No advertising campaign is complete without proper Facebook video ads. More than 45% of people watch over an hour of Facebook or YouTube videos a week.
86% of marketers use video content. So, if you want to promote your product or service effectively, you’ll have to do the same. Facebook video ads will help you expand your business and reach to wider audiences.
But where do you even begin? If you’re looking to advertise on Facebook but are not sure where to start, we’ve got you covered! Keep reading to find out everything you need to know about effective Facebook video marketing.
It Doesn’t Take Too Much
It all starts with an idea. To capture the customer’s attention, you’ll need to come up with unique and exciting Facebook video ads. People on Facebook and Instagram gaze at video content five times longer than at static content. The more creative you are with your videos, the more exposure your product will get.
All you need to get started is a mobile phone. Facebook lists the three basic ingredients for captivating Facebook video ads:
- A mobile camera
- Creative apps
- Some ideas
Advertising and video making is not restricted to mobile phones of course, but creating Facebook video ads with your mobile phone is easy, especially if you’re just starting out or own a small business.
You should upload your videos directly on Facebook. Doing so ensures that your ad appears in full size and not as a small thumbnail (as is the case with linked content).
85% of videos on Facebook are watched without sound, which is exactly why Facebook recommends you create video ads that make sense even when the volume is turned down to zero. You can breathe life into your soundless content by adding some relevant text to go with it or by using subtitles where necessary.
There are many apps that can help you create a fun and exciting Facebook video ads. You can combine photos and clips into ads that will captivate your audience. Turn your pictures into effective video ads with Legend. Videoshop is great if you have several clips that you want to combine together.
Your First Facebook Video Ad
You first need to head to Facebook’s business page. Click on the “Create an Ad” button on the top right of the screen. If you’re already logged into your personal Facebook account, you’ll be automatically redirected to the Ads Manager page.
Facebook will ask for your marketing objective. The three categories you can choose from are awareness, consideration and conversion. “Brand awareness” is all about reaching larger audiences and audiences who are more likely to be interested in your product. “Reach” will show your ad to as many people as possible.
If you’d rather use Facebook ads as a means of increasing your website’s traffic, you should consider the “Traffic” option. If you’re looking to get more page likes and responses, “Engagement” will work best. “App installs” aims to increase the total installs of your app, while “Video views” will focus on getting more people to view your video content.
Conversion is all about sales. If you’re running an online shop and are using Facebook video ads to drive more traffic to your website, focus on conversions for maximum profit.
You will then have to set up a separate Ad account. Click on the set up Ad account button at the bottom of the screen. Choose an appropriate target country and click continue.
Next up, you need to create your first Ad Set. Facebook will then want to know more about your target audience. You can choose your target audience’s age, gender and language.
Based on your selections, Facebook will calculate the size of your audience and display how many people your ad can potentially reach. Depending on your goals and campaign plan, you may want to keep that number as high as possible without wasting extra resources on reaching people that you know won’t be interested in your product.
Facebook recommends that you stick to its automatic ad placement plan. If you do want to edit placements, you can.
Every successful marketing campaign has a budget. You can edit your budget and Facebook will attempt to deliver your ads to people who are more likely to see and remember them. You may also choose to run your ads on a schedule or set a start and end date for your video ad campaign.
As far as structuring is concerned, you can choose between a single image or video ad or a carousel format. Carousel consists of two or more scrollable images or videos. Carousel helps you highlight different products or showcase specific details about one product, service or promotion. It can also help you tell a story that develops as the user scrolls across each card.
The final section allows you to add short text that will tell your audience exactly what you’re promoting. You then get to upload your images/video and edit your headline, description and destination URL (the URL that you want to promote). You can also edit the link so that it reads as something else when people click on your ad.
When you’ve finished uploading your content, double check to make sure everything looks okay. Click on “Review” to generate a one-page review of your ad. Click “Confirm” to launch your first video ad campaign on Facebook!
To make sure your videos are as effective as possible, Facebook recommends that you:
- Keep videos short. A 15-second video is more likely to be watched in its entirety. If you have a video that wasn’t designed with Facebook in mind, trim it down.
- Capture attention quickly. The most compelling part of your video should appear right at the beginning.
- Use vertical or square video. Most people use their phones vertically so it would make sense to design videos in 4:5 aspect ratio.
- Design for sound off. People tend to browse their phones in public places with the sound off. Make sure that the message of your video comes across even without sound.
Facebook supports many popular video formats, including AVI, GIF, MKV, MOV, MP3, MPEG, MPEG4 and WMV. As far as aspect ratios are concerned, Facebook recommends 4:5 or 1:1 for feeds and 9:16 for full-screen videos. For in-stream videos, Facebook recommends an aspect ratio of 16:9.
That’s it! You’re now ready to venture into the world of Facebook advertising and create your first successful Facebook video ad. Good luck!
If you’re looking to expand to other platforms as well, you should definitely check out our Instagram Ads Guide!