Attractive visual content immediate grabs a consumer's attention and stops the scrolling. In order to deliver a compelling message, quickly and simply deliver an ad that does the following:

• Displays branding (product & brand logo) within the first 3 seconds for videos.
• Focuses on the service and product (e.g., tech servicing vehicle with product branding and product consumers will see in-store).
• Copy the tone of voice from a local store. 
• Appeals to local consumers. 

Square or Vertical Content Square video (1:1) takes up 78% more real estate in a person's mobile newsfeed compared to landscape video (16:9). Video People gaze 5x longer at video than at static content on Facebook and Instagram. Recommend video length is 6-8 seconds.  Sound 85% of Facebook users watch videos with sound off. Ensure your messaging is clear without sound.

Recommended Size & Format for Campaign Creative

According to Facebook's guidelines, the 4:5 media ratio will not work if a link has been included in the ad. 

• Any ads using a link are recommend to be 1.91:1 (landscape) or 1:1 (square) ratios.
• Facebook's ad delivery system uses predictions of future performance to determine next. For this reason, we recommend using automatic placements as it gives the delivery system more flexibility to find lower cost conversions.
• The deliver system tends to favor 1:1 (square) images for automatic placements, therefore, campaigns using this image formate will usually have the most delivery and reach.

Creating an Effective Campaign

When all the components of an ad campaign are combined, they tell a story of a product or service and deliver it to the right audience to achieve the desired objective. 

Ad Creative Spec Recommendations

Image

• Use media that is relevant to what's being advertised.
• Use clear images. Check that images maintain quality when sized on mobile and desktop views.
• Don't crop important details. The user should always be able to distinguish what the image is and what it's advertising
• Keep editing to a minimum
• File type: .jpg or .png
• Image Ratio:1.91:1 to 4:5 supported.
  • 1:1 (square) recommended. 
• Recommend resolutions: Upload the highest resolution image available.
  • Recommended resolution at least 1,080 x 1,080 pixels.
  • If using image ratio 1.91:1, we recommend resolution of 1,200 x 628 pixels. 

Video 

• Show the brand/product/logo/service within the first 3 seconds of video play 
• Build your video to be enjoyed and communicate the message even with the sound off 
• Video can be Square or Vertical but on average Square content performs better 
• Recommended Video length is 6 - 8 seconds  
• File type: .mp4, .mpeg4, .mpe, .mpeg, .mov, .flv, .f4v, .m4v, .mkv, .asf, .wmv, .nsv, 3g2, .3gpp, .avi, .divx, .m2ts, .mts., .ogm, .ogv
• Recommend resolutions: upload the highest resolution video that meets the file size and ratio limits. 
  • 9:16 to 16:9 supported, recommended square 1:1 for video carousel, vertical 4:5 for single video.
• Max file size: 4GB
• Video length: 1 second (min) - 240 minutes (max)
• Optional but recommended:
  • Video captions
  • Video sound

Carousel

• The carousel format allows you to showcase up to 10 images or videos within a single ad, each of with its own link. With more creative space within an ad you can highlight different products, showcase specific details about one product, service or promotion or tell a story about your brand that develops across each carousel card.
• Minimum number of cards: 2
• Image file type: .jpg or .png (same as listed above in image section)
• Video file type: Supported file formats listed above in video section.
• Recommended resolution at least 1,080 x 1,080 pixels.
• Recommended ratio 1:1 (square).