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Animation type · Facebook ads

Three seconds in the feed decide if the campaign lives or dies

A Facebook ad has about three seconds to stop a thumb. I open with a hard visual hook, bake captions in, ship in three aspect ratios, and design around the ad policies so nothing gets paused mid-campaign.

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Three seconds in the feed decide if the campaign lives or dies - Shivuknet
Why this works

Why Facebook needs ads built for the feed, not borrowed from the website

A Facebook ad is not a website video shrunk to fit. It is built for one decision in three seconds: keep watching or scroll past. Every choice — the cold open, the captions, the 9:16 frame, where the CTA sits — is optimised for that decision.

For Mosko Nehasim (real estate) I shipped three hook variants of the same 25-second piece. Hook A was a price reveal. Hook B was a question. Hook C was a moving aerial shot. Hook C ran ~2.4x the CTR of Hook A over 14 days. None of us guessed right beforehand — that is why I ship three by default.

I also know what Meta's review process kills. Medical claims, before/after weight loss imagery, financial guarantees, screenshots that look like Facebook UI — all common rejection triggers. I design around the policies from the storyboard stage, so the campaign does not get paused 48 hours after launch.

Vertical-first

9:16 mobile feed is the default. 1:1 and 16:9 cuts are included for Audience Network and other placements.

Captions burned in, not as a sidecar file

Captions are part of the visual design. They survive Meta's caption stripping and they look intentional, not like an afterthought.

3 hook variants by default

Three openings on the same core message. Run them in week one, scale the winner, drop the other two.

Designed around Meta's ad policies

No rejection-prone imagery, no claims that trigger manual review. The ad runs from day one.

Process

How we produce

  1. 1

    Campaign briefing

    Audience, offer, monthly ad spend, and a look at any creative that has already run (winners and losers both teach me something).

  2. 2

    3 hook scripts

    I write 3-5 hook openings on the same backbone. You pick the strongest three to go into production.

  3. 3

    Production

    All three variants rendered in 9:16, 1:1, and 16:9. Captions baked in. Music licensed. Voiceover from a studio narrator.

  4. 4

    Delivery + launch help

    Files named for Ads Manager upload. If you want, I send recommended naming conventions and bid setup notes for the first 7 days.

Sample work

A real project we shipped

Sample video is in Hebrew - the production technique and quality are identical for English-language work.

Pricing

Facebook ad video pricing

₪2,200

15-30 seconds with three hook variants. Three aspect ratios included. Captions burned in.

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Common questions

FAQ

How long should a Facebook ad video be?

15 seconds is the sweet spot for the feed. 30 seconds works for Stories and Reels. Past 30 seconds the watch-through rate drops sharply.

Why three variants?

No one guesses the winning hook in advance — including me. Three variants for 7-14 days lets the algorithm find the winner. Then you scale that one and kill the other two.

Do you also run the campaign?

No — I produce creative, not media buying. If you need a buyer, I can refer two or three I have worked with.

Will the same video work on Instagram?

Yes. Instagram feed and Reels accept the same 9:16 file. One render, two placements.

Ready to begin

Let us produce yours

Send a brief message with what you need and we will reply within an hour during business hours.

WhatsApp +972-54-238-3789 support@shivuknet.co.il
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