There’s a lot that can be said about how saturated social media is right now. Algorithms are prioritizing more user-generated content, and brands will need to get more creative to really engage their audiences.
And it’s all true.
Today, you’ll have to be smarter about how to position your content to get the most bang for your buck.
Which is why Facebook videos are still highly effective. For instance, they are highly engaging. In fact, so engaging that they generate 135% more organic traffic than images.
And when you consider that Facebook amasses over 8 billion video views per day, that level of engagement is beyond impressive. It also proves that Facebook users love video, making Facebook video ads a low-hanging fruit for brands.
But how do you capitalize on Facebook video ads?
In this blog post, I’ll share how you can create ads that resonate with your audience. I’ll cover how to identify what appeals most to your audience, tips on positioning your offer (think product or service) and how to come up with a strong copy.
I’ll also share a golden nugget about calls to action and tips on targeting, ad placement options and elevating your video.
Let’s get started!
How to plan your Facebook video ad?
Like all things marketing, whether you’re monetizing Instagram or running ads on Facebook, you can be effective without a plan. The best place to start is by generating audience insights.
Use your personas
Look to your personas for details on what they struggle with when trying to find a solution like yours. What pain points or challenges do they experience and why do these matter?
Personas can be powerful, so take the time to really dig deep and scrutinize yours. If need be, pick up the phone and speak to customers for more on why they chose your solution.
For example, if you’re selling videos using a video paywall, you need to know what your audience is willing to pay to access your exclusive content.
Use Facebook Insights
Facebook Insights add an additional layer of data also helpful for targeting. It also can validate findings from your personal research and can help you correct or identify any biases you or your team developed about your ideal customer.
Focus on before and after states
All marketers know that people don’t buy products, they buy end-states. Be it the relaxation one experiences after a full-body massage or the confidence built after completing a ToastMasters speech.
Focus on before and after states of your target audience. Uncover what they want from a solution like yours and what they expect after experiencing your product or service.
Create a relevant offer
The most attractive offers are directly linked to your audience’s states of being. They are high-value, easy to understand and easily accessible. Put another way, they seem to be the only solution to a problem your buyer has.
When you position your offer, ensure it’s based on clearly identified states of being and backed by logic. As you’ll see below, this is where your copy will do the heavy lifting.
Take this Facebook video ad from Rothy’s. Rothy’s isn’t selling a shoe, they are selling peace-of-mind and practicality to eco-conscious people who want to do their part to save the environment.
Create a strong copy
There’s no escaping how powerful words can be. And when it comes to your Facebook video ad, words could be the deciding factor, the one thing that gets a viewer to take action.
But to find the right words, you need to know who your audience is. As mentioned tirelessly about, you must know what your audience stands to gain from your product or service.
Your copy should hook the viewer and draw them into your world. It should create a clear link between where they are now and how your product gets them closer to where they want to be.
And the end state can be anything.
For example, Shutterfly “Spread the Joy this Holiday Season” ad sells nostalgia. It appeals to all the great things that make the holiday season memorable.
Strong post copy
And while script copy goes a long way, don’t forget to create post copy. Develop copy that is engaging, yet concise, especially because viewers will continue to scroll if not captivated immediately.
Red Bull gets the power of post copy. Here’s how they used it for a Facebook video ad welcoming winter.
Close with a strong CTA
Here’s the thing about the call to actions: they’re necessary and must tell your viewer what to do next.
Did you know that buyers are 85% more likely to purchase a product after watching a video? That’s the kind of purchasing power that no brand should pass on.
As you develop your call to actions, think of them as milestones on your buyer’s journey. Your goal is to show your buyer how to take the next step. This doesn’t always need to lead to a sale. It could be to follow you on LinkedIn or to download a guide.
Kraft shows how investing in delivering value works in their What’s Cooking video series.
Targeting on Facebook is likely the most important element of running effective ads. After all, no matter how amazing your ad is, if it’s not shared with the right audience, it will never generate the results you’re after.
If you’re a stranger to the types of targeting you can do with Facebook, here’s a look at four options that will help you find your buyers.
Flex targeting is all about combining two audience interests to create a new audience. For example, if you’re selling t-shirts with bears playing the guitars, you’d target people who like bears and people who like guitars. Together, they become your flex target group.
As the name says, precise targeting involves finding a specific group of people who share common interests or behaviour.
Broad targeting is focused on larger audiences (1 million+ in size), usually based on a keyword, interest or topic. For example, if you’re selling a book on personal finance, Robert Kiyosaki’s audience would be a perfect fit for your ad.
As a personal finance guru, he’s followers will be open to learning more about better managing their finances.
Lookalike audiences are based on 1% of your audience identified to have completed a goal (sale or a lead).
For instance, let say your guitar-playing bear t-shirts are really taking off and you want to sell more. Facebook will create a lookalike audience based on the characteristics of everyone who has purchased a shirt
Ad placement options
Facebook video ads can appear in feeds, Stories, in-stream, search, messages, in articles, and on apps and sites.
Does placement really matter? Yes, it does.
While Facebook will offer to automatically publish your ad, having control over where it’s shown can influence your conversion rate and cost per conversion.
For example, In-stream videos have a lower cost-per-impression rate and conversion rate than right-column or news feed ads.
Controlling ad placement is also about ensuring your ad appears in appropriate places. You wouldn’t want to associate your brand with anything untoward, would you?
Ad placement is also dependent on your objectives. Objectives include video views, traffic (ideal for app installs) and conversions. For each, here’s a look at the types of placement you should opt for the best results:
- Video views: Feeds for Facebook and Instagram
- Traffic: Feeds placement on Facebook and Instagram, and include Stories.
- Conversions: Feeds placement and Stories.
How to elevate your Facebook video
A quality video will always attract your audience, even if you’re hosting an OTT live video. Here are tips on how to elevate your videos:
Production quality matters
Treat your process like a pro. Use colour correction, get good lighting and use the right background. Together, these elements will make for a more aesthetically appealing video.
Try out vertical video
Since its inception, vertical video has made it easier to view the video on mobile devices. And given that Facebook has over 1.69 billion users and an estimated 96% are mobile app users. Catering to your audience with vertical videos will make for a more pleasurable viewing experience.
Simply set your placement to target mobile users with vertical video.
Use closed captions
Did you know that 85% of Facebook videos are viewed without sound? This means that every time a user scrolls through their feed and sees a video without subtitles, they scroll passed. So, use closed captions, they’ll help your video stand out.
Use an engaging thumbnail
Some research shows that the thumbnail you choose can directly impact how well your Facebook video ad performs. In fact, it can have as much as a 2x difference on your CPA.
How do you pick the best thumbnail?
Go for the most engaging image. It can be a graphic or a picture of a person. Sure, “engaging” may be open to interpretation, which is okay. As marketers, we know to test variations of ads to find the highest converting options.
So, don’t be afraid to mix things up to find what works best.
Facebook video ads are a boon for brands that want to reach large audiences. But to generate results, you’ve got to plan your videos. Use strong copy, create high-quality videos and add closed captions and don’t forget to test thumbnails to find the perfect fit that appeals to your audience.
Amir is the digital marketing manager at Uscreen, an all-in-one video monetization and live streaming platform that empowers video entrepreneurs and creators to monetize their content and build thriving businesses around their videos.