May 10, 2017
Facebook Video Ads: 7 Tips To Create Facebook Video Ads That Drive Engagements
We get Facebook ads questions a lot.
What website objectives should we use?
What’s the difference between Ads Manager and Power Editor?
How much $$ do you think we should spend per day?
And so on
But the most frequently asked question is this: Should we use Facebook video ads?
Here’s why you should use Facebook video ads
Facebook video consumption is crazy high, and - dare we say - it's going to overturn YouTube soon.
Facebook receives 8 BILLION video views per day. And this is great for businesses because people simply buy more when they watch video - 1.8x more likely, to be precise. Why do you think companies are still spending millions of dollars on infomercials? Because it just works!
How to use videos on Facebook
There are a couple of key characteristics of successful Facebook videos:
- They focus on branding. Their goal isn’t to generate direct responses, instead, they focus on raising brand awareness
- They work without sound. 99% of you would have your players set to mute on autoplay, correct?
It’s important to note that Facebook is a demand generation platform, where companies create awareness and interests, not a demand fulfillment platform, where people are actively looking for things they want and companies pay to get their products to appear in front of them (think Google AdWords).
With that in mind, here are a couple of things you can do with your videos:
Teach them something
Tasty (or Buzzfeed Food) is great at this:
Make them LOL
How to create video ads on Facebook
Creating Facebook video ads is relatively straightforward. Here’s the step-by-step guide to creating Facebook video ads via Ads Manager:
Step #1: Log in to your Ads Manager account
You can access your Ads Manager by clicking the top-right corner down arrow and select ‘Create Ads’
Step #2: Choose ‘Video Views’ from the ‘Consideration’ column
And don’t forget to name your campaign.
Step #3: Select your target audience
You can target your audience by Demographics and Interests, which includes:
- Location: There are a few layers of this that you could include your targeting; Everyone in this location (which is the default option), people who live in this location, people recently in this location, and people traveling to this location
- Relationship status: A few options to choose from include; Single, Married, Engaged, Complicated, Open Relationship, Divorced, Civil Union, Domestic Partnership, Separated, Widowed
- Education: You can target by type of degree, field of study, the actual school, and year graduated
- Work: You can target by actual company name (the employers), the industries they're in, their job titles, and office type
- Financial: You can target by their income levels
- Home: As of today, there are three home targeting categories to choose from; Home Ownership, Home Type, Household Composition
- Ethnic Affinity: Such as African American, Asian, and Hispanic
- Generation: Baby Boomers, Generation X, or Millennials
- Parents: You can target by parents who are expecting, parents by child year ranges, and you can also target moms with a variety of categories such as - Big-City Moms, Corporate Moms, Fit Moms, etc.
- Life events: This targeting option revolves around anniversaries, new relationships, new jobs, newly engaged, newlyweds, etc.
- Politics: Conservative, Liberal, Self-reported affiliation
A quick note on selecting Interests to target, you can start typing...
or select from the "Browse" options, which has a whole bunch of categories and subcategories that we talked about earlier…
You can also target Custom Audiences, which we believe is the most powerful targeting option there is. You can upload and/or connect your own data to target on Facebook. For example, you can target your email list, people who have bought your products in the past 30 days, people who visited certain pages, people who abandoned the cart, etc.
Here’s a quick guide to creating Custom Audiences.
Step #4: Choose where you want your ads to show
By default, Facebook will appear on Facebook, Instagram, and Facebook Audience Network. If you’d like to edit the placements, which we recommend to for split testing purposes, select the “Edit Placements” option and select the channel you’d like your ad to appear on.
You can even be more specific with the devices and operating systems
Plus, to only show your ads when they’re connected to a Wi-Fi.
Step #5: Set up your budget and ad scheduling
Set your daily or maximum lifetime budget, start and end-date, etc.
Step #6: Create a new video ad or use existing post
You can also select if you wanted to have your video to appear as part of a carousel, slideshow, or good ol’ single video.
Make sure you follow the recommended specs; especially the format, file size, and resolution when uploading the video.
Quick tip: Although there’s no 20% rule for video ads, your thumbnail can’t have more than 20% text. So, if your ads were rejected, check your thumbnail and see if it has more than 20% text. Here’s a tool that we use to check if the text on our thumbail (or image) is more than 20%: Facebook Grid Image Checker.
Step #7: Add text, headline (optional), description (optional), and CTA button (also optional)
Please note: headline, description, and CTA button options are only available if you create the video ads through Power Editor. The steps are the almost the same. I’d say the biggest difference is in the user interface.
This is what you’ll see in Power Editor.
Step #8: Place order!
Hit that big green button
7 tactics to use in your Facebook Video ads
Here are our battle-tested Facebook video ads tactics:
Video ads tip #1: Make it work, even without sound
Take a few moments to reflect on how you view videos on Facebook; the majority of us are on our mobile and wanting to kill some time. Chances are, if you’re wearing your headphone, you’re listening to some music. So, how do we make your video ads work even without sound?
In fact, Facebook reports that captioned video ads increase video view time by an average of 12%.
Video ads tip #2: Ensure your ads are on autoplay
Autoplay is quite possibly the easiest way to get your audience’s attention and it’s non-intrusive. As you may know, if a user stops scrolling the newsfeed, the video keeps playing. Otherwise, it stops as a user scrolls past it.
To be eligible for autoplay, you need to set up your ad bid to cost-per-impressions (CPM), rather than cost-per-click (CPC)
Video ads tip #3: Get to the point quickly
Remember, you’re competing for attention here. The longer your video, the lower the retention rate is. In fact, the average percentage of people who completed a video is only 33%.
A simple way to get your point across quickly is by using the three-second rule. Ask yourself, “would my audience understand what I’m trying to tell them in 3 seconds or less?”.
Video ads tip #4: Make them curious with your thumbnail
We did mention to utilise CPM bidding, but Facebook users DO have the option to deactivate autoplay on their mobile devices. That means, they’d have to click your video to make it play.
By default, Facebook allows you to choose some random images or frames from the video. If you can’t find anything interesting - and most likely you won’t - upload your own image for the thumbnail.
Here’s an example from Knorr
Video ads tip #5: Boost “unicorn” videos
We don’t mean promoting videos with unicorns in it. “Unicorn” videos (or any type of content for that matter) are videos that perform head and shoulder above other videos. These are your best videos. Videos with the highest engagement. You’re basically throwing gasoline to a fire.
Video ads tip #6: Use video carousel ads
People are used to seeing static images in carousel ads. So, what happens when you use videos in your carousel ads? They stand out!
Here’s an example:
Side note: we created this using the new and shiny Facebook feature: Creative Hub
Video ads tip #7: Target mobile devices only when connected to WiFi
Internet data in Australia is ridiculously expensive. So, if your customers are in Australia, more often than not, they will watch videos when they’re connected to a WiFi. Not to mention our Internet speed isn’t the best. If their connection is slow or interrupted, your video may stop playing. This is a problem because:
- It’s a bad experience for the users
- They may stop engaging with the ad, or in $ terms, you’re not getting your money's worth.
Fortunately, there’s a simple way to avoid these issues. There’s an option to ONLY target mobile users that are connected to WiFi. This can be done when you’re setting up your placements at the Ad Set level.
How we would spend $150 on Facebook video ads
Let’s pretend that we sell a training course on Facebook marketing. Here’s how we would actually create a campaign to sell the training course:
1. Make sure the Facebook pixel is installed = $0
2. Set up custom audiences = $0
3. Create 2 videos; both videos discussing actionable tactics from the course (read: provide value) = $0 - if you DIY-ed the videos.
4. Promote the 2 videos to a ‘general’ audience = $75
5. Promote the course to the people who have watched at least 50% of BOTH videos = $25
6. Promote the course to the same ‘general’ audience as the first 2 videos, excluding people who watched at least 50% of BOTH videos = $25
7. Remarket the course to the people who visited the course’s landing page, but didn’t enrol = $25
And that’s it!
You should now have a good understanding of why you should be investing on videos, how Facebook video ads work, and how to make a successful Facebook video. Here are tips again:
- Make it work, even without sound
- Ensure your ads are on autoplay
- Get to the point quickly
- Make them curious with your thumbnail
- Boost “unicorn” videos
- Use video carousel ads
- Target mobile devices only when connected to WiFi
Have questions? Leave them in the comment below