Images or videos? Tips for designing your Facebook Ads

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Before the specific targeting of target groups, Henry Ford's famous maxim applied in advertising: "Half the advertising is money wasted. I just don't know which". With social media, however, this ratio has improved. Cookies and tracking bots are making it increasingly easy to identify potential customers. This makes it easier to draw their attention to one's own products with customized advertising.

Added to this is the enormous popularity of social media. Facebook has no less than 1/3 of the world's population as regular users. Almost every second person on the planet is registered with this social network. This ensures that Facebook Ads always reach someone. To leverage the full potential of the ads, the Be content optimized. So the advertising does not work on just anyone, but for the intended target group. In this article, we'll show you how to target your Facebook Ads to your ideal customers.


Define the target group

Very few products are suitable for everyone. If your product has a clear defined target group has, the advertising should build precisely on this. This already gives the creative process of your advertising a strong framework. Assistance for the definition of the target group is provided by the Facebook Ads Manager. Based on rough parameters such as age, gender or location, you can therein their target group always further differentiate.

Customize your Facebook Ads to your target audience.
Tailor your Facebook Ads to your target audience. (Image:

At the same time, it is equally important that you also exclude the non-members from your target group. For example, children don't need alcohol advertising and vegans don't need information about meat recipes. This is how you narrow down your target group more and more. This increases your chance of targeting the right prospect.

Stop scrolling

Scrolling is part of using the Facebook app. The attention span for the next post is just 1.7 seconds in mobile use. In this time, the users decide whether or not the Content is interesting enough for a longer dwell time. If he is addressed by the advertisement, he stays a little longer. At this point, images still have an advantage over Facebook video ads.

A static image can be provided with a higher information density than the first seconds of a movie. In addition, an image does not have a stimulating effect, but rather a calming effect compared to Facebook Video Ads. However, images are also more easily "scrolled over".

Facebook Video Ads grab attention with the first second.

In both cases, the quality of the advertising determines whether or not the targeted user wants to engage more closely with the brand.

Nothing beats emotions

The 1.7 seconds of attention are relatively safe. In this period of time, so much tension must be built up that users watch the Facebook Video Ads. The key to the optimal effect is "Emotion". The product must evoke positive feelings in users. There are different approaches to this:

  • Problem - Solution
  • How-To
  • exemplary application
  • before and after

The Problem solution Video is designed to pick up the user on a specific challenge. The Facebook Video Ads then present the solution. The desired and addressed user should come from the intended target group.

How-To Videos serve the desire for competence expansion. Useful knowledge is conveyed here. This can be, for example, cooking recipes or gardening tips in which the product is embedded.

Emotions are followed by reactions - awaken something in your users with your ads.
Emotions are followed by reactions - awaken something in your users with your ads. (Image:

The exemplary application is very popular in the fashion industry. Even if no concrete benefit comes from a product, it is an aesthetic accessory. This can be implemented particularly effectively in the brevity of Facebook Ads.

Before and after Facebook Ads can work as video, image or slideshows. The latter are particularly inexpensive and quick to implement.

Facebook Video Ads Format and Length

The company only prescribes the file size for Facebook Video Ads. This may not exceed 4 gigabytes. This means that the image quality decreases with increasing length. Theoretically, a Facebook Video Ads duration of up to 241 minutes is possible. However, this is not very practical for several reasons. Therefore, most clips are limited to a length of 15 - 30 seconds. Here you can still create beautiful Facebook Video Ads even with the allowed 4 GB.

The dominant terminal device for using Facebook is the Smartphone. It follows that a 1:1 format is advantageous for Facebook video apps. As long as the targeted user does not directly select the Facebook video ads and thus leaves the platform, this format is optimally embedded in the feed. As soon as the user taps on the video, however, they express clear interest.

Consider the format and size for your Facebook Video Ads
Keep the format and size in mind for your Facebook Video Ads. (Image:

Now the full width or even the whole screen can be used for the brand message. The 9×16 format is suitable for the smartphone held upright. However, it is an unusual perspective. Held transversely, the format changes accordingly to 16×9. This creates a real video experience and guarantees the highest attention.

Sound or no sound?

Sound is a double-edged sword in Facebook Video Ads. On the one hand, many users dislike the fact that the clips "go off" immediately. On the other hand, the acoustical channel much better transport emotions and messages than with a silent video. The solution here is also a compromise: As long as the video is only viewed on Facebook, it should remain silent. This increases acceptance and contributes to the fundamentally positive mood toward the message.

As an interim solution, it makes sense to add subtitles to Facebook Video Ads.

However, as soon as real interest is shown by tapping, the sound may also switch on.

Facebook Ads placement

There are two channels open to you for placing your Facebook Video Ads:

  • Feed Video Ads
  • In-stream ads

Feed Video Ads are simple video ads that are shown directly on the Facebook feed. Due to their open presentation, they have a high acceptance rate. In-stream ads are video ads that pop up as an ad break from other clips. Acceptance is relatively low. Facebook mandates the ability to skip the clip after 5 seconds. After all, this gives you almost three times as much time as the general 1.7 seconds to carry an ad message.

There are also in-stream ads that cannot be skipped.
There are also in-stream ads that can't be skipped. (Image:

It does not always have to look professional

User reviews are particularly well received. These can - and should - be somewhat unprofessional. The quick, self-made clip with the smartphone is completely sufficient for this.

The prerequisite for this inexpensive format is authenticity.

There is only one digital condition here: amateur films must have review character, otherwise they will not be accepted. Reviews implemented in a highly professional way, on the other hand, have a problem with credibility. So, if you decide to present your product in a professional way, do without the testimonial. In this way, you create the authenticity appropriate for your chosen format.

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Rough framework - many possibilities

As you can see, implementing Facebook Video Ads is more challenging than you might think. The best idea for this is to hire a professional service provider to do it. This way, you can be sure that no crucial factor will be overlooked. On your own, you are quickly overwhelmed with the abundance of tasks. We will be happy to advise and support you in creating and running successful Facebook Ads and social ads in general.



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