Consumers are 27 times more likely to click on a video ad than a regular text ad. But, how many times have you watched a video ad for an unrelated product or service? As video ads are still relatively new, sites like Facebook that use them need a much wider inventory. That’s great news for businesses who are already on board with video!
In this post, we discuss how to use Facebook’s video ads to target different types of customers, the best way to make a successful ad, and the importance of sound.
BRING YOUR A(/B)-GAME
Of course, every video you make should be the best you can possibly produce. But, you need to use videos for Facebook ads that you’re certain will get engagement.
The only way to know for sure whether your video is the best it can possibly be is to use a/b testing. Produce a few variations of a video, upload them to your social media platforms and carry out some basic split-testing to see which one is getting the best engagement. Look for:
Number of views
How long people watch each video for
How many leads and conversions each video generated
Split testing might take a little longer than just uploading your video ad to Facebook, but will get much better results. The results will give you confidence that you’re promoting video content that your target audience respond to.
GET TO THE POINT!
A successful Facebook video ad introduction is punchy and attention-grabbing. There’s no time for a lengthy intro. You’re not just competing against other businesses, but the users’ friends and family too. Your objective is make an introduction so engaging that users have no choice but to stop scrolling and watch the video.
There’s no magic formula to making a killer video intro, but one thing that’s for sure is that you need a great script. It’s the foundation on which your ad is built. Try filling out a creative brief. This will help you focus on what really matters about your organization and your message.
GET FAMILIAR WITH CUSTOM AUDIENCE OPTIONS
Facebook video ads will perform better that are targeted at people with an interest in your product or service. By way of example, which video ad for your new range of baby organic baby food would generate more leads?
The video ad shown before a video about spotting a reliable used car
The video ad shown before a video about techniques for helping your baby to self soothe
It doesn’t matter how engaging your video is - the person waiting to see content about used cars will skip past your ad featuring organic baby food ASAP. To avoid a mismatch between your video ad and viewers, work out what interests your prospects, how they think, and how you can connect with them. It helps to categorize your audience into two groups:
Viewers who are already aware of your brand. It’s easier to sell to people who are already interested in your brand, so be sure to target people who have already ‘liked’ your Facebook page. Try producing a video that shows your product making a difference to someone. A strong call to action encouraging them to buy today is essential.
Viewers who aren’t aware of your organization, but who will be interested in your message. This group needs some information about your service. The goal of your video ad for this group isn’t to generate revenue immediately, but to educate them. Use it to show how you’re different to other companies in your sector. Or, share some helpful advice that will help make a difference to their business, and then link to your organization at the end.
You’ll notice the language option in the Facebook custom audience option box. This is another great way to connect with viewers and boost your revenue. If you’re selling to countries with viewers who speak two languages, we suggest making videos in each language. Each video ad can be targeted by language.
USE THE RIGHT MUSIC (BUT BE PREPARED FOR SILENCE)
Although 85% of Facebook videos are watched without sound, it’s still advisable to spend time selecting the right music. If you want your viewers to feel a certain way - happy, sad, excited - music will help achieve this. The marketing team at Red Bull made a bold choice with their soundtrack for this video featuring trials rider Julien Dupont:
Although this music is noticeable, it doesn’t distract from the message. In fact, it drives the video’s message. The right music will also help your audience to focus on your video ad. Split test videos with various soundtracks to see which is most effective.
Facebook video ads are an exciting aspect of video marketing. Most videomakers haven’t attempted it, so the market is far from over-saturated. This means they’re an ideal way to connect with existing and new customers. Split testing and a deep understanding of the audience are two elements of successful video making that apply equally well to video ads. Even experienced videographers should spend time familiarizing themselves with the custom audience options offered by Facebook.
Once a campaign is successful, it can be scaled up. Start making video ads now so you can start testing, then uploading, then making money!