When consumers view posts on Facebook, the first thing they notice is the image, so it is very important to take the time to select and design the Facebook ad images you want to display.
1. Design requirements for dynamic news in Facebook paid ads
The design of Facebook paid ads has different design requirements than other platforms. Facebook dynamic news is a list of status, photos, videos, etc. located in the middle of the Facebook homepage, which is constantly updated. Dynamic news includes updates and posts from friends, public pages, groups and advertisers.
In Facebook News Feed, you can use image ads to showcase your products, services or brands. Use interesting product images to attract audiences to learn about product details and use eye-catching photos to showcase brand features. You can use video ads to showcase your products, services or brands in a new way, add dynamic effects and sounds to quickly attract attention, showcase product features or tell brand stories. You can use carousel ads to display up to 10 pictures or 10 videos in a single ad, and each picture or video can be set with a dedicated link. In a single ad, you can use more creative advertising space to highlight different products, display specific details of products, services or promotional activities, or use multiple carousel cards to tell the story of brand development. You can use collection ads to use images as a carrier to create an immersive experience, allowing consumers to more easily discover, browse and purchase your products and services on mobile devices.
The following introduces the design requirements and publishing guidelines for the four common types of ads in Facebook News Feed.
(1) Image Ads.
Design requirements:
· File type: JPG or PNG (other image file types are also supported)
· Aspect ratio: 1.91:1~1:1 (ads for promotional ads and practical stock images only support an aspect ratio of 1:1.91. If the ad contains a link, an aspect ratio of 4:5 will be invalid)
· Resolution: at least 1080 pixels x 1080 pixels (there is no maximum resolution limit)
Text requirements:
· Text: 125
· Title: 40 characters
· Description: 30 characters
Technical requirements:
· Maximum file size: 30MB
· Minimum width: 600 pixels
· Minimum height: 600 pixels
· Aspect ratio tolerance: 3%
· Panoramic or 360-degree panoramic photos: Panoramic and 360-degree panoramic photos can be used as interactive experiences with certain goals on the Facebook platform. Facebook identifies and processes these photos by looking for camera-specific metadata from photos taken with 360-degree panoramic devices.
(2) Video Ads.
Design requirements:
· File type: MP4, MOV or GIF (other video file types are also supported)
· Aspect ratio: 4:5 (supports aspect ratios of 16:9 to 9:16, but may be processed as 4:5. In the desktop version of Facebook News Feed, the video will be displayed with an aspect ratio of 1:1, which will cause black edges on both sides of the video)
· Video settings: H. 264 compression format, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression format (above 128kbps)
· Resolution: at least 1080 pixels x 1080 pixels (under the premise of meeting the aspect ratio, please upload high-resolution images or videos as much as possible to ensure that there are no black edges on the top and bottom or left and right sides of the video, and there is no maximum resolution limit)
· Video subtitles: optional, but recommended
· Video sound: optional, but recommended
· The file container of the video should not contain codecs
Text requirements:
·Main text: 125 characters
·Title: 40 characters
·Description: 30 characters
Technical requirements:
·Video duration: 1 second to 241 minutes
·Maximum file size: 4GB
·Minimum width: 120 pixels
·Minimum height: 120 pixels
·360-degree panoramic video: Some types of ads can use 360-degree panoramic video. This type of ad can be moved around the video by rotating the device or dragging your finger to browse every corner.
(3) Carousel Ad.
Design requirements:
· Image file type: JPG or PNG (other image file types are also supported)
· Video file type: MP4, MOV or GIF (other video file types are also supported)
· Aspect ratio: 1:1 (supports aspect ratios from 1.91:1 to 1:1, but will be processed as 1:1 when displayed)
· Resolution: at least 1080 pixels x 1080 pixels (there is no maximum resolution limit)
Text requirements:
· Positive Text: 125 characters · Title: 40 characters · Description: 20 characters
· Landing page URL: required
Technical requirements:
· Number of carousel cards: 2 to 10
· Maximum image file size: 30 MB
· Maximum video file size: 4 GB
· Video length: 1 second to 240 minutes
· Aspect ratio tolerance: 3%
(4) Collection Ads.
Design requirements: For boutique ads, select the first multimedia material in the instant experience as the cover image or video to display.
· Image file type: JPG or PNG (other image file types are also supported)
· Video file type: MP4, MOV or GIF (other video file types are also supported)
· Aspect ratio: 1:1 (supports aspect ratios of 1.91:1 to 1:1, but will be processed as 1:1 when displayed)
· Resolution: at least 1080 pixels x 1080 pixels (there is no maximum resolution limit)
Text requirements:
· Body: 125 characters
· Title: 40 characters
· Landing page URL: required
Technical requirements:
· Instant Experience: required
· Maximum image file size: 30MB
· Maximum video file size: 4GB
2. Facebook Tips for designing paid ads
(1) Choose interesting subjects.
Users are not only interested in your products, but also in cute baby photos or delicious food pictures, which are always vying for their attention. Try to show eye-catching content related to your business: people, environments, products. Choose wonderful pictures to attract the attention of your audience when they browse Facebook. In addition, do not post photos that have nothing to do with your business.
(2) Pay attention to the quality of the pictures.
This mainly means avoiding the following three things: low resolution (which will result in low pixels), blurry photos, and clipart. You can use your smartphone to take still life photos in a well-lit place, and your hands should not shake when taking pictures. Also, pay attention to the photo size specified when creating the ad (square or rectangular).
(3) DIY photography tips.
You can also take good photos with your smartphone. Take the time to set up the scene, make sure the lighting is appropriate, avoid filling the frame with a lot of irrelevant things, and try using photo apps with filters to make ordinary photos look more professional. In addition, you can keep the style of all your ads consistent. Try using apps like Instagram, VSCO Cam, Snapspeed or Mextures.
(4) Sale + time.
Marking promotional words such as Sale in the ad and adding a time limit will make the audience feel that they will gain something by participating, which can greatly improve the effectiveness of the ad.
(5) List the benefits and use emoticons and symbols appropriately.
Clearly mark the advantages of the ad content in the ad, supplemented by appropriate emoticons and symbols, to arouse the interest of consumers, increase the degree of ad diffusion, and help promote the company’s brand.
(6) Discount + Free Shipping.
Attract consumers through discounts and free shipping.
(7) Add “Like” and “Love” to the picture.
Adding symbols such as “Like” and “Love” to the picture to improve the effectiveness of the ad will make the user feel that they agree with the ad.
(8) Make good use of quizzes.
Using small test posts in advertisements can not only attract a large number of views, but also obtain certain sales leads and opportunities for B2B companies.
(9) Carousel ads (such as slideshow ads, quick shots, quick push posts, etc.).
For cross-border e-commerce, carousel ads are more effective than other ads and can showcase a company’s products in many ways.