5 tips to get Facebook video ads right
About 73 per cent of video ads on Facebook had a significant lift in ad recall in the 300 campaigns measured by Nielsen. The average lift between test and control groups was 86 per cent.
Facebook has been currently focusing a lot on visual storytelling on the medium for people and brands. It first came out with the Creative Accelerator program for countries such as India and Indonesia, to help brands tap the market better.
It recently also introduced Video Ads Creative Spotlight in Facebook IQ which will highlight video ad creative across nine verticals each month: automotive, consumer goods, entertainment, financial services, gaming, restaurants, retail/ecommerce, technology/telecom/durables and travel.
But what can help your video ads be a success? In a company blog, Facebook shares some tips.
#1: Customise content for your audience
It is important to tailor your story to the audience’s preferences, says Facebook. When the content is relevant to their interests, people are more likely to pay attention to it. Marketers/brands get better results if they customise their ad’s message for the people who see it. Marketers should consider creating unique videos (or different versions of the same video) for different audience segments.
#2: Invest in production
Well-crafted videos designed to play on every device get more views and are most remembered. Whether marketers use camera phones or a production team, they should secure the best available creative resources and set a realistic production schedule and budget.
#3: First few seconds are important
Marketers should use the first few seconds wisely and bring the story to life quickly. There are a plethora of videos ending up on people’s News Feed, and to grab people’s attention the first few seconds should pique people’s interest with either showing brand or product imagery.
#4: Its all about storytelling
Facebook highlights that telling a cohesive and concise story is more important than the video length. Marketers should create a storytelling arc from the first frame to the last to keep their audience interested. The story should be told well, whether it is long or short.
#5: Tell your story with and without sound
Since videos on Facebook autoplay with sound off, it’s important for marketers to make sure their video ads grab the viewers’ attention even when muted. Facebook suggests that when sound is off, beautiful imagery and on-screen text can help tell the story. When enabled, the video’s sound should offer additional value to viewers and further bring the brand’s story to life.
