Choosing the right Facebook ad format is one of the most overlooked decisions you’ll make in campaign planning. Ads aren’t just about the offer; they’re also about how that offer is presented. A plain block of text can sometimes outperform a glossy video, while in other cases, only a strong visual will do.
So how do you know what to use and when? The answer lies in understanding the role of each format, along with the audience’s mindset.
Let’s dive deeper into text-only ads, image ads, and video ads, and explore when they’re most effective — plus how to maximize results with each.
Why Text-Only Ads Still Work
Many advertisers underestimate text-only ads because they seem “too simple.” In a platform overflowing with videos and flashy graphics, why would anyone stop for plain text? Ironically, that simplicity is their strength. A text-only ad often looks like a friend’s post rather than a polished ad, and that authenticity can draw attention in surprising ways.
Text-only ads can be particularly powerful in scenarios such as:
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Testing hooks, headlines, or calls to action. Running quick tests without the cost of visuals helps you identify which messaging resonates most.
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Promoting urgent offers. Messages like “Flash Sale — 50% off today only” work better when they appear direct and uncluttered.
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Delivering personal, conversational messages. Sometimes a short, friendly line feels more engaging than a loud design.
But don’t mistake “simple” for “lazy.” To get the most from text-only ads, you’ll need to make them deliberate.
Actionable tips for text-only ads:
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Keep the first line punchy. It acts as your hook.
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Use line breaks for readability — big blocks of text will be skipped.
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Sprinkle in emojis for emphasis, but only when they feel natural.
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Always include a clear link or CTA so people know the next step.
Done well, text-only ads are nimble tools. They let you test ideas at speed and can even outperform visuals when the message is strong enough on its own. They won’t always scale as well as images or videos, but they’re an essential weapon in your toolkit.
Of course, plain text ads only work if your copy is strong — our guide on Crafting Compelling Facebook Ads Copy That Converts shares proven techniques.
The Power of Image Ads
Images are attention magnets. Before a user reads a word of your copy, they’ve already processed your visual. A bold, relevant image can stop the scroll instantly, which makes it one of the most reliable ways to get noticed.
Image ads work best in contexts like:
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Promoting physical products. A photo communicates detail, texture, and value in seconds.
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Building brand recognition. Consistent colors, logos, or visual themes reinforce who you are.
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Highlighting product benefits. Sometimes what words explain slowly, images communicate immediately.
But an image ad is only as good as its execution. A blurry product photo or overstuffed graphic can have the opposite effect.
Actionable tips for image ads:
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Use strong contrasts. Bright visuals against clean backgrounds attract attention.
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Add subtle overlays if needed — but keep them clean and easy to read.
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Test lifestyle photos versus plain product shots. Different audiences respond to each.
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Limit text on the image. Facebook recommends minimal copy to avoid clutter.
If you’re promoting, say, a meal subscription box, an image of a beautifully plated dish says more than a line of text ever could. The viewer can imagine themselves enjoying it, and that emotional response is what drives clicks. With image ads, presentation isn’t just decoration — it’s persuasion.
If you don’t always have access to professional photos, tools from The Best AI Text and Image Generators can help create scroll-stopping visuals
Why Video Ads Grab Attention
Video ads take storytelling to another level. Motion catches the eye, and sound or captions add layers that static ads simply can’t provide. When you need to explain or persuade, video is almost always the top contender.
Video shines in situations such as:
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Educating about a product or service. Demos show users exactly how it works.
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Sharing authentic testimonials. Seeing and hearing real customers builds trust.
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Building emotional connections. Storytelling through video engages both logic and emotion.
Still, videos come with challenges. They require more effort to produce, and sloppy editing or slow pacing can quickly lose viewers. That’s why optimizing for attention is critical.
Actionable tips for video ads:
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Keep it short — 15 to 30 seconds usually hits the sweet spot.
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Put the most important information in the first 3 seconds.
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Always include captions, since most people scroll with sound off.
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End with a visible CTA — don’t assume people will read the description.
Think of a fitness app ad. In just 20 seconds, you could show a quick transformation clip, a user jogging with the app on their phone, and a final screen saying “Start your free trial.” That’s education, proof, and persuasion wrapped into one. When done right, video ads don’t just sell — they tell a story that sticks.
And if your video ads aren’t converting right away, you’ll find practical fixes in How to Revive Cold Traffic with High-Converting Facebook Video Ads.
Blending Formats for Maximum Impact
Marketers often ask, “Which format is best?” The real answer: it depends on the stage of your campaign. Each format has strengths, and the smartest approach is to layer them strategically.
Here’s how that might look in practice:
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Use text-only ads during testing to find which hooks or CTAs resonate.
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Move winning messages into image ads to scale with strong visuals.
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Create video ads once you know the best-performing angles, then use them to drive conversions at scale.
This sequence saves money early, builds momentum mid-campaign, and creates long-term results once you’ve locked in what works. Instead of gambling on one ad format, you’re building a funnel of creative that evolves as your data grows.
The goal isn’t just efficiency — it’s confidence. You’ll know which message works, which image stops the scroll, and which story converts.
Testing is where you’ll see which creative angles perform — Key Strategies for Facebook Ad Testing: What You Need to Know walks through a smart approach.
What to Ask Before Choosing Your Format
When you’re torn between text, image, and video, it helps to step back and ask a few guiding questions. They’ll save you from wasting budget on the wrong creative type.
Consider:
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What’s my primary campaign goal — awareness, clicks, or conversions?
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How complex is my offer? Does it need explaining, or is it self-explanatory?
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What resources do I have? Can I afford video production or only quick images?
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Am I testing an idea, or scaling something that already works?
Answering these questions helps clarify which format will align best with your goals. You’ll also find it easier to justify ad spend when you know exactly why you picked a certain type of creative.
In other words, don’t just think about the format in isolation. Think about your audience, your goals, and the context. That’s what separates campaigns that fizzle from those that scale profitably.
Key Takeaways
Text-only ads are underrated tools for testing and delivering direct messages. Image ads are instant attention grabbers that sell with visuals. Video ads persuade, demonstrate, and connect on a deeper level.
You don’t need to choose one forever. Instead, use each format strategically at the right time. That’s how you’ll keep campaigns fresh, efficient, and — most importantly — profitable.
