Facebook Video Ads promise marketers the ability to tell their story to a potential audience of 1.6 Billion people. In this opinion piece, Michael Jenkins- director of Shout! Web Strategy in Melbourne discusses five Facebook video strategies.
Like all ads though, it is not a guaranteed success. If you want Facebook video ads to succeed, you need to follow some timed-tested best practices. Below we discuss these best practices in detail to help you create the best video ads for your business.
Five Facebook Video Ads Strategies
1. What’s your story?
Good Facebook video ads have a story behind them. Before you start pumping out video ads, think about your company’s story.
Whether it is about the founding of the company or how your products and services make a difference in the lives of your customers. The best stories engage the audience to want to learn more.
Over recent years, the criteria for engagement on social media has evolved from announcing your brand or product to finding a way to tell a story.
Dr. Karen Nelson-Field discovered that the videos remembered most were those that provoked a feeling of exhilaration. Providing excitement, and not using the traditional 2 minute video where you just talk in front of a camera. Story telling on video can be a powerful marketing force that also can be shared and engaged with your ads.
That is why it is not surprising that eZanga’s recent survey discovered that 30 per cent of respondents were less likely to skip videos that they found humorous. Humor is a powerful emotion when used correctly on video.
2. Understanding your value
Once you have a good story, you need to explain the value of your company and/or product. For example, Facebook does this themselves with their Facebook Groups video. They talk about how Facebook evolved from the social network for college students to one that works for the whole family.
Facebook Groups video show how users can connect with others who have similar issues and challenges on the platform. By doing this, they show that people can benefit from using Facebook groups.
They do this by showing the stories of users who found value in being part of a Facebook group. It became their community and part of their identity in some cases.
3. Encourage Shares
Social media accounts for 31.24 per cent of all site traffic. Facebook accounts for 24.63 per cent of this amount.
Therefore, we would be remiss if we did not mention how you should focus on creating video ads that are so good people want to share them with friends.
Video sharing has a huge effect on your ROI because the more the video is shared, the more views and potential branding and leads you receive from your efforts.
This in itself is a key driver of why engagement is important on Facebook. It is vitally so for Facebook videos.
Did you know that 90 per cent of the information we consume in our mind is visual? It is the reason why movies do so well in our society. They are a visual panorama on our brains.
Think of Star Wars! Why do so many like it? Because Star Wars has amazing visual special effects. Why should your Facebook video ads be any different?
While we do not believe you need George Lucas quality videos, you should have a visual focus to your video ads.
5. Measure results- Now that your ad goes live, the real work starts.
Facebook Insights provide advertisers with a wealth of information. Therefore, just like you would with any other Facebook ad you need to measure the results to optimize your performance.
Facebook video ads have great potential with the right strategy. As long as you use the tips above, you can use Facebook video ads to increase your customer lead generation processes and brand reach for your business.