It’s clear that Facebook video ads are cheaper and more accessible than ever before but that doesn’t mean it is easy to create effective videos that lead to real results. All too often I see businesses making the same few mistakes when it comes to Facebook video ads. I’m going to share seven tips to help you maximize your results from your Facebook video ads.
Share your message with captions
Did you know that 85% of video on Facebook is watched without sound?
Let’s think about user behaviour again. For the most part, when people are using Facebook there are either different distractions (eg. tv, radio, at meetings) that will be making noise or they will be in public places that won’t allow for sound (eg. commuting to work, during work, waiting in queues etc.).
If you don’t use captions just remember that 85% of your views might be going to waste.
Change patterns quickly to keep the attention of the goldfish
As I discussed on a previous blog, Facebook advertising is a battle for attention and your audience’s attention is remarkably fleeting. It’s been shown that human attention spans have reduced dramatically since the dawn of social media and are now less than that of a goldfish! To keep your ideal audience’s attention firmly fixed on your Facebook video ads you need to make it interesting. One way of doing this is to change patterns or shots quickly. This pattern interrupt keeps people focusing on the video to absorb what’s next.
Call out your ideal audience at the start of the video
Who should watch your video?
Who is your ideal audience?
Whoever they are, your first objective is to capture their attention and one of the easiest ways to do this is to call them out in the video. Make sure to use text for this so they will see it.
Only give the core details in the video
Your Facebook video ads should be used to give the core information and marketing messages. If they want to learn more about your product or services they should be directed to the next stage of your sales funnel.
Use a single, clear, concise call-to-action (CTA)
Your CTA is the action your audience needs to take to move to the next step in your sales funnel eg. “Click here to download my PDF Guide”. You should have a single CTA that you want them to perform and it should be abundantly clear what the next step is, and what benefit they will get from taking the next step.
Use your post copy to capture attention
When you create your Facebook video ads the copy above your video should have two objectives. First, it should grab the attention of your audience. Then, it should direct them to watch the video. From there, the video will do its job.
Keep it short and sweet
Watch your friends and family use Facebook.
They scroll furiously through the newsfeed until something captures their attention, but as soon as you know it their thumbs are racing through the newsfeed again. If your Facebook video ads are too long people won’t hang around and your CTA won’t even be seen. Remember also if you want to promote your Facebook video ads on Instagram they need to be no longer than sixty seconds.
Implementation is key
These seven tips will help you get the best bang for your buck with Facebook video ads. However, it’s no good just knowing what to do, you have to implement your new found knowledge.
A great example of how these simple tips can make a radical difference to your marketing was shown in my private Facebook Group “Social Bang”. One of the members, Mark, shared a video that he was thinking of using to promote a retail unit that was available in Roscrea Shopping Centre. The video, in my opinion, was destined for failure. It contained too much text, didn’t call out his ideal audience, and was too focused on his product rather than the benefits for his audience.
Mark took the advice he received on board and transformed the video in a few minutes. This kind of implementation is rare but wonderful when it does occur. I hope you can replicate Mark’s eagerness to implement these tips in your Facebook video ads.