With Nexta it is super simple to create video ads for Meta (Facebook & Instagram). Video ads are a great tool to engage users and complement other ad formats, such as single-image ads or carousel ads. In general, video ads often have a higher click-through rate (CTR) and can drive performance.
In this article we will go through:
What are Meta video ads?
Video ads are an effective tool to reach clients across the Meta ecosystem, containing mostly out of Facebook and Instagram. Today, around half of the advertising spent on Meta is through video ads which highlight their popularity and performance.
Video ads are similar to other ad types. They are shown across the available platforms on placements such as:
Platform | Placement |
Feed, Stories, Marketplace, Articles, Audience Network, etc. | |
Feed, Stories, Reels, Discovery, etc. |
The key difference between video ads and image ads is the medium, where the advertiser uploads a video to Nexta, which is shown as the centre of the ad across different placements.
How do I create Meta video ads?
Creating the video ad
As Meta requires a native ad format, meaning a format that blends in with the user experience, you need to use Nexta's internal ad builder.
To access Nexta's ad builder, navigate to Create → Ads → Ad Builder.
Here you find the new Video ads section that allows you to create video ads, which can then be added to Meta campaigns. The process you can then follow is the same as for image ads:
Select the right platform
Upload a video by uploading or drag & drop a video into the builder
Ad an ad copy based on client input (headline, text, URL)
Afterwards, you have the ability to upload the campaign to a campaign.
Attaching the ad to the campaign (Temporary ⚠️⚠️⚠️)
As we are currently working with Version One of video ads, there is a specific way how to add such to campaigns. The process you need to follow is:
Create a campaign in draft mode
Create a campaign draft and choose all relevant configurations (objective, location & targeting, budget, time). Save the draft to attach the campaign.
Create a video ad as described
Create a video ad as described in the previous section.
Add the video ad to the campaign through the attach creative function
Currently, you can only add a video to a draft campaign by using the attach creative function. You can find such by navigating to your draft campaign → click on the three dots on the right → Choose Attach Creatives.
Then select the available video ads → save them to the campaign.
We are currently working on adding the functionality to add video ads through the normal booking flow of creating and editing a campaign. We will provide an update to all clients when this is possible.
What are best practices for Meta video ads?
Meta video ads are a great tool to engage customers and lift up performance across platforms. However, there are some best practices that should be kept in mind to achieve such.
Ensure good video quality and formats
Just like with video ads, it is important to use good video quality that users want to watch. There is a big difference in performance based on the video quality.
To ensure optimal performance we recommend:
Minimum quality of 1080x1080 pixels
Format of 1x1 to be shown on mobile and desktop
Maximum video file size of 250 MB
Keep videos short - only videos under 15 seconds are eligible for stories
Adjust the video message to the campaign objective
To ensure that the campaign reaches its desired action, make sure the video ad reflects the right message. This means:
Brand Awareness: Focus on highlighting your business and story.
Traffic: Focus on the specific elements of your products or services to get people to click.
Conversion: Highlight special offers to get people to convert to purchase or book.
Engage your customers by adding your own tone of voice
Video ads are popular as they highlight the features of a service or product better but also as they are more personal. Ask yourself these questions:
How do I talk with my clients?
How can I get them to engage with my content (comment, share)?
How do I get them to do the action I want?
Together with a natural tone of voice and being yourself, this is the key to success.