Not using Facebook videos for advertising?

I’m not going to beat around the bush. Having no Facebook video ad in your marketing is a huge mistake. In fact, I think Facebook video marketing may be the single best way to increase conversions and sales for your business.

Here is why I think so. Look at these stats:

See what I mean? Just a few years ago, video marketing on Facebook was seen as cutting-edge. Now, it’s the norm. If you’re not doing it, you are losing customers to your competitors. It’s just that simple.

How to Capture Your Audience with an Interesting Facebook Video Ad

So, you know you need to use video to appeal to your audience. You may not know that there are some specific qualities your video must have to work on Facebook. Here are some things your video should do to create a great Facebook video ad campaign if you want your campaign to succeed.

Grab the Viewer’s Attention Quickly

A recent Nielsen survey found that as much as 70% of an advertising video’s impact can be felt in the first 10 seconds. That means you’ve got only a limited time to grab your audience’s attention.

Facebook video ads play automatically in the feed; we’ll discuss that later. That means that you have a unique opportunity to grab a viewer’s attention as they scroll past.

The key is to use powerful visuals right at the beginning of your video. You’ll need something that is visually engaging, surprising, and gets your point across quickly.

To make the most of your Facebook marketing video, think of a strong visual story demonstrating your product’s uniqueness. Then, introduce the story at the beginning of the video, ideally within the first 5 seconds.

Allow Viewers to Watch without Sound

The next thing your video must do is work without sound. Facebook videos in the feed play automatically, but viewers must opt to use sound. You can (and should) clarify that they can click for sound, but your video should make its point even if a viewer doesn’t.

There are, of course, several ways that you can get by without sound:

  1. Create a video that’s all about visuals and doesn’t require any sound at all.
  2. Use bold titles and graphics on the screen.
  3. Include subtitles in your video.
  4. Create an animated video to tell your story.
  5. Add a “tap for sound” reminder on the screen.

Some people may be scrolling Facebook in a place where playing the sound on your video is not an option. You want to make your video compelling without sound to capture their attention.

Facebook video ad

Tell a Story

There’s plenty of evidence to show that stories are an effective form of marketing. Stories engage our brains by triggering an emotional response. An effective advertising story may be moving or humorous. It can be long or short.

One of the most effective things you can do is to find ways to tell a story that supports your brand’s personality and message. You don’t necessarily need a lot of time to do that, but you do need imagination.

Here’s an example I like from the company MeUndies. They claim to sell the most comfortable underwear in the world, but their story is not just about comfort. On their website, they say, “Finding underwear that makes you feel good is an easy way to boost your mood and your confidence.”

How do they get that across in a video? Check out this short video – it’s only 21 seconds long – that features a man wearing the company’s glow-in-the-dark Star Wars briefs to act out his fantasy of being Darth Vader:

https://www.youtube.com/watch?v=KfF-H4CuuBM

This video gets is message across quickly. It uses a pop culture reference to one of the most successful film franchises of all time with a dash of humor as the man in the video realizes that his towel looks like Darth Vader’s helmet.

Capturing your audience on Facebook might not be easy…

But, it’s achievable if you follow these three key tips. Compelling visuals and an interesting story will ensure that people can appreciate your video even if they choose not to turn on the sound. And since most people will see your ad as they scroll down their feed, grabbing their attention in the first five seconds is a must.

And, considering that Facebook ads get a whopping 9.21% conversion rate across all industries, it’s time to stop pretending that you can afford not to create video campaigns on Facebook. Your customers are waiting for you on Facebook – and the right kind of marketing video can help you find them.

If you need help with creating videos and video ads for your business, contact us today,