A Brief Introduction to Facebook Video Advertising
More than just moving pictures on the side of your feed, Facebook video ads are one of the most effective ways of reaching a wider audience. The videos that play in select locations while you browse through your social network are prime real estate for creators and businesses looking for a competitive advantage in a crowded market. So, what makes Facebook’s video ads so powerful in a sea of video marketing? Engagement.
Why Facebook Video Ads?
Video ads on Facebook can receive more than double the clicks of their still-life counterparts. There is, of course, a time and place for conventional ads, but social media users are overwhelmed with advertising in the current digital climate. A video that can entertain and inspire is much more likely to penetrate the attention of an ad-exhausted user and reward their interest!
Facebook Video Ad Placements
The placement of your ad should be subtle but unmissable. The design wizards behind Facebook have gone to great lengths to walk this fine line with mixed results.
In-Feed ads slip effortlessly into your daily scrolling by mimicking the appearance of a standard post. This is a great way to advertise without making a potential customer resentful.
In-Stream ads are a little trickier and should be crafted with a lighter touch. The ads are intrusive by format, but if presented with information that the user finds valuable, they can be a great way to ensure the right people see your ads.
Ads can also appear in your Facebook stories, video feed, and even in the Facebook Marketplace (which is a great way to find users looking to make a purchase.)
The Anatomy of A Facebook Video Ad
A Facebook Video ad is not merely a commercial; it is a collection of opportunities to connect with the world. The way a post is structured, from the linked accounts to accompanying text, encourages engagement.
The most visible part of the ad (aside from the video itself) is the headline. Considering the headline is the most static component on the screen, it provides the information viewers will identify the ad with. So it better be catchy!
Finally, we have the “call to action” button, the unsung hero of the advertising world. In a Facebook Video Ad, it is no different. The call to action is ultimately what turns a browser into a customer and a viewer into a supporter. With one short click of this button, users commit to your vision and take the first step on the path you’ve laid out.
Facebook’s Requirements for Video Ads
When we talk about the requirements Facebook has for their video ads, we are typically not talking about content requirements but specific format rules. Why should you follow these guidelines?
We get that you want your ad to stand out and be different from the crowd, but the technical requirements are not the place to reinvent the wheel. If your size, length, or aspect ratio are out of sync, viewers are unlikely to appreciate your unique message. They might not see your ad if you do not have the correct file type or resolution. So stick to a standard format, and leave the creativity for the script.
How To Set Up Facebook Video Ads
Setting up your first Facebook ad is easy. Click the top right arrow from your mobile device and select “Create Ads.” Easy right? Next, you will need to choose your “Campaign Objective.” This is just a way to let Facebook know what your goal is for this ad. Is it a maximum number of views, more, increased engagement, or maybe reaching local people in your area? You decide!
While you may have content or a product with broad appeal, you must select parameters for your “target audience.” These include demographic markers such as age, gender, and location. Once you have decided who your ideal candidates are, we are ready to run the ad.
Upload your video, or build one right in the app with the “Create Slideshow” option. This feature uses three to seven still photos to create a video ad. It is a great way to get your ad out if you do not have video equipment or fancy editing software.
Best Practices of Facebook Video Ads
Hook in the First 4 Seconds
In the world of online advertising, attention is currency, and people are very savvy when it comes to how they spend their attention. An ad loses most of its audience before the product or service even hits the screen.
It would be best if you hooked your audience right out of the gate, and the best way to do that is to ask an irresistible question. Make it clear that if they click away, they miss the opportunity to discover what they want to know.
Feature a Video on Your Page
Making a great video is a good start, but do not stop there. By featuring a video on your page, you can link yourself to your art. A featured video is more likely to be viewed and shared and bring viewers to your door.
Include a Call-to-Action
We touched on the importance of a “call to action,” so…how do you choose a good one? Decide what you are looking for from a prospective customer, and plan your call to action around this idea.
Do you want them to shop across your entire inventory, learn more about a specific product, or book your services for an upcoming date? Whatever it is, make sure the call to action is straightforward.
Conclusion
There are many ways to get attention in the social media landscape, but not all attention will turn into a successful relationship with your viewers. For the best marketing advice, management, and social media needs, consult with the experts of Monarch Social. Transform your business today!