Why using Facebook Video Ads? Simple because Facebook has 1.28 billion daily active users and in 2019 Facebook had more than 8 billion video views per day. In this post you’ll discover how to use Facebook Video Ads and why Facebook Video Ads is one of the most powerful social media advertising platform to show off your company or organisation brand.
Facebook Video Ads Objectives
It’s essential before run a Facebook Video Ads to have a set goal and why are you running the ads. Facebook video ads have two goals brand awareness and to drive action so for each goal set an ads Campaign and measure the ROI.
Facebook lets you optimize for a number of different factors that align with your objectives, including:
- Video views. A solid objective if your goal is to get your video in front of as many people as possible.
- Brand awareness. Facebook aims ads with this objective squarely at the people most likely to respond to it.
- Reach. It is recommended if you’re running an awareness campaign.
- App installs. If you’re running ads that’s linked to an app, and you want to encourage downloads, this is a great objective to optimize for.
- Click-through traffic. Great for driving people to a landing page.
- Engagement. This is handy for raising awareness, and for starting conversations.
- Lead generation. Is your goal to get as many leads as possible? This objective sets your ads up to help you get emails.
- Conversion. Track specific actions, like website visits, that lead to a conversion. Great for list-building or signing up for an event through the ad.
- Product catalogue sales. If your goal is to sell products through Facebook, this is the one for you.
- Store visits. Want to get potential customers over to your e-store? You’ve found your ads style.
Pick an objective that will help you reach your goals. Each one is designed to improve your ROI and the customer acquisition cost.
Facebook Video Ads Specs
Before we go into detail and show you how to create a Facebook video ads, let’s go through the Ads specs. By following these, it will help you set your ads campaign up for success.
Format and Resolution
Facebook supports various of different video formats, including 3g2, avi, mp4 and mpg. To see a full list of all the supported formats, check out Facebook’s exhaustive list.
Once you’ve made sure your format is supported, upload the video to Facebook. For best results, HD video beats all.
Make sure your Facebook video ads specs are up to scratch! Technically, if most of your audience are to view your ads on a desktop, use the 9:16 ratio. If so, be sure the key parts are visible in 2:3, as that’s how the video will appear in mobile.
Optimize for mobile from the start and use specific mobile ration as 2:3 or the 4:5 ratio to have the Video Ads run beautifully on a mobile.
Facebook supports files up to 1.75GB, to be honest, the only successful ads that big was Mission Impossible: Ghost Protocol. Most of us don’t have the budget to have Tom Cruise use our products to save the world (again).
The length of your video is up to you, shorter videos tend to have higher view rates. Ultimately, the only way to know if something will work for your audience is to test it. If you’re convinced that a ten-minute tutorial will get viewers to sign up for your next event, test that hypothesis! Run a limited ads campaign and analyze the results.
As with anything in marketing, the stats we share aren’t bulletproof, but they are a good starting point for your own tests.
Facebook Video Ads Guidelines
Facebook has strict policy guidelines on what your ads can and cannot include. You can see Facebook’s full advertising guidelines here.
Setting Up Facebook Video Ads
Creating Facebook video ads is straightforward.
Let’s take a look:
Log in and set up your Facebook ads account
Firstly, you have to login into the Facebook account that is linked to your business. On the top right-hand corner open the drop-down menu. Then select ‘Create Ads.’
Select the Right Objective
Choose an objective that aligns with your ads campaign. For example, video views. When you have decided what your goal is, then give your campaign a name and click ‘Continue.’
Create Your Custom Audience
You can use an audience from a previous campaign or create your own custom audience. Precise targeting makes Facebook ads so effective.
For example you can match your custom audience to an existing customer file, target website visitors if you’ve previously installed Facebook tracking pixels and Include or exclude people based on factors such as demographics, location or interests.
Use your customer avatar research to dive deep and identify people most likely to become a customer.
Once you’ve set up a target audience, decide where you’d like Facebook to place your ads. You have two options you can allow Facebook to place them automatically, or you can edit where your ads appear.
Set a Budget
You can set a daily budget or a lifetime budget that the project can’t go over.
Choose Your Format
You can display your ads as a single video, in a slideshow, or as part of a carousel with 2 or more other videos. Facebook recently added a new full-screen option for mobile users. The full-screen Canvas Ads are optimised for mobile devices and work well with a few different ads objectives.
Add Your Video
Upload the video from your computer or use one from your library.
Once the video is uploaded, you can add text through the box in the bottom left-hand corner, and preview the ads in the box in the bottom right-hand corner.
Hit ‘Place Order’ when you’re happy with what the ads looks like.
Facebook Video Ads Tips & Best Practices
Keep It Short.
Facebook ads are interruptive. If you want the viewer to stop and pay attention, you need to keep it short. Ads that fall between 30 and 60 seconds have the highest completion rate, at 44%.
85% of all Facebook videos are watched with the sound off. If an ads campaign is captivating, a user may stop scrolling long enough to take a second look. Make sure they can understand what’s going on.
Set your Ads to Auto Play.
Videos on Facebook start auto playing as soon as a user scrolls past, this technique will help to reach your goal.
Make the first 1-2 seconds attention-grabbing.
Start your video off with a bang, it can be an engaging question or exciting titles that can attract the user attention immediately. At this point, the user hasn’t switched their sound on yet, so you’re relying on visuals alone.
Get to the point quickly.
An ads campaign isn’t the time to waffle. Provide value right away and tell the viewer what to do next.
Focus on what your audience needs.
The best ads are the ones that make you look over your shoulder for the creepy marketer that knows you better than your own family. Keep your avatar firmly in mind when creating your ads and speak directly to them. Offer something that will actively make their life easier.
Make the Ads engaging.
Facebook Video Ads can be funny or heartbreaking the emotion that you want your on your Video Ads are important and use psychology or storytelling techniques to reach your goals.
Include a clear Call to Action.
Someone watched your ads. Now what? Setup a specific call-to-action (CTA) as to sign up for a webinar or follow your page but the viewer needs know exactly what you expect them to do.
Review performance and tweak as necessary.
Important to analysis the Facebook Video Ads analytics, and feel free to adjust the language of the copy or the target audience to get better results. If you aren’t sure what part of the ads is working and what isn’t, run some A/B tests, only changing one thing at a time.
Facebook Video Ads Examples
A checklist is good but seeing some real-world examples can help you put your mind to work.
1. The burning question
The great thing about Facebook ads is that you can mould them to fit your marketing goals. This ads by Thinkific reveals their newest feature. It taps into a burning question that bothers their ideal customers.
Creators worry about the security of their subscriber’s data. A data breach, even if it isn’t their fault it can destroy customer trust and bring down their business. Thinkific are using the launch of this new feature to inform potential customers and answer an important concern, gently nudging them to take one more step down the customer’s journey.
What’s keeping your customers up at night?
2. A customer just like me
Unboxing videos aren’t just for YouTube. This video ads from ButcherBox shows a customer opening a delivery with her family. It’s a stroke of genius. ButcherBox shows us social proof while directly appealing to one of their ideal customers.
Facebook ads don’t need to be glossy or have high production values. You are not trying to impress other marketers with your ads, your goal is to captivate your audience.
This ads does that by using user-generated content to simultaneously appeal to an ideal customer, show social proof, and highlight they care about their real customers.
3. The face-to-face
Sitting in a chair and speaking directly into a camera can make an amazing ads. Melyssa Griffin, a Pinterest blogger, uses Facebook ads to advertise a free workshop that addresses major pain point for bloggers: getting more subscribers.
It’s short and sweet. Melyssa shares a couple of sentences about her success with Pinterest, introduces the offer’s potential, and ends with an effective call to action. The ads is the start of a nurturing campaign that will eventually offer the subscriber one of her Pinterest courses.
4. The thing I’m working for
This ads from the BodyBoss Method teases the product. It shares a potential workout and hints results from the rest.
Use this approach to tease customers and share a bit of your product. If you’re advertising an e-course, share a technique that will help your viewers start chasing their dream. Give them something they can apply immediately and get them curious about what you’ve got to offer.
Creating great Facebook ads is half science, half art.
Your own Facebook feed can inspire people, see which Facebook post ads is throwing your way. What do you like about them? What can be better?
If you see an ads you really like, in a format that would be just perfect for your business? Click on the arrow in the top right-hand corner of the ad you like, then click on ‘Create Similar Ads’
This is a great tool for beginners and experienced marketers alike, as well as a handy way to do some spying on the competition.
How to make video ads for Facebook
Facebook ads come in all shapes and sizes. You can run an ads using user-generated content platforms as ButcherBox, that gives you the possible to record a short videos. Another platform is Biteable as your very own Facebook video ads creator. It’s a quick, easy and affordable way to craft a high-quality ads that can support several marketing goals.
Authors: Anthony Camerlengo, Gabbi Guiñares & Claire Pariken