reach the right audiences with the right version of each ad. Advantage+ uses real-time engagement data to automatically refine ad placement and targeting.
This means we’re able to skip the trial-and-error approach, ensuring ads reach the most receptive audiences from the start. For clients, this approach helps us improve performance metrics like click-through rate and engagement with less time and budget spent on testing.
It’s not for everyone, and having a level of control for your ads is still a big part of running campaigns, but we always test new features with Meta and would recommend running a 10% total budget test using Flexible Ad Formats if you’re not already.
What This Means for Your Campaigns
By using Flexible Ad Formats, we’re able to deliver more efficient, higher-impact campaigns that adapt to audiences and placements effortlessly and we are all for the trend to move towards algorithmic managing of ads and not to micro-manage every detail.
It’s a powerful tool for driving better ROI, with Meta’s system doing the hard work of optimisation, leaving us to focus on the bigger picture of your campaign strategy.
Curious to see how Flexible Ad Formats could work for your brand? Reach out, and we’ll show you how it’s already helping clients like you achieve excellent results across Meta’s platforms.
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