Facebook offers a number of different advertising options to help get your brand in front of the right audience. One such method that has been gaining popularity is that of video ads. When these auto-play ads were first introduced, there was a certain degree of resistance, but over time, it’s become something that most of us have become accustomed to. This makes it even more effective. If you’re interested in trying out this latest feature, here are a few pointers to help you maximize results.
Capture Their Attention – The first few seconds of a video are what will determine whether a viewer continues to watch or scrolls on. Make sure your ads contain powerful imagery and messaging to capture the attention of your target audience right from the start. A good rule of thumb is to use something that will trigger an emotional response, such as pleasure, curiosity, excitement or fear.
Focus on Visual – The way Facebook video ads work is that they are muted unless clicked on, so keep this in mind when creating your clips. Focus on powerful visual data, whether it’s an attractive person, vivid colors or captivating graphics. The goal is to get your viewers’ attention without saying a single word.
Sound is Next – If you’ve done your job of getting your target audience’s attention, they’re going to click on your video, so the next important thing is your audio. It should be clear, authoritative and pleasant. If it’s low-quality, that’s the image your prospects will get of your brand, so make it sound good.
Include a CTA – Always remember to include a powerful and compelling call to action. The fact is, people won’t always automatically do what you want them to. In most cases, they need a little prompting. So, whether your ad’s purpose is to get more traffic to your website, gain additional newsletter signups or close the deal on a purchase, include a CTA that encourages the next step.
Make it Short and Sweet – Of course, for your CTA to be effective, your viewers have to watch until the end, so don’t overdo it, otherwise you’ll lose their attention. Ideally, Facebook video ads should be kept under 1 minute long. Ask for feedback from someone who will be honest with you. If it’s too long, cut out the fluff and try again.
Provide Value – As with any other type of marketing, video ads that are truly effective offer the viewer something of value in return. What will your audience gain by watching your ad? Will they receive an answer to a problem they’re dealing with? Will they learn something new? Will they be entertained? If you can’t answer these questions, chances are your ad won’t get the results you’re after.
Do you need help creating a powerful and effective Facebook video advertising campaign? Give us a call. We’d be happy to assist!