The Benefits of Promoted Photo Galleries: Increased Engagement Rate, CTR, & More

As we have pointed out in the past, choosing a strong image is an important component to increasing engagement on social media. If a picture is worth a thousand words, you want yours to speak highly about your brand and what it has to offer. Posts that include visual content (photos and videos) receive 94% more page visits and engagement than those without.

The statistics supporting the incorporation of photos in ads and other content are compelling. But what about using posts with multiple images? Both Facebook and Twitter now support the capability to promote multiple photos as part of a gallery rather than just a single image within a post, and the results speak for themselves. After analyzing the results of recent campaigns on both Facebook and Twitter, SHIFT found that posts leveraging multi-photo content (i.e. Photo Gallery Posts and Gallery Cards) drive substantially higher CTR and engagement rates, as well as lowering costs through more efficient CPC and CPE metrics. Below, see examples of the differences between Promoted Photo Galleries and single Photo Ads on both Facebook and Twitter.

As highlighted in the following case studies, based on testing with both Facebook and Twitter, SHIFT was able to drive over 50x increase in CTR and an astounding 300x stronger engagement rate. Keep reading for the full details.

Objective

For both Facebook and Twitter, each campaign was tailored to drive engagements to brand content - specifically Photo Gallery Ads and Gallery Cards.

Strategy

SHIFT optimized each campaign against creative and targeting that performed best to drive strong overall performance. The Facebook tests ran various Photo Ads against the new Photo Gallery Ad creative, while the Twitter campaign ran a Gallery Card promoting a seasonal offer against a Photo Card.

Results

As you solidify your marketing strategies for Back to School and other upcoming Fall initiatives, we hope you will keep the promoted Photo Gallery in mind. For help implementing this feature into your Facebook and Twitter campaigns, don’t hesitate to contact SHIFT!