Video Formats for Facebook Ads: What You Should Know to Get It Right

Understanding the best video formats for Facebook Ads is critical for successful online advertising. 

In fact, video advertising is highly adaptable and attracts users' attention, resulting in increased interaction. With over 3 billion monthly active users (MAU), Facebook is among the most effective platforms for business advertising.

So, let's choose the best video format for Facebook ads to improve your marketing strategy and achieve exceptional outcomes.

Video formats supported by Facebook

Advantages of Facebook Video Marketing

People are 52% more inclined to share videos than any other sort of content. 75% of people consume short-form video content on mobile devices.

With Facebook ads having a potential reach of 1.98 billion people, it's no wonder that more and more businesses are looking to start - or expand - their Facebook video ads.

Here are some advantages of Facebook video ads that you should be aware of:

Immediately Get Attention

Showing Facebook In-Stream video ads to a well-targeted audience is a more effective approach to capturing their attention in a few seconds than displaying ads at the beginning or end of your video.

Facebook video ads help get attention immediately

To illustrate, 84% of advertisers report that video has increased traffic to their website, while 69% believe that video ads outperform plain text ads and images on Facebook.

Increase Brand Awareness

Facebook videos autoplay on users' feeds, capturing their attention rapidly and promoting interactions such as reactions, comments, and shares. 

This involvement not only improves a brand's reach but also reinforces its presence in users' thoughts, therefore increasing brand awareness.

Drive Conversions

Facebook ads convert at a greater rate than other social media platforms. In addition, video ads have higher average CTRs (click-through rates). 

Facebook video ads can drive conversions

Create video Facebook ads based on the conversion you want to achieve (purchase, lead, subscribe, etc.). You may also use Facebook Pixel data to retarget previous customers to your website.

Track Analytics & Performance

Facebook provides detailed analytics, allowing businesses to analyze the effectiveness of their video marketing efforts in real-time.

Views, audience demographics, engagement rate, and watch time are examples of insights that assist marketers in identifying what is working and what needs to be adjusted. 

This data-driven strategy enables businesses to fine-tune and improve their tactics, ensuring that future video content relates even more successfully with their intended audience.

Video Formats for Facebook Ads & Placement

Selecting the right Facebook video formats can have a major influence on your campaign's performance. 

Different video formats for Facebook Ads serve different purposes, so choosing the best one will help you engage your audience more successfully.

In-Stream Video Ads

They are just like mini commercials showing in the middle of another video. These ads only appear on mobile devices after the main video content plays for 60 seconds. 

An in-stream ad will play for the first 15 seconds, after which the user will be given the option of watching the rest of the ad or returning to the original video.  

Facebook In-Stream Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 16:9 (recommended), 1:1

• Max Resolution: 1080 x 1920 pixels

• Min Resolution: 600 x 315 pixels

• Max File Size: 4 GB

• Video Length: 5 to 15 seconds (desktop) & 5 to 10 seconds (mobile)

In-Feed Video Ads

As a user scrolls through their customized feed, they will see both organic and paid in-feed ads. 

Users may interact with an ad by like, commenting, or sharing a post, just as they would with any other piece of platform content. 

Advertisers may support their in-feed video ad ideas with calls-to-action (CTAs) that lead to internal or external landing pages.

Facebook In-Feed Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 4:5 (recommended), 16:9, or 1:1

• Max Resolution: 1080 x 1350 pixels

• Min Resolution: 600 x 750 pixels

• Max File Size: 4 GB

• Video Length: 1 second to 241 minutes

Stories Video Ads

Once a user clicks on a video in their Facebook Feed, a separate Video Feed player appears, allowing them to view other, related video content to scroll through and watch. 

This placement enables your ads to appear between the organic content in a user's video stream. Thus, it is an excellent method to highlight your brand or product in innovative visual ways. 

Facebook Stories Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 9:16 (recommended), 4:5, or 16:9

• Max Resolution: 1080 x 1920 pixels

• Min Resolution: 600 x 1067 pixels

• Max File Size: 4 GB

• Video Length: 1 to 120 seconds

► More to explore: Video format for LinkedIn

Reels Video Ads

Similar to Facebook Video Feed ads, Facebook Reels ads provide users with an immersive experience. 

When a Facebook user clicks on a Reel, it opens up in the Reels Feed, where they may view a seemingly infinite stream of recommended Reels. 

Facebook Reels Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 9:16 (full screen, recommended)

• Max Resolution: 1080 x 1920 pixels

• Min Resolution: 600 x 1067 pixels

• Max File Size: 4 GB

• Video Length: Up to 90 seconds

Marketplace Video Ads

Facebook Marketplace video ads appear in the Marketplace section, where users may explore things for sale by individuals and businesses. 

They also blend in smoothly with listings, appearing in the feed as users browse, making them particularly appealing for consumers who are already making purchase decisions.

Facebook Marketplace Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 1:1 (recommended), 16:9

• Max Resolution: 1080 x 1080 pixels

• Min Resolution: 600 x 600 pixels

• Max File Size: 4 GB

• Video Length: Up to 241 minutes

Messenger Video Ads

They appear within the Messenger app, allowing brands to engage users as they navigate or chat. 

These ads are strategically placed between conversations in the Messenger inbox, where they can capture attention without disrupting the user experience.

Facebook Messenger Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 1:1 (recommended), 9:16

• Max Resolution: 1080 x 1080 pixels

• Min Resolution: 600 x 600 pixels

• Max File Size: 4 GB

• Video Length: Up to 15 seconds

Carousel Video Ads

Carousel Video Ads appear across multiple placements on Facebook, including the Feed, Stories, Marketplace, and Messenger.

The interactive format encourages users to swipe through the content, enhancing engagement and driving clicks by offering a more detailed look at offerings.

Facebook Carousel Video Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect Ratio: 1:1 (recommended)

• Max Resolution: 1080 x 1080 pixels

• Min Resolution: 600 x 600 pixels

• Max File Size: 4 GB per video

• Video Length: Up to 240 minutes per card (though shorter videos are recommended)

Search Results Ads

Positioned alongside organic search results, Search Results ads help advertisers capture audience attention when they are actively seeking specific content or exploring topics. 

These ads appear as users type keywords or phrases into the Facebook search bar, making them highly relevant to users' current interests or intent.

Facebook Search Results Ads

• Recommended File Type: MP4, MOV, GIF

• Aspect ratio: 1:1

• Max resolution: 1080 x 1080 pixels

• Min resolution: 600 x 600 pixels

• Max file size: 4GB

• Video length: 1 second to 241 minutes

► More to explore: YouTube video file format for upload

Tips for Optimizing Facebook Video Ads

Now you know, “What video formats does Facebook support?” However, rthere are some more things you need to know to get a good video marketing result.

• Keeping your videos engaging and short: The recommended length for a Facebook video ad is 15-30 seconds. 

• Use captivating thumbnails: Opting for eye-catching images and a great hook can help you capture people's attention within the first few seconds. 

• Design for sound-off viewing: Many viewers watch videos without sound, so employ subtitles, text overlays, or visual cues to clearly express crucial information without using audio.

Tips for optimizing Facebook video ads

• Prioritize mobile-friendly ratios: Use vertical (9:16) or square (1:1) aspect ratios to optimize for mobile users, who account for a sizable portion of Facebook's audience.

• Focus on a single objective: Whether you're looking to increase clicks, conversions, or brand awareness, adapt your video's content and call-to-action to one main aim for a clear message.

• Try various versions: Experiment with many versions of your video ads, adjusting factors such as length, text overlays, and visuals to determine the most effective format using A/B testing.

• Add a CTA: Use a CTA that is relevant to your campaign goals, such as "Learn More," "Shop Now," or "Sign Up," to direct users to take action after viewing.

• Incorporate branding early: To boost brand recall, include your logo or brand colors within the initial few seconds of the video, especially if users do not watch the full length.