I’m a HUGE proponate of interesting, compelling photos with lots of story-appeal and visual intrigue. So I was excited to see this ad pop-up in my newsfeed:

Facebook sponsored post for language learning

But then I was deeply dissapointed. Believe it or not, the COPY for the ad left me feeling cheated — because there was absolutely NO tie-in between the image and the ad copy. None.

Why show a picture of a brain if you’re not going to referenced Neuro-based or Brain-based learning?  Or even, you know, make the comment that this learning approach will hit your brain from all angles, or will “download” the language into your brain in record speed? Or something to that effect.

But, no. Instead the ad copy makes absoltuely no mention of brains. ANY picture could have been placed inside that ad.

And I’m not unique in this regard. When a Facebook reader sees your image and is compelled to read the copy to find out more, they are (rightfully) expecting the ad copy to close the loop on the visual intrigue you created with your image. So when that doesn’t happen, readers feel cheated, which is hardly a feeling you want to associate with your brand.

So by all means, search out provocative photos — just make sure your ad copy ties in with the image itself.