The rise of video content is undeniable, with platforms like TikTok and Instagram Reels shaping how users consume information. This shift towards video has made it crucial for businesses to adapt and create captivating content that stands out.

Example of a Facebook video advertisement. Video ads on Meta Business, reaching both Facebook and Instagram, are a powerful tool for this. What was once a resource for brands with large budgets is now accessible to all thanks to new technologies and AI. Now, any business can leverage high-quality video advertising without breaking the bank. This article will guide you through best practices for creating effective Facebook video ads and introduce you to tools that can help.

Here’s what we’ll cover:

• Best practices for Facebook video ads
• Tools for Facebook video ads
• Getting started with Facebook video ads

Best practices for Facebook video ads

Maximize your Facebook ad budget with these effective tips:

1. Diversify aspect ratios for your videos

If you’ve used Meta Ads, you’re likely aware of the numerous placements available for your ads. To cover this wide range, you only need to create videos in three different aspect ratios:

By providing videos in these aspect ratios, you ensure your ads can be displayed in all desired placements. While we’ll discuss tools for creating these different versions later, it’s worth noting that during the ad creation process, you can upload specific video files for each aspect ratio. Facebook will then automatically deliver the optimal size for each placement, ensuring visually appealing ads.

While having all three ratios might seem trivial, it significantly enhances the professionalism and visual appeal of your ads. As shown in the image above, an ad with only a square version will look awkward in vertical or horizontal placements. While not inherently bad, they lack the polished look that users have come to expect. Curious about the true performance of your Facebook ads? Get insights with our free Facebook Ads Performance Grader!

2. Optimize for sound — on and off

As a Facebook or Instagram user, you’ve likely experienced these platforms with and without sound. Whether it’s at home, using headphones in public, or even with the volume up on the subway, chances are you’ve encountered ads in these varied sound scenarios. The presence or absence of sound can significantly impact an ad’s effectiveness. Designing your ads for both situations is crucial. Consider these questions when crafting the audio for your Facebook video ads:

• Is your voiceover captivating and engaging?
• Can you enhance the mood with suitable music?
• Do you have subtitles for viewers watching without sound?
• Is the voiceover clear and comprehensible even in noisy environments?

3. Deliver your message within the first 3 seconds

Let’s face it, people visit social media to connect, not to watch ads. Most users on Facebook or Instagram aren’t actively seeking to buy your product or service. Similar to YouTube, users can easily skip or scroll past ads on Facebook and Instagram. While options for forced viewing exist, unless you run non-skippable ads, they are uncommon. Therefore, making a strong impact within the first few seconds of your ad is vital—before viewers have a chance to skip. A compelling hook can captivate their attention for 15-30 seconds or even longer. However, with shorter viewing times being the norm, front-loading your message is essential. During these crucial seconds, conveying your brand name and core message is paramount. Even if a user scrolls past, you’ve made an impression, increasing brand recall later on. Utilize text, voiceovers, business logos, and other creative elements to be engaging and entertaining.

4. Adapt to the platform’s aesthetic

The most effective ads on platforms like Instagram seamlessly integrate with the platform’s overall look and feel. The ads that grab my attention often don’t even register as ads initially until I spot the “Sponsored” tag. To understand this aesthetic, become a user yourself. On Instagram, explore relevant hashtags related to your niche, perhaps those you use for search or that align with your target audience’s interests. Observe the visual style of the content. What type of content dominates? What brands are present? What are their marketing strategies? While standing out is important, blending in can lead to greater impact and feel more organic to the audience.

For instance, if I’m interested in landscape photography and looking for a new camera, the grids above offer inspiration for creating ads that resonate with this audience. By incorporating these visual cues and adhering to the best practices mentioned earlier, camera brands can create impactful ads. Ready to elevate your Facebook ads? Get 16 effective strategies for Facebook ads for a free trial!

5. Retarget engaged viewers

One of the biggest mistakes advertisers make is neglecting to retarget viewers who have already engaged with their Facebook videos. While some might rediscover you through prospecting or brand recall, why not nurture leads who are already familiar with your brand? Facebook’s ad platform allows you to create audiences based on various video engagement metrics. In the Facebook Ads Manager, select “Video” as the source for your audience.

You can then filter by engagement type, such as watching the entire video or a certain percentage. Consider aligning these filters with the key messaging in your videos.

Next, choose the specific videos for retargeting. This allows for targeted campaigns based on video content and relevance.

Finally, determine the timeframe for re-engaging viewers based on their engagement level. Setting the timeframe to the maximum length can be counterproductive. Consider if seeing a video ad 180 days ago would still make you a hot lead. Probably not. Adjust your retargeting timeframe accordingly. Highly engaged users might remain receptive for longer, while those with lower engagement should be removed from the retargeting pool sooner.

Useful tools for creating Facebook video ads

Now that you understand the best practices, let’s explore how to create the actual video content. Creating effective Facebook video ads doesn’t always require a large budget or a professional studio. Here are some accessible and often free resources for creating your own:

Your phone’s camera is a powerful tool

Even the most expensive camera can’t guarantee exceptional videos without a skilled photographer or videographer. For most, a smartphone camera is more than sufficient. In many cases, it might even be preferable due to advancements in user-friendliness and technology.

The next time you need to create a video, start with your phone. The results are often impressive and align well with the platform aesthetic since a significant portion of Facebook and Instagram content is shot on phones.

Utilize Facebook’s cropping tool

Facebook Ads provides options to adjust your creatives for different aspect ratios.

The image above demonstrates cropping a square video into a vertical format. While this example might result in a poor user experience, if your video allows for easy cropping, Facebook’s built-in tool can help.

Explore Facebook’s video builder

For those starting from scratch, Facebook offers a video creation tool to assemble videos.

This tool allows you to combine existing images with Facebook’s video ad templates. With numerous templates offering customization options for colors, text, timing, and more, creating platform-ready Facebook video ads is simple and efficient.

Leverage Canva’s capabilities

While it does offer paid upgrades, Canva is a fantastic resource for creating a wide range of visual content, including videos.

Canva provides numerous free templates that you can customize to represent your brand. The platform also simplifies the process of adapting a design to different aspect ratios, helping you create videos in all the necessary sizes. In short, Canva is an excellent tool for beginners in video marketing looking for an easy-to-use solution.

Start creating impressive Facebook video ads today

Facebook and Instagram video ads are a powerful way to connect with your target audience and are becoming increasingly essential as other platforms prioritize video content. You don’t need extensive expertise or a large budget to get started with Facebook video ads. With a little patience, these guidelines, and the right tools, you can begin creating compelling video ads today! To recap, here are the key best practices to improve your results:

1. Create videos in all aspect ratios
2. Be prepared for all sound options
3. Get your main message across in the first 3 seconds
4. Blend into the platform aesthetic
5. Retarget users who engage with your videos