Video marketing is a powerful way for brands to send a message and engage their consumers.
It’s an effective method to check multiple boxes on any marketer’s list:
It’s engaging
Can convey complex messages easily
Can create an impact
Shows off a brand’s creativity
If you want to start creating Facebook video ads as a way to reap the benefits of this medium, here are some video ad best practices to take into consideration.
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1. Think of Your Audience
Before you even start thinking about a topic or angle for your video, consider who will be watching. What type of content is most interesting to them?
Having a fresh perspective on what you create can help your content be more engaging. People want to see things from brands they haven’t seen before, but it’s important not just for the sake of novelty – there needs to actually be something valuable in there or else no one will care.
Your potential customers might not know much about your brand, which means you need to research what topics interest them.
When creating a video to showcase your product, be mindful of the Facebook user and their preferences. Would they rather have just slideshows or maybe get an inside look at what’s happening in one moment? Keep this info on point so viewers don’t get lost.
2. Be a Storyteller
Social video platforms are an incredible storytelling medium. That’s why it pays to include some narrative in your Facebook ads – especially if you want people to watch more than just the highlight reel.
A good video should catch your audience’s attention from the beginning and hold it until the end. This means you need to think about what makes for an interesting story.
You may think that short videos are the easiest to create, but you need a story in just two or three seconds. Longer content can seem more creative and professional than shorter pieces – however, it is hard for your audience if they don’t understand what’s going on right away.
The secret to making great videos is not thinking about the category your video fits into, but rather telling a story and letting it unfold naturally.
3. Make Sure the Video Is Watchable with the Sound off
Videos on Facebook start to play automatically, but without sound. This is the social platform’s way to encourage video views, which has led to an interesting development in how many users watch them.
Simply put, some will not bother to turn on the sound until they really suspect it’s necessary. They scroll and see if something seems interesting before stopping for a few seconds if so- in which case you need videos that are watchable both with or without sound turned up loud.
You can do this with:
- Compelling images
- On-screen text
- Interview clips where you show people talking, etc.
4. Captivate Users in the First Few Seconds
People have short attention spans when it comes to social media, so if you aren’t able to capture someone’s interest in the first few seconds of a video then they will likely scroll past without giving your ad any thought.
The first few seconds of your video should make any users watching say “wait, what’s this?”
5. Invest in Quality
Facebook suggests that you focus on the quality of your videos, not just when it comes to content. The technical side matters too!
Do you think a Facebook user will stop to watch a blurry video or something HD? Plus, if you want to have a good conversion rate for your video ads, then you need to amp the production value for your video.
Collaborating with the right videographer can be a game-changer for your brand. They are experienced in filming and editing videos, so they will help you create high-quality content that reaches an audience who wants it.
6. Shoot Vertically
It is important to know that most people only view Facebook through a mobile device, so your videos should be vertically oriented and not landscape.
Vertical videos are more likely to give users a pleasant experience, so your ads will look good on mobile devices. Regular video shot in landscape format is harder for people watching it and can be tough with text around too.
However, if you have a great landscape video you still want to include in your Facebook video ad campaign, you can create a custom audience for them and target the section of your audience that scrolls Facebook on a desktop.
Can We Help?
Social media allows you to kill time for the day and find some laughs, but it could also be a gold mine of information if used correctly with these best practices.
Australian Internet Advertising can help you perfect your Facebook marketing campaign in a way that will take you closer to your business goals.
Schedule a free 30-minute strategy session with our Facebook Marketing Agency experts now and let’s see what you can do to improve your Facebook marketing efforts to boost results.
