In the previous video, we saw how important it is to be first clear about your campaign objective, before beginning with the actual ad creation. In this video, you will learn how to create compelling visual assets, so your ads are effective at delivering the results you want. A photo or video that pops out, really gets people to stop and spend some time with you and your ad. The good news, you don't need to spend a fortune on a photoshoot our film crew. But before we dive deeper into some tips for creating compelling visuals, it is helpful to look at some different sources for your creatives. Consider the following options as a starting point. Have a look at your existing posts. What sort of posts you ran in the past that matches your campaign objective and got a lot of engagement that you feel was pretty successful. Well, why not use that post for your campaign? Another option is to use product images you might have created for your online shop. Show your product from different angles and in different contexts. To create attention-grabbing ads that feel like a familiar part of someone's social fabric, show images of people benefiting from your product, instead of just the product itself. For authentic photos of people using a product, have a look at the content your customers have generated and shared on social media. Typically would need to ask them for their permission before you can reuse their work, but the effort is worth it. Remember, social media is all about authentic native content. Having creatives that come directly from your target audience can be really powerful. If you have a specific setting in mind and you don't have any existing content, shoot it from scratch. This doesn't have to be expensive. You can use your phone's camera to take compelling photos or videos. There's some great apps out there that help you turn your idea into effective visuals in just minutes. We have some recommendations to get you started later. If you do prefer professionally shot videos or photos, but you don't have the resources or knowledge to create them yourself, you can also consider stock images or videos. There are many vendors that offer millions of creatives for you to use or tweak to meet your needs. In some platforms such as Facebook, even have whole library of high-quality stock images that you can just use in your ad for free. Taking your own image with your phone or camera can feel daunting, but it doesn't have to be. Don't be afraid to experiment or take multiple images of the same object or background until you find what looks best. Also, remember you can test different versions of the same image later when you run your campaign. No need to predict exactly what will work best. With eight simple photography tips that you can use to make better images for your ads. Number 1, think mobile first. Look at images on a mobile device and makes sure that the main subject is clear and any text is legible on a small screen. Number 2, keep it simple. You don't need a ton of props or complicated staging to create a compelling image. Number 3, follow the rule of thirds. Don't center your subject. Instead, your subject should be closer to either side or along the top or the bottom of your image. But there's one exception. Faces can be anywhere in the frame and bigger is often better. Number 4, try varied perspectives. Mix big and small things and try different perspectives of your subjects to create interesting contrast. Number 5, use interesting layouts. Consider organizing multiple objects neatly to create an appealing design and then photograph the display from above. Number 6, add a focal point and different textures. Make sure that you have a clear subject in the image, and play with textures to create an interesting contrast. Number 7, light and shadow create a nice contrast. Use bright lights and deep shadows to create a stark contrast that can make your photos more interesting. Number 8, use attractive color combinations. Keep a color wheel handy, and use it to create interesting color combinations when selecting subjects for a photo. If you follow these simple tips, you can create compelling photos that pop out in the social media feeds of your target audience. You can apply most of these tips also when you create videos for your ads and your smartphone, as a great tool to get you started. But before you shoot your first video to use in a social media ad, here are three things you want to keep in mind. First, think vertical. Most people hold their smartphone vertically, and to scroll Facebook and Instagram stories. Shoot your video holding your phone in a vertical way. This way, your videos will use more of the screen. Number 2, you also want to keep your videos short. Fifteen seconds should be your maximum, but you usually only get about three seconds often lasts to grab people's attention. Last but not least, your video should make sense even with the sound off. When people scroll online, videos are usually muted, and you can't assume people will tap your video to hear the sound. So pick a moment that doesn't need it, the sound should improve your video, not detract from it and you can always use captions. The bottom line here is that the content of the video matters so much more than the production budget. Your video should be rich in imagery and say something authentic about your business or product, and in as little time as possible. If you've both images and videos, create different ads with each. Using different creative assets in your ads will help you learn what resonates best with your audience. Now that you've learned how to create compelling visual assets for your ads, we can move on to the copy of your ads. In the next video, we'll go over how to best structure your ad copy. I will walk you through some tips for writing effective copy.