Marketing plan


Get more people to view your videos

Videos are a great way grab people’s attention with motion, show what your business offers and bring your message to life. When you use the Video Views objective, your ad will automatically optimize delivery to people who are most likely to watch the video.

Create a campaign using the Video Views objective

Best Practices
  • Create great videos on a low budget: Take advantage of free apps to turn photos and video clips into attention-grabbing Facebook videos. Bounce light and brighten your video with foam board as a backdrop and get the professional look. To keep the camera/phone still while recording the video, get a cheap tripod for your phone.
  • Create for mobile: Vertical video (formats 4:5, 2:3 and 9:16) can be most engaging as most people hold their phone upright. Make short videos – mobile video works best when it’s 15 seconds or less.
  • Design for sound-off: Many people have their phones on silent, so try using imagery that works without sound and include captions or text to your videos. However, make sure to include sound in your videos to enrich the experience of those who have their sound on.
  • Capture attention right away: Lead with engaging visuals of customers using your products, and ensure that your brand logo, images and messaging are captured in the first 3 seconds of your video to establish your business’s identity. Include a call-to-action button at the end with a link to drive response.
  • Retarget video viewers: Continue engaging with people who have viewed your videos on Facebook. Encourage people to explore deeper by pairing Video ads with product images and Carousels to pique their interest and ultimately drive sales. Walk people through your business story over multiple videos.
Setup Guide
Note that ThruPlay is now our default optimization within the Video Views objective. Through May and June, we will gradually sunset the ability to create campaigns using the 10-second Video Views optimization.

You can create video ads that run on Facebook, Instagram, Messenger and Audience Network. In this article, you’ll learn how to create a video ad using Ads Manager.

Before you begin

Steps to creating a video ad

  1. Go to Ads Manager.
  2. Click + Create.
  3. Choose an objective that supports video and then click Continue.
  4. Choose your targeting, placements and budget and then click Continue.


    • By default, Automatic Placements is selected. This means your ads will show automatically across eligible placements. To edit the placements where your ads may appear, click Edit Placements.
    • If your objective is Video views, you have the option to optimize your delivery for either 10-Second Video Views or 2-Second Continuous Video Views. You can also choose to get charged when you receive an impression or a 10-Second Video View.
  5. In the Formats section, click Carousel or Single Image or Video. This format supports slideshow ads.
  6. Upload your video in Ads Manager.
    • If your format is Single Image or Video: Select the Video/Slideshow tab. Click Upload Video to upload a new video or Browse Library to select a video from your library. If you want to use a slideshow, click Create Slideshow.
    • If your format is Carousel: Scroll to the Creative / Links section and click Video/Slideshow. Then, click Select Video or Create Slideshow.
  7. Click Customize Video and select Crop to choose an aspect ratio (4:5, 2:3, 9:16, 1:1 or 16:9) for your video, and then click Apply Changes. Depending on the aspect ratio you choose, your video may be eligible for different placements.
  8. Click Customize Video, then select Thumbnails to upload an image or select a still frame to use as a thumbnail. Then click Apply Changes.
  9. When you’re done, click Confirm to publish the video ad.

Learn more

Include Instagram Stories as a placement

Extend the reach of your campaigns by opting in to all available placements within your campaign setup – including Instagram Stories. When you extend your campaign to Instagram Stories, your creative will automatically be transformed into a full-screen, immersive Stories ad that drives deeper connections with consumers.

Launch a new campaign and include Instagram Stories as a placement

Best Practices
  • Play with speed: You have 15 seconds to use quick movements and transitions between scenes in your videos.
  • Delight with sound on: 60% of video Stories are viewed with sound-on.
  • Take advantage of the full screen: Consider sticking two images or two videos together using different templates. Try Unfold or mojo.
  • Bookend with brand: Show your brand early in your story and reinforce your message before the viewer moves on.


Setup Guide

About Ad Placements

When you create an ad, you can choose where you want your ad to appear on Facebook, Instagram, Audience Network and Messenger. Depending on the objective you choose, some placements may not be available.

While you can choose the placements available for an ad, we recommend choosing Automatic placements. When you choose Automatic placements, we optimize delivery across all placements. If one placement performs better, we dynamically allocate more of your budget to help you reach more people.

Automatic placements also makes new placements automatically available to campaigns when you duplicate them.



Learn more

Ad Format

Use a video in your next campaign

Videos are a great way grab people’s attention with motion, show what your business offers and bring your message to life. Today, all you need to create your own compelling videos, is your mobile camera, creative apps and a little inspiration.

Launch a new campaign or create a Video ad

Best Practices
  • Capture attention: Clearly brand to stand out. Try quick or bold animation and choose attention stopping thumbnails.
  • Length + Message: A video should be less than 15 seconds long, the main message + logo should appear for 3 seconds.
  • Design for sound off, delight with sound on: Don’t rely on sound to convey your message, use animated text for key ideas or captions.
  • Build for mobile: Create two video versions for optimal placement, a square video (1:1; 1080px x 1080px) and a vertical video (9:16; 1080px x 1920px). Try Mobile Studio.



Facebook Video Ad Specs

Hyperlapse – time lapse video (made by Instagram)

Boomerang – looping video (made by Instagram)

Legend – quickly animate text (3rd party)

Videoshop – easy video editor (3rd party)

Adobe PhotoShop Express – intuitive photo editing (3rd party)

Adobe Spark – build videos from templates with text, images, photos + narration (3rd party)


Measure brand impact with Ad Recall

Measuring brand impact can be challenging. With Ad Recall, you can reach people who are likely to be interested in and remember your ad. Ad recall is a useful metric for comparing the effectiveness of tactics within the Brand Awareness objective.

Launch a new Brand Awareness campaign then measure brand impact with Ad Recall


Navigate to the Ad Recall Lift metric:


    • Visit Ads Manager.
    • Select the Campaign and Ad Set you would like to look at performance for.
    • Once in the Campaign or Ad Set, view the “results” column.
    • If you are running the Brand Awareness objective, “Ad Recall Lift” will be the default metric.
    • Compare this column across Campaigns to see how performance is doing across ads (higher ad recall lift, the stronger the ad performance is).
    • Pause ads not doing well and keep ads with high Ad Recall Lift active (move budget from paused ads into the active ads to scale Campaigns).



Best Practices
  • At minimum you should review your Campaigns weekly to look for broader themes and evaluate for new ideas.
  • Use filters to narrow down the results you see.
  • Use breakdowns to get audience targeting ideas for future campaigns, take a look at age, where people view your ads, and which devices they’re using.