There’s a Facebook ad format that helps tell your story, whether you want to use video, images, or text. Learn more about the different Facebook ad formats in this guide. 

Photo ads

The format most commonly associated with Facebook ads is photo ads. It’s a popular choice for its simplicity – you can set-up and run a photo ad within minutes. All you need is an eye-catching image and engaging copy to have a clean, simple ad that does what it needs to do.

photo ad format

And what are those exactly? While it’s extremely versatile, among all Facebook ad formats, photo ads perform best in driving unique traffic to your website. A big part of why it works so well is because it’s a visual-driven ad. If you have a tangible product to promote, a stunning photo ad makes it stand out in a feed. 

Video ads

What’s the next best thing to images? Videos, because it gives you more creativity to tell your story with the use of sight, sound, and motion. Facebook is strongly pushing video content, and along with that is video ads. 

video ad format

Video ads integrate seamlessly with the range of Facebook’s ad formats. Better still, video ads have proven to increase leads while keeping the cost per leads down. 

Facebook’s push of video has meant opened new ways to integrate into ad campaigns. Have you seen short ads play before a video clicked on? That’s the closest thing to replicating the TV experience online. Facebook is planning new exciting stuff for videos in the future, so keep an eye out for that. 

Playable ads

playable ad format

Giving users a chance to try out your game without going through the hassle of sign-up and downloading it drives the higher-intent user to install your apps. The cool thing about a Playable ad is that, well, it’s an ad. It has 3 parts: the lead-in video, indicating that the ad is playable, the game demo, and the call to action. The CTA leads to your app’s download page on the App Store or Google Play. 

Stories ads

When Snapchat took social media by storm, Facebook had to jump in on the trend with their own Stories. Because as it turns out, people really love stories. These visual-first, sticker-heavy, and filter-prone photos and videos only last for 24 hours resonated with people. Facebook’s survey found out that stories are immersive, authentic, and inclusive. And they just can’t enough of it. 

stories ad format

Stories are optimized for vertical, full-screen viewing, mimicking how we hold our phones. That’s part of the reason why it’s so popular – because it’s very natural.

Making stories ads worth the investment is what most businesses find challenging about the ad format. It’s time-constrained, which isn’t sufficient for conversion because people don’t decide to purchase on the spot. But it works best for discovery. In the holiday season of 2018, 62% of people got interested in a brand or product after seeing it on Stories

Messenger ads

Messenger is a mostly untapped asset in Facebook marketing. The stats on Messenger are insane: 1.3 billion people use Messenger every month, 20 billion messages are exchanged between people and messages every month. 

messenger ad format

While other ad formats fight for a user’s attention on their feed, Messenger ads skip that entirely and jump directly on a user’s Messenger. After a user taps on the ad, they get sent to a page where the ad is displayed in full. With a call to action present, the user can chose to act on the ad or not. T

The good thing about Messenger ads is that you can use an existing ad creative you’re already using for your other ads. 

Carousel ads

If you need a Facebook ad format that lets you showcase a range of products you’re selling, carousel ads are for you. It lets you display 10 individual ads, each with its own link, that’s easy to navigate through. 

carousel ad format

Think of carousel ads as a collection that tells a cohesive story, wherein each product contributes by developing across each carousel card. In line with the storytelling concept, the order of the cards is in your control. However, Facebook can reorder the cards to optimize its performance, but opting out of the automatic optimization feature is possible. 

Slideshow ads

Slideshow ads are the lighter, budget version of video ads. But being a stripped-down video ad has its advantages. A slideshow ad is a video-like ad that uses motion, sound, and text to tell your story beautifully. 


And before you go thinking about how much video equipment costs, relax. An animated still image with text and an opening logo is a low-budget video solution that’ doesn’t break your bank. 

The edge it has over video is that it’s lightweight, which means it loads quickly, and they play even on poor connection speeds. Because slideshow ads aren’t as flashy as videos, they can be made quickly. They’re easy to create on your phone or your page, and the editing tools are no slouch. You can create an ad that’s visually pleasing with less effort and on a lower budget.

When are slideshow ads the better choice over video? If you’re advertising in a market with slower connections, chose slideshows, also because they use 5x less data than video. Using only photos and text, you can create an engaging video story. 

Collection ads


Sometimes you lose customers when bringing them over to your site after clicking an ad. A Collection ad solves this by creating an instant storefront with a smooth navigating experience. And that’s all without leaving Facebook. 

Sowers Media will help you chose the best Facebook ad format that tells your story most compellingly and engagingly. Book your FREE strategy session now, and let’s plan your marketing campaign. 

Schedule A Free Demo

Schedule A Free Demo

consectetur adipiscing elit, sed do eiusmod tempor incididuntut labore et dolore...

You have Successfully Subscribed!