Facebook video ads are the ‘go-to arrow’ in the quiver of marketing professionals. They are considered to be the most effective advertising tactics to give viewers a taste of the brand’s personality and helps the target audience connect emotionally with the brand.
But what does it take to create a killer Facebook video ad that catches users’ attention and gives maximum conversions? Continue reading this blog to find out.
Before we begin, here’s a list of things every marketer should know about Facebook video ads:
- The video ratio can be anywhere between 9:16 in fully vertical and 16:9 in a fully horizontal format.
- Video length can vary from 1 second to 240 minutes!
- Captions and sound can be used but are not mandatory.
Keeping these points in mind, let’s reveal some of the secrets of an effective Facebook video ad:
Table of Contents
One Video Means One Message
This is the most important step to keep in mind – share a single message. When you create a Facebook video ad, your message needs to be clear and on point since video attracts a lot of attention.
Instead of letting the world know about your brand, team or product, use a strong takeaway to have the maximum impact. Here are our top four topics that you may want to focus on the next time you think of doing an ad on Facebook:
- Think of your video as a method to solve the pain point of your audience by giving a super-specific tip. The call to action can be a blog post or a specific landing page.
- A success story or use case of your product or services. The call to action of the ad can be a registration or a pricing page.
- A quick product demo to show your product; the call to action has to be the product page.
- A great move for employee branding, create a behind-the-scenes video that highlights your teams, work culture. The call to action can be the “About Us” page or your brand’s story page.
Keep it Short and Simple
What’s the attention span of a goldfish? Eight seconds! With human attention span decreasing to less than that of a goldfish, it is important to create ads that are not only catchy but keeps viewers hooked on it till the end.
That is why it is advised to create short videos that bring the message across in just a few seconds. You don’t want the viewer to get bored and skip the ad before you can even tell your message.
In fact, Facebook recommends testing videos that are shorter than 15 seconds. Added to it, reports show that the engagement rate on Facebook video ads starts dipping after 90 seconds. When deciding the video length, ensure that each word in the script is relevant and will help in retaining the viewer’s attention.
Don’t Procrastinate the Message
As a best practice, always show your brand or product messaging right at the beginning of the ad to catch the viewer’s attention. Showing the message as early as possible will ensure that more and more people hear your message.
In fact, it is recommended by Facebook that brands need to hit people with the message as soon as possible, with its study showing that brand and messaging in the initial 10 seconds can reach thrice the number of people.
In other words, if you want people to remember you and your brand, give the message within 10 seconds of the ad.
Check Ad Format For Mobile Phones
There is a dime a dozen facebook ad templates that will help you build your ads. But deciding whether to choose square or vertical ads can be a bit challenging if you are new to Facebook advertising. With Facebook being accessed by 95% users on the phone, it makes sense to get the ad video spot on.
To make the most out of it, you should create square (1:1) and vertical (from 4:5 to 9:16) videos to use the maximum portion of your viewer’s smartphone screen, preventing your viewers from getting distracted from other Facebook feed.
There are several studies that indicate that square videos perform better in terms of views, reach, and engagement. This is especially true for ads viewed on mobile phones. Use an online video maker to see how each format will look before you make the final decision. This will greatly help you in getting the story in the format you wanted.
Keep Videos Mute for More Views
Following up on our previous point, a huge portion of your target audience is likely to view your ad on their phones. Therefore, removing sound from videos is a logical thing to do.
Think about it. People might be viewing Facebook on the go, in their offices or maybe before bed. If you have an ad with sound, then chances are, your viewers may close the ad as soon as the ad with the sounds begins. Even if they want to view your ad, they may need headphones, causing unwanted inconvenience. Therefore, experts will tell you to create video ads without the sound.
Adding Text to Your Videos
Without sound and text, your ad may be open to interpretation, something you don’t really want. To avoid such a situation, use subtitles or texts to tell your story.
And your call-to-action (CTA) placement also needs to be on point to help your viewers take the next step such as shop on your website or browse product pages. Make the CTA obvious and easy. The most commonly used CTAs include “shop now” or “learn more.” You should also test the placement of your CTA within the video to see what works best for you.
There you have it, the secret juice to successful and commendable Facebook video ads. We hope these tips will help you get maximum conversions, views and reach. While you create these ads, do not forget to test and try multiple options to see which one gives you the desired results. Over to you now!