Making It Easier to Build Mobile-First Video Ads

Facebook Business

August 22, 2018

Video has become one of the most effective ways to connect with customers on mobile, but in order to capture attention, it’s critical to adopt a mobile-first strategy to create video ads that fit seamlessly into the mobile content consumption experience. We’ve found that mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile. Metrixlab data, Facebook–commissioned study of 759 video ads distributed across 25 countries, 2017

But we know that creating mobile video ads is not always easy or approachable. That’s why our Creative Shop team developed a framework to approach creating lightweight video ads from still image ads. And to help you put that approach into action, we built new video creation tools that enable advertisers to convert existing images and text assets into mobile-first video ads with ease.

1. Video Creation Kit

The Video Creation Kit enables you to turn existing image and text assets into mobile-optimized videos framed in 1:1 for feed environments or 9:16 for stories on Facebook and Instagram.

The Video Creation Kit has four templates all designed with your business goals in mind. The templates are found in Ads Manager within the single video and slideshow formats and are also available under Publishing Tools on your brand’s Facebook page. The templates make it easy to create effective mobile video ads that follow a performance-optimized story arc. Choose to:

• Promote a product (6 seconds): Focus on a key product to generate interest and sales.
• Sell multiple products (6 seconds): Show a selection of products, promote a special offer and drive sales.
• Show product benefits (15 seconds): Highlight product features, use case studies or explain how a product works.
• Drive product discovery (15 seconds): Bring your brand to life and share what makes your product unique.

Facebook Video ad examples

Businesses are already using our Video Creation Kit to easily create video ads that drive results.

2. Video cropping

Our new video cropping tool helps you easily optimize the framing of your video ads by cropping videos to our recommended aspect ratios within the ad creation flow. You can crop your video ads to 1:1 and 4:5 for feed, 16:9 for in-stream and 9:16 for stories. Cropping your video ads to the recommended aspect ratios will help your ads fit seamlessly into the ways in which people are consuming content in different environments.

3. Simple video creation tools

And for advertisers creating ads directly from their business Page, specifically on mobile, our new simple video creation tools help you quickly create templated videos from Page assets such as photos and company logos. This tool provides an effective and easy way to create eye catching video ads that look great on mobile, without major investment, in-house skills or additional assets. Simply select the animate option when boosting a post and a video will automatically be created for you. From there, you can use the video as created or customize it to suit your business needs.

Mobile first Facebook ads

These new tools are part of our ongoing effort to support businesses of all sizes and empower marketers to create effective ad campaigns built for the ways people are consuming content.

Try our new video creation tools today.

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