Facebook remains one of the most powerful assets in any business marketing strategy, owing to the sheer number of users on the site. Consequently, Facebook themselves published 11 different tips for creating high-quality and superior video advertisements, all of which are based on current research into the most effective strategies of the modern day.
For each dollar or pound of currency that is invested in Facebook and the social video advertising climate, it’s estimated that there are 39% more sales than conventional, static social advertisements.
Interestingly enough, it’s not actually a case of whether or not the video advertisement is put in the correct place or whether it’s targeting the chosen audience, the defining factor which affects performance in this arena is the creative ability and quality of the video.
Facebook themselves found that up to 70% of the potential prospects from a video advertisement came from creative quality alone, whereas only 30% is driven by other elements.
To try and help Facebook ads improve and drive up sales, we are going to summarise the tips and tricks that the company themselves put forward in order to help push the general creative direction of video content.
Generally speaking, Facebook divides the tips and tricks themselves into two different categories. We have best practice categories, which are the things which every video advertisement should aim to incorporate, and then you have the highly recommended, which is more of a suggestion.
1. Work with mobile.
Facebook paid ads should use a 4:5 format, vertically, and a corresponding square format for Instagram to connect to mobile users. Ads are best designed for platforms where they will be viewed most, and mobile usage continues to climb each year.
2. Sound is optional.
Sound is no longer a necessary part of video ads. Facebook ads, like a lot of marketing advertisements these days, don’t play with sound if Autoplay is in effect. This means that keyword focus is the driving factor for capturing user interest.
3. Show off the product.
The product shown in the Facebook ads should be the primary focus of the video. Modern consumers aren’t interested in a lot of preamble. They want their chosen media quickly, without having to sift through a lot of information to get it.
4. Focus on one message.
Each video that you create should focus on communicating one clear message. The trick is to try and avoid putting more than one message into a brand, because it confuses the viewer.
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5. Highlight the brand.
The branding and creative message of your brand should crop up at the start of the video where possible. This helps with retention and promoting your business.
6. Stick to one point.
The message of the ad needs to convey the key details for a viewer. If the message appears early, it’s easy to know what you’re trying to say. If you leave it too late, then you might fail to convey the information appropriately.
7. Dynamic presentation.
Dynamic videos which include movement and fast-paced edits help to capture interest, especially if this comes at the start of a video. It means that they’re more likely to watch the whole video.
8. Less is more.
Advertisements, as a general practice, should be as succinct as possible. Effective storytelling is designed to make sure that as much information as possible is communicated in the shortest time.
9. Unconventional storytelling.
The typical consumer only consumes a fraction of video content before they lose interest. A storytelling arc which presents a strong opening hook is the best way to handle things – you can add more information later on.
10. Retain interest.
If you want to train interest, you need to include twists and turns to keep viewers suitably hooked. It’ll make a massive difference in the long run if you can effectively grab and hold viewer interest.
11. Visual aids.
Brighter colours, close up features, and details can help to improve Facebook video ads. You need to remember that the mobile screen – the dominant viewing method – isn’t as big as a monitor, so your ads should be adjusted accordingly.
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