It's too much for a single 15-second commercial. And as Facebook has stated, it is preferable to post a shorter video watched in its entirety rather than one that is skipped and ignored.
FREMONT, CA: Every video marketer's dream is to have a successful ad campaign. But, as with all worthwhile dreams, it isn't easy. Facebook is a crowded battleground for marketers, and it can be discouraging to keep coming up with new video ideas.
Here is a list of 5 best practices that one can use to make Facebook video ads Insanely Successful!
1. Make it Memorable
Videos that capture viewers' attention with a powerful story have the ability not only to encourage viewers to share their video, but the message can also stay with people for several days afterward – keeping your brand at the forefront of their minds (and hopefully convincing them to do business with you!)
2. Check That it Makes Sense Without Sound
If you're a frequent Facebook user, you're probably aware that the videos are muted by default. Therefore, it is up to the viewers to turn on the sound they desire.
There are various methods for ensuring that your video makes sense without sound. If that doesn't work for the type of video you want to make, you can add closed captions instead. Viewers will still get the full effect of the video if they turn on the sound, and it will still make sense if they turn it off.According to Facebook's research, captioned video ads increase video view time by 12 percent.
3. Make the First Three Seconds Count
According to a study from the Technical University of Denmark, the collective global attention span is shrinking.
The study discovered that the allocated attention in our collective minds has a finite size. With so many cultural items competing for that attention – social media and 24/7 news, for example – it becomes difficult to focus. When it comes to video advertisements, you need to get to the point quickly.
4. Maintain a Vertical or Square Format.
Consider creating your video ads vertically to appeal to mobile viewers. Landscape video ads can also be posted to Facebook, but it's important to note that they won't look great if viewed on a mobile device (unless the user flips their device to watch it).
As a middle ground between vertical and landscape videos, consider making square videos; square videos are an excellent compromise because they look great on desktop and mobile devices.
5. Accompany with an Enticing Copy (and a beautiful thumbnail)
Video ads in Facebook's news feed do not play automatically. Potential viewers must be enticed enough to click on them and watch them. How do you persuade them? With enticing copy and an attractive thumbnail. The snappier, the better.
Finally, some thoughts. Facebook video ads can be a great way to raise brand awareness and find new customers for those willing to effort and time.