Video’s ability to grab an audience's attention, create immersive experiences, and spark engagement makes it a powerful way to advertise. 

There are several things to keep in mind when launching a video ad. In this article, we'll tackle best practices for making your videos as effective as possible, as well as Facebook's ad video specifications.

Launching an Effective Video Ad

The goal of your video should be to make a consumer’s thumb stop when scrolling by your ad. Keep these best practices in mind to create thumb-stopping video ads:

  • Design for mobile. Be sure both the format and content of your video are effective when viewed on mobile devices. Because most people hold their phones vertically, vertical videos better maximize screen space. 

  • Engage quickly. Consumers scroll through their feeds quickly, not leaving you much time to catch their attention. Try to hook them within the first couple seconds of the video, and aim to deliver your entire message in 15 seconds or less. 

  • Design for sound off. Because 85 percent of Facebook videos are watched without sound, it’s important that videos are understood when played silently. Using subtitles or briefly overlaid phrases will help.

  • Tell engaging stories. Use video ads to bring out the human or personal element of your business. Tell stories, spotlight real people, and share behind the scenes. The more you come across to your audience as a person instead of a company, the more they’ll connect and engage with you.

  • Test, iterate, and learn. Measure the results of your videos on a per-creative, per-platform, and per-audience basis. The more you know about your audience and how they’re engaging, the better videos you’ll create.

Video Specifications

Use the following video design recommendations to achieve the best results with your ad:

  • File type: Although most file types are supported, .MP4 or .MOV files are ideal

  • Aspect ratio: 9:16 to 16:9 (View a chart of the different aspect ratios and requirements across ad placements.)

  • Recommended resolution: Upload the highest resolution video available that meets file size and ratio limits

  • Video file size: 4 GB max

  • Video length minimum: 1 second

  • Video length maximum: 240 minutes

  • Video captions: Optional but recommended

  • Video sound: Optional but recommended

  • Thumbnail image ratio: Should match the aspect ratio of your video

  • Thumbnail images that consist of more than 20% text may experience reduced delivery. Upload your thumbnail image to Facebook's Image Text Check to determine how your ad may perform based on the amount of text in the image. 

  • Vertical videos (with aspect ratio taller than 2:3) may be masked to 2:3

If you have questions or need assistance with your ad videos, contact | 888.403.3646

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