Meta ad creatives come in various forms and formats. From single images to videos, carousels, and collections, Meta offers a range of options for you to choose from to help businesses achieve their marketing objectives. But, with all these options it can sometimes get a little confusing on which ones are the right ones to pick.
This blog is going to run through the different types of ad formats, their specifications and best practices for each one.
Ad Formats
Image Ads
These are the most basic type of ads on Meta platforms and consist of a single image that is usually accompanied by text and a call to action (CTA) button. The image should be eye-catching and relevant to the ad’s message. Image ads are easy to create and are a great option if you have a limited budget.
Best Practices for Image Ads:
⚡Use high-quality images that are relevant to your ad’s message.
⚡Keep text to a minimum to avoid clutter.
⚡Use a clear CTA button that is in line with your campaign objective.
⚡Showcase your USPs to attract your audience.
Video Ads
Video ads have become increasingly popular in the last few months. They can be used to showcase a product or service, tell a story or entertain the audience. Video ads can be in-feed or story ads and can be a maximum of 60 seconds long. They are a great way to connect with the audience and build engagement.
Best Practices for Video Ads:
⚡Grab the viewer’s attention within the first few seconds.
⚡Always use subtitles or captions to make your message clear, even when muted and for accessibility purposes.
⚡Tell a story or create an emotional connection with your audience.
⚡Include clear CTA buttons to encourage action from the viewer.
⚡Keep the video short and sweet (under 30 seconds is ideal).
Carousel Ads
Carousel ads consist of two or more images or videos that the user can swipe through. Each card has its own headline, description, call to action button and link to its landing page. You could use this feature to showcase different products, highlight multiple benefits, or you can create a story for the user to swipe through.
Best Practices for Carousel Ads:
⚡Use high-quality images/videos that showcase your product or service.
⚡Create a story with your slides or highlight different products or features.
⚡Make sure you are sending users to the most relevant URL for each card.
⚡Select a clear CTA on the card that aligns with your campaign objective.
Collection Ads
This format shows a collection of images that can be used to showcase multiple products. Users can click on a collection ad to view a fullscreen instant experience. This provides the user with a seamless instant experience without leaving the app. This is only available for Facebook feeds, Instagram feeds and Instagram stories.
Best Practices for Carousel Ads:
⚡Use high-quality images/videos that showcase your product or service.
⚡Create a story with your slides or highlight different products or features.
⚡Select a clear CTA on the card that aligns with your campaign objective and encourages users to click through to an instant experience.
Image and video specifications
Placement | Ad Format | Recommended Ratio | Recommended Size (Px) | Recommended Length | File Type |
Feed | Image | 1:1 | 1080×1080 | JPG or PNG | |
Video | 1:1 or 9:16 | 1080×1080 or above | 15-30 secs | MP4 or MOV | |
In-stream | Video | 1:1 or 9:16 | 1080×1080 or above | 15 secs to 10 mins | MP3 or MOV |
Carousel | Image | 1:1 | 1080×1080 | 2-10 cards | JPG or PNG |
Stories | Image | 9:16 | 1080×1920 or above | JPG or PNG | |
Video | 9:16 | 1080×1920 | 5-15 secs | MP3 or MOV | |
Reels | Video | 9:16 | 1080×1920 | 15-30 secs | MP3 or MOV |
Right Column | Image | 1.9:1 | 1200×628 | JPG or PNG |
Top takeaways
💥If you are unsure it is best to keep the size 1080×1080 pixels as this fits the most placements.
💥Keep ad copy short and to the point to make it easier for the audience to digest.
💥Include clear CTAs that align with your campaign objective.
💥Remember to highlight your USPs to attract your audience.
💥Trial different creatives to see what works best for you and your objectives.
