Get started with

mobile-friendly videos
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Mobile-friendly videos are specifically made for where your audience

What are 
 1
spends most of their time — on their phones. These videos are typically

mobile-friendly short-form (less than 15 seconds long) and/or vertically oriented (9:16

aspect ratio). This includes Reels, which can help you bring your brand to
videos?
life to get discovered with entertaining storytelling.

Why should I invest

in a mobile-friendly

video ad strategy?

Maximizing performance in a privacy-

first advertising landscape requires a

new approach. Mobile-friendly video

9:16 creative is a key lever to help drive

outcomes in this new ecosystem. Based

on a 2020 study, 70% of video-only or

video + static image campaigns that ran

on Facebook, outperformed static-only

2
campaigns in increasing conversions.

We also learned that ad campaigns with

shorter videos tended to help drive a

3
lower cost per action or CPA.

Why?

Mobile-friendly video enables you to connect with your

audience and bring your brand to life in a new way.

Consumers are shifting to watching short-form video more

and more and they’re using mobile devices to do so. Video

overall makes up 50% of the time that people spend on

4
Facebook, and Reels is growing quickly there as well.

Strong Reels growth is continuing to drive engagement

5
across Facebook and Instagram. We learned that over 45%

of accounts on Instagram interact with a Reel at least once 


6
a week.

1. "Facebook access penetration 2022, by device" by Statista, Jun 2022.; 2. Analysis of

11 Facebook Conversion Lift randomized controlled studies, 2020. Research findings

do not guarantee future performance.; 3 Regression analyses performed on Facebook

data for ~1 million Lead ads and ~600k click-to-conversation ads with >1k impressions

that were served between Nov. 1, 2019 and April 21, 2021, across all regions and

verticals. Research findings do not guarantee future performance.; 4. Meta earnings

call, Q1 2022.; 5. Meta earnings call, Q2 2022.; 6. Instagram data, Feb 2022.
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Best Practices in Action

Henry’s House of Coffee created two video

assets. Both creatives followed video best
practices, which helped them reach their goals.

Combined static images and video

Made vertically for mobile
Duration of 15 seconds each
Highlighted the brand
Included a call-to-action (CTA)

139%
increase in return on
-62%
decrease in cost
ad spend (ROAS)
per purchase

Get inspired by Henry's

House of Coffee

How do I get started with

mobile-friendly video?
Discover best practices for videos, and learn
how to create mobile-friendly videos.

1 Use assets you already have.

Repurpose your existing images and
use them to make new videos.

How do I make a video in the Video Creation Kit?

With Ads Manager’s Video Creation Kit, you can create mobile-
Open Ads Manager, then click Create. friendly videos using templates and images you already have.*

Under Ad setup within a given Ad, select 


Single image or Video as the ad for
Select Create video under Ad creative.
Select images to use in your video, and choose a flexible, square or vertical template. Every template is
designed to be mobile-friendly. Customize your video with optional creative settings and tools like image
transitions, stickers, text overlays, fonts, text colors and logos.
Preview your video and select Create video.
Publish and create videos from images you already have.

*If you’re using Meta Business Suite, click on the Add video button to create a video from your images.

Source: Facebook data, March 2021.

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2 Capture attention and drive action.
Kick off your video with elements that showcase
who you are as a business: logos and fonts, brand
colors and products.
Highlight the key benefits as text overlay and add a
clear call-to-action that indicates what you want
your audience to do next.
Showcase your most important message and idea
— a new product or special offer, for example —
within the first three seconds of your video.
Include your logo or company name so people are
more likely to remember your business.

3 Experiment with Reels.

Get discovered with entertaining storytelling using
Instagram Reels. Reels provides the opportunity to
build community and inspire engagement.
How do I make a reel on Instagram?
Try adding sound to delight your audience, using vertical
orientation and keeping it under 15 seconds or less.
Follow these five steps to make a great reel:
Select your topic for your reel.

Pro tip: Find a reel idea for your industry in our step-by-step guide.
Select your format.

Pro tip: Find a template to bring your existing photos and videos to life
Add music and insert sound.
Finalize using effects.
Add a caption, product tags and a cover.

4 Consider collaborating with a Meta Business Partner.

Rely on creative platforms including Vimeo, Canva, Offeo and many
others to create mobile-friendly video assets from easy-to-use
templates. Or, leverage partners such as Shuttlerock or Quickframe to
create assets from scratch, via a managed service offering.

Browse the Meta Business Partners directory 


to find the right partner based on your unique needs.

Additional resources

More tips: Mobile-friendly videos

Help Center article: Video Creation Kit

Guide: How to create a Reel on Instagram step-by-step

Meta for Business blog post: Power up your creative during digital advertising changes

Ready to improve your mobile-friendly videos?

learn how.