Facebook Creative Assets

On-Channel Photography and Videography for Facebook 


  • The look and feel of the images should match Bayer’s branding but also be artfully and wonderfully composed, with human elements when possible, interesting angles, details and stunning imagery.

  • Opt for natural, clean and not overly edited imagery.

  • Limit the amount of text to 20% of the asset for easy viewing.

  • Avoid the excessive use of quote cards across channels.

  • Consider testing formats to optimize results.


Asset Specs

Image specifications for Facebook Feed and Story Assets are always evolving. For the most up-to-date specification recommendations, visit the Sprout Social Specification Guide. 



  • Longer Videos (3+ minutes) are recommended for episodic content, narrative pieces and live streaming. Shorter videos (15 seconds - 1 minute) are recommended for more engagement.

  • Optimize format for mobile. This means editing videos using a 4:5 aspect ratio or a square format.

  • Publish the video .mp4 files directly in the social post to drive FB performance especially including a website link. Videos published on YouTube should be linked within the social post when the aim is to drive YouTube views. Reminder: You cannot publish a YouTube link and a website link within the same social post.

  • Publishing a .mp4 file directly in the social posts makes for a simplified user journey by limiting the number of actions a user must take to watch the video content.


Asset Specs

Video specifications for Facebook Feed and Story Assets are ever changing. For the most up-to-date specifications recommendations, visit the Sprout Social Specification Guide. 


Facebook Video Formats


  Video Post Video Story Live Video

Type of Content

Shorter video in the feed and can be a part of a playlist on your profile

Interactive video in a story​ Live video

Most Useful For

Engagement on platform​ Engaging on platform or directing to website​ Sharing updates or events in real time

Link to Website

Yes Yes (if you have 10k plus followers or used paid support)​ No​, but you can share a link of the "live event" prior to going live

Max Length

2  minutes 15 sec intervals ​8 hours

Life Span

Permanent on profile​ 24 hours 24 hours in stories​, permanent on profile or playlist


Videos are served in the feed and can be a part of a playlist on your profile Viewers can click through a sequence of short clips and engage with interactive stickers on the video.​ Can be a live story OR a live video on your profile 


Optimizing Facebook Post Formats

In order to optimize your Facebook Profile, create content using the various post formats that are popular amongst your online community. Doing this helps to support your position in the feed based on your ability to serve your community’s interest in relevant content, making them more likely to engage.


It is important to note that social channels are constantly changing and adding new formats. The following are the current, available formats with specific recommendations on how to best utilize them on channel. 


Link Preview

Link previews are the most common static image format. The image automatically populates when you paste the link within the post. 


Use the link preview when possible and ensure the populated image is optimized for social. If the image is not optimized for social or there is specific, stand-alone creative, upload separately with the copy and link. 



Videos can be posted as teasers for webpages or stand-alone, on-channel assets. Videos typically see higher engagement because they account for video views, as well as post engagements (likes/comments/shares). 


Add the .mp4 video file directly within the post to drive native platform video performance. Link the video from YouTube to boost video views but only if there is no website link in the post copy. GIFs or videos under 30 secs will automatically loop. You may post the GIF format on-channel, but .mp4 files that have looping creative are recommended as they have higher resolution than the GIF format. 



The photo format is used when you are posting without a link. These images should follow the photography guidance. This format is also used when sharing infographic or text heavy assets. 


You also have the option to post multiple images in the Gallery format which is typically used to share images from events. 



Sharing country page content is recommended when sharing important country-specific news updates or collaborations with 3rd party companies. We do not recommend sharing employee voices for privacy concerns as this channel is more personal. 


It is also recommended to share collaborative announcements directly from 3rd party channels.


Photo Carousel

This format is best used when sharing a story that needs more visuals to give more context or better showcase lists or facts. 


Publishing Guidance: This format is posted through the Facebook creator studio. This requires multiple assets and title captions under each photo to give context and add intrigue. 


Making Content Accessible 

At any given time, at least one billion people—15% of the world’s population—have some form of documented disability. Additionally, 100% of us are temporarily-abled; as we age, every person will experience variations in the way they can access digital experiences. In line with the COM mission to engage for trust, Bayer must lead the way in creating accessible and inclusive experiences in our digital landscape.


Keep the following in mind when writing social copy: 

  • Avoid jargon and abstract concepts; be direct and use an active voice

  • Provide trigger warnings to avoid exposing people to potentially emotionally harmful content.

  • Use emojis and symbol fonts sparingly as it is difficult for them to be picked up by assistive technologies.


Add Image Description Using Alt Text

Automatic alt text uses object recognition technology to provide a visual description of a photo. Ensure your alt text is accurate before posting your photo/video. 


Add Closed Captioning to Videos

It’s possible to auto-generate captions, write them yourself, or add captions to videos via the SubRip (.srt) file format. In a recent accessibility update, Facebook launched automatic captioning for Facebook Live. Closed captioning also helps with Search Engine Optimization and boosts your position in the platform’s algorithm. 


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