Facebook ads have evolved, and if you want to stand out in 2024, simply running ads isn’t enough. You need to choose the right ad format—one that captures attention, drives engagement, and gets results.

For so many options, you could easily get confused. Do you care about several items with a carousel ad? Would a video commercial work best? For reels or stories commercials, are they worth it?

The fact is that your goals, audience, and message determine the type of ad that will be appropriately suited to them; none are made equal. The five best-performing Facebook ad formats are broken out in this guide together with useful tips.

Carousel ads allow you to add multiple images or videos within a single ad. Instead of trying to squeeze all your information into one image, you can tell a story across several slides, each with its own headline, description, and link.

Why Carousel Ads Work

• They encourage interaction—users naturally swipe through them, increasing engagement.
• They’re perfect for storytelling—you can take your audience through a step-by-step journey.
• They work great for e-commerce—each card can feature a different product with its own link.

How to Use Them Effectively

• If you run an online store, showcase multiple products or highlight different features of a single product.
• For service-based businesses, break down your process step by step (e.g., how your coaching program works).
• Compare before-and-after transformations—this works well for fitness brands, skincare, or home improvement services.

Pro Tip

The first image in your Carousel is the most important. Make sure it’s eye-catching so users feel compelled to swipe through.

Video ads are one of the most engaging ad formats because they instantly grab attention and hold it longer than static images. They also let you communicate more information in less time and can evoke emotions that drive action.

Why Video Ads Work

• People are more likely to stop scrolling when they see motion.
• Videos get more shares and comments, increasing organic reach.
• They allow you to show your product or service in action, which builds trust.

How to Use Video Ads Effectively

• Keep your videos short and engaging—the first five seconds are crucial.
• Use subtitles, since many people watch videos with the sound off.
• Showcase actual individuals utilising your goods rather than only still photos.

Pro Tip

Given their greater screen area, vertical videos (9:16) perform better on smartphones. Structure your video ads especially for mobile consumers if you are making them.

You know how annoying it is if you have ever clicked on an advertisement and waited excessively long for a page to load. By loading instantaneously inside Facebook and building a tiny landing page that keeps people interested, Instant Experience advertising addresses this issue.

Why Instant Experience Ads Work

• Their faster loading than outside landing pages lowers bounce rates.
• Their engaging, full-screen experience keeps consumers involved longer.
• One location can house films, photos, carousels, and call-to-actions.

How to Use Instant Experience Ads Effectively

• If you run an online store, employ them to design a shoppable ad experience whereby customers may view several items without ever leaving Facebook.
• If you deal in real estate, highlight a house with a contact form, interactive tour, and several photos.
• Use an Instant Experience to educate possible consumers of high-ticket goods or services before they visit your website.

Pro Tip

Simplify and mobile-friendly your Instant Experience layout. Should too much material be present, consumers may become overwhelmed and depart before acting.

One of the finest formats for increasing sales is a collection advertisement, which mix a main image or video with a scrollable product catalogue. Designed for mobile consumers, they offer a flawless buying experience free of necessary visits to an other website.

Why Collection Ads Work

• They let one easily peruse several items at once.
• Their extended user stays on Facebook help to raise conversion rates.
• The mobile format seems natural, which improves experience.

How to Use Collection Ads Effectively

• Show your top-selling items first.
• Grab people's attention with a striking cover image or video.
• Combine them with retargeting campaigns to recover consumers who saw your products but did not buy them.

Pro Tip

Collection ads are absolutely must-try whether you own an online boutique or a dropshipping company. When paired with dynamic product ads—which automatically display consumers items based on past browsing behavior—they perform quite nicely.

On social media, short-form video content rules; Facebook's Stories and Reels Ads are no exception. These advertisements are more interesting and difficult to overlook since they seem more like natural material than conventional ones.

Why Stories & Reels Ads Work

• They consume the whole screen, therefore removing distractions.
• They seem less invasive since they fit naturally occurring material.
• Stories vanish after 24 hours, hence they instill a sense of urgency.

How to Use Stories & Reels Ads Effectively

• Draw people in with quick cuts and lively movement.
• Anything longer than fifteen seconds can seem too long. Keep it short and to the point.
• Include unique elements, GIFs, and stickers to make it feel more like a real app.

Pro Tip

People in positions of power can provide valuable input in person, and Stories and Reels Ads are excellent methods to showcase more intimate footage from behind the scenes.

The right Facebook ad format depends on what you want to achieve:

• If you want to pique people's interest while still telling a tale, employ carousel or video ads.
• If you want a pleasant shopping experience, choose Collection Ads or Instant Experience Ads.
• Stories and Reels Ads are the most effective ways to attract consumers to engage with you immediately and naturally.

What to Do Next

• Try out numerous types of ads to see which ones your target demographic responds to the best.
• Most people view and engage with Facebook ads on their mobile phones. So, your ads should be great there, too.
• Advertise simply yet visually appealingly and to the point.

Advertising on Facebook in 2024 is about more than just running ads—it’s about using the right format to create experiences people actually want to engage with. If you focus on matching the right format to the right goal, you’ll see better engagement, stronger conversions, and higher ROI.

Which format are you excited to try next?