This article will discuss not only the powerful of social media but the power of Facebook video ads, providing you with tips regarding how to amplify them. If you are a frequent Facebook user, you may have noticed a surge in the number of video ads on the platform. Whilst businesses still utilize photo ads and carousel ads, they are growing increasingly fond of the video advertising format. With good reason as people adore watching videos. In fact, Facebook has an average daily video view of eight billion.
A study by Locowise found that video content managed to reach 13.4% of a Facebook page’s total audience whilst photo content reached 13.13% of the total audience. Although the difference in reach is not much, videos have an impression lead in the engagement rate. The study found that videos engaged 5.49% of the audience reached while the engagement rate for photos was 4.67%.
Best practices for more impactful Facebook video ads
Here are five best practices you should follow if you wish to create Facebook video ads that have an impact.
Establish the value of your product for Facebook Video Ads
Your video needs to be able to establish the value of your product by demonstrating what it can do for the audience. If you want people to take action after watching your video, ensure it is not just entertaining. Otherwise, they are just going to keep scrolling, looking for the next piece of content to consume.
Create videos that showcase exactly what your product is capable of and what problems it can solve. This will offer the audience a better idea of how your product can be of value to them. For example, Adobe Spark created Facebook ads using videos created by its users. Since the ad is trying to promote the platform’s video creation feature, showcasing an example of the end result is the perfect solution to demonstrate the types of videos that can be created using Adobe Spark.
Include a teaser summary
Your video may already have a headline and subheading. However, that is not always enough to engage your audience. You will need to include additional context that sets up the video in a compelling and captivating way. You can also use the space to give additional information about the product that did not make it into the video. Alternatively, you could add a short teaser phrase or question that compels people to watch. For example, an ad from Lensball where they included a brief explanation of what the product was and ended it with a call to action (CTA) to visit the brand’s site.
Design videos that resonate without sound for Facebook Video Ads
An internal Facebook study from 2016, found that 80% of people have a negative reaction to the unexpected playing of loud video ads. Through the same research, Facebook found that 41% of videos were meaningless without sound. According to Digiday, roughly 85% of video views on the platform happen with no sound. Therefore, if you wish to create video ads that have an impact, you need to design for sound off first.
Fortunately, Facebook gives you the ability to easily add captions to your video ads, including the option to enable automated captions. For example, the Lacoste Facebook video ad is designed for sound off. Titled ‘Timeless’ the ad told a love story spanning decades and showed the characters growing and evolving by displaying an evolution of their style. The only constant was the protagonist’s polo shirt, signifying that it is a timeless style choice.
Aim to engage in the first 3 seconds
The initial three seconds of your Facebook video ads are the most important. If you cannot immediately intrigue your audience during this period, there is a good chance they are not going to stay for the rest of the video. According to Facebook, 65% of people who watch the first three seconds of a video will continue watching for at least 10 seconds. 45% of people will continue watching for 30 seconds.
For example, America’s Test Kitchen ran a test on three different types of motion: animating a recipe, animating a logo and animating a still image of a fried egg. All of these motions were added during the first three seconds of the video. They found that the bold food image seemed to resonate most with the audience. The animated version of the fried egg performed much better than the still image. Their leads increased by 45% and they were able to reduce their cost per lead by 31%.
Avoid landscape videos for Facebook Video Ads
There are three Facebook video ad specs you can use-vertical, square and landscape. If you wish for your ads to have a bigger impact, you are going to need either vertical or square videos. This is mainly because a majority of Facebook users access the platform on their smartphones as opposed to desktops and laptops. Square and vertical formats are more suitable for mobile screens, leading to their success. In comparison to landscape videos, square videos take up 78% more space on a user’s News Feed. This essentially means your ads will be fully on display and easy to see.
Animoto conducted a study. They found that square and vertical format outperformed landscape video. This was in terms of views, engagements and completion rate. For example, the Jane Goodall Institute decided to run an A/B test. They used square and landscape videos for their Facebook ad. They spent $50 on each version. However, the square video proved to be the big winner. The square version recorded twice as many views and three times as many shared as the landscape version. Square and vertical videos look better on mobile. However, that does not mean you will be sacrificing your ad aesthetics on desktops and laptops.
Facebook video ads have ranked up the popularity and it is about time you get started. Before starting, learn these best practices to amplify your ads. Start applying these tips and watch the video ads make a mass impact across the platform.