If you have a personal Facebook account, you’ve probably noticed the increasing prevalence of video ads. Companies are finding that using the right video content is an effective and eye-catching way to connect with users. I’ve compiled some of my best practices for companies looking to run video ads on Facebook.
For more information, take a look at our (free) Social Advertising Video Platforms Webinar, led by Point It’s Director of Social Advertising, Ian Mackie.
- Ensure the first 10 seconds are compelling. Since video ads on Facebook play automatically, you want your content to stop users from continuing to scroll down their newsfeeds. Use imagery or language (text—more on that below) to entice them to watch more.
- Expect your users will be watching without sound. When videos auto-play, they run without sound; Facebook users have to actively click to unmute ads. Additionally, with so many users accessing Facebook via mobile (on their commutes, in waiting rooms, and in other in-between times), it’s fair to assume some aren’t in an easy position to use volume. Because of this, you want your ad to make sense even without sound. Try including subtitles or text of the key takeaways.
- Identify the results you want and keep the message (relatively) simple. What action do you want your users to take after seeing your video? Maybe you want them to engage with more video content, join your online community, or make a purchase on your site. Think about how you can lead your users to take this action and, as with all ads, build your ad content with the end goal in mind.
- Know your audience. Consider how your message or tactic should change to engage most effectively with your different target audiences, and develop your content accordingly.
- Use a clear CTA. When the video ends, users can be presented with the option to click-through to your site. To set your campaign up for success and create a consistent experience for your users, utilize the Facebook CTA button (options include “Shop Now,” “Learn More,” “Download,” and “Watch More,” among others) to lead users to the most relevant landing page.
- Use video remarketing campaigns. Within Power Editor, advertisers can ask Facebook to automatically create remarketing audiences for users who have watched part or all of a video. This is a fantastic avenue for message sequencing, and it’s simple to set up.
- Decide how you want to pay. Advertisers have a few options for how they want to pay for views. Look through the options and figure out what’s best for reaching your goals. In particular, you have the option to pay only after someone has watched the video for longer than 10 seconds.
Video ads offer a dynamic way to engage with users in a social online setting, and Facebook has continued to make sure their videos should work for advertisers with varying goals—branding, ecommerce, and lead gen. Whether you’re brand new or a Facebook videos ads veteran, we’d love to hear your questions and comments below!