Facebook compiled a list of best practices for video ad creation from top video producers on social media.

The growth of video marketing will not stop anytime soon. With 45% of people watching more than an hour of video content on Facebook and YouTube per week, and 87% of online marketers using video to their advantage, we are certain that video will take over and there is nothing we can do to stop it.

Recently, Facebook talked to some of its partners, who are the best video producers on social media, and decided to create a guide for all marketers who wish to incorporate video in their Facebook strategy. We read it and decided to share some of the key takeaways with you.

Bringing Personalized Experience with Video

Marketers keep talking about personalization, but so do the customers. We all want more personalized newsletters, website experiences, and so on. Therefore, it is logical that we are looking to see personalization in video as well.

Personalization is about connecting with your customers, and providing them an individual experience.
Once you start delivering personalized videos to your audience, your conversions will grow, and so will the awareness of your brand.

This Facebook’s guide advises that you provide customers with genuine, personal brand stories. To goal is to set yourself apart from other brands by leveraging the power of storytelling.

How to Solve the Biggest Challenges in Video Creation

Various hotel groups have reported to Facebook how they are unable to deliver a personalized creative for different locations as they cannot afford to shoot videos in every location they have. The solution is to use branded templates that turn static images into videos. This way hotel marketers can change photos, copy and CTAs quickly, while following the brand’s guidelines.

Some brands within the apparel industry struggle with targeting during the holidays. Women’s brand wanted to target men as well, but expanding ad set parameters to include both genders was not bringing any results. Possible solution is to create two different ad sets: one targeting women, and another targeting man who are in a relationship, married or engaged. This way of targeting reduces inefficiency and lowers cost, as the ad is showing to man who are more likely to purchase a gift for their partner.

The Best Placements for Video Ads within the Facebook Family

Facebook’s video ads can be shown in many places, starting with Facebook and Instagram feed, and going all the way to the different Audience Network placements. Additionally, your ads can be shown only on mobile or desktop. There are many options to choose from, and it can be overwhelming.

In this section of the Facebook’s guide, their marketing partners lay out some of the best practices when it comes to video ad placements.

SteelHouse advises that you should keep video length in mind when choosing the placement. They discovered how long-form ads perform better on desktop, while shorter videos do better on mobile. Additionally, their advice is to keep short videos for brand awareness campaigns. Longer videos work for people who are already familiar with your brand.

On the other hand, Nanigans recommends that you leverage Facebook’s Placement Optimization as much as you can. With Placement Optimization you can select different videos for different placements. And then, match them with the placement’s requirements, such as size and length.


What are some of the Facebook video ads tactics that have worked for you? Have you tried implementing some of the tips we have outlined? Let us know what the results were.

However, if you are still unsure about starting with Facebook video ad creation, contact our team and we will be happy to help your business reach its goals.

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