Your guide to creating and optimizing Facebook video ads

15, 2020

7 min read

Opinions expressed by Entrepreneur contributors are their own.

Facebook marketing remains an efficient and dynamic platform for advertisers, due to its scope and scope. The costs are reasonable, allowing small businesses the chance to draw from a customer base that they would never be able to sell their products in any other way.

Up close 70% of American adults on FacebookNearly three-quarters connect at least once a day, and half of these daily users visit the social media giant several times a day from laptops and mobile phones. Facebook video numbers are amazing:

  • 4 billion video views every day;
  • 100 million hours of video watched by 500 million viewers every day;
  • 65% of Facebook video views are played on mobile devices;
  • 85% of Facebook videos are viewed without sound.

Related: How to create killer video ads

Types and targets for video ads on Facebook

Facebook video ads can create brand awareness, generate web traffic, and hopefully increase your revenue. The main ad or hero ad is the main sales video used to drive traffic to your specific website or landing page. From there, you can also run ads specifically for people who are following the main ad but are unable to click on your site, as well as those who click but do not make a purchase or do not meet other criteria. conversion.

Facebook has created and perfected a targeting system that will identify who and where your ads will end up. The more details you can specify about determining your target audience, the more effective your video campaign ads will be to reach potential customers. Some of the factors involved are age, gender, location, language and many more.

The more information you collect and apply, the more you will be able to target your video ads to consumers who are most likely to make a purchase or use your service. Ideally, you have this information from information about your past customers or you will have done research in the industry.

You can also use a "similar audience", which is an audience that Facebook creates based on who is likely to be interested in your business, because they are similar to your customers or website visitors.

Related: 4 Tips for Creating and Creating a Facebook Viral Video Ad

Do your research

One of the most effective ways to compile useful data to your target customers is to research the heavy data you can find in product or service review records. If your business deals with reviews, check out your competitors' reviews to get an idea of ​​the types of keywords and targeted phrases you can use to get started.

As you go through your own or your competitors' reviews, make a list of the most commonly used phrases or concepts that people focus on, both positive and negative. Use the phrases mentioned in the copy that accompanies the video.

Speaking of competitors, one of the best ways to know what you should and shouldn't do is to research your competition. Remember companies that provide the same products or services in the same or similar industry as yours, examining their strengths and weaknesses. Take a look at their reviews to see what others are saying about them and how they do business.

Once you have a comprehensive study of several of your competitors, you can compare and contrast them with your business to see the competitive advantage and how you use them to get a step up. market. Look for competitors who are already running Facebook video ads to find out what works for them. There is a simple process to find ads that your competition is running on Facebook: go to the company page, select "Page Transparency," then "Go to Ad Library." Pay close attention to the messages they present and how. Think of ways you can improve their concepts and execution. Browse the comments section of each video ad to see direct feedback on their ads. Get notes on constructive criticism and honest feedback to apply to your video production efforts.

Related: Why Facebook says your video ads should shut up

Structuring the video ad on Facebook

There are no hard and fast rules for structuring your Facebook video ad, but the following are generally considered an effective way to get your message across quickly and clearly.

Hook: The attention spans for Facebook videos are very short, and users are on Facebook to enjoy their feed and have fun. You need to get the viewers' attention in the first two seconds or they will scroll to the next video.

Enter the problem: Explain the problem you have the ability to solve in a clear, concise, convincing manner. Make the viewer feel the pain or any problem you present – I may not even know they are experiencing it.

Introduce your solution: Present your product or service in a fast and dynamic way. Offering a solution to the problem you have presented is about presenting the product or service for the first time. The goal is to create an "aha!" moment that will lead them to your conversion point, whether it's a sale, booking an appointment or filling out a contact information form.

Call to action: Whether you want viewers to come to your website, fill out a form, or make a purchase, tell them clearly how to do whatever you want. It can be anything from "Buy Now" to "Buy Tickets" to "Learn More."

Establishment of authority: Cover any doubts or concerns that consumers may have about your product or service. Establish that you are the authority on this issue and that you have the best solution to the problem presented.

Conclusion of the second call to action: As you end up leaving the best possible impression about your company and the services you provide, make sure you get another call to action.

Related: 17 ways to get more views, engagement, and action on your Facebook videos

Tips for success

  • Have brainstorming sessions with your team (or wife, children, etc.) to come up with ideas for your video ad. Test a few different ad variants. Take a test with people who like your page, as well as people who don't know about your company or its services. Ask them for their real reaction and find out what they did and didn't like.
  • Even the best and most effective presentations of your problems and solutions will do no good if viewers don't stay around to see them. A good, compelling, fun hook can create or break a Facebook video ad. It is essential to start the video with an engaging, intriguing hook that will keep viewers engaged and interested, without being condescending or difficult. Keep it relevant to the information you provide and make sure it flows organically to the rest of the video content.
  • If you take a closer look at the statistics we shared in the first section, you'll see two points in particular about devices and sound settings. This should be part of your strategy to reach Facebook users effectively. Since most videos on Facebook are viewed with the sound off, it is essential that the video is clear and understandable based on the images only. Use large, bold images to attract and hold attention. Add captions to keep viewers' attention. In general, keep it short.

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