Facebook Video Ads : The Complete Guide

With so many businesses vying for attention on Facebook, how do you make your Facebook Ads stand out? That’s where Facebook Video Ads come in. Did you know that 74% of all internet traffic in 2017 will be video, according to a Inc? Facebook has realized this trend and launched a new Ad format called Facebook Video Ads. Here’s a detailed step-by-step guide to Facebook Video Ads. In this article, I’ll cover the following topics:

  1. What are Facebook video Ads?
  2. Why should you use Facebook Video Ads?
  3. How to Create Facebook Ads?
  4. Best Practices & Tips for Facebook Video Ads?

If you’re looking for more information about Facebook Video Ads, you can add them as comments and I’ll update the article for you.


What are Facebook Video Ads?

Facebook Video Ads are Facebook Advertisements that allow you to show a video in your Ads. Typically, Online Ads consist of an Image and a few lines of text copy. With Facebook Video Ads, you get to upload videos and add a video description & thumbnail image. When a user clicks a Facebook Video Ad, it plays the video instead of taking you to a landing page. Facebook Video Ads provide a much higher engagement and better storytelling options to Advertisers.


Check out our list of Best Facebook Ads that you can use to get ideas for your business.


Why Should You Create Facebook Video Ads?

Video is becoming the most preferred way to consume content online. Whether you’re on Facebook, Twitter or LinkedIn, you’ll invariably see more videos taking over your new feed. In fact, according to HubSpot, online video accounts for about 50% of all mobile traffic.

According to TechCrunch, “COO Sheryl Sandberg today said that 1.5 million small and medium-sized businesses shared videos in September. Some likely paid to turn those videos into ads to get more views. And considering average ad revenue per user in the US shot up 50% this year, the video ad strategy is working.”


Check out our Best Facebook Marketing Tips to optimize your Facebook Marketing Strategy.


How to Create Facebook Video Ads?

Here are the steps to create Facebook Video Ads for your brand, products & services

Step 1

Go to the top left corner of your Facebook Business Page and click Create Advert

facebook create adverts

Step 2

Select the marketing objective as Video Views

facebook video ads select marketing objective


Step 3

Select the target audience for your Facebook Video Ad, or use a predefined audience. Facebook Advertising offers tons of targeting options to precisely define your target audience. You can define your target audience using location, age, gender, interests, connections and many other advanced targeting options. You can also create Facebook Custom Audiences to effectively target your Facebook Video Ads.

facebook ad manager audience budget


Here are 5 Best Facebook Advertising Strategies to target the right audience for your Facebook video ads.


Also, scroll down to set the Ad Budget and Schedule for your Facebook Video Ad.

Facebook Ads Budget


4. Step 4

This is the fun part where you get to actually create your ad. Select the single video option for Ad Format.

facebook video ads single video


Facebook provides various options to add a video to your Ad. You can upload a video from your desktop, use a video from your library, or even create slideshow using just images.

Mostly people upload videos from their desktop or link to a video that they had posted earlier organically.

facebook video ads upload video


Facebook also provides Video Ad Specs and recommendations to the right. Ensure your video complies with Facebook Video Ad Specs and Sizes to deliver the best ad viewing experience to your target audience. Otherwise, your video quality will be poor, and may have black bars if the aspect ratio is not correct. Here are the video ad specs and recommendations:

  • Format: .mov, .mp4 or .gif
  • Resolution: at least 720p
  • File size: 2.3 GB max.
  • Recommended aspect ratio: widescreen (16:9)
  • Facebook: 60 minutes max.
  • In-stream: 5-15 seconds
  • Instagram feed: 60 seconds max.


You can even create a carousel ad using Video. Here’s our detailed step-by-step guide for Facebook Carousel Ads.

facebook video ads carousel


Step 5

Customize the text copy and watch the Advert preview that Facebook generates on the right. Click Place Order to publish your Facebook Video Ad. Your Ad will be reviewed and made live shortly.


Learn How to Create Facebook Ad Campaign. Also check out our Complete guide to Facebook Canvas Ads


Best Practices & Tips for Facebook Video Ads

Here are 6 tips & tricks you can use to maximize Facebook Video plays, user engagement and conversions.

1. Create Videos that make sense even without audio

People typically watch videos while they’re commuting, or in public places like parks & restaurants, or even when they’re in office. So it may not be possible for them to turn on the audio. Also, they may not plug in their headphones just to listen to an ad. So it’s very likely that they’ll skip it completely.

Create video ads that communicate your message even without audio. You can also add captions for your video ads. According to Facebook, videos with captions have a higher view time as compared to the ones without.


Learn How to Boost Posts on Facebook.

2. Enable Autoplay in your Facebook Video Ads

Typically, advertisers avoid auto-play, as it might be annoying for viewers. However, Facebook news feed is a very noisy place with too many things happening at one time. So it makes sense to enable auto play to engage viewers quickly. A playing video is one of the best way to stop a user from scrolling over your ad. To be eligible for auto-play, you need to bid for cost-per-impression instead of cost-per-click.


Learn how to use Facebook Video Ads for Ecommerce Marketing.


3. Keep your Video Ads short

Although Facebook allows you to upload videos up to 120 minutes in length, it’s very unlikely that anyone will play such long video ads. According to Wistia, on an average, 80% of the videos that people watch, are less than 30 seconds in length. So, the longer the video, the less likely it is to be played.

facebook video ad length data

So keep you video ads short & sweet, engaging and to the point.


Bonus read : How to Create Facebook Slideshow Ads for your business.


4. Always promote your Best Videos

Find out which of your videos have performed well organically on Facebook, YouTube, other video platforms, webinars and even your own website. Analyze their key metrics such as play rate an engagement to pick the best videos you’ve got. Use only those videos in your Facebook Video Ads.


5. Target a Niche Audience

Facebook Video Ads costs money and so I suggest you target a niche and relevant audience who would engage and convert well, instead of going big.


Read how Facebook Lead Ads can boost lead generation for your Business.


6. Analyze Video Ad Stats and optimize your Facebook Ads

How many people are watching your Facebook Video Ads? How many are clicking on your Adverts? How many visit your website after they watch your video ads? It’s important to analyze the key metrics for your video ads to understand if your efforts are helping you reach your marketing objectives. This will also help you find out the ROI on your Ad budget, and improve your Facebook Video Ads to drive more engagement and conversion.


Check out our list of Best Facebook Video Ad Examples and Top Facebook Advertising Tips to optimize your Facebook Advertising Campaign.



Facebook Video Ads are a great way to create highly engaging Ads for your business, products & brands, especially if you’re marketing to millennials. With growing popularity video marketing, it’s the right time to try out Facebook Video Ads for your business. The key is to start small by targeting niche and relevant audience, analyze your Ad Campaign performance, and optimize your Facebook Video Ads to boost engagement and conversion. However, every ad channel gets saturated over time. A year from now, you may not see the same results that you see today. So grab the opportunity while it lasts.


Have you used Facebook Video Ads? Did they work for you? Please share your experience as comments.