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Video

Combining Video (any motion) &

Static assets drives up to 1.5x

Greater 3pt lift.

Diversify your creative

Overview | Relevance | Deep Dive | Ad Formats

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Context | Learn | Make | Inspire

Here are some advanced ad formats to test moving forward

that are available on Facebook and Instagram.

Here’s the full list of ad formats across Meta technologies.

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Instant Experience

Collection

AR Effects

Overview | Relevance | Deep Dive | Ad Formats

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And here are the main ad placements where formats can show up.

Marketers tend to refer to these when talking about ad units.

Stories Ads

Reels

Ads

Feed

Ads

In-Stream Ads

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Here’s the full list of ad placements across Meta technologies.

More popular on Instagram

Facebook only

More popular on Instagram

More popular on Facebook

Overview | Relevance | Deep Dive | Ad Formats

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Gen Z Loves Stories

Stories are popular with Gen Z 72% of this audience watches them.

Stories Ads

Full-screen, short-form ads that users tap through in between organic stories. These ads can run for a custom time frame.

Stories Ads are a great option for creator-led assets. Keep in mind overall reach of Stories Ads is lower compared to In-Feed ads.

Ad formats available:

Image

Video

Carousel

Instant Experience

Collection

AR Effects (IG Stories only)

Context | Learn | Make | Inspire

Overview | Relevance | Deep Dive | Ad Formats

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Stories Ads | Advertiser Examples

Watch

all 3!

HP added a poll to its Stories Ad that users could engage with on Facebook and Instagram. These interactive assets lifted ad recall by 12 points.

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Yellow Tail created a holiday campaign that featured a mix of formats, including this Stories Ad that gamified the tap and hold function of Stories Ads and resulted in a 1.9 point lift in purchase intent.

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Overview | Relevance | Deep Dive | Ad Formats

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AR effects

are engaging

Over 40% of users play with a variety of effects in Reels:

Face Filters
Randomizers
Mini Games
Portals
Image Trackers

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Full-screen videos that users see as they’re scrolling through organic Reels. Though they’re immersive like Stories Ads, Reels Ads can be long-form videos up to 15 minutes in length.

80% of content on Reels is viewed with sound. This is the only placement where sound is mandatory.

Ad formats available:

Video

Context | Learn | Make | Inspire

Reels Ads

Overview | Relevance | Deep Dive | Ad Formats

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Reels Ads | Advertiser Examples

Watch

all 3!

MGM tapped creators �for a series of Reels Ads that showed users how to earn credits with MGM Rewards, which led to a 6.7x lift in �brand awareness.

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Babbel created testimonials with real users for content specifically for Reels Ads to test effectiveness against ads that were auto-optimized for placement. The test resulted in a 55% lower average

cost per lead.

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Overview | Relevance | Deep Dive | Ad Formats

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Ads that users see when scrolling through their feeds. On Instagram, Feed Ads only show up in the mobile app.

If you want to highlight different products, features, or tell a brand story, consider making a Carousel.

Feed Ads

Facebook’s

Feed is changing

15% of Facebook’s Feed is now recommended by AI from non-followed accounts. This percentage is expected to more than double by the end of 2023.

Ad formats available:

Image

Video

Carousel

Instant Experience

Collection

AR Effects

Context | Learn | Make | Inspire

Overview | Relevance | Deep Dive | Ad Formats

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Feed Ads | Advertiser Examples

Watch

all 3!

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Whoop created a video carousel to communicate multiple product benefits within a single ad. The campaign was effective, resulting in a 29% lower cost per purchase.

Tropicana added persistent messaging to its�“Sip Your Sunshine” TV spot to optimize for Feed. This combined with a wide variety of other ad formats resulted in a 2.4x return on ad spend.

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Overview | Relevance | Deep Dive | Ad Formats

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The power of In-Stream

This placement makes it easy to run linear/CTV ads on social.

In-Stream Ads

Ad formats available:

Image

Video

Video ads on Facebook that play before, during, or after on-demand video content users are watching. They can be up to 10 minutes in length, and they show up after 15 seconds of an on-demand video.

It’s the only ad placement with a non-skippable option, making it useful for combating viewability issues.

Keep in mind that this placement doesn’t have massive scale.

Context | Learn | Make | Inspire

Overview | Relevance | Deep Dive | Ad Formats

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In-Stream Ads | Advertiser Examples

Watch

all 3!

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Pepsi used�In-Stream Ads to run its CTV/TV creative that leaned into storytelling with a humorous twist. These videos drove a higher return on ad spend when paired with Feed ads.

Bumble created this In-Stream Ad to get people feeling excited about being social again after the height of the pandemic. The cinematic approach and

catchy audio resulted in a

45% lift in ad recall.

Social Integrated �to Brand Campaign

https://www.facebook.com/business/success/2-bumble

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Overview | Relevance | Deep Dive | Ad Formats

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Meta Ad Formats TL;DR

In-Stream Ads help combat viewability issues as the only ad placement with a non-skippable option.

Campaigns with �a mix of ad formats tend to perform better than single-format campaigns.

Facebook and Instagram �share most ad placements, except for In-Stream ads (Facebook only).

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Try using broad interest categories when developing ads to ensure relevancy with users.

To achieve

platform effectiveness, marketers should use a variety of impactful ad formats.

Overview | Relevance | Deep Dive | Ad Formats

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Brief

Build

Evaluate

Make

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Context | Learn | Make | Inspire

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Briefing Meta: Brief bespoke (for IG and FB)

Facebook

High reach placements offer more opportunity to adapt core video/static/GIF-like assets from other aspects of the campaign (i.e. YouTube and IG in-feed)
Build concepts/use cases that align to FB-audience specific broad interest categories

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Brief | Build | Evaluate

Instagram

User behavior differences in highly variable placements (feed vs. stories vs. reels ad) offer more nuanced opportunities for briefing
Consider a creator approach for Reels and Stories and thumb stopping GIFs for In-Feed Ads
Build concepts/use cases that align to IG-audience specific broad interest categories

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Ready for Bespoke: What to include in briefing

Determine how each platform is best suited to deliver on your campaign objectives, compared to other channels. Note: Google Marketing is starting to experiment with only buying IG or Meta vs. combining the two. Example:

TV/OLV: Broad product message�
Snapchat: Connect product messaging to everyday moments�
IG: Establish credibility for products via creator testimonials �
Reddit: Getting detailed with tech specs

Superpower: What is the main superpower �of this platform and am I using this insight?
Audience: What community of users should �I focus the creative activation on �(that’s not Gen Pop)?
Content: Are there dominant content categories like Sports or Music or Entertainment to align creative with?
Seasonality: What moments, specific to each platform, happen during campaign timing?
Context: What value is the Google product I’m advertising adding to the users experience?

Ready for Bespoke | What to include in briefing

Define the role of IG and FB �in the media strategy

Ask the right questions

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When necessary, leverage “format cousins” �across different platforms for production efficiency

These are the Meta formats that are equivalent across other platforms and can work well to adapted with low lift

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Brief | Build | Evaluate

Stories Ads

Reels Ads

Feed Ads

In-stream Ads

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Brief

Build

Evaluate

Make

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Context | Learn | Make | Inspire

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Key components to build effective social on Meta

Build for

Attention

In-feed placements need to grab a user’s attention quickly. On average, users see 10% or less of our in-feed ads on Meta.

Build for Volume and Variation

On Meta, the average # of assets requested by platforms is 43 unique creatives.

Build with

Best Practices

Utilizing best practices is a great starting point but can never guarantee effectiveness.

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Build for Attention: �Formats with thumb-stopping animation or videos are more successful

+9.8 pts Consideration

+11.2 pts Consideration

+1.7 pts Consideration

+4.8 pts Consideration

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Context | Learn | Make | Inspire

Brief | Build | Evaluate

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Build for Volume and Variance:

It’s critical to build enough creative to satisfy creative fatigue

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Creative assets are less effective over time…

The Ad Creative Lifecycle

…and we need dozens of assets to satisfy media

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Build to Best Practice: �While there’s no “winning formula” on social, we have a pretty good

idea of basic principles and best practices, especially for in-feed.

Click here for an agency-friendly version of this!

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Context | Learn | Make | Inspire

Brief | Build | Evaluate

P0: The very basic principles to follow.

The creative must be aligned to the KPI.
Showcase your product/brand early and often.
Build creatives for mobile-first.
Supersize logos and fonts and simplify text.
Use call-to-actions.
Ads should be short and snappy, highlighting what matters up-front to capture attention.
Recommended length of videos: 1-6 seconds.
For animators, the key message must be delivered in the first 0-2 seconds.
Video need to make sense for sound off.
Each feed asset must have a corresponding stories asset.
Feed image ads must be 1:1 dimension if a link is included with the ad

P1: Further recommendations.

Build for attention to stand out in the newsfeed, think thumb stopping creative.
Avoid using generic images without key message communicated.
Show the product in 50% of ad.
Depending on campaign flight length, it’s recommended to have 1 concept per week. Example: and 8 week campaign should have 8 concepts. This allows for an average 3 per week frequency for each concept.
Each concept should be sized to feed using a mix of animated gif and static

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Check the placement

of your ad in-situ:

Make sure no important information from your ad is covered by overlays from Meta’s UI (“safe zones”).

Safe zones vary by placement. Take a look at meta-specific environments (that can be shared with agencies) here.

Context | Learn | Make | Inspire

Brief | Build | Evaluate

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Please pay attention to

the safe

zones

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Sample Timeline - 10 weeks to launch

Process: Build a timeline with checkpoints

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Brief | Build | Evaluate

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Resources: Leverage internal and external creative teams

Hyperloop: Starting in 2023, Meta, MFG and Media Lab are combining forces to offer a creative feedback and production loop for priority campaigns where we’ll offer creative support to satisfy creative volume and variation needs on Meta with passing creative. Talk to your ML rep to learn more.

Social Lab is a central team which helps PAs create best in class social from strategy to insights, to influencers and experiences.

Social Lab typically works �on organic social efforts where Media Lab �(and Adrenaline) focuses �on paid social efforts.

For priority campaigns �and product areas, �Team Adrenaline may offer customized support (inclusive of production and project management) �to guide teams through �the social creative development process.

Reach out to teamadrenaline@

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Brief | Build | Evaluate

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Brief

Build

Evaluate

Make

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There are two Media Lab measurement checkpoints in place to evaluate �creative and channel success: creative pretesting and post campaign analysis.

Pre-launch

Launch

Campaign end

Post campaign

Mid campaign

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Creative Pretesting

Before launch, MLMO requires social creative testing. Your ML counterparts will help you determine what to test and how to evaluate the learnings for creative optimizations.

Post Campaign Analysis

�Delivered after campaign wrap �(or H1 for FY spend). Used to assess success of campaign holistically �and influences future strategy �and planning.

Context | Learn | Make | Inspire

Brief | Build | Evaluate

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Creative pre-testing (in-lab) is challenging but reliable.

Currently there are challenges that make it difficult to drive brand lift in-lab for social campaigns:

The testing environments do not mimic in-market frequency and personalization

Scorecard testing is limited by cell counts (so we can’t test all concepts/formats/executions needed to satisfy our media buy like we can for TV)

In-Feed Ad - Sample Test Environment

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Testing is Reliable

87% of campaigns that fail in-lab do not drive lift in market.

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We can solve for limited in-lab cell allocations by prioritizing what we test

Teams are expected to use the creative testing fee wisely to maximize learning �but you aren’t expected to test all concepts if this exceeds the allocation

Test creative �with higher �media weight

Ask MLMO to share creative rotations

and weighting prior to testing and prioritize those placements.

Focus on validation �not research

Prioritize validating

the creative that you’re going to run in the campaign first. �Research is secondary.

Test distinct concepts not variations

Casting a wider net

will give you more

chance of success.

Prioritize the platform and sizes to test

When testing, focus on mobile and the most common sizes i.e. :06s and vertical video for Meta.

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We can also propose alternative, early stage testing �solutions to evaluate creative-level success on Snapchat

Concept Testing via HMM

Determine if any creative at the concept level is likely to drive lift.

Field rich, creative-specific diagnostics to inform optimizations pre-launch.

Creative Effectiveness �testing via. Platforms

Platforms like Meta offer �their own, bespoke measurement solutions.

In-Lab via HMM (current process):

After making creative optimizations from early stage testing, ideally the “winning” creative will be better set up for success via our standard in-lab testing process.

New Testing Opportunities

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Brief | Build | Evaluate

Interested?

Reach out to your POC on MLMO

to learn more about concept and platform testing opportunities

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Inspire

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Platform Trends

Best-in-Class Examples

Metaverse Examples

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On Meta, you can connect your brand with trends and things happening in culture. Make sure to stay up to date with what’s performing well on Facebook and Instagram so you can unlock new creative opportunities.

Check out Meta’s latest learnings here as well as their Branded Content Tool to see how other brands are activating on platform.

Platform Trends

Introduction | Learn | Do | Inspire

Platform Trends | Best in Class Examples | Metaverse Examples

Keep up to date with trends

Subscribe to Meta Foresight here and get emails on the latest research, emerging trends and innovative ideas.

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Inspire

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Platform Trends

Best-in-Class Examples

Metaverse Examples

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Check out best-in-class Meta executions in different categories.

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Platform Trends | Best in Class Examples | Metaverse Examples

Seizing�the Moment

Creative executions�that tap into trending �moments in culture (tentpole) or specific

social media moments (micro).

Creative executions that are connected to an overarching campaign, serving as an extension of the brand platform and �other campaign assets.

Social

Standalone

One-off executions

that can live as

a standalone or be amplified in other media.

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Target leans into allyship for Pride by with a virtual experience.

To promote their “Take Pride” initiative, Target launched a collection of products from queer designers. A video ad in Feed featured young people at the beach wearing fun summer clothes from the collection.

Then they built an animated video ad that ran in Feed, Stories, and Reels to drive users to a queer-affirming, immersive experience in the metaverse.

Context | Learn | Make | Inspire

Platform Trends | Best in Class Examples | Metaverse Examples

By Moment | Integrated | Standalone

For its “Take Pride” 2022 initiatives, the retailer took a holistic approach to supporting the LGBTQIA+ community across Meta’s apps, and building queer-affirming spaces that encouraged interaction and self-expression.

Target partnered with the team at Meta on a two-pronged approach. The team ran a core brand awareness campaign to promote allyship with the LGBTQIA+ community, as well as a second campaign that promoted Target’s metaverse experience in Horizon Worlds, an immersive virtual reality space where LGBTQIA+ creators were empowered to build relationships with others in the community and celebrate their authentic selves.

In the core campaign, Target built a fast-cut video ad in Instagram feed showing young people wearing cute, colorful summer clothes and having fun together at the beach. Text overlays included: “Who would you be, if you were never told who you couldn’t be? Who do you become, if you never stop becoming?” and the messaging: “Target’s Pride Collection is here! Discover community-created products from queer designers and much, much more. TomboyX and Humankind Swim #TomboyXforTarget #HumandkindforTarget.” The ad included a Learn More button that linked to the product page on Target’s website where people could purchase. Target showed these ads to US adults aged 18–24.

In the metaverse campaign, Target built an animated video ad that ran in Facebook and Instagram Feed, Stories and Reels to drive traffic to Target’s Take Pride on Horizon Worlds, an inclusive queer-affirming virtual space offering a variety of immersive experiences in the metaverse. The video featured an avatar of Kiernan “Flutt3r” Pearce—an LGBTQIA+ creator, computer systems administrator, web developer and artist—who spearheaded the Take Pride world, saying, “The Take Pride experience I created is about finding your own path on your journey of self-discovery. Join me to explore, play and celebrate our community together.”

Background scenes showed a range of interactive activities and games, including other avatars on amusement rides and in a hot air balloon, playing cornhole and roasting marshmallows. The ad’s message was: “Pride + metaverse. Let’s get started” as well as a Learn more button that linked to a landing page on Target.com where people could learn more about Horizon Worlds. The retailer showed the ad in this campaign to US adults aged 18–40.

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McDonald’s partners with an innovative creator for a Lunar New Year campaign.

Context | Learn | Make | Inspire

:30 TV Spot

To ring in the year of the Water Rabbit, McDonald’s partnered with creator Karen X Cheng to launch an immersive campaign. Cheng designed stunning visuals that came to life in an AI-powered TV spot, AR filter, and even in the metaverse as part of an experience that imagined how Lunar New Year could be celebrated in the future.

Celebration in the metaverse

By Moment | Integrated | Standalone

Platform Trends | Best in Class Examples | Metaverse Examples

For its “Take Pride” 2022 initiatives, the retailer took a holistic approach to supporting the LGBTQIA+ community across Meta’s apps, and building queer-affirming spaces that encouraged interaction and self-expression.

Target partnered with the team at Meta on a two-pronged approach. The team ran a core brand awareness campaign to promote allyship with the LGBTQIA+ community, as well as a second campaign that promoted Target’s metaverse experience in Horizon Worlds, an immersive virtual reality space where LGBTQIA+ creators were empowered to build relationships with others in the community and celebrate their authentic selves.

In the core campaign, Target built a fast-cut video ad in Instagram feed showing young people wearing cute, colorful summer clothes and having fun together at the beach. Text overlays included: “Who would you be, if you were never told who you couldn’t be? Who do you become, if you never stop becoming?” and the messaging: “Target’s Pride Collection is here! Discover community-created products from queer designers and much, much more. TomboyX and Humankind Swim #TomboyXforTarget #HumandkindforTarget.” The ad included a Learn More button that linked to the product page on Target’s website where people could purchase. Target showed these ads to US adults aged 18–24.

In the metaverse campaign, Target built an animated video ad that ran in Facebook and Instagram Feed, Stories and Reels to drive traffic to Target’s Take Pride on Horizon Worlds, an inclusive queer-affirming virtual space offering a variety of immersive experiences in the metaverse. The video featured an avatar of Kiernan “Flutt3r” Pearce—an LGBTQIA+ creator, computer systems administrator, web developer and artist—who spearheaded the Take Pride world, saying, “The Take Pride experience I created is about finding your own path on your journey of self-discovery. Join me to explore, play and celebrate our community together.”

Background scenes showed a range of interactive activities and games, including other avatars on amusement rides and in a hot air balloon, playing cornhole and roasting marshmallows. The ad’s message was: “Pride + metaverse. Let’s get started” as well as a Learn more button that linked to a landing page on Target.com where people could learn more about Horizon Worlds. The retailer showed the ad in this campaign to US adults aged 18–40.

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Vice World News uses sound and AR to create a secret tour of an iconic museum.

To highlight the untold history of artifacts in the British Museum, Vice World News created AR filters that took visitors back in time. The filters prompted them to listen to podcasts where experts from the countries of origin shared stories about the questionable acquisition of each artifact. The “Unfiltered History Tour” won a Grand Prix at Cannes Lions.

Context | Learn | Make | Inspire

Cannes Lion video

Audio example

By Moment | Integrated | Standalone

Platform Trends | Best in Class Examples | Metaverse Examples

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Wendy’s creates a virtual �restaurant for March Madness.

To amp up excitement and increase brand love during the tournament, Wendy’s created video ads, In-Stream Auction ads, AR effects, and gaming experiences to take users to the Wendyverse. The virtual restaurant let users order virtual breakfast sandwiches, hang with friends, and even shoot hoops.

Campaign case study

By Moment | Integrated | Standalone

The immersive power of AR

55% of consumers say that AR makes shopping more fun and exciting.

Platform Trends | Best in Class Examples | Metaverse Examples

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BOSS takes fashion out to the ball game with clever use of sound and creators.

To promote a capsule collection with Russell Athletic and broaden its appeal with a younger audience, BOSS staged a fashion show as a baseball game, and enlisted 200 creators to show off looks that users could purchase via Instagram Live. They also ran a series of Reels Ads on Instagram that featured creators showing off their outfits in unique ways.

Context | Learn | Make | Inspire

By Moment | Integrated | Standalone

Creators inspire consumers

This creator-led campaign generated traffic, and achieved a 1600% increase in social engagement on the BOSS Instagram account over four days.

Platform Trends | Best in Class Examples | Metaverse Examples

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Lunchables reviews snack sculptures with help from a creator.

For the latest installment of their “Lunchabuilds THIS” campaign, Lunchables created a series of playful �video ads in Feed and Reels that featured snack sculptures, the kid artists who made them, and commentary from TikTok creator Boman playing the role of an art critic.

Context | Learn | Make | Inspire

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Platform Trends | Best in Class Examples | Metaverse Examples

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Duracell hops into interactivity �with AR game.

To promote the fact that their batteries come with 200% extra battery life, Duracell tapped into retro video game nostalgia to create an 8-bit-style AR game. Users could tap to guide the Duracell bunny through a series of obstacles, and prizes were given to those with the highest scores.

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Platform Trends | Best in Class Examples | Metaverse Examples

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Burger King lets users build their

perfect burger with interactive polls.

To learn what their customers were craving, Burger King Spain set up a straightforward series of polls in Instagram Stories asking them to choose their favorite ingredients. �The “InstaWhopper” was a crowdsourced creation that participating users could get for free.

Context | Learn | Make | Inspire

Case study video

By Moment | Integrated | Standalone

Platform Trends | Best in Class Examples | Metaverse Examples

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Volvo drives sales with an �interactive shopping experience.

When the pandemic presented new challenges for the auto industry, Volvo launched AR ads that drove users to their �AR showroom experience. Users could scale the size of the car, get a 360-degree view of the exterior, change the color, and explore key features.

By Moment | Integrated | Standalone

Try before you buy

AR gives consumers a unique opportunity to engage with a product or service from anywhere.

Platform Trends | Best in Class Examples | Metaverse Examples

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Silk partners with creators to become the G.O.A.T. of oat milk.

To boost product awareness, Silk created an interactive AR effect. Users could transform into oat-crowned Roman busts with “G.O.A.T.” engraved in the stone below. The brand tapped creators and celebrity influencers to promote the effect with playful video ads that ran in Stories.

By Moment | Integrated | Standalone

Platform Trends | Best in Class Examples | Metaverse Examples

To increase product awareness, the plant-based food brand ran interactive and non-interactive augmented reality ads featuring celebrity influencers,

Silk aimed to boost awareness of Silk Oat—its rebranded oat milk product—by using interactive augmented reality (AR) filter effects for the first time in its Facebook and Instagram ad campaigns.

For this campaign, the team set up a two-cell brand lift study. Cell one consisted of the brand’s business-as-usual, non-interactive video ads that ran in Facebook and Instagram feed and Stories, and showcased influencers and celebrities using the AR filters. Cell two consisted of the same ads as in cell one, plus interactive augmented reality ads that allowed viewers to try the filters themselves, which ran in Facebook News Feed and Instagram Stories.

All ads featured a variety of creators and celebrity influencers, and were delivered as both branded and non-branded content from the creators’ and influencers’ own handles, as well as from Silk’s handle. The ads included the message that: “Silk Oat is the G.O.A.T. of oat milk” and explained why the celebrity was a G.O.A.T. (greatest of all time) in their industry.

The interactive augmented reality ad included the text: “Show the world what you’re G.O.A.T. of with the GOATYourself filter by Silk.” The “Tap to interact” call to action opened the camera on the ad viewer’s mobile device and loaded the AR effects. And when the viewer took a photo of themselves or someone else, the subject’s face transformed into an oat-crowned Roman bust with “G.O.A.T.” engraved in the stone below. The video ads in Instagram Stories included a call to action that, when swiped up, opened the AR filter effect.

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Inspire

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Platform Trends

Best-in-Class Examples

Metaverse Examples

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To get users excited about the return of Coachella, Absolut extended the festival experience with �a virtual destination for music, art, fashion, dance, and cocktails.

Absolut welcomes music fans �back to Coachella.

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Exploring the metaverse

Users can work, play, connect, and attend events in the virtual world.

The metaverse can be accessed via

VR, AR, or smart glasses.

Platform Trends | Best in Class Examples | Metaverse Examples

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After they started offering wedding services �at the Las Vegas locations, Taco Bell wanted �to give couples the chance to win the �virtual wedding of their dreams.

Taco Bell celebrates the future of love.

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Platform Trends | Best in Class Examples | Metaverse Examples

Wedding services video

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Platform Trends | Best in Class Examples | Metaverse Examples

When they wanted to improve inclusivity and representation in the metaverse, Degree teamed up with rapper Fat Joe and paralympic athlete Blake Leeper to host a virtual marathon. The event incorporated accessible architecture, as well as a more inclusive avatar library with prostheses, wheelchairs, and running blades.

Degree hosts a Metathon.

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