As you may have read in my previous post, The Rise of Video Ads: YouTube, Facebook, in some ways, could be becoming more widely used than YouTube in video advertising. According to comScore, desktop video views on Facebook surpassed those of YouTube back in August 2014. While YouTube has more active, unique viewers than Facebook, there is no doubt that Facebook video advertising is a platform you want to consider if you are considering video in your marketing strategy. Below are some insights on how Facebook video ads work and how to set them up.
You build a Facebook video ad in the same way you would any other ad or campaign in Facebook. From Power Editor, simply create a campaign that has an objective for video views.
From there, like any other campaign, you will create an ad set. At this level, you set the budget, ad schedule, targeting, placement and bidding. One thing Facebook does have on YouTube, is the level of targeting one can do. You can get a lot more granular with Facebook, which could potentially make it a much more profitable campaign. From custom audiences, interests, behaviors, etc., you can narrow down your audience to those who will be most interested in your video content. At this level you also determine where you would like the ad to show – desktop news feed, mobile newsfeed, desktop right column. For video, I would say sticking to mobile newsfeed and desktop newsfeed only is preferred.
After creating the ad set and setting your budget and targeting parameters, you are then ready to create the video ad. This is the portion where you create the ad text and upload the video you wish to use. For an optimal Facebook video ad, Facebook has provided some spec recommendations; 1). That the file be up to 1 GB in size, 2). That the video is uploaded in .MOV format, 3). That the resolution is at least 720p, 4). And that the aspect ratio is at least 16:9. You can also add a Call to Action button on your ad as well as create a new custom Facebook audience from those who have viewed this particular video ad.
Now that the campaign, ad set, and ad are created, you are ready to upload and start advertising to your audience!
As far as some best practices and tips, here are a few:
- Keep the content short. Since these video ads are on auto play, they start playing as soon as someone scrolls past it, whether it be on desktop or mobile. They are counted as a view (and the advertiser is then charged) after 3 seconds. Because of this, it is important to catch the viewers’ attention right away, otherwise they may just keep scrolling, even after counting as a view.
- Test a few different videos. You never know how your audience will respond, so it’s best to test out different types of video content to see which they prefer.
- Also test out different audiences. See what works best for your goal. Create multiple ad sets with different targeting to see who your most engaged audience is.
With people more and more engaged with content-packed advertising, video ads are still on the rise. From YouTube, to Facebook and even on Twitter, video ads are becoming a popular marketing strategy across the board – and I encourage you to give it a shot! If you do plan on trying out video, try it everywhere. Don’t limit yourself. Try and test what works best for you and your goals. Good luck!