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7 Tips for Better Facebook Video Ads
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Cyean Blog • May 2, 2017
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Why Video Ads?
While video gets three times the engagement of other content, it’s largely un-used. This makes it a great opportunity for you to use it. Of the seven Facebook posts that businesses share per week, 80% are links, 19% are photos, and less than 1% are videos.
Because video ads get so much visibility, businesses not only need to publish them more, but also do them better. Remember, only a video created as a Facebook ad can include the link to a call to action. Follow these guidelines when creating a Facebook video ad.
1. Make an Impact in the First Few Seconds.
Considering the ever-increasing number of posts begging to be seen by people on their Facebook news feeds, it’s next to impossible to read and interact with every one of them. For this reason, capturing the attention of people in the first few seconds in most vital.
Video ads must be effective, and it needs to accomplish two things: grab the user’s attention in 2-3 seconds and have a short duration, probably no more than 20 seconds total.
Unfortunately, many video ads don’t successfully implement this, which results in low user engagement and poor results. You can test this yourself by analysing audience retention for any of your organic videos. Most of the audience drop off in a few seconds. Here are some of the common causes for low audience retention:
- Using a lengthy introduction
- Using credits of the business at the beginning
- Trying to explain too much in the video
To create an effective video ad, you need to make an impact in the first few seconds. Show viewers something that will make them curious and hooked onto your product or service so they want to watch what happens next.
2. Focus on Quality over Quantity.
With respect to Videos, you have 3 seconds to convince Facebook audience to watch your video or move on to the next post begging for their attention. You want to engage people immediately and effectively.
Get your viewers interested in your content immediately. Show who you are and what you do from the start. Every second matters.
3. Get Users Curious with the Thumbnail.
When creating a video ad, keep in mind that many Facebook users have deactivated the autoplay option on their mobile devices. So, they need to click on your video ad to make it play.
To encourage them, trigger curiosity with your thumbnail. Facebook lets you choose from a range of images randomly selected from the video. If you don’t find any of these images engaging enough, you can upload your own image for the thumbnail. This must be the place which actually grabs their attention.
4. Create Multiple Video Audiences.
Creating custom audiences from videos is not new. For some time, you could create two audiences from users watching your video based on the following criteria: users who watched at least 3 seconds of the video and users who watched at least 95% of your video.
You can now create custom audiences from video based on the following levels of engagement:
- 3 seconds watched
- 10 seconds watched
- 25% watched
- 50% watched
- 75% watched
- 95% watched
Best of all, you can combine multiple levels of engagement across multiple videos to create a more effective custom audience. For example, you can create a custom audience for people who watched more than 50% of some videos, 95% of others, and so on. Combining these video audiences lets you create an effective custom audience that can be used for re-targeting. Further, you can use these custom audiences to create effective lookalike audiences.
With Facebook Audience Insights, you can also analyse the custom audience and get more insights about the users engaging with your content. This helps you develop better content for the future.
5. Include a Compelling Offer.
There’s no point in doing an ad if there’s no compelling offer for your call to action.
Create an offer your target audience can’t resist. Then be clear and precise with the text. Don’t forget to track the links so you know whether your video is effective or if it needs work to be done. Any marketing is pointless if it can’t be measured.
6. Connect on a Personal Level.
People make connections with people, not businesses. Create videos that show you’re relatable.
Think about how you can tell your business’s story in an informal, yet authoritative, way. Plus, look for creative ways you can both stand out in the news feed and relate more deeply with your audience, such as using behind-the-scenes.
7. Use the “Watch Video” Call-to-Action.
The Facebook Call-to-Action button allows you to draw attention to a video on your website from your Facebook cover image. This can be a traffic-driver for people who visit your page.
There are several options for the Call-to-Action button, including “Watch Video.”
Brands are growing using Video ads, are you lagging behind?
This is the year of video on Facebook and Facebook Live. Facebook recently announced that people are posting 75% more videos to Facebook than they did a year ago. Overall, U.S. users are posting a whopping 94% more videos.
Every business can benefit from having a strategy to take advantage of the organic reach from posting videos. Use video to connect more deeply with your audience and drive more traffic to your website.
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