Introduction
The landscape of advertising on Facebook (now part of Meta Platforms) is constantly evolving. For businesses and marketers, staying updated with the latest trends and creative approaches isn’t optional — it’s essential. With shifts in user behaviour, privacy regulations, and platform capabilities, 2025 brings fresh opportunities to make your Facebook ads more engaging, effective, and conversion-friendly.
Let’s dive into the most important Facebook ad trends and creative ideas you should try this year.
1. Short-Form Video & Vertical Formats
One of the biggest shifts: users prefer mobile-first, vertical, short-form content. According to recent trends:
Vertical videos (9:16) are outperforming landscape formats because they fill the mobile screen.
Short videos (15-30 seconds) maintain attention better and boost engagement versus longer ads.
Creative Ideas to Try:
Use a 15-second vertical video showing the product in action, with bold caption overlays (since many users watch without sound).
Recycle a longer demo into a “quick 15-sec highlight” version for Stories or Reels.
Create a “Behind-the-Scenes” or “Day in the Life” short clip to build brand trust.
2. User-Generated Content (UGC) & Authenticity
Polished ads are still useful, but authentic, user-created content is gaining traction.
UGC-style ads (customer videos, testimonials, real-life usage) are outperforming heavily produced brand videos.
Authenticity helps build trust — especially in markets where audiences are ad-fatigued.
Creative Ideas to Try:
Encourage customers to submit short videos of them using your product; then turn the best into your ad creative.
Use real employee or founder videos explaining the brand’s “why”.
Run polls or ask for video responses in Stories, then feature them as ad assets.
3. Interactive, Immersive Formats: AR, Polls & Carousel
Engagement is moving beyond “click” to “interact”. Some of the key formats:
Augmented Reality (AR) ads let users try before they buy (e.g., virtual try-on).
Polls, quizzes and carousel ads that allow swiping or choosing between options.
Stories/Reels ads that feel like native content, not just another banner.
Creative Ideas to Try:
If you sell apparel or accessories: use an AR filter so users can “try on” the item via Stories.
Run a carousel ad with “Choose your favourite colour” and use poll responses to guide your next campaign.
Use a Story ad with “Swipe-up to answer a quiz” – make it fun and tied to your product.
4. Social Commerce & In-App Checkout
The shopping journey is becoming seamless on Facebook: browsing to purchase without leaving the app.
The expansion of in-app shopping and shopping features (e.g., Facebook Shops) is a major trend.
Live-shopping events, shoppable video ads, and product tagging are gaining ground.
Creative Ideas to Try:
Create a live shopping event: host a live session showing product demos + limited-time offer.
Tag products directly in your video or Stories ad so the user can check out within the app.
Run a “Shop Now” campaign with a single product focus and minimal friction to purchase.
5. Privacy & First-Party Data Strategy
With the decline of third-party cookies and stricter data privacy laws, advertisers must pivot.
Focus on first-party data (customer email lists, on-site behaviour) and integrate tools like the Conversion API.
Broad targeting + strong creative is replacing ultra-specific interest targeting.
Creative Ideas to Try:
Run a lead-magnet campaign to grow your email list (e.g., free guide or webinar) and then retarget those users.
Use look-alike audiences built from your best customers rather than trying to target completely new interest-groups.
Shift your ad creative focus from “targeting” to “creative” — the algorithm will handle delivery if the creative is strong.
6. Automation & AI-Driven Creative Optimization
Automation is becoming more central in ad creation and optimisation.
Tools that generate variations of ad text, creatives, formats via AI are on the rise.
Meta is pushing towards automated ad formats and budget optimisation.
Creative Ideas to Try:
Use tools or Meta’s built-in features to generate multiple ad creative variations, letting the algorithm select the best.
Test AI-generated headlines or descriptions with your audience; keep the human check for tone and brand fit.
Automate ad budget allocation between creatives to maximise performance while creative fatigue is lowered.
7. Retention & Community-Focused Strategies
While new customer acquisition is always important, retention and community building are also trending.
Using Facebook Groups or exclusive communities to deepen brand connection.
Running remarketing or loyalty campaigns rather than only cold-audience ads.
Creative Ideas to Try:
Create an exclusive group for your brand’s users and run an ad inviting “exclusive access” – then use group engage metrics to retarget.
Run a “thank you” ad campaign for past customers giving them first access to new products or special offers.
Use testimonials or user stories from community members as the ad creative.
Conclusion
The world of Facebook advertising in 2025 is less about “targeting tricks” and more about creative excellence, immersive formats, seamless shopping, and privacy-smart data strategies.
By adopting short-form videos, user-generated content, interactive ad formats, and leveraging first-party data, you’ll be better positioned to cut through the noise, engage your audience, and drive results.