Finding Success With Facebook’s New Video Ads

In March, Facebook recently launched the video advertising platform that it’s been testing since September last year.

As per usual with any new changes, Facebook’s rolling out the new feature to small batches of its users at a time, so if you haven’t noticed any video ads in your feed yet, you probably will over the next few months.

The ads will begin to play automatically in your feed, but without sound. If you don’t want to watch the video, you can simply keep scrolling.

If you do want to watch the video, you can tap on it to make it full screen (which will also start playing the sound).

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At the end of the video, there will be a carousel featuring 2 additional videos, so you can easily watch related content, or content from the same marketer.

And if you’re on a mobile data plan, don’t worry – the ads won’t consume additional data. Facebook says the videos that begin playing will have been downloaded in advance while you were connected to Wi-Fi, so they’ll still play even if you’re not connected at the time of playback.

So far, Facebook’s only been testing with a select group of advertisers, but they’ve seen a 10% increase in engagement – people watching, sharing, liking and commenting on videos.

It’s a new, better experience for people, and it’s clearly helping to increase awareness and attention, even over a short period of time.

Facebook’s also taking measures to ensure video ad quality, vetting the ads for creative quality and “watchability” before they reach people’s Newsfeeds.

It’s a whole new way for us marketers to reach our target audience.

So how should we use this tool to generate the best results?

1. Create “soundless” ads. 

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Remember that Facebook’s video ads will start playing automatically and without sound. Users will only be able to watch with sound if they tap and make the video full screen.

However, they’re not going to do that unless the video makes them want to open it first, and seeing a muted talking head isn’t going to help.

If you want to take advantage of this new advertising platform, then you need to create videos that can deliver your marketing message even without sound.

2. Don’t  reuse your TV ads. 

Because it’s Facebook, not TV. It’s a different platform, and what works for traditional TV ads may not translate well here.

You’ll have to do some research into how Facebook video ads are different from TV ads, taking into account the autoplay aspect and sound differences.

The more you learn, the higher the chances that you’ll be able to make a really great Facebook ad that performs well, achieves your marketing objectives – and might even go viral.

3. Keep it short and simple.

People will be more likely to watch a video if it’s shorter, especially if they’re browsing on mobile devices. It’s just how it is.

Anything between 1-3 minutes is usually what you should be aiming for.

Focus on a singular topic, and keep it simple. You need to grab your audience’s attention within the first 7 seconds, so make sure you have a strong opening.

If you have more to say than can be covered in a short ad, then consider making an additional video (or saying it on another ad platform).

Though really, if done right, you can say everything you need to say in just 15 seconds – check out this example of a video ad for Oreo’s Fudge Cremes.

4. Specify your audience.

Just as with normal Facebook ads, you can specify your audience for video ads.

Make sure you specify the best audience for your ads, and don’t cast the net out too wide.

5. Make videos that are entertaining and viral.

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You need to understand the mindset of Facebook users.

Typically, when browsing their newsfeed, people are looking for information that’s relevant to their social life, friends and events.

Therefore, advertisers will get better results by producing videos that are entertaining and share-able.

It’s still best to built a social following on Facebook, rather than try to make a direct sale right after posting your video ad.

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