Meta has consistently evolved its ad tools to meet the ever-changing demands of marketers... even when marketers don't ask for the evolution. One of the latest changes is the retirement of Dynamic Creative in favour of a more advanced tool called the Flexible Ad Format. If you’re running paid social ads on Facebook and Instagram, this shift will likely impact your campaigns. Let’s explore what this means, how it differs from Dynamic Creative, and what you need to consider moving forward.
A Look Back: What was Dynamic Creative?
Introduced as a way to streamline ad optimisation, Dynamic Creative allowed advertisers to upload multiple variations of headlines, images, copy, and calls to action. Meta’s system would then mix and match these elements, automatically creating different ad combinations to determine which performed best. This was particularly helpful for A/B testing, as it allowed marketers to run numerous creative combinations without having to manage each one manually.
Dynamic Creative simplified the creative process but had its limits in terms of customisation and controlling how ads appeared on different platforms.
Introducing Flexible Ad Format
In 2024, Meta replaced Dynamic Creative with Flexible Ad Format, which offers advertisers more control and adaptability across Facebook, Instagram, Messenger, and the wider Meta network. It’s designed to optimise not only the creative elements but also how ads appear on different placements and in different contexts.
Key advantages of Flexible Ad Format include:
Greater control over placements: Tailor ads specifically for Facebook Stories, Instagram Reels, or Messenger, ensuring they align with the unique user experience on each platform.
Contextual optimisation: Instead of just focusing on creative elements, this format takes into account where and how the ad will be seen, helping boost relevance.
Broader content types: You can incorporate more varied ad formats, such as carousels, videos, and lead forms, to better suit user engagement across platforms.
What Happens to Existing Dynamic Ads?
If you’re currently running ads using Dynamic Creative, don’t worry. Meta will continue supporting these campaigns, but moving forward, all new campaigns will require you to use the Flexible Ad Format. For most advertisers, this shift will require some adjustments, but Meta has made it relatively seamless to switch over, ensuring your data and insights are not lost in the process.
Pros and Cons of Flexible Ad Format
Pros:
More control: With Flexible Ad Format, you can now customise ads to different placements, improving their relevance across Facebook, Instagram, and other platforms.
Improved optimisation: The platform adapts not only the creative elements but also adjusts for user context, ensuring ads are more likely to resonate with the audience.
Better performance insights: You’ll have access to more detailed data on both creative and placement performance, allowing for more strategic decisions.
Cons:
More hands-on: While Dynamic Creative was largely automated, Flexible Ad Format requires a bit more involvement to ensure ads are optimised for each platform and placement.
Learning curve: Marketers familiar with Dynamic Creative’s simplicity may need time to adapt to the new format’s broader set of options and features.
Is Flexible Ad Format Right for Your Business?
For advertisers looking for more control and improved targeting, Flexible Ad Format offers significant benefits. It provides the ability to create more nuanced, effective campaigns that align better with user behaviour across Meta’s platforms. However, if you’re accustomed to Dynamic Creative’s hands-off approach, you might find the transition requires a bit more time and strategy to fully unlock its potential.
That said, the long-term advantages—greater reach, better performance, and more tailored ad experiences—make it a worthy investment for any business serious about social media advertising.
Ready to Test Flexible Ad Format?
As the digital landscape evolves, staying ahead with the latest tools is crucial to maintaining your edge in paid social. If you're curious about how to make the most of the new Flexible Ad Format, or need help transitioning from Dynamic Creative, we’re here to guide you through it. Reach out to us today, and let’s discuss how we can optimise your campaigns and drive results.
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