Video is one of the most powerful tools to deliver your message. It’s very similar to having a face-to-face conversation. The power of this medium is not a secret, and marketers have realized it. Regardless of your business goal, investing in video ads will help you fulfill objectives like explaining your services, selling or demonstrating a product or convincing people to visit your site. Video ads on Facebook are like performers performing on the street.
There are so many of them trying to catch your attention. You need to stand out to grab attention. For Facebook video ads, you need to make sure they are compelling and captivating to improve engagement. Standing out on Facebook is like standing out in a Madison Square Garden concert unless you are Dwayne Johnson. How to become Dwayne Johnson on Facebook? Here is our guide to Facebook video advertising. It has tips and ideas for you to follow and create a long-lasting impression.
What are Facebook Video Ads?
As the name suggests, Facebook video ads are Facebook advertisements in video form. Instead of posting written text or an image upload, you will need to create an in-house video or consult a videographer to create a professional video. You can even use any of the existing videos to upload on Facebook. After that, you will have to decide the details like thumbnail, budget, video description, and target audience.
Tips to increase engagement, video play, and conversion rates of your Facebook video ads
Here are a few strategies that you must follow while creating Facebook Video Ads:-
#1: Create Facebook video ads that can be played without sound.
In today’s mobile-feed generation, people prefer watching videos without sound. They are mostly browsing through these videos to kill time, maybe waiting in a restaurant or travelling in a bus. They may not prefer to play the videos loud for everybody to hear.
As per Facebook, 80% of people didn’t like the videos, which started playing with sound automatically. So, they provided the option of turning the sound on and off as per their preference. Most videos are viewed without sound. Therefore, your Facebook video ads should also convey your message through visuals.
There are ways to ensure that your videos captivate without sounds too.
- Add caption subtitles in your video. The view time of video ads with captions is 12% more than that of a non-captioned video ad. You can even add automated captions in your video with Facebook Video Editor.
#2: Use CPM to ensure that your videos are on autoplay.
Advertisers usually don’t prefer autoplay for their video ads. Why? Because there are many distractions on Facebook already. To engage multitasking newsfeed browsers as soon as they are done with the previous feed, you need your videos to play automatically. All you need to do is bid by cost-per-impressions instead of cost-per-click to activate autoplay.
#3: Get to the point straight away
Facebook video ads can even be created up to 120 minutes in length. This is long and has almost no chance of anyone completing this 2-hour video on the social network. Video length surely matters when we talk about business advertisement videos; as per studies, the longer your video, the fewer people will watch it.
Keep your video ads sweet and short and engaging enough to convey the main points quickly. You need to include your brand in the first 3 seconds of the video ad. This will increase the chances of viewers remembering the brand by 23%.
#4: Advertise video content that’s performed impressively elsewhere
Before running your video ads, here are a few questions that you need to ask. Which videos perform best on your website? Which webinars drive the most engagement? What does your audience prefer watching?
You should analyse the metrics like play rate and engagement of your video content on channels before planning your future video ads content, understanding the impact created by your videos on the target audience. This will help you enhance your video strategy and production and make sure that your business is positively impacted.
#5: Have a clear aim for target audience
This is the lesson that you need to remember while running video ads. Creating Facebook video ads costs money; therefore, it’s always best to advertise to a relevant and granular audience. This will help you stand out from the clutter and effectively utilise your budget to engage with people who matter.
#6: Optimize your Facebook ad video description and title
If you want viewers to view your video ads, you should have an engaging description and title which informs people what to expect in the video ad. Your video description and title will provide information related to the content of the video. This is why you should ensure that you add keywords that are relevant to your video content. Also, keep in mind that all the titles are not equal. Few are simply catchier and compelling than others.
For example, videos with phrases like things to know or to know about in the title all have more than 50,000 views on average. But other less popular phrases used in the title were comparatively not that successful in getting views.
When deciding your next title for your video ad, make sure you add any of the top phrases which will enhance the viewer’s interest. Even if you can’t add any top phrase, the most crucial factor you should keep in mind is to use the description and title, which generates curiosity in the viewer’s mind.
#7 Add your CTAs in the middle
If you want to encourage your viewers to act after your video ad, you should add it in the middle. It’s useless to put a call to action at the beginning of the video. The First 3 seconds of your video are critical for presenting your brand to the audience and captivating their attention. You can’t waste the chance and pitch a call to action instead. Plus, even the call to action is of no use as they know nothing about you at that time. Why would they listen to you? Putting a call to action at the end will reduce the number of viewers who will stop watching the video midway. If you add the CTA mid-way, you will convince the audience already intrigued to take action.
If you are not utilising your Facebook presence, you are wasting a huge resource. Facebook has roughly over 2.91 billion users currently and a conversion rate of 9.21%. As so many people are using this social media platform to scroll through their newsfeed. It will be a brilliant decision to create more and more Facebook video ads for the growth of your brand. We have provided some tips which you need to follow to ensure successful Facebook video marketing for your business.