So far, I think I’ve managed to convince you that Facebook advertising really works as an effective traffic and sales funnel and lately I’ve been discussing video ads. Now, since everyone and their mother is doing them, you should learn how to create and deploy your own Facebook video ad campaigns.
If you need further proof that Facebook really is the place for videos, here is a little sobering fact: Facebook already has twice as many daily video minutes of viewing than Youtube on desktop computers. Yes, for every minute of Youtube video plays, there are two on Facebook. So, let’s stop wasting time and get to work instead.
1. Do Not Focus on Sound
As we’ve already discussed, Facebook displays videos by default with muted sound. They do play automatically as users scroll down their news feed, but there is no sound unless they choose to turn it up. Most of the users who browse Facebook on their mobile phones do so on their way to work in a bus, the subway or in the office during lunch breaks. They will definitely not turn up the sound.
This means that you have to find visually compelling ways to convey your message and get them to take action. Oh, and do not forget about the 3 seconds rule – if you didn’t catch their attention in this short time span, the users will scroll down and Facebook will not count your video as viewed.
2. Being Afraid of the Spotlight?
A lot of entrepreneurs worry that they cannot do video ads because they don’t have the right equipment or skills, in short, they’re no Martin Scorsese. Well, it takes very little to create a 10-second video ad for Facebook and even if you do not have the skills, various online tools and video editors, such as Canva, can help you a lot.
All you need to remember is that you need a few powerful images and animated slides that promote your product and a very good call to action attached. You do not have to star in your own videos, although many top marketers recommend the first person presentation as more genuine. Just remember to save your video in .MOV format, have an aspect ratio of 16:9 and keep it under 1 GB in size.
3. Do Not Strive for Perfection
Actually, a little slip or an accidental glitch might make your video ad even more popular. Have you noticed how many TV shows always end each season with a behind the scenes special including all the funny bloopers? These special episodes usually get more views than the regular ones. People love little funny accidents showing that you are human and err on occasion. Tiny bloopers might be the secret ingredient helping your videos go viral (just don’t make an entire blunder from beginning to end).
4. Prepare Your Campaign
Your video ads will be more effective if they are targeted at the right type of audience. The good news for you is that you can start selecting a custom audience from the very beginning, because until recently Facebook had a minimum 1,000 views rule before you were allowed to do that. As such, you can define the demographics, the interests and behaviours of your preferred audience and set your video campaign to reach them and only them.
A well-targeted campaign will not only bring you qualified leads, but it will also help make your video go viral. If your video reaches the right people, they will like and share it and create a second wave of impressions.
This is the basic step-by-step process behind Facebook video ads. It is not much different to the other types of social media ads you have created: keep it short and simple, make it interesting and add a great call to action and you’re set!