Many of us on social media have been focused on being fit and healthy during quarantine, and Facebook ad performance reflects that. Our latest AI marketing report found that the popularity and costs of healthy food are on the rise, while unhealthy food is out!
Pattern89’s predictive analytics analyzed social ads from 2019’s and 2020’s Spring season to see how coronavirus’ social impact had affected Facebook ad creative.
Being healthy comes at a cost.
While quarantine is keeping us home, we still need to take care of our bodies. This consciousness is leading to a rise in CPC, in comparison to this time last year.
- “Protein” copy CPC rose 312%
- “Recipe” copy CPC went up 468%
- “Healthy” copy CPC shot up 30%
Get gains with sugar?
Despite all the apparent focus on being healthy, costs for junk food are trending down.
- CPC for ads containing images of alcohol dropped 75%
- CPC for ads showing sugar fell 44%
Imager popularity for unhealthy foods has also dropped from 2019.
- Alcohol is down 62%
- Sugar imagery declined 76.11%
Exercise will impact Facebook ad performance too!
Advertisers haven’t been using healthy images to boost their Facebook ad performance during quarantine. Doing so could mean you are capitalizing on opportunities other marketers are missing.
- The use of exercise images have dropped 54% since 2019
- Health food-themed copy also isn’t getting much use, falling 64% from last year.
But just because other advertisers haven’t been using health imagery and copy, doesn’t mean you can’t use it to boost your Facebook ad performance.
Predictive analytics can give you health data-backed insights.
There’s much more to be discovered, beyond the trends outlined above. AI is helping marketers in all industries take deeper dives into their consumer data every day. No matter what’s happening in the world, taking a further look ad data creates improved Facebook ad performance.
If you’d like to see how AI can help your ads in this uncertain time, you can get a free AI ad audit. It’ll help you discover custom creative insights for your marketing needs.