With an audience of over 2 billion monthly active users, it’s a no surprise that businesses worldwide utilize Facebook ads to increase web traffic, brand awareness, and sales. Specifically, video ads on Facebook are becoming increasingly more popular. Why? Because viewers retain key messages far better when they’re presented in video format as opposed to text. Hence, marketers have been ditching the traditional static image ads for engaging video ads.
Videos aren’t just reserved for big brands with big budgets. Everyone is using them. In fact, each year, online videos make up more and more of all consumer internet traffic in the United States. At this point, it’s not a matter of if your brand is utilizing video ads; it’s a matter of how you promote your brand through video.
By creating compelling Facebook video ads, you can connect with your audience, tell stories, and promote your products and services. Not sure where to start? This easy-to-follow guide will help you start creating exciting video content today!
Related eBook: Examples of Facebook Ads (free download)
5 Tips for Creating Compelling Facebook Video Ads
Plan Ahead Before Shooting
First, you should always create a storyboard and script to follow when shooting your video. How can you develop these? By determining what your goals are for the video ad, what crucial information needs to be shared, and what the call-to-action will be. To ensure that people see it, it’s best to add a call-to-action to your video using text overlays.
Also, determine what device your target demographic will be watching your video ad on. It’s safe to say that a majority of people these days use mobile, so you’ll want to ensure that your video is formatted appropriately. Square and vertical videos perform the best on Facebook because they take up more space on the screen than traditional horizontal videos.
Keep it Short
With Facebook video ads, less is more. Users are often scrolling through their newsfeeds at a fast rate, so you’ll only have a few seconds to catch their attention. Consider using appealing colors and visuals to attract users and mention your brand, products or video theme right away.
You’ll be more likely to capture the attention of your targeted audience and, hopefully, they’ll spend additional time watching your video. However, there shouldn’t be too much more to watch after the first few seconds. Facebook’s own recommendation is that you keep videos down to less than 15 seconds.
Optimize For Sound or No Sound
85% of Facebook videos are watched without sound (Source: HootSuite). How can you make your video understandable for those who watch without sound, but still appealing to those who do?
It’s best to add a simple soundtrack or some background music to your video instead of narration for those who like to listen. Then, incorporate captions or text overlays for the users that prefer silence.
Optimizing your ad to work with or without sound gives consumers the choice of how they interact with your video ads. And what a difference the power of choice can make! It could the very things that convinces more people to keep watching your ad.
Upload Your Video Wisely
It’s best if you upload the original video file directly to Facebook, rather than linking to a third-party platform such as YouTube or Vimeo. Why?
When uploaded through third-party platforms, an extra click is often required to play a video. You can’t count on your users to take this action voluntarily, so don’t risk your views and conversions. A good rule to follow is the fewer clicks it takes to get to the target destination, the better.
Also during the uploading process, you’ll be prompted to choose a thumbnail. It’s important to choose one that truly showcases what your video is about, as it won’t always play automatically in the newsfeed depending on the user’s settings.
Test, Analyze and Improve
After you’ve set up your video ad campaign to include your targeting parameters—budget, schedule, creative, and so on—you’ll want to test the ad to see if it’s resonating with your audience.
You should do this before scaling up with a full budget. Consider using small chunks of your budget to test your headline, the copy accompanying your ad or even different audiences. Test just one variable at a time and analyze performance to determine the best, most cost-effective option.
Create Compelling Facebook Video Ads For Your Business
Video ads can be a powerful force for your business, and now you know how to create successful ones that will engage your audience and get results. So what are you waiting for? Get started planning and shooting either your first or your best Facebook video ad yet!
If you’re not quite ready for video ads, why not start with some regular Facebook ads? Download our free eBook below for some inspiration: