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    What are Outbrain’s best practices for creating content?

    Unfortunately, there’s no magic recipe when it comes to creating highly engaging and converting content, but we do have some helpful tricks to share. Read on for our content best practices, and to review our general advertiser guidelines, please refer to this article

    Headline Best Practices:

    • Outbrain supports headlines up to 100 characters. However, we recommend 60 characters or less, as the message is truncated beyond 60 characters.
    • Use questions to encourage engagement
      • Example: Looking to Invest Your Money? Read Here for Advice
    • Include numbers when relevant, specifically odd numbers (10 and under)
      • Example: 5 Powerhouse States Reducing Emissions from Power
    • Try using dynamic headlines to personalize the user experience. Dynamic headlines can be location-based or include day-of-the-week
      • Example: ${city}$ Loves This Mattress
      • Example: Sale on Cars This ${dayofweek}$ at New York Auto
    • Include your target audience in the headline to pre-qualify users without reducing your scale
      • Example: Millennials: Are You Looking to Buy a House?
    • Negative words such as “never” “worst” and “avoid” tend to perform better than positive words
      • Example: 3 Things to Avoid When Car Shopping

    Things to Avoid in Headlines:

    • Do not promise anything in your headlines without a trusted resource
      • Example: 9 Out of 10 Doctors Recommend Our Product (with no data/hard facts)
    • Excessive or missing capitalization
      • Example: “LEARN MORE.” A correct replacement would be “Learn More.”
    • Inaccurate, misleading, or overly sensational headlines
      • Example: One Weird Trick that will Melt Away Belly Fat

    Image Best Practices:

    • Dimensions: 1200 x 800px is the recommended image size for Outbrain inventory
    • It’s recommended to use a 3:2 image ratio for Standard campaigns, and a 1:1 image ratio for Carousel and App Install campaigns. View our dedicated Carousel and App Install Help Center articles (hyperlinked above) for detailed creative instructions
    • Always use a high-resolution image
    • Lifestyle images tend to perform better than cartoons or stock images
    • If you’re promoting a product, try including it in the image – something tangible that’s displayed in an attractive way encourages consumers to click
    • Portraits work better than people in action
    • Try using close-up images rather than wider shots

    Things to Avoid in Images:

    • Avoid using images that contain text within them
    • Do not use images that are unrelated to the headline and/or landing page
    • Avoid logos or promotional messaging

    How to Format Your Images with the Image Editor:

    • Outbrain uses AI technology to automatically crop your images to best fit within the various widgets (and ratios) across our network
    • However, we also have an Image Preview & Editor tool that allows you to view the ratio restrictions that could be applied to your creative across the Outbrain network, providing you with the option to customize the cropping if needed
    • Any manual adjustments you make to your image cropping will be saved to the image for future use

    Landing Page Best Practices:

    • Always lead to relevant landing pages to avoid high bounce-rates
    • Limit “click out” opportunities such as ads and pop-ups that drive away from the main goal
    • For lead generation, drive to sign-up landing pages
    • If your goal is to drive sales, drive to product or service pages
    • For brand awareness, leading to earned media tends to perform well
    • For conversion-focused goals, include strong and clear calls-to-action (CTAs)

    Carousel Best Practices:

    • Create Carousels with 3-5 cards as users tend to drop off after that
    • Test different CTAs
    • Lead to several landing pages within the Carousel

    Video Best Practices:

    • For longer-form videos (:30-5:00), Click-to-Watch video works best because the user signals they are in consumption mode by initiating to view
    • For shorter-form videos (:05-:30), utilize Outstream video

    For all campaign best practices, please refer to this Help Center article.

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