Here’s a fun fact. Facebook video ads actually get 159% higher organic reach than regular posts.
Another fact related to this. People watch more than 100 million hours of video on Facebook every day!
These facts should be enough for you to capitalize on this format and seriously consider creating engaging videos for your Facebook ads.
Owing to the high engagement rate, video ads on Facebook also tend to be cost-efficient while generating great results.
Let’s take a more detailed look at how you can incorporate videos into your ad campaigns, because it isn’t just about creating videos. They have to be in a consumable style and format.
Here are a few components that your videos must include:
Keep the best at first: Your videos main aim is to prevent that viewer from scrolling down after the first 3 seconds. Because of the amount of content that the viewer is exposed to, they’ve built resistance to content that immediately doesn’t capture their attention. So make sure you put in the best visuals and effects to keep them hooked on to your ad.
Visuals over sound: With videos, you need to pay attention to both visuals and sound effects. But bear in mind that most viewers on Facebook mute the sound of videos, for the reason that they maybe in a public place or at work. So make sure your visuals are killer enough to keep them hooked and any audio information should also be incorporated as subtitles. Seen those amazing Buzzfeed Tasty videos? You can surely remember the visual effects but the sound? Not so much.
Use Facebook’s tools wisely: Again, it isn’t a simple as just creating a good video ad and hoping it works. You have to make sure it’s delivery is optimized for the action you want your audience to take. Also ensure that your video ad is targeted at the right audience depending on your product and the ad.
Testing is Key!: Your best bet is create variations for a video and test out which one works better on your audience. Then employ a similar format for you other videos and you’re good to go!
So how do you make the most of Facebook Video Ads?
The best option here, is to let Facebook make the magic. All you have to do is optimize your ads for Video Views and Facebook will automatically display your video to the people most likely to watch the entire video.
Once you have a large number of views, you can create custom audiences of the people who have watched your videos, as well as Lookalike audiences to target your future video ads!
But it isn’t just about getting people to watch your videos. You can actually get them to convert to paying customers.
By just using video ads on Facebook, you can create a whole sales funnel and guide your audience to convert.
What you have to do is create the following audiences.
People who viewed at least 3 seconds of your video
People who viewed at least 10 seconds of your video
People who viewed at least 25% of your video
People who viewed at least 50% of your video
People who viewed at least 75% of your video
People who viewed at least 95% of your video
Once you’ve created these audience, you can exclude the people that actually converted and remarket to the ones that didn’t.
You can also create Lookalike audiences of each of these audiences for much more effective future audiences.
Combine engaging videos with a well-targeted audience, and you’ll definitely have a winning campaign.