Technically, everyone on facebook loves watching videos and most marketers are now using video for their ads!
If you're one of the 1 billion active users on Facebook, then you’ve likely noticed a recent surge of video content taking over your News Feed. And if you’re anything like me, you’ve found this content shift enhances your Facebook browsing experience in most instances. More and more marketers are becoming aware of this powerful content format, and are quickly hopping on board the video trend to give their viewers what they want. Even more powerful than providing a resonant brand experience is the fact that videos convert. According to Adobe, shoppers that view videos are 1.81X more likely to purchase than non-video viewers. So in this post, i will be sharing tips and best practices if you are using videos for your ads!
1. JUST GRAB THEIR ATTENTION - TO MAKE THEM CLICK
Think about your own behavior online. Do you get bored and click away from content that takes too long to deliver the goods? Say you’re reading a blog post about Facebook video ad best practices—if it doesn’t give you interesting, relevant insights straight away (or at least a catchy hook), you’re probably hitting the back button a few seconds in.
Plus, you’re not alone: a 2015 study found that the average attention span is now down to 8secs. The same applies to Facebook video length, and there’s data to prove it. Earlier this year, Facebook released the following internal research on how fast people stop watching different types of video ad content: According to fb, the image below:
What does this tell us? Well, with video ads in News Feed, the average number of people watching the ad drops off exponentially very early on. This effect is even more noticeable with Facebook and Instagram Stories ads. In other words, you need to get your message out as soon as possible in the video or people will click away before they even know what your ad is about.
2. NO LONG STORIES - ITS NOT A MOVIE
If most people tune out so quickly, what’s the ideal Facebook video length to tell your story? For in-stream video ads (ads placed before or during other video content), Facebook themselves 15 sec only, (though they allow you to go up to 31 seconds).
For standalone ads in News Feed, Facebook also recommends creating ads that are 15 seconds or shorter. As they explain, “Shorter videos have higher completion rates, so you can successfully share your entire message.”
There’s also an increasing trend in mobile advertising toward making tight, snappy 6-second ads. Facebook COO Sheryl Sandberg stated in 2017 that compared to 15- and 30-second ads, 6-second ads showed “higher brand metrics across the board”.
So how short is short? As it turns out, really short. Like, about the length of time it takes you to spin around in your computer chair (go ahead and try it, we’ll wait).
3. PROMOTE YOUR BRAND
With such short Facebook video ads becoming the industry standard, when do you have time to promote your brand? As it turns out, you should definitely mention your brand within the first 3 seconds of your Facebook video ad.
In a meta-analysis of video marketing data, Facebook found that consumers were 23% more likely to remember which brand made a given video ad if the brand was featured in the first three seconds and 13% more likely if the brand was featured after four seconds (compared to ads where the brand wasn’t explicitly shown in the video):
Brand awareness is one of the most common objectives in Facebook video advertising. If your marketing goal is to get your brand name out there, you’d better do it by the count of three or people will stop paying attention.
4. CHECK YOUR VIDEO ADS SPECS
It should be pretty unsurprising that one of the most important components of a successful Facebook video ad is…how it looks. If you don’t have the right Facebook video format, you’re not going to have the visual impact you’re looking for with your ad.
Facebook has pretty specific recommendations for formatting your video ads.
For starters, you should shoot for H.264 compression, square pixels, a fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps or higher.
Second, although Facebook used to recommend 1080p resolution, with the rise of 4K video they now say you should upload the highest resolution video available that fits within file size and ratio limits.
Third, your video length can be anywhere from 1 second to 240 minutes, as long as it doesn’t exceed the maximum Facebook video file size of 4 GB. So, keep these specs in mind when uploading video to Facebook if you want your ads to look as good as in reality as they do in your head. You’ll see the rewards of having a professional-looking video ad when the views and interactions start rolling in.
5. GET VERTICAL OR SQUARE VIDEO
Speaking of Facebook video ad specs, what aspect ratio should you use for maximum views and engagement? We recommend either 9:16 vertical videos or 1:1 – a perfect square. Why? Well, first of all, for real estate. In the mobile version of News Feed, square videos actually take up 78% more screen space than landscape videos.
Yep, you read that right. 78% more space on mobile News Feed—and over 95% of Facebook users now access the network on their mobile devices.
More screen space for your video ad means your visuals and text will grab more attention and be more easily readable.
It’s simple, really. The bigger your video appears, the harder it is to ignore and the more likely people are to engage with it. There’s research to back this up, too. One case study from Buffer found that square videos got up to 35% more views and 100% more engagement than comparable horizontal videos.
Meanwhile, A/B tests by the Jane Goodall Institute showed that their square videos received double the views and three times the shares of their landscape videos.
6. PICK THE RIGHT OBJECTIVE FOR YOUR ADS
When launching your next Facebook video ad campaign, you need to have clearly defined goals in mind. Do you want to drive conversions? Do you want to increase traffic to your website? Or do you simply want to spread brand awareness?
If you don’t have a clear marketing objective in mind, you won’t know if your campaign is working, making it hard to justify to the higher-ups. You have a lot of options within Facebook Ad Manager when it comes to objectives, but some make more sense than others for video campaigns.
Facebook offers a variety of marketing objectives to help you refine and optimize your video ad campaigns. Source: Facebook Ads Manager
If your goal is to get your Facebook video ad in front of as many viewers as possible, then optimizing your campaign for video views obviously makes a lot of sense.
However, if what you really want is for more users to remember your brand, brand awareness is more relevant.
Meanwhile, if your video ad is all about motivating users to visit your website, pick traffic. If your primary motivation is to make sales through the ad, then conversions is a better choice.
Ultimately, which objective you pick depends on why you’re making a video ad in the first place. And if you’re not sure exactly why you’re making one, take a moment to step back and consider. For more in-depth info on picking the right ad objectives, check out this Facebook video marketing guide.
7. UNDERSTAND YOUR METRICS - KPI
Nothing is automated, You need to read your data! Now that you have an objective in mind for your Facebook video ad, you need to select the right key performance indicators (KPIs) for your campaign to measure how successful it is.
Picking the right KPIs is first and foremost based on your marketing objectives, and some of these are unique to video advertising on Facebook. For example, if your objective is to get as many video views as possible within your budget, you should look at 3-, 10-, or 30-second video views as KPIs.
Facebook offers analytics to help you understand how your video ads are performing, including 10-second video views over time. Source: Facebook via Social Media Examiner
For shorter videos that present your brand and main message early on, it makes sense to follow 3-second video views as a measure of success. If the value of your video ad is delivered later, consider following 10- or 30-second video views over time instead.
If you’re making a video ad to drive web traffic, you should follow clicks and CTR on the ad. This will let you know how much traffic the ad is actually generating and tell you how efficient it is at getting people to click on it.
If your objective is to drive sales, track conversions and conversion rate (CVR) on your website,pixels, This will let you know how many sales your video ad is generating and tell you what percentage of users that saw the ad made a purchase because of it.
Finally, when it comes to monitoring brand awareness, you should monitor ad recall lift.
8 - PAY ATTENTION TO YOUR THUMBNAIL
Thumbnail is the face of your video, While Facebook has auto-play on for videos by default, many users opt to turn the feature off. If you want to convince them to hit play, you’re going to need an interesting, relevant thumbnail image for your video.
When you upload your video ad, Facebook will automatically compile 10 thumbnails from the video for you to choose from. If none of them look good to you, you can also upload a custom thumbnail of your own.
If you choose your own thumbnail, make sure to go easy on the text. Facebook video thumbnails that consist of over 20% text by area “may experience reduced delivery” according to their ads guide.
Facebook rates video and image ads based on how much text they have and limits their reach accordingly. In other words, if your thumbnail has too much text, your ad’s reach will be penalized. To check your text-to-image ratio before you publish, try Facebook’s image text check tool.
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