While video advertising is highly talked about, not everyone embraces it. This could be due to the misconception that it’s inherently expensive, requiring high-end gear, professional videographers, and studio rentals. I believe so.

This is not necessary with Facebook Slideshow Ads. Although these resources would benefit any business, they’re unrealistic for most, especially smaller ones. If this resonates, don’t worry! You can create customized, high-quality video content for Facebook advertising campaigns easily, affordably, and effectively with Facebook Slideshow Ads. Let me explain how. This guide covers:

• Understanding Facebook Slideshow Ads and their functionality
• Setting up Facebook Slideshow Ads for your business
• 4 tips to boost sales significantly with your Facebook Slideshow ads

What are Facebook Slideshow Ads?

Slideshow ads resemble videos, using a sequence of still images, motion effects, sound, and text to tell your brand’s story. Facebook aptly describes them as a way to “make a video-sized impact without a video-sized budget.” Even better, creating these ads is quick, easy, and free (excluding ad costs) within Facebook Ads Manager. You can use your own images or choose from a variety of stock images provided during ad creation.

via Facebook So, are Facebook Slideshow ads effective? In short: YES! However, they require a strategic approach and proper setup to maximize their success. Similar to videos, these ads effectively bring your brand to life through subtle motion, captivating users as they scroll through their News Feed. In our content-saturated feeds, movement helps stand out from static text and images, grabbing attention, especially on mobile devices. Like videos, Slideshow ads provide an immersive experience, eliminating the need for users to visualize your products or services. They allow you to tell a story and guide potential customer expectations more effectively than a single static image. Speaking of potential customers, these ads can expand your reach. Does your target audience experience slower internet speeds or use older devices? Consider how Slideshow ads as they use 5X less data than standard video files on the platform. Don’t let these limitations prevent you from engaging these audiences. Slideshow ads offer a solution to bring your brand to life for everyone.

How to create a Facebook Slideshow ad

Now that you understand Slideshow ads and their benefits, let’s launch your first one! If you’ve already created one, skip to the next section for tips on crafting high-performing ads. In Facebook Ads Manager, navigate to the ad level of your chosen campaign and ad set. Scroll to the Media section, where you select your creative. Click the “Create Video” dropdown and choose “Create Slideshow,” as shown below:

The Video Creation Kit window will appear, as seen below. Here, you can choose from various Slideshow ad templates. Select either square or vertical layout and consider the images you want to feature. A Slideshow video ad can include three to ten images and last up to 15 seconds. Note that some templates have fewer slides and shorter time limits. These templates are designed with mobile optimization in mind, so you won’t need to worry about display issues. However, always preview your ads before publishing.

After selecting your template, you can customize it. The next screen allows you to choose images, special effects, colors, logo, image layout and size, add text overlays, and select fonts from a diverse collection. For effects, you can add stickers, frames, and colors to personalize your Slideshow video.

Facebook also enables multiple aspect ratios for Slideshow creatives. For instance, creating a square creative automatically generates a vertical version for different ad placements. Vertical creatives are ideal for Instagram and Facebook Stories. If you’re new to advertising on these platforms, consider testing Stories ad placements (found in the ad set level) for both Facebook and Instagram. These placements are gaining popularity, remain underutilized by advertisers, and can significantly benefit your business. We’ve observed higher CTR success with video and Slideshow ads in Stories for many clients.

4 tips to sell like crazy with Facebook Slideshow Ads

Now that you understand Facebook Slideshow Ads, their effectiveness, and how to set them up, let’s enhance your ads. Here are four tips to create high-converting Facebook Slideshow ads.

1. Storyboard before you start

Like any marketing or advertising endeavor, planning is crucial before execution. Collaborate with your team or clients to define goals, gather creative assets, and create a storyboard outlining your visual narrative. During this process, consider the advertiser’s perspective to ensure audience alignment, sales funnel stage, and appropriate messaging for driving sales. Also, consider the viewer’s perspective. Is the narrative clear, logical, and relevant to their position in the sales funnel? What’s the call to action? If you’re unfamiliar with storyboarding, here are some tools to help visualize your plan: Physical

• Whiteboard
• Chalkboard
• Paper
• Notebook
• Notecards
• Post-Its Digital
• PowerPoint
• Google Slides
• Canva
• Storyboarder
• Plot
• Boords These tools help create templates or sketches, add video scripts, and include notes as needed. While physical options are convenient, digital options are better for remote teams or sharing with clients. Some offer free versions, trials, or affordable subscriptions if you frequently use video.

2. Be bright, be bold

Utilize vibrant, eye-catching images that contrast against the platform’s white background. For example, we tested Slideshow ads for The Mobile Oil Changers, an on-demand oil change and detailing service. Ads featuring a red vehicle consistently outperformed those with lighter-colored vehicles across various ad sets and audiences. The CTR for ads with the red vehicle was double that of those with the white vehicle.

3. Use overlay text

Facebook generally restricts overlay text on most ad creatives. However, Slideshow ads allow and encourage it, so leverage this feature. Facebook recommends using “a few words for each image to communicate your message.” Experiment with this to enhance your brand storytelling or highlight specific products or services. We’ve found success using bullet points across images to detail product features or service benefits. While we typically stick to three, test different amounts between three and ten depending on your video’s objective. Another successful strategy involves posing a question about an audience pain point in one slide and presenting the solution in the next.

4. Show variety

Approach Slideshow ads like a carousel ad but in video format. Showcase a range of products or services your business offers. For ecommerce, display your upcoming seasonal apparel line. Service-based businesses can highlight various services relevant to a specific audience. While not a client, Banana Republic offers a great example for inspiration regarding transitions, text, and composition in a Slideshow ad (though it’s unclear if it’s a Slideshow ad). Check it out here or see the stills below.

Facebook Slideshow Ads: A video alternative worth testing

Whether you lack time or video resources, Facebook Slideshow ads are an excellent alternative. As more advertisers join Facebook and Instagram, these built-in tools empower businesses of all sizes and experience levels to succeed on the platform. Now, you can easily create cost-effective, video-like content for your advertising campaigns and drive bottom-line results.