VidMod’s study measured each ad’s use of color according to four visual attributes: vibrancy, temperature, color, and contrast.
VidMod launched a study that points out the performance of colors in advertisements published on social networks and digital platforms. The research looked at more than 5 million Facebook and Instagram video ads over a one-year period.
Throughout the study, the platform measured each ad’s use of color according to four visual attributes: vibrancy, temperature, text color and color contrast, and how they relate to campaign performance.
When we create an ad, we need to pay attention to every last detail, who is the audience we want to reach, how that user consumes content, on what platform, time, etc. And, the choice of color is an essential part of the success of the advertising piece, as it will help tell the story so that viewers interpret the campaign assertively, said Miguel Caeiro, Head Latam at VidMob.
One of the key takeaways from the research was that while color temperature did not drive any noticeable change in overall 3-second view rates, a closer look at the data revealed that the performance of beauty campaigns that featured ads with color palettes cooler colors was 60% better. For personal care campaigns, the study pointed to the opposite, with warmer ads leading to a 40% increase in performance compared to campaigns that used cool toned creatives.
Another important point observed is that depending on where the ad is posted – Feed and Stories – color contrast can lead to a significant increase in campaign performance within the same sector. An example of this is that personal care posts with higher contrast were 63% better in campaign view rates compared to ads with lower contrast, explained Caeiro.
With regard to vibrancy, i.e. how colorful an image is based on its brightness, saturation and consistency, the study found that high color vibrancy increased campaign conversion rates in both categories, up 38% compared to low vibration.
As for text, the ad copy stood out only moderately from the ad background (text color contrast), with a 40% increase in campaign engagement rates in both categories, compared to campaigns that used text. high contrast.
