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Introduction
Facebook video ads are taking over the social media sphere today. There is presently an estimated one billion people using Facebook and over 100 million hours of video being consumed daily. Among these users are businesses that leverage Facebook video ads to capture the attention of their target customers.
Video ads are among the most powerful Facebook ad formats for generating user engagement. From this eBook, you will learn how to create such relevant and actionable videos ads on Facebook. As a marketer, you will learn why you should be running Facebook video ads as well. You will also learn how to use it to drive traffic and increase sales by planning your strategies using our top tips and best practice suggestions.
What are Facebook video Ads?
Facebook video ads are exactly what they sound like—Facebook advertisements in the format of videos. They can be used to reach a wide range of audience on a diverse range of topics. With Facebook video ads you can give your business personality, showcase different features of your products, or simply let people know who you are and what you do.
The effect of Facebook video ads in getting customer engagement is staggering. According to Nielsen, the body commissioned by the Facebook Marketing Science team to analyze data on how video ads affect brand metrics, a recent measure of 300 video campaigns showed that 73% of them had a significant lift in ad recall. Also, the average lift between test and control groups measured was a whopping 86%
Video ads are usually uploaded using Facebook’s recommended specs to ensure the highest quality viewer experience. The recommended Facebook video specs include the following:
• Format: .MOV or .MP4 files
• Resolution: minimum 720p
• Aspect ratio: widescreen (16.9)
• Duration: 60 minutes max (2.3 GB)
Videos allow you to deliver complex messages in a simple and easy to understand manner. Their effectiveness far surpasses the use of static images in promotional campaigns. Just as a picture is worth a thousand words, James McQuivey, Ph.D. of Forrester research aptly puts it that “a one-minute video is worth 1.8 million words.”
The common Facebook video ad types being used today are most likely to have a positive impact on Return on Investment (ROI) are:
• How-to or instructional videos: This type of Facebook video ads are employed to reassure your customer/client that he or she will be able to successfully use or install your product.
• Product demonstration videos: These are similarly employed to convince your customer of being able to successfully use your product.
• Explainer videos: These video ad types are aimed at explaining a concept, product or service in an interesting way. It makes use of diverse styles like animation or live action.
• Interviews with experts: These are employed to help validate your authenticity and authority in your area of business The above Facebook video ad types are effective at increasing confidence in making a purchase.
• Conference and presentation videos: These video types are instrumental for B2B, educational organizations, and not-for-profits. When employed, they help establish your credibility and authority in your field.
You stand a better chance of attracting new business with this video ad type above. It all depends on the overall objective of your organization. It is effective whether used for paid conferences, boosting donations for charities, educational institutions or not-for-profits.
Why Marketers Should Use Facebook Video Ads
Marketers who want to get the most out of their online advertising campaigns need to start using Facebook video ads. They help you to stand out from your competitors and grab people’s attention with motion. They also show people what your business does or offers and connects and brings your message to life.
Video is increasingly becoming a very important component of several marketing strategies. According to Cisco, video currently makes up 69% of all consumer internet traffic. As a marketer, it is catastrophic not to get on board the Facebook video ads train.
A 2014 video statistics released by Invodo revealed that shoppers who viewed video ads are more likely to make a purchase than non-viewers. Also, 51.9% of marketing professionals worldwide picked video as the type of content with the best ROI.
Video is taking over social media, and Facebook is the platform where it reaches the most audiences and gets the most engagement. Boasting about 1.5 billion monthly active users, Facebook is the world’s largest social media network.
According to Facebook CEO, Sheryl Sandberg, a record 1.5 million small and medium-sized businesses shared videos on Facebook in September of 2015.
TechCrunch also noted that that same year experienced a 50% increase in the average ad revenue per user in the U.S. This goes to show that the video ad strategy is working.
I n the same vein, Facebook videos are making a tremendous impact in the ad space than any other post on the network. It provides visual storytelling which does a great job of captivating its audience. Videos also serve as a marketing vehicle, and Facebook provides the largest possible platform where you can share your story to target audiences worldwide.
Marketers that are not leveraging the power of Facebook video ads will only have themselves to blame. Facebook video ads convert faster than all other marketing vehicles, and they also let you reach audiences that are difficult or expensive to reach on TV.
According to a 2016 social media survey carried out by Buffer, which collected data from over 1,200 marketers, 83% said they’d like to create more video content if they didn’t have restrains like time and resources.
Thirty percent claim to be enthusiastic about spending more time focused on Facebook video in 2017. Sixty percent of marketers employed video as part of their social media marketing in 2016, while 14% of marketers used live videos in their social media marketing in 2016.
Facebook video ads are the most captivating marketing strategy as they leave a positive, lasting impression of your brand on the minds of your site/page visitors. It is a strategy that synchronizes all other marketing efforts, propelling them as a whole to be more productive. Video ads engage and convert website visitors, push leads down a funnel in email marketing campaigns and increase engagement across multiple social channels.
Need more convincing? Here are more specific reasons why marketers of all sizes and all niches should consider using Facebook video ads:
Facebook Video Ads Helps Boost Conversions and Sales
Making use of videos in your Facebook ad campaigns is a guaranteed way of earning yourself some serious money. Also, embedding videos in your landing pages can help increase conversions by 80%. If your video is creative and captivating enough, it can lead directly to sales.
A 2016 video marketing report by wyzowl states that 74% of users who watched an explainer-video regarding a product eventually went ahead to purchase the product. Regardless of the category in which your video is positioned, these types of ads provide consistently higher conversions and sales.
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