If you’re on Facebook, then you’ve likely noticed a flood of video content pouring into your newsfeed. While you might not have put too much thought into this change, this content has probably shifted your Facebook browsing experience.
Now that more businesses are becoming aware of the capabilities of video, the question many companies have is: How do I create a successful Facebook video ad?
We’re here to share the deets on how you can get impactful Facebook video ads up and running in no time. But first, let’s cover the basics.
First thing’s first, Facebook has 2.38 billion monthly active users.
That’s over a quarter of the world’s population!
Pretty crazy, right?
Moreover, according to research by AdEspresso, Facebook users watch nearly 3 billion hours of video every single day. So it should come as no surprise that Facebook native videos have nearly a 90% higher reach than similar content on YouTube.
How can your company benefit from these stats? By using Facebook video ads, you’ll be able to connect with your audience through the channel they prefer, using media they already love to consume. This is why a targeted Facebook video ad is exactly what your advertising strategy needs.
Second, Facebook video ads boost engagement. That’s a fact.
Even Hubspot confirmed that 54% of people want to see additional video content from a brand they support. 85% of those viewers are even more likely to purchase your product or service after viewing your business’ video. Considering that most people only read about 25% of the words on your website, Facebook video ads are a no-brainer.
Lastly, Facebook video ads help drive more conversions.
Not a believer?
Well, when people share videos to their network of Facebook friends, it acts as word-of-mouth advertising, beating out text by 1200%! This impressive increase is only one of the reasons why video needs to be part of your strategy.
Video is powerful.
Showcasing your products in action or emphasizing your brand’s values help you connect better with your customers. Naturally, people are more drawn to engage with videos because of the emotional connection they feel. Without that, it would be extremely difficult to drive that kind of reach and engagement organically.
A Facebook video ad is made up of 5 important ingredients. When blended together perfectly, you’ll get the ultimate Facebook video ad that converts.
The first five seconds of your video is everything.
Sure, Facebook video ads can be up to 120 minutes in length, but you’ll want to get to the point quickly. Truth be told, on average, people watch over 80% of a video if it’s shorter than 30 seconds.
That’s why you need to keep your ads short, sweet and engaging.
Design your intro to encourage viewers to continue watching.
Here is a basic guideline for you to follow:
Define your audience: Are they moms, nature-lovers, cyclists? How do they define themselves? Figure out what makes them unique and let it be known!
Identify their pain point: This is their number one frustration.
Question: Lead with a question. For example:
Are you a busy mom who…?
Hook ‘em: The hook is a unique offer or statement you share with your viewer that sparks their curiosity and desire to keep on watching.
Who are you? This is your chance to establish credibility.
At this point in the video, you need to give your viewers a reason as to why they should be listening to you. Position yourself as an authority or expert in your particular industry, and back it up with facts.
This is the section where you tell your viewers what you’re all about. Tell them why you’re making this video, why they should listen to you, and what you bring to the table!
Keep in mind that many Facebook users have deactivated the auto play option on their cellphones, so they’ll need to tap on your video to make it play.
Facebook will automatically generate a range of images randomly selected from the video, however, you should take the time to create a thumbnail that will trigger their curiosity. Use this to your advantage and craft an attention-grabbing image with little to no text. This is because Facebook gives lower priority for ad delivery to images (and thumbnails) that have a lot of text.
This tactic is one that is tried and true.
Creating custom audiences for video ads is effective and can be used in a variety of ways.
Custom audiences can be created based on different levels of engagement. For example: 3 seconds watched, 50% watched, 90% watched… You get the point.
Creating custom audiences allow for better retargeting, as well as for the creation of lookalike audiences. With Facebook Audience Insights, you can also analyze the audiences you created to help you craft the perfect successful Facebook video ad.
When you’re creating your Facebook video ad, you’ll have to choose an objective that helps you optimize the delivery.
You can choose to run your ad to generate conversions, drive traffic, increase likes, create post engagement, and of course, get video views.
To create a successful Facebook video ad, you’ll want to select “Video Views” as the ad objective. This allows Facebook to better identify users who are more likely to watch your video, and in turn, increasing the reach of your campaign.
Another benefit to choosing the “Video Views” objective? If your goal is to generate clicks and conversions, Facebook will show your ad to users who are more likely to click on a link rather than simply watch a video. On the other hand, if you want more video views, Facebook will find users who are likely to watch the majority of your video ad, in turn, creating better video audiences.
No matter your campaign objective, ad placement or targeted audience, it’s important that your video ad is simple and succinct. The shorter your video is, the more likely it is to be watched completely. It also helps create suspense that will trigger the viewer’s curiosity to seek out more information about you, your company, or your product.
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