If a picture paints a thousand words, then how many words will a video ad give you?
The use of video ads in Facebook is increasing and we can expect to see more video ads in the coming months to come as videos ads on Facebook get more reach than their photo counterparts.
If you are thinking of running video ads for your business soon, here are 5 important things you should remember when you’re making and running them.
1. Grab People’s Attention in the first 5 seconds
The Facebook news feed is very dynamic and there are a lot of things there that vie for your audience’s attention. You only have a few seconds to grab their attention and hold it.
Your audience has the option to watch that next cute cat video or your video ad. Make sure that you get them hooked first before they scroll past your video ad.
A great way to do this is by using text in the beginning of your videos. Facebook videos autoplay but your audience don’t hear what you’re saying unless they choose to turn on the sound.
Show text that gets straight to your content. Hook them with a problem that they have, ask an interesting question, or call their attention by addressing them.
2. Split Test Different Thumbnail Images
Split testing different thumbnail images will help you identify the what resonates best with your Facebook audience.
Does a thumbnail image with the headline work better than just an image?
Split test it all so you know what works in your business. Nothing is set in stone and it’s best that you find out what works for your business by doing it a study of your own.
Make sure that you are using the best possible thumbnail image available to maximize clicks on your Facebook video ads.
3. Entertain THEN Educate
Entertain your customers. Get their attention first and then educate them after.
Consider having a story plot in your video ads instead of only advertising your product.
Having a storytelling focus from the first frame of your Facebook video ads to the last keeps your audience interested along the way. Make sure that you are concise with your content too because we don’t want your audience to lose interest in the video.
A great example of a video ad that tells a story is this one from a well-known shoe brand. It’s too bad that Facebook video ads were still not available during the time of this advertisement.
4. Test Different Objectives
The Objective you choose will play a big part in the performance of your Facebook video ads campaigns.
Make sure to test different objectives to see which works best for your business.
There are several ad objectives you can choose from:
- Video views
- Brand awareness
- Local awareness
- App installs
- Traffic (for clicks to your website or to the app store for your app)
- Engagement (for post engagement and page likes only)
- Lead generation
- Conversions (for conversions on your website or in your app)
Test them out and see which ones give you the best results for your business.
5. Don’t Forget Your Call-to-Action
Many people tend to forget this.
Make sure to add your call-to-action in your video ad.
Why did your run the ad in the first place? What do you want your audience to do after viewing your ad?
You are wasting your money if you do not have a call-to-action not only in your Facebook video ads, but in all the ads you are running.
Your Ad needs to convince people to take an action – to click on it.
A best practice is to use “action words” for your CTA (call-to-action). Examples are:
- Get the free report now
- Buy now and get X% savings
- Get the coupon code now
Your CTA should convince your audience to click on your ad NOW.
Everybody is posting videos on Facebook now and in order to get noticed, yours need to stand out.
Use these 5 tips to make your Facebook video ads better and your business will thank you for it.