244: Do your Facebook ads have a 15-second rule?

Facebook has recently added an internal scoring system for campaigns in Ads Manager. During a rare phone conversation last week, my Facebook account representative noted that my account showed a score of 98 (out of 100). As we discussed the system I use for auctions, we got on the topic of video ads—which I use very sparingly (maybe 1% of campaigns). She told me that their internal research found that the best video ads are no longer than 15 seconds and are recorded in vertical format to be compatible with Reels. So, if you plan to use video for an upcoming campaign, let those realities guide your production. Also, note that more than 80% of Meta users engage with content on mute.