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In my previous posts, I talked about why it’s important to tailor your creative for each of your digital platforms to address user behavior and platform specs (we already addressed Instagram creative). Today we’ll talk about creative on the biggest social media platform in the world: Facebook.

On Facebook, advertisers are also posed with the challenge to stick out from all of the other clutter filling up their News Feed. Facebook is all about creating thumb-stopping content for users who are quickly scrolling through their feeds, consuming a large amount of content in a fairly short amount of time. But there is a major caveat that must be considered when developing assets for Facebook. What makes Facebook different from other social media platforms is that brands must consider where their users are more likely to be consuming this content, whether that’s on their cell phones or computers.

While users are typically more likely to access Facebook on their cell phones than the web, that’s not always the case depending on who your audience is and how they behave. Advertisers must create assets that are not only eye-catching enough to stop the scroll on their audience’s Facebook feed; they must also consider where their users are more likely to be consuming this content.

Folks working from home on their desktops might be subject to these ads.

Having insights into whether your audience is more likely to view your ads on a web browser or cellphone will help determine how big your text overlay should be, the aspect ratios you should utilize (note: the most popular aspect ratios aren’t always the best-performing, as we’ve seen in data from our Growth Sciences team), and how you are going to optimize your videos. A little thoughtful strategy will go a long way on Facebook.