Informative

Ultimate Facebook Video Ad Creative Cheat Sheet 2016

Sanne Kruis

The Marketing Manager of The Next Ad.

Jan 27, 2016

Ultimate Facebook Video Ad Creative Cheat Sheet 2016

If you want to create a Facebook Video Ad we can imagine that you’ve lost the overview in all the requirements of the different objectives. For that reason we have collected them for you in an overview. Everything you need to know for your Facebook Video Ad Creative. To reach your objective, we’ve add tips as well, so grab your advantage.

Recommendations for every type of objectives for Facebook Video Ads

• Your image may not include more than 20% text
• Text: 90 characters
• Thumbnail image size: should match the aspect ratio of your video
• Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
• Format: .mp4 container ideally with leading mov atom, no edit lists
• Audio: Stereo AAC audio compression, 128kbps + preferred
• File Size: Up to 1.75GB max
• Bitrate: No limit to bitrate file if you’re using two pass encoding, as long as long as your file doesn’t exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p
• Length: 45 minutes max

Below you will find additional recommendations about Facebook Video Ad Creatives. You will also find the recommendations for the slideshow ad (which is not supported for every objective).

1 Clicks to Website – Links

"Send people to specific pages of your website."

Tip: add a call-to-action button to strengthen the goal of your ad.

• Desktop news feed
• Mobile news feed
• Right column
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

2 Clicks to Website – Carousel

"Showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website."

Tip: Try different creative strategies to find out what works best for your business. Tell your businesses story by using videos related to one theme or retarget website visitors by showcasing last seen products.

• Desktop news feed
• Mobile news feed
• Right column
• Headline: 40 characters
• Link description: 20 characters
• Aspect Ratio: 1:1 recommended
• Frames: 30fps max

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

3 Website conversions – Links

"Optimize your ad to get people to take specific actions on your website: sign up or buy now."

Tip: Install a conversion-tracking pixel on the thank you page of your website to measure your conversions.

• Desktop news feed
• Mobile news feed
• Right column
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

4 Website Conversions – Carousel

"Showcase multiple products in your ads."

Tip: Create a Custom Audience of people who have visited a product section. Show them a ad that features the same product or a lookalike they were looking at.

• Desktop news feed
• Mobile news feed
• Right column
• Headline: 40 characters
• Link description: 20 characters
• Aspect Ratio: 1:1 recommended
• Frames: 30fps max

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

5 Page Post Engagement – Video

"When you boost posts you’ll reach more people. Engagement can include likes on your post, comments, shares and video views."

Tip: The power of video is to grab the attention of your audiences in the first 3 seconds. Even very short videos can be a powerful tool to engage your audience. 

• Desktop news feed
• Mobile news feed
• Right column
• Headline: 25 characters
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

6 Page Likes

"Build relationships with all the people who matter to your business."

Tip: Create Website Custom Audiences or create audiences based on interests. Be very specific, those who matters will help you to reach your business goal.

• Desktop news feed
• Mobile news feed
• Right column
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

7 App Installs – Mobile App

"Get people to install your mobile app."

Tip: Pay only when people install your app from a Facebook ad by registering your app with Facebook and set a cost per action (CPA) bid. 

• Mobile news feed
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

8 App Installs – Desktop App

"Get people to use your desktop app."

Tip: Pay only when people install your app from a Facebook ad by registering your app with Facebook and set a cost per action (CPA) bid. 

• Desktop news feed
• Right column
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

9 App Engagement – Mobile App

"Get more activity on your mobile app."

Tip: Create a Custom Audience of people who use your mobile app to encouraging them to take a specific action in your app.

• Mobile news feed
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

10 App Engagement – Desktop App

"Get more activity on your desktop app."

Tip: Create a Custom Audience of people who use your desktop app to encouraging them to take a specific action in your app.

• Desktop news feed
• Right column
• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

11 Video Views

"Tell a story using a video in your ad."

Tip: The first 3 seconds are the most important ones. Promote videos that show product launches or best practices of customers to raise awareness about your brand.

• Desktop news feed
• Mobile news feed
• Right column

• Headline: 25 characters
• Frames: 30fps max
• Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Slideshow

• Recommended News Feed image size: 1,280 x 720 pixels
• News Feed image ratio: 16:9 (max 4:3)
• Text: 90 characters (longer posts may be truncated on small screens)
• Images of same size and aspect ratio are recommended to avoid cropping

Questions?

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