The Complete Guide to Effective Facebook Video Ad Campaigns
In a few years from now, the vast majority of the content that people consume online will be video.
This quote is from a keynote speech that Mark Zuckerberg made during the Mobile World Congress in 2016. Since then, Facebook has doubled its efforts in becoming the world’s leading platform in ad-supported video content.
This might be bad news for YouTube, but great news for marketers using video in their digital campaigns!
Not only does video give brands more creative freedom to showcase products or services and connect with their audience, but it is also the medium that delivers the best numbers in terms of returns and performance.
In this article, we’ll discuss how to strategically craft your Facebook video ad campaign, and let you in on tips used by the best video production companies out there.
Let’s get started!
Numbers Behind Facebook Video Ads
Facebook and its users love video content. By incorporating video ads, you’re aligning your interest with Facebook’s goal, and offering users the type of content they crave.
But you don’t have to take my word on it… here are some stats that speak for themselves:
— Facebook Watch has over 1.25 billion active viewers per month.
Facebook’s streaming video service launched in 2017, offering original shows and popular videos by producers and creators from around the world.
— 65% of Facebook users in the U.S. say they watch videos on Facebook every day.
Plus, 65% of users also said they found videos on Facebook spontaneously. And, just in case you were wondering, the number of Facebook users in the U.S. is currently over 223 million.
— Video ads get up to two times more clicks than static images or plain text.
Videos force users to stop scrolling and pay attention, which explains why they are more engaging than pictures. Effective videos capitalize on those extra seconds of attention by providing captivating insight into what the brand has to offer.
— Video ads cost 10% of the cost of carousel or single image ads.
Videos have a cheaper CPC (cost per click) thanks to their attractive impression share. Given the same audience, the average cost for single image ads is $2.00, while the cost for video campaigns is between $0.15 and $0.50.
These figures prove that Facebook videos are more than a passing trend: they are a reliable and effective marketing tool that companies just can’t ignore. Now, it’s time to learn how to make the most out of them!
Why Effective Targeting is Vital
The real impact of your video ad campaign will be determined by whether you’ve reached your target audience. Let’s say, a million users watch your video, but none of them actually need your product or service. What was your investment good for then?
Defining your audience is a key task that can’t be rushed. Luckily, Facebook is known for providing marketers with useful tools and variables to zero in on their targets.
First, you can choose your target’s location, age, gender, and language. As you select these variables, you’ll notice that the audience size indicator will give you a sense of your potential ad reach. Then comes detailed targeting, which allows you to include or exclude users based on more specific traits, such as interests and behavior.
And this is where the fun begins! You can target users who have an existing connection to your Facebook Page or app. This means you can create different types of videos for people who have never heard about your brand, or for loyal customers. Which brings us to…
What Types of Videos Work Best?
Producing a different video for each type of customer may sound like an expensive option, but that’s not usually the case. For instance, if you’ve created an animated video (here’s how!), you can customize your piece by tweaking and rearranging its structure, or by using different narration over the same animation.
Customizing your content is essential if you care about reaching your audience the right way. Users connect with videos that talk directly to them and address their issues or interests. Otherwise, promoting the same material to different types of users across the platform may come off as bland or generic.
Let’s see what types of video work best with different audiences.
To reach new users and educate audiences:
If your goal is to raise brand awareness, then your campaign will target new audiences and users who probably haven’t heard about your brand, product, or service yet.
At this stage of the funnel, the types of video that tend to work best are the ones that offer valuable and educational content. Explainer videos and tutorials are compelling styles that focus on user problems or interests without over-promoting your brand.
To convince customers in the decision stage:
Moving further down the funnel, we get to the decision stage. These are users who’ve interacted with your brand and need a tiny final push before making a confident purchase.
Product videos and testimonials are perfect for this stage, since they give audiences a glimpse into the real-life uses of your product or service. By showing your product being used, or by interviewing happy customers, you’re creating a crisp image about the benefits and features of your product.
Five Professional Tips That Will Make Your Video Ad (Way) Better
There are specific tricks you can use to boost the reach and engagement of your Facebook campaign. Here are five professional and proven-to-work tips that will help you create an awesome video ad. You’re welcome!
#1 – Carefully Read the Technical Requirements
Facebook has a clear set of requirements and technical recommendations:
- File types: MP4, MOV, and GIF are recommended, even though the platform supports a wide range of file types.
- Aspect ratios: 4:5 is recommended to avoid getting black bars on either side of your video, but 16:9 to 9:16 for horizontal and vertical is also supported.
- File size: 4 GB maximum.
- Resolution: 1080×1080 minimum.
#2 – Create Videos that Work Without Sound
Did you know that 85% of Facebook users watch videos with the sound off? Then you better prepare your material, so that it delivers your message through visuals. By showing, rather than telling, you can convey your story visually. Plus, it doesn’t hurt to incorporate closed captions subtitles!
#3 – Keep Your Piece Short and Sweet
Facebook allows videos up to 241 minutes long… but who in the world is going to watch a 4-hour video ad?! As a general rule, you should keep your videos brief, no longer than 2 minutes long. This means the first seconds of your piece are critical, so be clear and concise with your message from the start. After all, cutting down on video length is one of the video marketing trends to watch out for in the future.
#4 – Don’t Overdo Your Copy Either
Your video ad will be accompanied by copy (called “primary text”) and a headline. You’ll want to avoid going over the 125-character mark in your copy, and 40 characters for your headline. Otherwise, your text might be excessive, and viewers will have to click “read more” to fully see it.
#5 – Retarget Audiences Once They’ve Seen Your Video
In the last few years, Facebook enabled a very useful feature called retargeting ads, which lets you retarget people who’ve already watched one of your video ads. Use this opportunity to build on that interest by further customizing your videos, and enhancing your customer’s relationship with your brand.
Parting Words
Every successful brand knows the powerful tools that social media has to offer. Now we know that Facebook is one of the most effective ways to connect with users around the globe and to deliver a compelling message through their feeds.
But as we’ve mentioned many times in this blog, it’s essential for marketers to always keep an eye on innovations and trends. The digital landscape is constantly in motion, and there isn’t a rule that can be set in stone.
Hopefully this article helped you understand the benefits of video ads for businesses. Start planning your campaign today (if you haven’t started already!).
