Campaigns with mixed format ad creative — such as static images and video together, perform better than using static images alone. Optimizing videos for mobile can be a valuable way for brands to connect with audiences. Video doesn’t have to be expensive or difficult to produce. Even animations made with simple apps, such as GIFs, can be effective.
Make videos as short as they can be, or only as long as they need to be. People are more likely to watch to the end of video ads that are less than 15 seconds long. Learn more about video length specifications for different placements.
Consider in-stream video placements for videos that you can’t make shorter than 15 seconds. In-stream video ads with sound are best for more complex marketing messages and can result in longer views. Learn more about in-stream video ads.
Text
It’s important to communicate how you want people to take action when they see your ad. All text should align with this goal. Keep your text short. The recommended text length for most placements is 125 characters for the primary text field, 40 characters for a headline and 25 characters for the description.
Here are some additional considerations when writing your ad text:
- Do not obstruct visuals with text overlays.
- Use asset customization for placements. For example, use shorter text for Stories and Reels.
- Use the text generation feature in Ads Manager to create up to 5 variations of primary text and headlines that highlight keywords and selling points you may want to emphasize. Learn more about text generation in Ads Manager.
People scan ads quickly, particularly on mobile devices, so consider how to get their attention with images. Here are some considerations when using images in your ads:
- Use high-resolution images, and avoid overly photoshopped images.
- Show your brand or logo.
- Demonstrate how people use your product or service, which can help your audience visualize themselves doing so.
- Crop the important parts of the image. To show multiple images in the same ad, use the carousel format.
Design your mobile video ads to be effective both with and without sound. This approach is recommended because many mobile video ads — such as Feed and story ads — are played with the sound off by default. People also watch videos in public places where they may not be able to turn on the sound. On the other hand, many people do watch videos, such as reels, with the sound on.
To help you convey your video message visually even with the sound off:
- Add captions or subtitles.
- Use text overlays, typographic treatments and graphics to help tell the most important parts of your story.
- Include logos and branded product shots creatively to communicate your brand.
- Make sure your visuals are engaging and easy to understand without sound.
- Adjust images and videos to cover as much of the screen as possible, and use the highest resolution ad creative you can. Crop tightly around the focus point of your image. People use their phones vertically most of the time, so build ads that take this into consideration.
- Explore different frames to highlight key elements and focus on aspects that effectively communicate your message. Create visual interest by using different dimensions or moving between the foreground and background of your scene. If you don’t have vertical video, you can edit together existing videos or images to create a vertical ad.
Endo Moto redesigns its ad creative
The Endo Moto team runs the leads campaign again, but this time they decide to incorporate the creative considerations we just discussed.
They make the following adjustments:
- Shorten the overall length of the ad.
- Introduce branding in the first three seconds.
- Front-load the story arc.
- Use text and graphics to get their message across with or without sound.
- Create versions with 1:1, 4:5 and 9:16 ratios.
The new ad creative improves ad delivery, leads to enhanced reach and awareness, and increases conversion rates for lead form submissions.
