Guides from people who run the ads
Written by media buyers, for media buyers. Each guide separates what changes results from what is only a technical rule.
Why these guides exist
Most advice about ad creative is written by people selling a tool or a course. These guides are written from the media buying side: what we see change results in live accounts, and what turns out not to matter.
Each guide separates the hard rules, like file sizes and safe zones that Meta enforces, from the choices that move performance, like hook length, caption style and when the product first appears on screen.
Platform rules change often, especially around AI-generated content and labelling. Every guide is dated, and we recheck the specs against Meta's own documentation when we update it.
For definitions of the metrics these guides use, such as hook rate, hold rate, CPA and MER, see the paid social metrics glossary.