Best Facebook Ad Formats for Apps (2025 Guide)

Facebook offers multiple ad formats for app install campaigns: video, carousel, playable, collection, and static images.

They don't all perform equally. In 2025, short-form video dominates app install performance across categories, while playable ads deliver exceptional results specifically for gaming apps.

The format you choose impacts everything—engagement rates, CPI, user quality, and creative production requirements. Here's which formats work, when to use each, and how to optimize them for app installs.

Video Ads

Video is the most effective format for app installs in 2025.

Why Video Works

Video communicates value faster than static images. In the first 3 seconds, you can show:

The problem your app solves
A key feature in action
A user outcome or transformation

Static images require users to read and interpret. Video shows directly.

Additionally, video ads benefit from Facebook's autoplay in Feed and Stories, capturing attention without requiring users to click.

Optimal Video Specifications

Duration: 10-15 seconds

Completion rates drop significantly after 15 seconds. Most users scroll within 3-5 seconds if not immediately engaged.

Aspect Ratio:

4:5 (vertical): Best for Feed placements
9:16 (full vertical): Best for Stories and Reels
1:1 (square): Acceptable for Feed, less optimal than 4:5

Resolution: 1080 x 1350 for 4:5, 1080 x 1920 for 9:16

File Format: MP4 or MOV with H.264 compression

Video Content Strategy

The first 3 seconds determine performance.

Hook formats that work:

Problem statement: "Still using spreadsheets to track your projects?"
Outcome promise: "We saved 5 hours per week with this app"
Visual pattern interrupt: Unexpected imagery or movement

Seconds 4-15 should:

Demonstrate one clear feature or use case
Show the app interface actually working
End with a clear CTA: "Download free" or "Install now"

Sound Considerations

85% of Facebook video is watched without sound. Your video must work perfectly muted.

Add captions to all dialogue or voiceover. Use text overlays to reinforce key points.

If you include music, treat it as supplementary, not essential.

Performance Benchmarks

Well-optimized video ads typically deliver:

CTR: 1.5-3.5% for app install campaigns
CPI: 15-30% lower than static image ads
Completion Rate: 40-60% for 10-15 second videos

Carousel Ads

Carousel ads let you showcase 2-10 images or videos in a swipeable format.

When Carousel Works

Carousels excel for apps with:

Multiple distinct features worth highlighting
Different use cases or user types
Sequential storytelling (onboarding flow, transformation journey)

Example: A project management app might show:

Card 1: Task management interface
Card 2: Team collaboration features
Card 3: Calendar integration
Card 4: Reporting dashboard

Optimal Carousel Setup

Card Count: 3-5 cards

More than 5 cards see significant drop-off. Most users engage with the first 2-3 cards only.

Card Order: Lead with your strongest hook. Card 1 determines whether users engage with the carousel at all.

Aspect Ratio: 1:1 (square) works best for carousel

Headline & Description: Use different copy on each card to reinforce that card's specific feature

Carousel vs Video

Carousels typically deliver:

Lower CTR: 0.8-2.0% vs 1.5-3.5% for video
Higher CPI: 10-20% higher than video
Better feature education: Users engage longer when interested

Use carousels when feature comprehension matters more than pure install volume.

Image Carousel vs Video Carousel

You can create carousels with all images, all videos, or a mix.

All Video: Highest engagement but requires more production effort

All Images: Lower production cost, slightly lower performance

Mixed: First card video (hook), remaining cards images (features)

The mixed approach often delivers the best efficiency-to-effort ratio.

Playable Ads

Playable ads let users interact with a simplified version of your app before installing.

Game-Specific Format

Playable ads are designed exclusively for gaming apps. They don't apply to productivity, social, or utility apps.

The interactive demo shows core gameplay—matching tiles, shooting targets, solving puzzles—directly in the ad unit.

Performance for Gaming Apps

Playable ads consistently deliver:

Higher CPI: 30-50% more expensive than standard video ads
Significantly better user quality: 2-3x higher retention rates
Lower D7 CPA: Despite higher CPI, cost-per-paying-user is often 20-40% lower

You're paying more per install but getting users who actually understand and want your game.

Implementation

Playable ads require technical development. You build an HTML5 interactive demo that:

Loads quickly (typically <5MB)
Works smoothly on mobile browsers
Demonstrates core gameplay in 30-60 seconds
Includes the FbPlayableAd.onCTAClick() function

Most gaming studios work with specialized playable ad production companies rather than building in-house.

When to Use Playables

Use playable ads when:

Your game has simple, immediately understandable mechanics
You're focused on user quality over install volume
You have budget for specialized creative production

Avoid playables for:

Complex strategy games that require extensive explanation
Apps outside the gaming category
Very early-stage testing with limited budget

Static Image Ads

Single images remain a viable format despite video's dominance.

Why Images Still Work

Lower production cost: Create variations quickly
Easier A/B testing: Test different value propositions, offers, or visual approaches without video production
Faster iteration: Update messaging based on market changes or seasonal events

Image Specifications

Aspect Ratio: 4:5 (vertical) for Feed, 9:16 for Stories

Resolution: 1080 x 1350 minimum

File Format: JPG or PNG

Text: Minimize on-image text. Facebook doesn't penalize text overlay anymore, but visual clarity matters for performance.

Image Best Practices

Effective static ads for apps typically show:

Option 1 - Interface Screenshot with Benefit Callout: Clean screenshot of your app's key screen with text overlay highlighting the core benefit.

Option 2 - Before/After Visual: Side-by-side showing the problem state vs the solved state using your app.

Option 3 - User Testimonial Visual: Real user photo with their quote about app impact.

Performance Expectations

Static images typically deliver:

CTR: 0.8-1.8%
CPI: 20-40% higher than video ads
Best Use: Testing messaging variations before producing video creative

Collection Ads

Collection ads combine a hero image or video with a grid of product images below.

Limited Applicability for Apps

Collection ads are optimized for e-commerce (showing multiple products). They don't typically perform well for app install campaigns.

The format encourages browsing multiple items, but with app installs, you have one "product"—your app.

Most app install campaigns see better performance from video or carousel formats compared to collections.

Ad Format Testing Strategy

Don't guess which format will perform best. Test systematically.

Initial Test Setup

Create three ad sets, each with one format:

Ad Set 1: Video (10-15 sec)

Budget: $15/day

Ad Set 2: Carousel (3-5 cards)

Budget: $15/day

Ad Set 3: Static Image

Budget: $15/day

Run for 7-14 days with identical targeting, optimization, and messaging.

Comparison Metrics

CPI: Which format delivers the lowest cost per install?

CTR: Which format drives the highest click-through rate?

Install-to-Event Rate: Which format's installs convert better to your key value event?

Creative Production Cost: Factor in time and cost to produce each format.

Typical Results

For most app categories:

Lowest CPI: Video (15-30% better than images)

Easiest to Scale: Video (more creative variations possible)

Fastest to Produce: Static images

Highest User Quality (Gaming): Playable ads

Platform-Specific Considerations

Different Facebook placements favor different formats.

Feed Placements

All formats work in Feed. Video and carousel perform best.

Use 4:5 aspect ratio to maximize vertical screen space.

Stories and Reels

Only full-screen vertical formats work well:

9:16 video ads
9:16 static images

Carousel and horizontal formats appear small and perform poorly.

Automatic Placements

When using automatic placements (recommended), create assets in multiple aspect ratios:

1:1 square for Feed
4:5 vertical for Feed
9:16 full vertical for Stories/Reels

Facebook automatically selects the best-fitting asset for each placement.

Format Evolution Strategy

Start simple, then add complexity as you scale.

Months 1-2: Video ads only

Prove core messaging and hooks
Establish baseline CPI

Months 3-4: Add carousel variations

Test feature-focused vs benefit-focused approaches
Identify which features resonate

Months 5+: Test playables (gaming) or advanced video formats

Only after you've proven core formats and have budget for specialized production

FAQs

What's the best Facebook ad format for app installs?

Short-form video ads (10-15 seconds) consistently deliver the best performance for app installs in 2025. They combine strong engagement, clear value communication, and high completion rates when optimized for mobile viewing.

Do playable ads work for non-gaming apps?

Playable ads are specifically designed for gaming apps and don't apply to non-gaming categories. For other app types, focus on video ads, carousel ads, or interactive demonstrations within standard video format.

Should I use vertical or square video for app ads?

Use 4:5 vertical format for Feed placements and 9:16 for Stories/Reels. These formats maximize screen real estate on mobile devices where most app install ads are viewed.

How long should my video ads be?

10-15 seconds is optimal. Completion rates drop significantly after 15 seconds, and most users make install decisions within the first 5-7 seconds of viewing.

Can I mix multiple formats in one campaign?

Yes, using Dynamic Creative. Facebook automatically tests combinations of your assets and delivers the best-performing combinations. However, for clear performance attribution, test formats separately first.

Format selection impacts every aspect of your app install campaigns. Start with video, prove your messaging works, then expand to other formats based on your specific app category and user acquisition goals.