Facebook is a powerful tool for businesses of all sizes. As a platform with nearly three billion users, it provides companies with a way to engage with their customers at scale. Not only can you use it to communicate with your customers, but you can also use it to create engaging videos that will capture their attention.
Why Facebook Video Ads?
It’s no secret why platforms like TikTok, Facebook, Snapchat, YouTube, and Twitch are capturing the attention of hundreds of millions nationwide. On average, we consume over an hour’s worth of video content per day. And that number is only increasing as time goes on.
So, it’s no surprise that businesses are turning to video ads to reach their target audiences. After all, people are more likely to watch a video than read an article or see a static ad.
Facebook is the best platform for video ads because it gives you the ability to target your audience with laser precision. Not to mention, Facebook’s video ad algorithms are constantly improving, which means your videos are more likely to be seen by people who are actually interested in what you’re selling. As Facebook gets closer to “video-only”, you need to make sure your video ads are high quality and engaging if you want to stay ahead of the competition.
When done well, Facebook videos can be highly effective at driving sales and generating leads. However, many businesses make the mistake of creating low-quality videos that don’t engage their audience and end up wasting their time and money.
How to Create a Winning Facebook Video
Facebook’s design recommendations for video ads can be helpful, but they’re not necessarily the best guide for creating a winning video. Here are some tips to help you create Facebook videos that don’t suck:
Understand Facebook Ad Specs
Knowledge of Facebook ad specs is vital to creating a high-quality video that doesn’t get rejected. The last thing you want is to put all of your time and effort into making a great video, only to have it rejected because it doesn’t meet the minimum requirements.
Facebook ad specs determine several things:
- Where your video will be shown (e.g. in the news feed or right column)
- The aspect ratio of your video
- The minimum and maximum file size and length
- The resolution requirements
- Optimal frame rate
- Acceptable file formats
Failure to adhere to the Facebook ad specs will result in a lower quality video, which will hurt your chances of success in most cases.
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Show Your Brand or Product as Early as Possible
You have a very short amount of time to grab people’s attention, so it’s important to show your product as early as possible. In the first few seconds, you should be able to capture what your video is about and why someone should care.
If you’re selling a physical product, consider starting your video with an overhead shot of the product in use. This will give viewers a clear understanding of what your product is and how it can be used.
If you’re selling a service through your Facebook video marketing campaign, you might want to start with a quick overview of the problem that your service solves. This will help people understand what your video is about and why they should care.
Keep Your Facebook Video Short
Under 15 seconds is best, but no more than 30 seconds is a good rule of thumb. People have short attention spans, so it’s important to make your point quickly. 6-second ads were said to perform best when compared with all other durations.
Lots of Facebook ad types allow you up to 4 hours of video time, allowing for endless testing possibilities. However, videos are easier to skip than they are to watch (especially if they are ads) so make sure you grab viewers’ attention as quickly as possible.
In some cases, long-form ads are successful, such as for webinars, complex products, and activist movements. But for most products, services, and brands, shorter videos are better.
Use Compelling Visuals
Your video should be visually appealing if you want people to watch it all the way through. Use high-quality images and footage, and avoid using too much text on the screen (though some text is important).
For example, if you are marketing fashion and beauty products, a product spotlight video with shots of the product in use, close-ups, and people using the product is more likely to be successful than a video with just text on the screen.
When incorporating visuals into your video, make sure they are relevant and add value to the content. Otherwise, you run the risk of your video feeling disjointed and losing people’s attention.
Also, ensure that the colors and graphics you use are on-brand and consistent with your other marketing materials. This will help create a cohesive look and feel for your video that reinforces your brand. This includes making them easy to read with a clear call to action.
Make Sure Your Facebook Video Is Mobile-Friendly
More than 50% of all Facebook videos are watched on mobile devices, so it’s important to make sure your video is optimized for mobile viewing. This means using a vertical or square format, as opposed to the horizontal format that is standard for performance TV. To reduce your video to the desired size or format, use the video to mp4 converter
It also means keeping your video file size small so that it doesn’t take too long to load on a mobile connection. And finally, it means making sure the text in your video is large and legible enough to be read on a small screen.
Your Video Shouldn’t Need Sound
Nearly all Facebook users have the sound off when watching videos, so it’s important to make sure your video doesn’t rely on sound to get its message across. Most people consume content from work, school, through headphones, or in otherwise sound-restricted environments.
Here are a few things you can do to make sure your video is accessible without sound:
- Use subtitles or closed captions
- Use visual cues to communicate key points
- Avoid using long blocks of text on the screen
Making a great Facebook video doesn’t have to be complicated. Just remember to keep it short, use compelling visuals, and make sure it’s mobile-friendly. By following these tips, you’ll be well on your way to creating videos that don’t suck!
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