Video has become the centerpiece of Facebook advertising. Whether you’re promoting a product launch, running a seasonal sale, or building long-term brand awareness, the choice between short and long video ads can make or break campaign performance. In 2025, the debate is sharper than ever: attention spans are shrinking, yet some audiences are willing to sit through longer narratives if the value is clear.
So which format should you use? The answer depends on your goals, your audience, and how you structure the story. Let’s break down what works, why it matters, and how to make the right decision.
Why Short Video Ads Still Dominate
Short-form content continues to thrive on Facebook in 2025. Most users scroll quickly, and ads that grab attention within the first three seconds are the ones that get remembered.
What makes short video ads work:
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Speed of delivery — concise ads communicate the message before the viewer loses focus.
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Mobile-first habits — short clips fit perfectly into Stories, Reels, and in-feed placements.
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Lower production costs — brands can create multiple variations for testing without breaking the budget.
Think about a 10–15 second ad for a fitness app. It shows someone opening the app, starting a workout, and feeling energized at the end. Simple, fast, and clear. You don’t need dialogue or deep storytelling — the visuals carry the message.
Short clips also work well because they can be adapted to multiple placements — if you want to dive deeper into the full range of formats available, check out The Ultimate Guide to Facebook Ad Formats.
But here’s the critical question: are these bite-sized ads enough to move people further down the funnel?
The Case for Longer Video Ads
Longer ads haven’t disappeared. In fact, Facebook’s own studies suggest that when viewers choose to watch beyond the 15-second mark, they are more likely to develop trust and recall the brand later.
Longer videos (30–90 seconds) work best when you’re telling a story, showing product benefits in depth, or aiming for an emotional connection.
Imagine a 60-second ad for a new eco-friendly clothing brand. The video could show the process of sustainable production, highlight customer stories, and finish with a strong call-to-action. The length allows room for authenticity — something short clips often lack.
So while shorter ads might get the click, longer ones can plant the seed for loyalty. Brands leaning into storytelling often combine video ads with retargeting campaigns, and if you’re considering that path, you’ll find our guide on How to Set Up Facebook Retargeting.
Choosing the Right Format in 2025
Instead of treating short and long video ads as competitors, think of them as partners. Smart advertisers run both, but with clear intent.
Here are three guiding principles to follow:
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Match the funnel stage
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Use short ads for awareness. Their main job is to grab attention and drive clicks.
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Use long ads for consideration and conversion. That’s where storytelling pays off.
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Test placements carefully
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Short ads shine in Stories and Reels.
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Longer ads often perform better in feeds, where users are prepared to pause for a moment.
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Segment audiences
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Retarget viewers who engaged with your short ads by showing them longer ones later.
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Keep testing different formats until you know which resonates best.
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The balance between short and long is not about choosing one over the other, but about building a sequence that feels natural.
Your choice of short or long ads should also be informed by evolving platform rules and shifts in delivery, which we covered in detail in Facebook Ads Targeting Updates: How To Adapt in 2025.
Best Practices for Both Formats
If you want results, don’t just think about duration — think about how the ad is crafted.
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Front-load value. Start with your strongest visual or statement.
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Design for sound-off. Many Facebook users scroll with sound muted, so captions and bold visuals matter.
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End with clarity. Whether short or long, finish with one strong call-to-action.
And one more thing: data. Always use metrics like watch time, click-through rate, and conversion lift to see which ad length is actually performing for your brand.
What to Use in 2025
Attention on Facebook may be more fragmented, but viewers are also becoming selective. They skip what feels generic and lean in when something feels personal. Brands that test both short and long ads — and connect them with smart targeting — will be the ones ahead.
So ask yourself: do you want quick wins, deeper engagement, or both? The way you answer will shape the kind of video ads you create this year.
