Since its launch back in 2004, Facebook has become one of the leading social media platforms for both individuals and businesses. Digital marketers not only got their message across to billions of people but also succeeded in generating leads and sales from the platform.
Unfortunately, things have changed quite a lot since then. Facebook is slowly but surely shifting its focus from organic to paid. With dwindling reach and rapidly evolving Facebook algorithm, getting organic reach is now a social marketer’s dream. This has forced marketers and digital marketing companies to switch to paid advertising on the platform so they can get their message across to their target audience.
Despite running paid video ads on Facebook, many brands are still struggling to achieve their desired results. This happens because you are doing Facebook video ads the wrong way. If your brand is one of them, then you are at the right place. Here is how to do it the right way.
In this article, you will learn about six critical elements that can differentiate your Facebook video ad from the rest.
Grab Attention Immediately
With human attention span at all time low of eight seconds, which is even lower than that of goldfish, you will have to hook the viewer’s immediately with your video ad. The best way to do that is to get straight to the point. Whether your video ad appears in the news feed or Facebook stories, data from Facebook indicates a significant drop in number of viewers after initial few seconds. That is why it is important to convey your message early in the video.
If you don’t, you will find viewers clicking away even before they identify what the ad is all about. As a social media marketer, you don’t want that. You can also grab the attention of the readers by asking a question, telling a short story that your audience can relate to or share an amazing fact or evoke curiosity, so the viewer watches the ad till the end.
As mentioned above, human attention span is hitting rock bottom so you cannot create a minute-long ad and force the viewers to stay focused. It is better to keep your Facebook video ads short and sweet. Even though, you can create an ad as long as 30 seconds long but Facebook recommends that you keep it somewhere around 5 to 15 seconds in length.
Contrary to the traditional belief that longer ads tend to outperform shorter ads, Sheryl Sandberg, Chief Operating Officer of Facebook. once stated that 6 seconds long video ads on Facebook tend to deliver better results across all metrics. This means that Facebook prefers video ads that are shorter in length as these ads get more engagement from users.
Show Don’t Tell
According to statistics, 85% of Facebook videos are played with sound off. Add to that This means that if your video ad is not optimized to work without sound, then you might have a hard time getting your message across. Add caption to your video ads instead of relying on voiceovers and dialogs. You can also use graphic overlays so that your video delivers exceptional results irrespective of whether the user keep the sound off or on.
Choose Structure and Type Carefully
There are many different types of ads on Facebook. In order to get the best results from your Facebook video ads, it is imperative that you choose an ad type that matches with the goal you want to achieve. Select an ad type that help you convey your brand message in the most effective manner.
Here are some of the Facebook ad types:
- Vertical video ads
- Video carousel ads
- Facebook Stories ads
- Canvas ads
- Collection ads
- Sponsored 360 videos
- In-stream ads
For instance, if you want to get more views on your video ad, you can use an eye-catching vertical video ad or an interesting GIF. On the other hand, if your objective is to stay on top of the mind of your target audience, you should use video carousel ads or instream video ads on Facebook. This will help your audience to remember the ad for longer. If boosting conversion or generating sales is your ultimate campaign goal, then collection video ads or canvas ads is the way to go.
Add a Compelling Call to Action
Imagine a user sees your Facebook ad while scrolling through their newsfeed and watches it tell the end but did not take your desired action. How would you feel? You might feel that you have missed an opportunity. Did you know why? Because you have not included a compelling call to action in your video. A Facebook video ad that do not tell the viewer what action he or she needs to take next will not drive action.
You can either include a call to action in the middle or end of your video ad to guide the viewer about what to do next. Another great way to inspire action is to add a call to action just below the video ad so that the first thing a viewer see when he or she finish watching your video ad is the call to action. Make sure that the call to action is compelling for your target audience and encourage them to take your desired action.
Test and Improve
No one can give you a recipe of success with Facebook ads that works for everyone. This means that you will have to constantly test and improve your Facebook video ad campaigns until you find a formula that works for you. Experiment with different Facebook ad formats, types and structure and see what works best for you. Once you find what’s working, stick to it and avoid what’s not working. This way, you can boost the effectiveness of your Facebook video ad campaigns.
Which ingredients do you focus on when creating a Facebook video ad? Let us know in the comments section below.