In the realm of Facebook, you’ve likely seen so much video content all around that it seems like there really is no place left to go. There’s a reason for that, and that is that video marketing is one of the most iconic assets for business owners and marketers today that’s found on Facebook. From brand awareness building to generating sales for an e-commerce retailer, Facebook video ads have the power to truly change the game for small businesses.
However, simply creating videos and simply increasing their volume is not enough anymore. A proper strategy is needed. So in this guide, we’ll take you through it, of why video is so effective, and then how you can actually implement video ads on Facebook that convert!
Why Video Ads on Facebook Really Work?
Before all — the question of why video?
Videos are popular on Facebook, especially in Facebook’s algorithm. It sends consumers to stay on the platform for longer, and this is what Facebook is looking for. When the algorithm is on your side, there is a natural improvement of reach. However, humans are able to have 60,000 times faster visual processing than of text—the algorithm is just a small part of the puzzle. So your complete brand story might be able to be delivered within 30 seconds via a well produced video.
These are just a few statistics to convince you:
- Facebook accounts for more than 8 billion video views every day. More than 8 billion video views are generated daily on Facebook.
- There is a higher click through rate for video ads than for image based ads
- A video ad provides users with a more memorable brand than a text post.
- Facebook mobile video ad views increase by more than 10% annually.
In short, those that are not utilizing video ads on Facebook are missing out on a ton of cash.
Types of Facebook Video Ads You Should Know
It is important to have knowledge of the different types of video ad formats that Facebook provides before setting to creating, however. Choosing the right format is essential for your campaign’s success or failure.
- In-Feed Video Ads: These show up in the Facebook News Feed as users scroll through their timeline. These are the most popular and are great for stories or product demonstrations.
- Facebook Stories Ads: These are vertical video ads that play full screen between users’ Stories. This is because they feel more at home and not as intrusive, and so have higher engagement rates.
- Reels Ads: If you’re looking to reach a younger audience, then Facebook Reels ads are a logical choice — with short-form video dominating the day.
- Carousel Video Ads: Swipeable Ads with ability to build them out of multiple videos (or images with videos). It is great for presenting various product or features.
- In-Stream Video Ads: These play before, during or after other video content on Facebook, akin to YouTube pre-roll ads.
There’s a time and place for each of these formats in a comprehensive Facebook video ad campaign.
How to Run Video Ads on Facebook – Step by Step
Alright, now let’s talk about the practical matters. If you’re interested in creating video ads on Facebook, here’s how you can do it using Meta Ads Manager:
- Step 1: Select Your Campaign Objective On Meta Ads Manager, click “Create. It is very important what it is you’re going to do. To get views, click “Video Views. For sales use: “Conversions” or “Sales”. If you’re aiming at profits, do more than merely raise awareness.
- Step 2: Outline your audience. Here’s where FACEBOOK really excels. There are potential targeting parameters like age, location, interests, behaviour and even custom audiences created from your existing customer base. Take advantage of Lookalike Audiences, which will allow you to show ads to people that are like your top customers, and you’ll see your ROI skyrocket.
- Step 3: Decide Where You’d Like your Video to Show Up: you can trust Facebook to place your ad on its own (Advantage+ placements) or define where you want it to show up (Feed, Stories, Reels, In-Stream, etc.). Advantage+ is a good choice for beginners because of its safety.
- Step 4: Make a Budget & Schedule Decide upon a daily budget or a lifetime budget. Try small-scale, trial, and then scale it up if necessary. The magic number is not a fixed number; $10-20 a day is good incentive to get some good data to work with.
- Step 5: Upload Your Video and Write Copy Keep a main hook within the initial 3 seconds. Spend that limited time to decide whether or not to continue watching. Create a powerful headline and keep main content short, with an irresistible call to action at all times.
- Step 6: Review and Launch Double-check your targeting, budget, ad copy and video quality! Now publish and track your results carefully for the first 48 – 72 hours.
Must Read: 10 Tips to Supercharge Your Facebook Ads
How to Create a Successful Facebook Video Ad Campaign?
Propelled by advertising without a strategy is like driving without a course of action. Here’s how to create a Facebook video ad strategy that will actually work:
- Know Your Funnel:
There are times when a video ad does not necessarily have to be seeking the sale. Retarget people using more conversions-focused content after showing awareness-focused video at the top of the funnel. If someone watches 75% of your video then they’re already a warm lead — some type of lead that is already warmed up — you hit him with an offer.
- Keep It Short and Punchy:
The ideal video length for most campaigns is 15–30 seconds. Of course a storytelling piece might require longer if necessary; but each second in that length of work needs to count.
- Design for Sound-Off Viewing:
More than 80% Facebook videos are muted.Over 80% of Facebook videos without audio. In those instances when your topic speaks for itself be sure to provide text that will be used when the audio portion is muted.
- Test Multiple Creatives:
Always test Multiple Creatives, don’t run one video. Experiment with diverse hooks, imagery, and CTAs. A slight modification to the first frame can double the amount of watch time and conversions!
- Retargeting is Your Secret Weapon:
Your Secret Weapon Create custom audiences of viewers who watched your video and then target those individuals with a follow-up ad. They are already familiar with your brand, it’s just a nudge they need to give it another try.
The Rise of AI Video Ads on Facebook
In recent years, Facebook has introduced one of the most thrilling features for ads and videos: AI video ads. Now, with AI assistance, you can produce pro video content with little investment in cameras, footage, and a video editing crew.
AI video generation tools can help you—allow you to:
- Convert a copy or product description into a completed video ad
- Automatically generate subtitles and captions
- Use templates and customize them as per your brand look and feel
- Produce multiple video variations for A/B testing in a fraction of the time
Facebook ad video is making small business ever more competitive with AI. There’s no need to shell out $5,000 to play with the big guys anymore. If you haven’t yet discovered the powers of AI powered video tools, it’s time to do so.
Common Mistakes to Avoid with Facebook Video Ads
Even experienced marketers make these mistakes. Watch out for them:
- Skipping the hook — If your first 3 seconds are boring, people will scroll past without a second thought
- Weak CTA — Always tell viewers exactly what you want them to do next — “Shop Now,” “Learn More,” “Claim Your Offer”
- Ignoring mobile optimization — Most Facebook users are on mobile. Shoot or format your videos in a 9:16 or 1:1 ratio for best results
- Not tracking results — Install the Facebook Pixel on your website so you can track conversions and optimize your campaigns properly
- Going too broad with targeting — Wider isn’t always better. A focused, relevant audience almost always outperforms a massive, vague one
Final Thoughts
Video ads on Facebook are far from a thing of the past — it is increasingly becoming a staple on the platform, which is continuing to extend the importance given to video content. The strategies in this guide provide a path forward that is real and actionable, unique to each player, and can be done in concert with starting anew or building upon an established campaign.
Be simple, test often, learn from the data, and scale-up what works. Don’t be scared to try using new formats such as Reels, or utilize new Facebook AI video ads to speed up content development.
The brands who are doing well on Facebook at this moment aren’t necessarily the pony ones who have the deepest pockets, but indeed the most strategic. Now it’s your turn.
