Facebook video ads best practice


11 mins

Facebook Video Ads Best Practice

Table of Contents

Facebook video ads are an excellent way to promote your business or product. They are highly visible, can be targeted to specific audiences, and are relatively inexpensive. Plus, creating effective video ads is easier with today’s technology. That’s why we’ve put together this guide on how to make Facebook video ads that drive results. 

However, as with any form of advertising, there are correct and incorrect approaches. By following the best practices outlined below, you’ll be well on your way to creating videos that generate leads, drive sales, and help you achieve your business goals.

What are Facebook video ads?

Facebook video ads are displayed video content in several locations on a visitor’s Facebook page. It’s one way to boost marketing when your organic efforts are not bringing results, but keep in mind that these are paid ads. Your video ads are monitored and managed using Facebook Ads Manager.

When creating a video ad, you can either start from scratch, boost an existing post that already includes a video from your Facebook account, or use Ads manager. 

You can use them to create a professional or casual look, or you can use them to demonstrate your industry expertise. You can also use Facebook video ads to walk users through purchasing or provide helpful information about your product or service. 

When used correctly, Facebook video ads can be an extremely effective way to promote your company.

Various placements of Facebook video ads

There are five places where people encounter Facebook video ads. Different ad placements perform better and incur different costs, so knowing the suitable video ads on Facebook will work best for your campaign is critical.  Here are the following:

  • In-feed video ads – these are the ads that appear in your newsfeed as you scroll down. What makes an in-feed video ad effective is that it looks like an organic post.
  • In-stream video ads – these are the video ads that appear mid-roll of a video you’re watching after the 60-second mark. The first 5 – 15 seconds will play before you can skip it.
  • Facebook Marketplace video ads – just like its namesake, marketplace video ads appear while you’re scrolling the marketplace section. 
  • Facebook Stories video ads — appear in between organic Fb stories, and if it’s 15 seconds longer, it’s spliced into three stories. 

Facebook video feed ads – this ad is found in between organic videos when you’re scrolling through the video feed section of Facebook.

Benefits of Facebook video ads

Are Facebook ads effective? Do video ads convert better? The answer is a big yes! 

According to Hubspot, Facebook and Youtube are used by 85% and 79% of video marketers. Making video the second most-used content to increase engagement. Facebook states that its users are 5x longer to watch videos compared to looking at static content.

That said, here are the benefits of using Facebook video ads:

1. Grab viewers' attention

A well-crafted video can quickly communicate your message to your target audience, even if the video is muted. Facebook auto-plays videos as users scroll past them in. So even if someone doesn’t click your ad, they’ll be exposed to your business.

2. Increase ad engagement

Facebook rolled out video poll ads, enticing your target audience to interact with your ad. This can also help you gather more data on how your market behaves.

3. Build brand awareness

Video is an effective way to attract customers and boost brand awareness. People are more likely to watch a video online than read a block of text. And when there’s brand awareness, it translates to high website traffic and high conversion rates.

4. Deliver more conversions

Facebook videos have a high conversion rate because they elicit emotional responses from viewers. Your audience can get a sense of the person or company behind a video by watching it. They can also gain an understanding of the product or service being offered.

5. Share information effectively

Video ads can be used to show people what your product or service is, how it works, and what it can do for them. You can also use videos to answer frequently asked questions (FAQs) and show customer reviews.

6. Demonstrate authority and expertise

Video can convey a lot of information in a short amount of time. For example, an explainer video ad can build credibility for your brand by presenting yourself as a knowledgeable and trustworthy source of information – helping you become distinct from the saturated marketplace.

7. Videos are highly shareable

Videos are one of the most easily shared types of content on Facebook. As a result, your target audience is more likely to share your video with their friends and followers if they enjoy it. This can help you raise brand awareness and reach a larger audience.

8. Can be cross-promoted with Instagram

Being the second-largest social media platform next to Facebook, showing your video ads to Instagram feeds can help you increase your success in reaching a wider market.

Facebook’s video ad requirements

Of course, you can only take full advantage of Facebook video ads’ potential when you understand and follow the requirements:

  • File Type – MOV, MP4, or GIF are accepted across all ad placements.
  • Aspect Ratio
  • Feed – 1:1: for desktop and mobile ads. 4:5 for mobile-only ads
  • In-stream – 16:9 or 1:1
  • Stories – 9::6
  • Marketplace – 4:1

As a general rule of thumb, Facebook suggests videos with aspect ratios of  1:1 for square format or 4:5, 9:16, and 16:9 for vertical format,  maximising compatibility for both mobile and desktop screens. For more information, refer to Facebook’s Video Ads Guide.

  • Duration
  • Stories – maximum of 2 minutes
  • Feed – maximum of 241 minutes
  • In-stream – maximum of 10 minutes
  • Maximum file size for all video ad placements is 4GB.
  • Resolution – 1080 x 1080 pixels across all ad placements

What is the best ratio for Facebook video ads?

Facebook recommends designing for mobile first when deciding the best ratio for your video ads – square 1:1 and vertical 4:5. Why? 98.5% of Facebook’s audience aged 18 and above access the platform via their mobile phones. 

Landscape video for Facebook is only good for desktops – but they won’t look good on mobile devices. Asking your audience to flip their phones to see your video ad clearly would be a big disservice to your marketing efforts. 

Square videos will ensure that your target audience will not miss your video because it takes up the whole screen without the need to flip their phones.

What are the various tools that can be used to create Facebook Video ads?

Below are tools that can help your Facebook video marketing campaign succeed. Tools that will make your ads look like it’s been done by a big production company:


Animaker is a cloud-based app that’s easy to use – a drag and drop builder. You can use more than 100M stock videos and photos with their 1000+ templates.

This is an award-winning video editing platform that can post directly to Facebook. 


Designed for Android and IOS devices, this app can help you edit your videos with advanced features and royalty-free music.


You can use it to make videos, ads, explainers, slideshows, and other things. It includes over 800,000 stock footage clips, animations, and a large library of templates.


With Invideo, you can easily create Facebook video ads in minutes using thousands of stickers, images, and text boxes.

Facebook video ad best practices

Just because the platform has billions of users, it doesn’t easily mean that your video marketing on Facebook will easily gain traction. However, learning the best practices outlined below can help you create a successful video marketing campaign.

1. Design ads for mobile first

When creating a Facebook video ad, keep mobile users in mind. This includes considering how the content will appear on a smaller screen and whether or not it will appeal to your target market. 

It is also highly suggested that you keep your mobile ads short for better recall and engagement.

2. Create ad content relevant to your target audience

Before you even think about creating your video ad, you must get to know your target audience inside and out. 

Start by asking these questions: What are their needs? What are their pain points? What kind of language do they use? 

You’ll be able to create a video ad that speaks directly to your target audience if you understand them. As a result, they’ll be more likely to watch your videos through to the end and take action based on what they see.

3. Use a high-quality production setup

If you want your video ad to look professional, you’ll need to invest in some high-quality equipment. A high-quality camera, tripod, lighting, and microphone are all included. Unfortunately, while you can get by with just your smartphone camera, it won’t produce the best results. 

When it comes to video ads, HD is a must. Not only will this make your video look better, but it will also give you the option to show it on various platforms. Plus, HD video is more likely to be shared than lower-quality videos. 

It’s time to edit your video ad after you’ve shot it. This is where you can truly bring your concept to life and ensure everything flows smoothly. If you’re new to video editing, the tools we listed above can be of great help to get you started.

4. The 3-second rule

Grab viewers’ attention from the start with an arresting image or headline – within the first 3 seconds. Something that makes them want to know more, like asking questions or a great teaser, or visuals that would spark their interest. 

You can also use sound to grab attention. If you can’t keep their attention in that short amount of time, they’re likely to scroll away.

5. Value the art of storytelling

Businesses should value storytelling. It allows you to establish trust with your target audience. People are more likely to do business with companies they feel familiar with and can rely on. 

A cohesive and concise story sticks with you. It can be challenging to stand out in a world where people are constantly bombarded with marketing messages. However, if you tell a memorable story, people are more likely to remember your company when they are ready to purchase. 

If two companies offer identical products or services, the one who can tell a better story will win more customers.

6. Engaging even without sound

Video ads autoplay, and it’s on mute by default. Some users prefer watching silent videos. So you need to ensure that your video still makes sense even on mute. Here are some tips to help you out:

  • Make use of subtitles. This may seem obvious, but your video subtitle must be clear, concise, and easy to read. You want to ensure that your viewer understands what is happening in the video, even if there is no sound.
  • Highlight keywords. Highlighting keywords with typography is another way to ensure your video makes sense without sound. This will help keep your viewers interested and engaged with the video.
  • Make use of visuals. Finally, remember that when it comes to videos, visuals are just as important (if not more so) than audio. Make your video visually stimulating and engaging, and you’ll be able to keep your viewers’ attention or want to turn on the sound.

7. Keep it short and simple

Because they can be watched more quickly and easily, shorter videos will likely keep viewers’ attention because they don’t have to commit much time. That’s why Facebook recommends in-stream videos of 5 to 15 seconds in length.

Use your logo to introduce yourself to the audience subtly. Place it in the top or bottom corner of the video to keep it straightforward. Keep in mind that the introduction should immediately engage your audience. It should not be an opportunity to display your logo in a flashy manner.

8. Use an engaging title and description

Even the most creative and well-produced video advertisement will fall flat if it lacks a catchy, enticing title. After all, that’s the first thing potential viewers will see, and if it doesn’t pique their interest, they’re unlikely to watch the rest of the advertisement. 

Use relevant keywords so that you appear on search results. And of the same importance, ensure your title and description are not clickbait.

9. Ensure that uploaded video’s formatted according to their ad placement

It’s essential to make sure your videos are published in the proper ratios so that there are no formatting issues when viewers watch them. 

Videos for stories should have a 9:16 aspect ratio, while videos for people’s news feeds should have a 4:5 aspect ratio. That way, you’ll ensure that your video looks its best no matter where it’s viewed.

10. Do an initial audience test

It is critical to test the material with a test audience before posting. This will help ensure that the final cut is interesting and informative. 

When selecting a test audience, it is critical to choose individuals who are representative of the video’s target audience. The test audience should be allowed to watch the video entirely before providing feedback. This feedback can be used to improve the video before it is finished

11. Include CTA in the middle of the video

A good video advertisement directs its intended audience to a specific goal — the more specific the CTA, the better the outcome. 

But a CTA at the end of the video may not produce results because there’s no guarantee that people will finish your video — so it’s better to have it in the middle of your video.

12. Clearly define your video advertising goals/objectives

Just like any other marketing campaign, your video advertising campaign needs to have well-defined goals. 

What are you trying to achieve? More brand awareness? More website traffic? More conversions? Without defining your goals, it will be difficult to measure the success of your campaign.

13. Use and monitor the right KPIs

To ensure that your Facebook video ad is performing well, you must track its performance against a set of predetermined key performance indicators (KPIs). 

Your video analytics will show you how your ad is performing and highlight any areas that need improvement.

Once you know your goal, you can start narrowing down which KPIs will be most relevant. For example, if you want to increase brand awareness, reach and impressions will be key metrics for you to track. 

On the other hand, if you’re looking to generate leads, then Click-Through-Rate (CTR) and Cost-Per-Lead (CPL) will be more critical.

14. Use engaging thumbnails

Facebook auto generates thumbnails, but you need to ensure that your thumbnail is visually appealing. It should be well-designed and attractive enough that someone would want to stop and look at it even if they had no idea what your brand was about. 

Make sure your thumbnail accurately represents the content of your video ad. Nothing will frustrate viewers more than clicking on a video expecting one thing but getting something else entirely.

15. Include social proof

Including social proof in your video ads is an excellent way to increase trust and credibility with your target audience. When prospective customers see that others have succeeded with your brand, they are more likely to buy your service.

There are several ways to incorporate social proof into your video ads. One option is to include customer testimonials. 

You can also include before-and-after footage to demonstrate the effectiveness of your product or service. Having influencers can also level up the success rate of the video ad.

Wrapping it up

Facebook video ads are an effective way to reach out to potential customers on the world’s largest social network. You can ensure your campaigns are successful by following a few best practices mentioned above.

Remember to follow the Facebook video ad requirements and design your ads for mobile first. Always aim for concise high-definition videos, and be mindful of the suggested 15 seconds running time but not sacrifice the quality of storytelling so your target audience will have brand awareness.

At Reporting Ninja, we offer Facebook advertising reporting services to help you measure the right KPIs. We can help you create video ads that get results, measure their performance, and optimise them for maximum impact. 

Get a 15-day free trial and to learn more about how we can help you take your Facebook video ads to the next level!

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