Video on Facebook is seeing a huge increase over the last year, with 100 million hours’ worth of video being watched per day. With this shift towards the more visually engaging video it is no wonder that Facebook are also trying to encourage their advertisers to start uploading more video to Facebook and to start using video ads. Facebook is a great platform for brands. With billions of users, a brands target market will be found there. Ads appear so naturally within the Facebook timeline users are much more likely to engage with an ad, especially if the targeting is correct. So because Facebook is such a great platform for business, we decided to take a look at what you should do when creating and posting a Facebook video ad.
When creating your video ad for Facebook, keep in mind that the videos will auto play without sound. This is to ensure the least amount of disruption to the user experience. For this reason it is important to consider the sounds that your video is using. You will want to engage your user and encourage them to hit the unmute button so they can hear the audio. That means your first few seconds are vital to grab their attention. Once this is achieved you can use music and voice over to keep their attention. You may even consider not relying on any sound at all for your video. For this to work the visuals in the video must be highly engaging.
If you have a large enough budget and have produced an ad for television, it is very tempting to just put that same ad up onto Facebook, but try to avoid this. As above Facebook ads are highly engaging because they are natively integrated into the Facebook timeline. So why waste the ability to engage your specific audience, by showing them the same ad they have seen on television that they already associate with interrupting their favorite T.V show. Creating something new and specific for Facebook could encourage a person to buy quicker than a T.V ad.
- Don’t forget a call to action
A call to action is one of the most important parts of you video. It is simply a way to engage you audience and let them know what exactly it is you want them to do after watching a video. So it could easily be a prompt to visit your website, or your video could be alerting users of a sale that you are having. There is no point in having a wonderfully engaging video unless it prompts the viewer to interact with your brand in some way.
You have access to billions of people on Facebook, so it goes without saying that at least some of your target audience is using the platform. Posting your video on Facebook is useless unless you use Facebook targeting tools to your advantage. Even if your product is specifically for shark photographers off the coast of Galway, chances are you’ll find them on Facebook. The better the targeting you set on your ads the higher the chance you have of making a sale.
The videos you use should target your audience specifically rather than just advertising with a general introduction to your business. Even if you have multiple products with multiple target audiences, make a video for each subsection of the market. Make sure to engage you audience with inspiring and interesting videos, because having multiple videos that nobody wants to watch won’t do much for business. So if you have a business that sells shoes for both men and women create two ads, one targeting men and one targeting women, rather then just creating one ad to showcase all of the shoes in the range.
Once your video has been made you should monitor the engagement levels. Consider creating multiple videos with different themes and visuals and monitoring the engagement levels on each video. It could be thought then that the video with the highest engagement could be considered the best one for your target audience, with that information you can then use it when creating future videos.
Create a video ad to use on Facebook at www.viddyad.com