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New Facebook Video ToolsFacebook, attempting to help bridge a gap that may keeping some advertisers from using video in their ads, has rolled out a set of tools to help create mobile-optimzed video ads. After first announcing the tools were coming in July, the platform released a blog with details and timing last week.

In the blog post, Facebook mentioned that “mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile.”

The new tools include:

  • Video Creation Kit – The Video Creation Kit enables you to turn existing image and text assets into mobile-optimized videos framed in 1:1 for feed environments or 9:16 for stories on Facebook and Instagram. It has four different templates that make it easy to create mobile video ads that follow a performance-optimized story arc. The options include: promote a product (6 seconds), sell multiple products (6 seconds), show product benefits (15 seconds) and drive product discovery (15 seconds).
  • Video Cropping Tool – This new tool helps you easily optimize the framing of your video ads by cropping videos to Facebook recommended aspect ratios. You can crop video ads to 1:1 and 4:5 for feed, 16:9 for in-stream and 9:16 for stories.
  • Animate Tool – This tool provides an effective and easy way to create eye catching video ads that look great on mobile, without major investment, in-house skills or additional assets. Simply select the animate option when boosting a post and a video will automatically be created for you.

Facebook knows how important video and motion can be to the success of ad creative and continues to make it easier for those without in-house talent or budget to create professionally produced video still have options. Even if you have other outlets to produce video, the new tools are worth a look.

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