In the previous video, we broke down the components that make up a social media ad on almost every platform. In this video, we'll have a closer look at Facebook and Instagram. By the end, you'll have a better understanding of the five different elements of an ad on these platforms. Facebook's tool for planning, creating, and managing ads called Facebook Ads Manager, allows you to run campaigns on a number of platforms. Facebook, Instagram, Messenger and Audience Network. On Facebook and Instagram, your ad can be shown in a number of different places. But for now, we'll just focus on what ads look like when placed in the feed and in stories. Here's an example of an ad for Inu and Neko shown in three different placements. The Facebook feed, the Instagram feed and Instagram stories. I will walk you through the different components of these ads and point out differences along the way. First, we see the page icon, the name of the advertiser. The icon and the name are determined by your Facebook business page or you Instagram business account. There's also labeled underneath your page name that lets your audience know you've sponsored the post, meaning you've paid for displaying it. Next, the visual. In some ways, this is the most important element of your ad. It's the eye-catching photo or the must watch video that says something about you, your business or your product and that shows people what you're all about. A great visual makes people want to stop and spend some time with your ad. Let's talk about copy. The important thing here is that people often skim read their screens. So say what do you want to say straight away in as few words as possible, get straight to the point. For example, "Celebrates spring with 20 percent off everything" or, "A good boy deserves a good grooming." as you can read in some of these ads. The best copy is copy that matches the overall message that you're trying to convey. If we advertise summer sale, the image probably shouldn't show children building a snowman. For Facebook news feed ads, your ad has two additional pieces of copy. A headline placed under your visual and a link description that tells your audience what to expect about the destination that you're linking to. Now, your call to action. Simply put, this is what you want people to do after they see your ad. Facebook and Instagram have a great list of call to action options that include, Book Now, Contact Us, Shop Now and Learn More. Note how the CTA button looks a little bit different in each placement. A click or a swipe up on an Instagram stories ad, brings your audience to the destination you've set up. Note that while Facebook lets you select a button for your CTA, some other app platforms such as Pinterest, they don't have that option. In that case, you should make sure you include a call to action in your copy because it's important to nudge people to the action that you want them to take after they see your ad. Finally, in feed ads, you find a number of ways your audience can engage with your posts by adding a reaction, comment or sharing your ad. It's important to monitor the engagement on your ads, especially the comments. Because it's common that potential customers ask questions about your product or services before they decide to make a purchase, so make sure to answer them. Now that we've a good understanding of the different elements that make up an ad, it's time to look at a few campaigns that were particularly effective. So in our next video, we'll evaluate some actual campaign examples and find out what made them successful.