There are two important things every business on Facebook needs to know. First, the platform has a global database of users who are willing to share their interests and preferences. As such, they make marketing more accurate. Second, Facebook users are crazy about video content. So, if you want to see a great return on investment, it is recommended to use video ads as part of your marketing strategy.
According to a digital marketing speaker Hong Kong, Facebook is the third most visited site in the world, next to Google and YouTube. But, when it comes to the most promising platform for video campaigns, Facebook ranks on top with YouTube and Instagram coming next. This may be the reason why 84% of video marketers use the king of social media as their main video channel. Around 47% of Facebook users watched video ads mainly on the platform. And 62% of those who watched Stories video on Facebook become more interested in a brand or product.
VIDEO ADS THAT WORK BEST ON FACEBOOK
Not all video ads work well on Facebook. Even though 71% of Facebook shoppers say that the video ads they see are relevant, a social media agency Hong Kong notes that some types of videos have better appeal over viewers.
Facebook viewers prefer live video broadcasts 4x over recorded videos. They also watched square videos 35% more frequently than landscape ones. This is because square videos are the perfect video format for mobile device users. Yet, the best type of video ads that work best on Facebook, per a video marketing agency Hong Kong, are vertical videos. They are more visible by 13.8% than any other type of video feed. They also received 6 to 9 times more engagement.
Shorter video ads appeal more to Facebook users. They have a shorter attention span due to a large number of posts in their news feeds. So, marketers should maximize showing a brand’s message within the first 3 seconds of a video ad. As much as possible, it is best to limit the length of video ads to 15 seconds. It is also recommended for brands and businesses to directly upload video ads on the Facebook app. Native videos on Facebook have 10x more reach than shared YouTube links on news feeds. They even get 478% more shares compared to other video platforms.
Here are some more Facebook video statistics:
- Facebook video ads cost 20x less than TV adverts but result in 2x more reach.
- Text captions on videos boost viewing by 12%.
- Videos containing numbers on their titles receive more views.
- Videos optimized for mobile increased brand awareness by 67%.
4 FACEBOOK VIDEO ADS MADE EASY
Facebook users visited the platform primarily to connect with the world and not mainly to shop. This means that people hate to see ads on their news feeds. The key is to make your video ads appear as a native Facebook video instead of a commercial. Make the audience feel that the content is a normal Facebook post. Below are 4 Facebook video ads made easy.
Facebook Video Ads with Attention-Grabbing Headlines
Facebook video ads with attention-grabbing headlines get people to click into their content. The headline made them curious to embark on the journey of becoming a brand customer. The headline should deliver an authentic brand message, generate empathy, and spark emotions. If people read the headline, it should entice them by knowing what value they could get out of the video. Think of your video ads headline as a puzzle piece. If it is a semi-circle, people will not be looking for a square. This means that the headline should connect the value directly to the viewer, but viewers have to click to discover what it is completely. Some pro-tips to creating catchy headlines are using numbers and positive words like best, good, top, etc. Keep the headline short and sweet – not more than 7 words long.
Facebook Video Ads with Call to Action
Call to action (CTA) are clickable links leading users to conversions. This can be an app download, free trial, lead generation form, sharing a post, or subscription forms, etc. Videos with CTAs placed in the middle part have the highest conversion rate at 16.95%. As Facebook users prefer to watch shorter videos, putting CTAs in the middle part of their viewing experience is the right time for viewers to click these CTAs.
Interview-Style Facebook Video Ads
An easy-to-create Facebook video ad that the audience will surely watch is an interview-style video. But this is not in the traditional interview setting. Instead, make the subject look away from the camera. Let it appear that he or she is talking to somebody else. As such, the video ads seem to feel less rehearsed and stilted – making it feel more authentic. Interview-style video ads are great for brand announcements coming from a company executive or an influencer testimonial about a product or service. As the video ads feel authoritative, they also feel like more organic content on Facebook.
Text-on-Screen Facebook Video Ads
Most Facebook videos today contain text overlays narrating the story over video clips. This is because 85% of Facebook videos are watched without sounds. People using Facebook visited the platform while at work, commuting, in coffee shops or public places, or traveling. Video sounds can distract other people that is why they muted their desktop and mobile devices. Video ads with text overlays can be very powerful in highlighting the message of a brand. The key is to design your content from a buyer persona. Make the video content appear that somebody else is telling how great your products and services are. To create an organic content effect, be creative in choosing the settings and theme like a casual talk at a bar, chit-chat with friends at a coffee shop, etc.