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Social Media March 26, 2015

Why You Really Need to Start Using Facebook Video Ads

Not using video ads on Facebook? 

Take a look at these important facts:

  • The number of videos Facebook users posted in the last year has increased 94% in the US and 75% globally.
  • The number of videos in a user’s News Feed has gone up by 3.6 times in the last year.

There are a lot of videos, but are people watching them?

There have been more than 1 billion video views since June 2014.

And everyone keeps talking about mobile... Are videos good on mobile?

65% of video views are on mobile.

Additionally, premium video ads are designed to play automatically as members scroll through the News Feed.

More than 50% of all Facebook users who visit will watch at least 1 video per day. 

All of these signs point to the importance of getting your marketing messages into videos. It will increase brand awareness and overall engagement with products.

Considering getting on board yet? Good, here's how to start.

Recommended Video Specs

  • File size... Up to 1 GB
  • Format... MOV files
  • Resolution... At least 720p
  • Aspect ratio... 16:9
  • Length... 10-15 seconds.

Things to Keep in Mind

1. Don’t rely on sound. 

Video ads won’t have sound by default, so the purpose or success of your video can’t rely on audio.

2. Sell an experience. 

Don't try to push just the product. People see products every day; they connect with an experience.

Assassin's Creed Facebook Ad Example

In this Assassin's Creed advertisement, there's a clear invitation to "Live the brash and brutal life of a true pirate". If that doesn't sound like an experience, I don't know what is.

3. Consider mobile.

In both the desktop and mobile News Feed, the videos will auto-play as mentioned above. However, on mobile you have less screen real estate to capture the user's attention as they scroll down.

Each story gets just a fraction of a second to create an image / animation that captures the user's attention before it's gone off of the top of the feed.

Facebook Mobile Ad Example

Ensure that you use the most appealing screenshot for the loading image to draw the visitors attention while your video loads and starts.

4. Use a Call to Action

Just like any other advertising campaign on Facebook, you should always use a call to action button like:

  • Shop Now 
  • Learn More 
  • Sign Up 
  • Book Now 
  • Download 
  • Watch More

Using a CTA button emplores the user to take action after viewing the video.

In Facebook video advertising, you select a CTA then enter a destination URL where you want the user to go.

Facebook Video CTA Example

Your call to action should be the next logical step in this advertising funnel. Whatever your campaign is trying to accomplish should be reflected in the CTA copy and destination URL.

What next?

Dive in! Use these tips as guidance but get your hands dirty with it; it's the best way to get the hang of Facebook video advertising. You will still have to develop an ad storyboard, marketing campaign, and distribution strategy, but the first step is knowing the foundation on which you will build these things.

Getting your message to viewers using videos has never been easier. Hopefully you'll be able to leverage video whenever you can in your product promotion and branding efforts.

This post originally appeared on the FBPPC Blog and has republished with permission.

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