In social, ads don’t look a lot like ads. In fact, the lines between earned and paid media are becoming more and more blurred as the ad units evolve. When Facebook launched Promoted Posts roughly a year ago, it was the next natural step for the platform to become increasingly discerning about what their consumers get to see. Marketers need to become more strategic when incorporating their brand into the newsfeed by making it more seamless between the brands you’ve liked and the products that advertisers want you to like.Over the last few months, Socialtyze has been growing our data set on this particular ad unit, and have compiled our observations into the following playbook. Here are our 6 simple rules to help you achieve the best possible CTR on your next movie campaign.

1. Get Ready For Your Close Up

Photos proved to be 166% more efficient at creating clicks than videos in campaigns that used both media types.

2. Don’t Hide Your Stars

Nothing is more important in your success than the photo that is paired with your ad. Photos were 2X better at predicting an ad’s result than copy.While there was a negligible difference between having one or two people in the photo, adding text to the photo proved to be disastrous. Photos with one person and no text performed 15% better than those with 1 character and text. Photos of 2 or more people with text saw a 32% drop off compared to those with no text.

3. Be Quotable

Promoted posts that used quotes from a movie performed 47% better than the campaign average and was the top performing post type overall.

4. Don’t Be Afraid to Ask For What You Want

Ads that had a clear tune-in or focused on tickets ranked 3rd out of 8 possible post types and was 10% more efficient than our total baseline.

5. Don’t Brag

Posting your own review in an ad can stop a customer dead in their tracks. Ads with a review mention were just half as efficient as campaign averages.

6. Se Habla Español

America is a melting pot and, as a result, just under a third of our promoted post sample was in Spanish. While the Spanish language posts did under perform, language was not a significant predictor of success (or failure). That means that those posts probably underperformed for reasons that had nothing to do with the language they were in. This result gives media planners the freedom to experiment with Spanish, so that they can speak to their audience in the best possible way.