<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

## Meta/Facebook Ads Creative

### Specs Quick Reference

| Placement | Format | Size | Ratio | Max File | Max Length |
|-----------|--------|------|-------|----------|------------|
| Feed | Image | 1080x1080 | 1:1 | 30 MB | — |
| Feed | Video | 1080x1080 | 1:1 / 4:5 | 4 GB | 240 min |
| Stories | Image | 1080x1920 | 9:16 | 30 MB | — |
| Stories | Video | 1080x1920 | 9:16 | 4 GB | 120 sec |
| Reels | Video | 1080x1920 | 9:16 | 4 GB | 60 sec |
| Carousel | Image | 1080x1080 | 1:1 | 30 MB | — |
| Carousel | Video | 1080x1080 | 1:1 | 4 GB | 240 min |
| Collection | Cover Img | 1200x628 | 1.91:1 | 30 MB | — |
| Collection | Cover Vid | 1080x1080 | 1:1 | 4 GB | 240 min |
| In-Stream | Video | 1920x1080 | 16:9 | 4 GB | 5-120 sec |
| Right Col | Image | 1200x1200 | 1:1 | 30 MB | — |
| Messenger | Image | 1200x628 | 1.91:1 | 30 MB | — |
| Messenger | Video | 1080x1080 | 1:1 | 4 GB | 240 min |
| Marketplace | Image | 1200x1200 | 1:1 | 30 MB | — |
| Marketplace | Video | 1080x1080 | 1:1 | 4 GB | 240 min |
| Audience Net | Image | 1200x628 | — | 30 MB | — |
| Audience Net | Video | 1080x1080 | 1:1 | 4 GB | 5-120 sec |

**Common specs**: Images JPG/PNG. Videos MP4 (preferred) or MOV, 30fps max, stereo AAC 128kbps+. Stories/Reels safe zone: keep content 250px from top/bottom.

### Copy Specs

| Element | Limit | Notes |
|---------|-------|-------|
| Primary text | No hard limit | First 125 chars visible on mobile before "See More" |
| Headline | 40 chars | Below image, above description |
| Description | 30 chars | Often truncated or hidden by placement |
| Carousel headline | 40 chars/card | Each card can have unique headline + link |
| Carousel description | 20 chars/card | |
| Collection product headline | 25 chars | |

**CTA button options**: Learn More, Shop Now, Sign Up, Download, Get Quote, Apply Now, Book Now, Contact Us, Get Showtimes, Listen Now, See Menu, Subscribe, Watch More, Install Now.

**Recommended primary text length by objective**: Awareness 50-100 chars, Consideration 100-250 chars, Conversion 150-500 chars.

### Universal Creative Principles

These apply across all formats. Format-specific sections below add only what differs.

- **Hook in first 3 seconds** — pattern interrupt, question, bold claim, or visual surprise
- **Sound-off design** — 85% of Facebook videos watched without sound; captions/subtitles mandatory, story must work without audio
- **Mobile-first** — readable on 6-inch screens without zooming
- **Vertical (9:16) or square (1:1)** outperform horizontal (16:9)
- **Show product in use** — demonstrate transformation, don't just describe
- **One clear value proposition** per creative — avoid clutter
- **Text overlays**: 5-7 words max, contrasting colors, avoid covering key visuals

### Copy Formula (All Formats)

```text
PRIMARY TEXT:
[Hook - stops the scroll, first 125 chars critical]
[Amplify - expand on hook, add context]
[Proof - social proof, stats, testimonials]
[Offer - what they get, how they benefit]
[CTA - clear next step]

HEADLINE: [Benefit-driven, complements primary text]
DESCRIPTION: [Supporting detail or urgency]
```

**Example — E-commerce:**

```text
Still using razors from the grocery store? 🪒

There's a reason 47,000+ men switched to our precision-engineered blades.
• Smoother shave with less irritation
• Blades last 2-3x longer
• Save $15+ every month

First month: 50% off + free shipping

HEADLINE: Premium Razors at Store-Brand Prices
DESCRIPTION: Free returns. Cancel anytime.
CTA: Shop Now
```

### Hook Formulas

- **Question**: "Still [doing old way]?"
- **Bold claim**: "We increased conversions by 340% in 30 days"
- **Negative**: "Stop [common mistake]"
- **Curiosity**: "The [adjective] [noun] nobody talks about"
- **Contrast**: "[Common belief] is dead. Here's what works now"
- **Story**: "6 months ago I [problem]. Today I [solution]"
- **Direct**: "[Benefit] without [objection]"

### Headline Formulas

- **Benefit**: "[Benefit] in [timeframe]"
- **How-to**: "How to [achieve desire] without [objection]"
- **List**: "[Number] Ways to [benefit]"
- **Question**: "Want [desire]?"
- **Offer**: "[Discount] Off [Product]"
- **New**: "New: [Product/Feature]"
- **Free**: "Free [Lead Magnet]"

### Ad Formats

#### 1. Image Ads

Single image — foundation format. Test compositions: close-up vs wide, product-only vs lifestyle, people vs none, before/after. High-quality visuals (sharp, well-lit; authentic UGC or professional photography).

#### 2. Video Ads

**Recommended length by objective**: Awareness 6-15s, Consideration 15-30s, Conversion 30-90s, Retargeting 6-20s.

Cut every 2-4 seconds for feed; faster for Reels. Match platform energy: Feed = storytelling, Stories = raw/authentic, Reels = entertaining/fast.

**15-Second Performance Video:**

```text
0-3s:  HOOK (pattern interrupt, question, bold claim)
3-7s:  PROBLEM/DESIRE
7-12s: SOLUTION (product in action)
12-15s: CTA (clear next step + urgency)
```

**30-Second Storytelling Video:**

```text
0-3s:  HOOK (visual/verbal pattern interrupt)
3-8s:  RELATE (show you understand their problem)
8-15s: REVEAL (introduce solution with proof)
15-25s: RESULTS (transformation/benefit)
25-30s: CTA (offer + action)
```

**60-Second Educational Video:**

```text
0-3s:  HOOK (surprising fact, question, result)
3-10s: CONTEXT (why this matters)
10-25s: EDUCATION (framework, tips, how it works)
25-45s: PROOF (case study, results, testimonials)
45-55s: OFFER (benefit-focused)
55-60s: CTA
```

**UGC-Style Video** (consistently outperforms polished brand content):

```text
0-2s:  AUTHENTIC HOOK (person speaking to camera)
2-8s:  PERSONAL STORY (their problem/struggle)
8-20s: SOLUTION DISCOVERY (how they found you)
20-35s: TRANSFORMATION (specific results with numbers)
35-45s: RECOMMENDATION (why others should try)
45-50s: CTA (with urgency or bonus)
```

UGC visual elements: smartphone-shot vertical, natural lighting, authentic setting (home/car/office), casual delivery, real person, specific details (dates, numbers).

#### 3. Carousel Ads

2-10 cards (images, videos, or mixed), each with its own link. Card 1: best-performing creative (highest view rate). Middle: features/benefits/story progression. Final: strong CTA. Each headline should work independently and create curiosity to swipe. Consistent color palette and framing across cards.

**Product Showcase:**

```text
Card 1: Best seller + social proof ("Customer Favorite - 4.9★")
Cards 2-4: Related products with benefit-driven headlines
Card 5: Customer testimonial or UGC
Card 6: Offer/CTA ("Limited Time: 40% Off")
```

**Sequential Story:**

```text
Card 1: Hook/Problem
Cards 2-4: Solution/Features
Cards 5-6: Social Proof/Results
Final: CTA/Offer
```

**Educational/How-To:**

```text
Cards 1-N: Numbered steps with visual demonstration
Final: CTA to learn more or buy
```

#### 4. Collection Ads

Mobile-only. Cover image/video + 4 product thumbnails from catalog. Opens Instant Experience on tap. Video cover outperforms static. Feature best sellers in the 4 visible slots, match to cover theme, price for impulse purchase.

**Instant Experience design**: Fast loading (<3 sec critical), high-quality product images, clear descriptions, customer reviews/ratings, obvious "Add to Cart", size/color selectors.

**Template strategies**: Storefront (browse catalog), Lookbook (shop the look), Customer Acquisition (learn about brand), Storytelling (immersive brand experience).

#### 5. Instant Experience (Canvas) Ads

Full-screen mobile-only interactive format. Can include photos, videos, carousels, product sets, text blocks, buttons. Optimize for <3 sec load on 3G.

```text
Screen 1: HOOK — full-screen video/image + bold headline
Screen 2: PROBLEM/DESIRE — relatable scenario + pain point copy
Screen 3: SOLUTION — product in action + benefit-driven features
Screen 4: PROOF — testimonials, stats, case study
Screen 5: PRODUCT SHOWCASE — carousel/interactive exploration
Screen 6: CTA — strong action button + offer/incentive
```

#### 6. Story Ads

Full-screen vertical (9:16) between user stories. Image stories display 5 seconds. Shoot natively for 9:16 (don't crop horizontal). Native feel (looks like user content, not polished ad). Include visual CTA + swipe-up mechanic.

**6-Second Story Ad:**

```text
0-1s: HOOK (visual pattern interrupt)
1-3s: BENEFIT (what they get)
3-5s: CTA (clear action)
5-6s: BRAND (logo/product)
```

**15-Second Story Ad:**

```text
0-2s:  HOOK (question or bold statement)
2-6s:  PROBLEM (relatable pain point)
6-11s: SOLUTION (product in action)
11-15s: CTA (offer + swipe up)
```

#### 7. Reel Ads

Fastest-growing placement. Entertainment-first — fun/interesting/inspiring, not hard sell. Audio required (Reels play with sound on by default). 9-15 seconds for maximum completion rate.

Key differences from other video: entertainment > education, trending audio/formats, cut every 1-2 seconds synced to beats, creator style > brand style (raw > produced), subtle product integration — show don't tell, save hard sell for caption.

**9-Second Reel Ad (max completion):**

```text
0-1s: HOOK (visual surprise or text hook)
1-4s: ENTERTAINMENT (the interesting part)
4-7s: PRODUCT (subtle integration)
7-9s: SOFT CTA (in caption, not video)
```

**15-Second Reel Ad (story-based):**

```text
0-2s:  HOOK (text hook + visual)
2-8s:  DEMO (product use in entertaining way)
8-13s: RESULT (payoff/transformation)
13-15s: BRAND (subtle logo/product shot)
```

**30-Second Reel Ad (creator partnership):**

```text
0-3s:  HOOK (creator intro + problem)
3-12s: STORY (how they discovered product)
12-25s: DEMO (showing it in action)
25-30s: RESULT + CTA (their recommendation)
```

### Creative Testing Framework

**What to test** (one variable at a time, same audience):

| Dimension | Variations |
|-----------|-----------|
| Format | Image vs video vs carousel vs collection |
| Visual style | Product vs lifestyle, people vs none, professional vs UGC, close-up vs wide |
| Copy | Hook variations, short vs long, question vs statement, emoji vs none |
| Audience match | Different pain points per segment, stage-of-awareness matching |
| Offer | Discount vs bonus, % vs $, free trial vs demo, time-limited vs quantity-limited |

**Methodology**: 3-5 creatives per ad set. Run 3-7 days minimum, 50+ conversions for significance. Primary metric: CPA or ROAS. Secondary: CTR, hook rate (video). Iterate on winners — identify winning element, create variations, test against control.

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