Facebook | Platform Expert
A platform dedicated to creating communities by connecting users through shared interests, Facebook has become the template for what we expect from a social media experience. With its advanced targeting capabilities and a suite of features to make videos pop, Facebook has thrown the doors open for its users to do more with video content than ever before.
When creating a Facebook video ad, you should aim to quickly capture attention within the first three seconds with a thumb-stopping hook. If you want a viewer to watch your ad until the very end, you need to keep your content short.
A platform dedicated to creating communities by connecting users through shared interests, Facebook has become the template for what we expect from a social media experience. With its advanced targeting capabilities and a suite of features to make videos pop, Facebook has thrown the doors open for its users to do more with video content than ever before.
When creating a Facebook video ad, you should aim to quickly capture attention within the first three seconds with a thumb-stopping hook. If you want a viewer to watch your ad until the very end, you need to keep your content short.
- Use movement (be it moving text or people on screen), or some type of animation in the first three seconds of your ad.
- Front load any unique features of the product or service you want to highlight.
- Keep text short. The clearer and more concise it is, the better.
- All brand messaging, logos, and products should be seen in the first few seconds.
- Captions should be used as much as possible. Although some placements play sound by default, you should prepare for a sound-off experience.
- Include a CTA in every spot.
Make sure that the CTA’s pertain to a specific action, like “Click for More Information or “Shop Here Now!”
Specs & Ad Placements
Facebook Feed
As the user scrolls through the main Feed, these ads appear between the organic posts. Since users have to manually unmute the content, create the content for a sound-off experience, but still utilize audio for users who do want to play the video with sound. Make sure you utilize captions and prioritize a clear CTA.
Video Ad Specs
- Aspect ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
- Max resolution: None, upload the highest-resolution video available
- Min resolution: 1080 x 1080
- Max video file size: 4GB
- Video length: 1 second to 241 minutes
In-Stream Ads
These ads are played before and in between in-feed videos. These should be created with the assumption that the audio will be on, but still include a caption or on-screen text to ensure accessibility. We recommend using a CTA for these videos, too.
Video Ad Specs
- Aspect ratio: 16:9 or 1:1 is recommended
- Max resolution: None, upload the highest resolution video available
- Min resolution: 1080 x 1080
- Max file size: 4GB
- Video length: 5 seconds to 15 seconds on desktop and 5 seconds to 10 minutes on mobile
Video Feed Ads
On Facebook, Video Feed Ads appear between videos once the user has opened the Facebook Video Feed, which plays a continuous stream of videos. Video feed ads are meant to be designed with sound on.
Video Ad Specs
- Aspect ratio: 4:5
- Max resolution: None, upload the highest resolution video available
- Min resolution: 1080 x 1080
- Max file size: 4GB
- Videos length: 1 second to 241 minutes
- Recommended file type: .mp4, .mov, or .gif are recommended, but additional types are supported
Facebook Story Ads
Similar to Instagram Stories, Facebook Stories appear at the top of the platform and allow users to share ephemeral content. The Facebook Story Ads are skippable and play in between the organic Stories. If you capture viewers’ attention in the opening few seconds, they are more likely to continue watching the ad. Captions should be used, but you should also create this content with the assumption that the sound will be on.
Please note: do not place text or logos in the top or bottom 250 pixels of the video. By avoiding placing important information in these areas, you can ensure critical elements aren’t covered by your profile icons (top of the screen) or CTA (bottom of the screen).
Video Ad Specs
- Aspect ratio: 9:16
- Max resolution: None, upload the highest resolution video available
- Min resolution: 1080 x 1080
- Max file size: 4GB
- Video length: 1 second to 2 minutes
- Recommended file type: .mp4, .mov, or .gif are recommended, but additional types are supported