Video is consistently rated as the most engaging form of marketing content. Despite having some intense competition, Facebook is still the most popular social media platform. When marketers take these facts into consideration, it only makes sense to focus on Facebook video ads.
However, none of this means that your video ads are going to be an undeniable success. To accomplish that, you need a solid strategy. You can do that by integrating these five tips into your Facebook marketing strategy.
1. Focus on Ads that Work Without Sound
The vast majority of Facebook videos are viewed with the sound turned off. This makes sense, as users may be listening to other sources of audio or simply not wanting to bother others with sounds. This fact can create a small challenge for marketing professionals. You need to create Facebook Ad that:
- Are easy to understand without sound
- Contain captions
If you choose the second option, you have the added benefit of making your video adsmore accessible. If you’d like, you can also add background music. This adds a bit more depth to your videos for those who do listen with the volume up while ensuring good quality for those who do not.
2. Design Ads for Mobile First
The number of people using mobile devices is still continuing to increase. Most people in the United States have a smartphone and are using these devices to browse social media. Smartphones are also used in online shopping at a growing rate. More than ⅓ of mobile users in the US use their devices to make at least one online purchase weekly.
These are just two of the many reasons why your Facebook ads should focus on earning the attention of mobile users. Additionally, your video ads should be produced and formatted with the smaller size of smartphone screens in mind.
Shoot Facebook video ads vertically or in square format. Experiment with aspect ratio and other Facebook video specs until the ad looks ideal on a smaller screen. Finally, consider boosting the size of the font that you use. This increases readability and helps you grab the viewer’s attention.
3. Choose CPM or CPC Wisely
When you create a video ad campaign on Facebook, you are given the option of choosing between CPC (cost per click) or CPM (cost per mille). There is no entirely right or wrong choice here. However, it is important to understand the differences between the two and how they impact your video ads.
If you choose CPC, you only pay when someone clicks on or interacts with your ad. However, this means your ad will not play unless the viewer wants it to. With CPM, you pay for each impression. Essentially, you must pay each time the ad is viewed, whether someone interacts with it or not. The benefit of choosing CPM is that this defaults your videos to autoplay. You can decide which one you want when you are establishing your campaign budget.
4. Engage Viewers Quickly
You have only a couple of seconds to get Facebook users interested in your video. You can’t afford to waste time on any sort of lead-up. Instead, you have to get your audience’s attention right away.
When you work on putting together your ad creative, you need to keep this in mind. What you’ll have to do is come up with some sort of visually compelling, engaging element that motivates Facebook users to stop scrolling and watch your ad.
5. Take Advantage of Retargeting
Most Facebook users who watch your video ads aren’t going to take action at first. However, this doesn’t mean that you have lost them entirely. You can still encourage them to answer your call to action with retargeting. To do this, you create a custom audience of people who have viewed or interacted with your video ads in some way.
When you create your retargeting ads, remember that your focus is on mid- or bottom-funnel customers. They’ve seen your video ad, so they are familiar with your company and your product. Now is the time to hit them with a strong value proposition and a clear call to action.
Know Your Options
In addition to applying the five strategies above, you should know your choices as far as ad types and placements. These are:
- Facebook newsfeed ads
- Facebook video stories ads
- Instream ads that appear in other videos
- Facebook marketplace video ads
Choose the ad type and placement that best works with your campaign goals. You may need to experiment before you get your optimal ROI.
Article Submitted By Community Writer