How to Create the Best Facebook Video Ads for Mobile

Have you ever scrolled through Facebook and come across a variety of thumb-stopping videos? As a user, you were more inclined to “like” these well-made videos as opposed to ones about similar topics that were painfully long and horribly edited. Failing to optimize Facebook video ads for mobile can cost you clicks to your website, as most content nowadays is made for on-the-go consumption. As one of the top marketing firms in Florida, social media experts give you some insights on how to create the best Facebook video ads for mobile.

What Are Facebook Video Ads?

According to Facebook for Business, “video ads allow you to show off your product, service, or brand using a video.” [1] Video ads can be created in your Ads Manager account or in a boosted video post from a Facebook Page. Video ads not only can run on Facebook, but also on Instagram, Audience Network, and Messenger.

Why Should You Run Facebook Video Ads?

There are 2.41 billion monthly active users on Facebook,[2] which is more than a quarter of the world’s population! Active Facebook users rack up an estimate of 8 billion views daily,[3] which means Facebook video ads help you to connect with your audience on their preferred channel and to do so using the style of media they already like to consume.

Video marketing on Facebook can also assist in driving more conversions for your brand or business. According to a Facebook Ads test performed by HubSpot, videos outperformed images with 20% more clicks,[4] reaffirming video as the primary media consumption for online users.

How Long Should FB Video Ads Be?

Your online audience wants video content fast, and they want it NOW. Video marketers know how our attention span has decreased over the years, so much so that a study by Microsoft Corp. confirmed the human attention span is now shorter than that of a goldfish’s.[5] Therefore, when creating the best Facebook video ads for mobile, keep the video length at 1 minute or less. Short, but story-telling video ads are popular among Facebook users and are more likely to receive “likes” or “shares,” rather than long, drawn-out videos that will quickly lose your audience’s attention.

What Should Be the Aspect Ratios for Facebook Video Ads?

Has there been a time where you’ve stood in line at the grocery store while scrolling through social media and rotated your phone when you came across a landscape video? Most likely not. Put yourself in the shoes of social media users when editing your brand or business’s Facebook video by keeping it simple.

As you’re creating the best Facebook video ads for mobile, set it to a square ratio (1:1) or a rectangle format of 16:9 and 4:5. Square videos take up 78% more real estate than landscape ones on a user’s Facebook News Feed,[6] meaning more value for more pixels at the same price.

Do Facebook Video Ads Need Audio?

It depends. If you’re an up-and-coming singer looking to gain popularity for your latest EP, audio is an obvious “must.” However, if the sound is not part of your product or service, create your Facebook video ads for mobile to make sense while the user’s volume is on mute.

When scrolling through their Facebook News Feed on the bus or in the waiting room, most people tend to mute a video’s audio since they don’t carry headphones with them. Connect with these online users by creating video ads with the proper visuals to help tell a story.

If you prefer, you can also use Facebook’s captioning tool to help deliver a message or explain a complex situation. It’s also said captioned ads increase view time by 12%.[7]

Optimize CTA

After watching your Facebook video ad, what’s the next step for your audience? Don’t be afraid to let them know, tell them flat out what to do next and make it easy for mobile users to take action. To generate conversions to your website, a simple, time-sensitive phrase like “Click Here” can help. Also, confirm the Facebook video ad landing page is well-optimized for mobile users to facilitate the final stage of your marketing funnel.


If you’d like to learn more about how to create the best Facebook video ads for mobile, or if your business is need of affordable video marketing, feel free to contact a member of our digital marketing team at Tandem Interactive today!



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[1] Facebook for Business – About Video Ads

[2] Statista – Facebook users worldwide 2019

[3] Digiday – 85 percent of Facebook video is watched without sound

[4] HubSpot – Video or Images: Which Performs Better in Facebook Ads?

[5] Time – You Now Have a Shorter Attention Span Than a Goldfish

[6] Buffer – Square vs. Landscape Video – $1.5K Worth of Experiments: Here’s How They Compare

[7] Facebook for Business – Capture Attention with Updated Features for Video Ads