Have you thought about using video ads for facebook? We all know that creating videos for Facebook is one of the digital marketers’ regular tasks. Like anything that is imperative to your profession, you want to master it. If you do it right, you’ll start seeing significant results that impact the growth of your audience and ultimately the growth of your business. In this article, we uncover the secret formula behind effective Facebook video advertising.
Video is here to stay. It is the most effective content format to drive engagement, traffic, and sales, especially on Facebook. Here are a few stats to prove it:
- 83% of marketers say that video content gives them a strong ROI.
- 87% of consumers would like to see more videos from brands.
- 8 billion videos are viewed on Facebook every day.
We’ve had years of practice at Promo.com and have perfected the current state of Facebook videos for marketers. While we packaged our most tried and true Facebook Video Advertising best practices in a brand new free e-book, we wanted to break them down especially for Neal Schaffer’s amazing community.
So, let’s get started.
Setting Goals for Your Video
Did you know? Businesses that use video marketing have a 49% faster year-over-year revenue growth. The people who boast these numbers are among the elite. They truly understand the power of storytelling through video, how to target and reach the right audience and how to do it consistently.
It’s essential you think before you create.
Here is a best practice model for the video creation process:
- Set a clear goal
- Determine the audience
- Craft your message
- Choose the right format
- Develop the creative (create the video)
- Promote your video
This 6 step process is easy-to-follow ensuring that you hit all of the important parts of planning (and in the most strategic order!).
The heart of this plan assumes your brand has a feel for the types of videos you should use. An example of video types might include engaging viral video, tactical educational video, and recruitment pitches. These are very clear directionals and themes that you can work from. It shows you have a clear direction in your video strategy and won’t stray –which many brands do. They get lost in the pitfalls of video creation–too many ideas and not enough follow through. That’s something to avoid at all costs.
Remember, your video marketing strategy should include a variety of videos. The variety will help you accomplish multiple goals over time, such as social reach, generating brand awareness, driving sales, and more. Each video should have a goal, but not every video should have the same goal. So if you’re unsure of which goal to start with, just pick one and run with it!
Matching Your Message to Your Audience
A bunch of wise marketers once said, “the market is the message.” This means that the audience determines the message.
Before you decide what your video message should be, think about the audience. Consider what they care about and craft a message that’ll get their attention.
In our workbook, there is an exercise to help you define both message and audience.
Take your objective and your audience, combine the two and find the area where they overlap. This will give you the clear message of your video. In simple terms: What do you need to say to accomplish the objective for this video?
Best Practices for Creating Amazing Videos
Start with a hook. Most viewers decide within the first 3 seconds if they’ll keep watching. If you’re not keeping viewers after this essential point, there’s a disconnect in what you’re creating.
Still don’t know what’s not working?–ask your audience. When you’ve created something they’re invested in they will be more likely to watch, share and engage. A win for everyone!
You can find a 6 of the 14 “Best Practices for Creating Amazing Videos” below (the rest are in our e-book). These are great to keep in mind in the creative process. We even recommend printing them and keeping them in a place where you can easily reference them.
So, hook them with something funny, interesting, or unexpected right off the bat or decide to keep it short or purely focus on your audience. Whatever best practice you choose, it will make a difference in your Facebook efforts.
The art and science of amazing video ads for Facebook
We could write an entire post just on this subject, so we’re going to break it down into more manageable actions steps and ideas. This is a sneak peek into our more robust content dedicated to this topic. Think of it as the fundamentals or essentials in the creation process.
You don’t need to know anything about color theory, composition, or even art in general to create amazing videos. Of course, this is a creative exercise, but even the most right-brained, spreadsheet-obsessed amongst us can create awesome videos by just following a few simple rules.
The most important? Start with great footage. If you’re not sure what that means, your footage for Facebook videos should meet the following criteria:
- Make sure it’s full HD (1080p resolution)
- Avoid shaky or choppy video that can be off-putting for viewers
- Use footage that’s clear and in-focus
- Include clear sound that’s easy to hear and understand
- Choose video with good colors that aren’t washed out or faded
As with anything in the marketing realm, it’s important to learn the rules first. Then you can decide if you want to break them as an attention-getting video tactic.
It’s very important that your Facebook video strategy is consistent.
You want to strike a balance between a good dose of variety while also remaining constant. For instance, you can mix up video lengths and content, but try to define a color palette and a small collection of fonts and text animations you’ll use throughout your video making.
TIP: A strong color palette can have 3-4 colors: 1 primary color, 1 secondary color, and 1-2 accent colors. Oh, and 2 fonts will be perfect! Trust us, we’re Promo-fessionals.
Choose Music Wisely
The final tip is the importance of your music selection. No matter how hard you try to craft the perfect video, if you have the wrong music, it will hinder the entire message. Music determines the mood of your ad. That’s a lot of power, so choose wisely. Your choice should, of course, depend on the message and target audience. Think about the message and the emotion that you’re trying to create for the viewer. Sad? Exciting? Funny?
Make sure the music you use fits the overall tone. You can also play with contrast to create a funny or unique feeling. Epic music over a funny clip? That’s attention-grabbing and engaging. If all else fails, just choose music that will get people dancing in their chairs. Remember that your first goal is to get their attention, and if they’re grooving along, then they’ll probably pay attention to the rest of what you have to say!
The Anatomy of a Facebook Optimized Video
Today, the majority of people watch more video content on YouTube and Facebook than on TV or any other traditional video format.
While great for viewers, this change has raised the bar for brands. If done poorly, these video ads for Facebook can sometimes feel like disruptive commercials. So companies need to invest in the content of their video for it to be seen from start to finish. In order to succeed with online video campaigns, create video content that’s purpose-built, engaging, and optimized for the chosen platform.
If you take anything away from reading this post, it’s this. Read it. Learn it. Practice it.
- Crush it with short, clear captions and don’t cover more than 20% of screen space with text.
- Use Facebook-specific video dimensions (1:1, 4:5, 2:3, or 9:16)
- Make sure the video works with sound on or off.
- Strategize the timing of your video posting.
- Consider using ready-made video templates that are formatted for Facebook.
- Give your followers a next step – have a clear call-to-action or question to engage them.
If you found this useful and want to read the entire, 132-page Facebook Video Advertising e-book, simply click here to register and download. If you have any questions, you can tweet me at @hilashitrit and, of course, at @promodotcom.
Good luck in your video ads for Facebook efforts!