Captivate your community with engaging creative

Apply these best practices to your next campaign to help drive better results.

Capture attention quickly
Start bold and stand out immediately to viewers’ attention. Ads with more motion, scenes and speed tend to be more relevant and interesting.

Mix and match formats
Mix and match for better results. Combining multiple ad types in your campaigns - such as image, video, carousel, Stories and Reels ads - may help you reach more of your audience. Try a mix of 3-5 images or videos highlighting your organization.

Highlight your organization
By highlighting your organization, you are not just highlighting the logo. It can also be your color palette or typography. Consider featuring these elements to showcase who you are, make your ads ownable and have a strong visual identity.

Keep copy focused and clear.
Communicate one main message or idea and be clear, concise and explain your value proposition. Also, make sure there’s a clear action for your audience to take from your ad. Try asking questions and keeping your text copy to under 125 characters.

Try these best practices to level up your photos and engage your community.

Frame for mobile
Avoid horizontally cropped images, which fill less of the screen as your community is scrolling through their feeds and stick to 1:1 or 4:5 for feed or 9:16 for stories and Reels. Explore the specs for the different placements available for static imagery.

Use high resolution images.
High resolution images look best on our platforms and can be cropped to multiple formats. Most mobile phones capture high resolution images that will work for your campaigns.

Keep it simple
Have a single focal point and avoid including too much text on your image, which can make the graphic look cluttered. If you are running an ad, a cluttered image may impact performance.

Building an effective video doesn’t require expensive equipment and an editing team. Create a video ad that drives results with these best practices.

Embrace vertical formats
Vertical videos fill more screen space as your community is scrolling through their feeds. Shoot videos vertically or crop existing ads to 9:16 (for story and Reels ads) or 4:5 (for feed ads) along with 1:1 (feed and in-stream).

Keep videos to 15 seconds or less
Get your main message across in the first 3 seconds and create videos that are 15 seconds or less. Convey clear, concise, single-minded messages that are aligned with your ad objective.

Design for sound-off but delight with sound on
Most people browse their phones with sound off, so don't rely on sound to convey messages. Instead, include text and captions where possible so that your message is understood with sound off. For Stories and Reels, consider prioritizing sound as an enriching experience for your audience.