Guide for Facebook video ads for any business //


Video content is becoming more prevalent on social media platforms. Facebook used to be where people uploaded their photos to albums so they could stay organized and share the things they were up to. But with the rise of TikTok, Instagram Reels and other video-based platforms, Facebook users have become more accustomed scrolling endless videos that make them laugh, cry or keep informed. This change in user behavior makes it more important than ever that you create engaging content.


A Facebook video advertisement.


Meta Business’ video ads (which reach Facebook and Instagram users) are a great tool for this. In the past, brands with large budgets were able to produce video ads on a regular basis. However, AI and new tools have made it possible for any brand to advertise using high quality videos without spending a lot of money.


I will discuss some of the best practices and tools for Facebook video advertising in this article.

Table of Contents


Best practices for Facebook video ads

Use these Facebook video advertising tips for the best ROI on your Facebook ads.


1. Create videos with any aspect ratio


You may have used Meta Ads before and are aware of the many different places your ads can appear on the network. You only need three different aspect ratios to cover all of these placements.


If you have videos in these ratios, you can show them in any placement you choose.


You can choose different video files for each aspect ratio. We will discuss this later. Facebook will automatically size the creative to fit each spot, ensuring you get the best looking ads.


While it may not seem important to have three different ratios for your ads, it is actually quite simple to do. It will make them look more professional and help to stand out. You can see in the above image how an ad would look in vertical and horizontal placements, if it was only a square. These ads are not necessarily bad, but they don’t have that professional, high-quality look to which users have grown accustomed in recent years.

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2. Prepare yourself for the wide range of sound options

You’ve probably visited Facebook and Instagram in a variety of situations. You can listen to full-sound music while lying on your couch, or even in bed. You may have headphones on while in public or you might be one of the crazy people who turn up their sound in the subway. You probably haven’t had the sound on in some of those instances.


You were likely to be exposed to ads in each case, and the volume level you used had a direct impact on whether or not you found them appealing. It is important to design your ads so that they are digestible no matter what the user’s volume level.


Below are some questions you should ask yourself when creating Facebook video ads:


3. Your main message in just 3 seconds

It doesn’t matter why someone visits social media. They aren’t there to see your ads. I’m confident that the vast majority of people who visit Facebook or Instagram are not there to view your ads.

Users can skip ads on Facebook or Instagram in a similar way to how they do on YouTube. is the case unless you have ads that are not skippable. These are rare. You need to ensure that your ads make a strong impact within the first few seconds… before the rest of the ad is skipped. You can keep their attention longer if you create a strong hook within that time frame. Some people even go up to 30 seconds. Your views are likely to be brief, so it’s important that you focus on the front.

It’s crucial to convey your brand name and business name during this brief time. This will ensure that, even if the user scrolls past you, at least you have made an impression. If they hear your name during the brief introduction, it will increase their chances of recalling your brand later. You can use text, voiceovers, logos and more. Be creative and engaging.


4. Blend into the platform aesthetic

In my opinion, the best Facebook ads or Instagram ads (I am a regular Instagram user) are those that blend in with the aesthetic of the platform. Ads that I find most appealing are those I don’t even realize are ads, until I see the Sponsored message at the bottom.


It is best to use the platform to find out. Go to Instagram’s Explore tab and enter some key terms. These could be the same terms you use in your search, or terms that reflect the interests or behaviors you target with your campaigns.

What does the grid look like? What appears? What brands are there and what is their marketing strategy? What are their marketing strategies? Blending in is a great way to have a bigger impact on the audience and to feel more natural.


If I were a camera brand (or someone selling things that are related to cameras), either of the two grids above could help give me an idea of what my ads can/should look like to blend into the platform. If I was a camera company (or someone who sells camera-related products), the grids could give me an idea of how my ads should look to fit in with the platform. Follow the best practices to convey your message.

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5. Users who watch your videos will be retargeted

It may be that I am biased, but I believe one of the biggest errors advertisers make is to not retarget people who view their Facebook videos. They may find you again via prospecting, or they may recognize you and return to your website, but why target someone once then not again? Why not target them again, especially if they already know you?

You can create audiences on Facebook ads based on the way users have interacted with your video. You can choose Video in the Facebook Ads audience manager.

You can then choose the way they interacted with these videos. Did they watch it all? Did they watch a certain percentage? Consider where your messaging and value propositions are in these videos, and include them in your filters.


You can then select the videos from which you would like to retarget. You can choose only specific videos if they are more effective, part of another campaign, etc.


You can also choose the length of time you wish to engage with someone after they have watched videos. The most common mistake I see is setting the timeframe to the maximum. Do you still think that you are a good prospect for a brand if you have seen a video advertisement 180 days ago? Most likely not. Be sure to keep this in mind when creating these audiences. High-engagement users can probably stick around for longer, while lower-engagement users should be released from your retargeting grip a little sooner.


Facebook video advertising tools

After we’ve covered some best practices, let’s talk about the creatives for Facebook video ads. It is not necessary to hire a creative agency for every Facebook video. You can do some ads just as well using your own resources, and even for free. These are the best Facebook video advertising creative resources that your business can use:


Phone cameras are acceptable


The only way a big, expensive camera can produce videos that are truly world-changing is if there is an incredible photographer or videographer in front of the lens. Most people will be happy with a cameraphone. They’re often better than expensive cameras because they are easier to use.


The next time you want to create a video, try it on your phone. These videos are often great and help you fit into the aesthetic of Facebook and Instagram, as most content is shot with a smartphone.


Facebook cropping tool


Facebook Ads allows you to customize your creatives based on the size of the video.


You can see in the above image that a square video needs to be cropped vertically. This would make for a horrible user experience. However, if you have a video that lends itself to easy cropping within Facebook, it is possible to do this.


Facebook video creator


Facebook has a video-creation tool that you can use if you do not have any creativity and need to create something from scratch.


Facebook video templates can be used to create a video using existing images. You can choose from a variety of templates where you can control the colors, text and timing. You can create a Facebook video ad using the easy-to-use builder.


Canva

Canva has some in-platform paid upgrades but is still a fantastic tool for creating any kind of creative (videos or not).

You can use a variety of free templates to promote your brand. Canva offers easy conversion options for one theme to a different aspect ratio. This allows you to create videos in all sizes, as I have mentioned. Canva is a great tool for those who are new to and video marketing, but still need to accomplish something.


Create Facebook video ads now

Facebook and Instagram videos ads are an excellent way to engage with your customers and will only become more important as other platforms embrace video. You don’t need to be an expert or have a lot of money to set up your Facebook video ads. You’re well on your way with a little patience and a few guidelines.

Follow these Facebook video advertising best practices to increase your results:

  1. Create videos with any aspect ratio
  2. Prepare yourself for the wide range of sound options
  3. Your main message in just 3 seconds
  4. Blend into the platform aesthetic
  5. Users who watch your videos will be retargeted

The article Easy Guide for Facebook Video Ads for Business first appeared on WordStream.

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