[FAQ]

I’m planning to run a video ad campaign on Facebook to promote my business, and I want to make sure I create a video that is effective and doesn’t just waste my ad budget.

What are some of the key best practices for creating a Facebook video ad that actually gets results in 2025? I’m curious about things like the ideal length, how to hook viewers in the first few seconds, the importance of captions, and how to structure the call to action.

[Jeff Bullas]

Creating an effective Facebook video ad requires designing it specifically for the way users consume content in the feed, which is quickly, on a mobile device, and very often with the sound off.

There are several key best practices you must follow. First, you absolutely must capture attention within the first three seconds. This is the most critical part of your video. Users are scrolling quickly, so your video needs to open with a strong visual hook, dynamic movement, or a bold on-screen text overlay to make them stop.

Second, you must design your video for sound-off viewing. A very large majority of users will first encounter your ad without audio. Therefore, you must use clear, easy-to-read text overlays or burned-in captions to convey your core message. Do not rely on a voiceover alone to explain your offer.

Third, you should optimise your video for a vertical, mobile-first format. Most users will see your ad on their mobile phone. You should create your video in a vertical aspect ratio, such as 4:5 or 9:16, so that it takes up as much screen real estate as possible on a mobile device.

Fourth, you need to keep your message concise and get to the point quickly. While you can run longer video ads, for most campaign objectives, videos between 15 and 30 seconds are highly effective. Clearly showcase your product, service, or main value proposition within the first half of the video.

Fifth, you should clearly display your brand or logo early. It is good practice to show your brand name or logo within the first few seconds of the ad. This ensures that even if a viewer only watches for a short time, they still register a brand impression.

And sixth, your video and the accompanying ad copy must have a single, clear call to action (CTA). Your ad should guide the viewer towards one specific action, whether it is “Shop Now,” “Learn More,” or “Sign Up.” The video itself should visually reinforce this call to action towards the end.

Remember that the video is only one part of the ad. The headline and the primary text that you write for the ad must also be clear, compelling, and perfectly aligned with the message in your video.

In summary, an effective Facebook video ad in 2025 is designed for mobile, captures attention instantly, works without sound, delivers its message quickly, and drives the viewer toward a single, clear action.

[Author]

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