Creating the perfect Facebook video ad requires more than just social media and marketing know-how. Your content needs to be aesthetically pleasing too.
Facebook doesn’t limit video length, but videos over 15 seconds risk not being watched.
According to RazorSocial, 85% of video viewers leave their sound off, so make sure your videos are understandable without audio. Closed captioning is also a great way to ensure audience inclusivity.
Whether a short video clip or an image representing your content’s central theme, a great thumbnail will grab viewers’ attention. Consider including text on your video thumbnail to add information and encourage people to watch it.
If you’re using text on your video ad thumbnail, make sure it’s legible and large enough to stand out on Facebook’s mobile feed. It’s also helpful to use a font that is associated with your brand and can be easily read on all screens.
Your video’s title and description will also feed into Facebook’s targeting algorithms, so include any relevant keywords. Adding a call-to-action can be a great way to drive engagement and convert viewers into customers.
Facebook has strict requirements for video ads, so ensuring your ad meets those requirements is essential. For example, it’s best to avoid including more than 15 words in the title and description, and you should limit your ad’s duration to 20 seconds or less. This helps ensure that your ad doesn’t get flagged as spam.
When you create a video for Facebook that’s search-optimized helps ensure your video reaches your target audience. If you have a keyword in your title, the video will appear higher in search results. Facebook also offers other ways to optimize your video for search, including adding a call-to-action (CTA) and using a relevant hashtag.
A good CTA can drive your audience to take action, whether it’s a click, subscribe, or share. It can also improve your video’s engagement metrics, which can help it appear in more suggested videos on Facebook.
In addition to a good title and CTA, you’ll want your video to have great audio and visuals. Ensure the audio is clear and understandable, and use high-quality audio when possible. If you have a lot of footage, consider editing your video in multiple versions with different audio levels and tempos.
Finally, a good thumbnail image can be a big driver of views. Make sure your thumbnail is eye-catching and clearly illustrates what your video is about. For example, a company uploads custom thumbnails for each video. Its thumbnails do a great job of piquing people’s interest as they scroll through their Facebook feeds.
If you’re running a paid campaign on Facebook, remember that video views are the main objective. When you create your ad, choose the “Video Views” objective and set your budget and pricing. Facebook will automatically optimize your ad for the best delivery placement on both desktop and mobile.
Promoting your Facebook video is a great way to get people to watch it. Facebook allows you to create video ads on your page or the news feed. You are using the Boost Post button on any video post to reach a specific audience with a cost-per-view model.
In the case of Facebook ads, remember that you have only three seconds to grab your audience’s attention. Ensure the first few seconds are compelling and entice viewers to stick around. For longer videos, Joe Forte recommends an engaging opening that tells the story of what you’re showing.
Another important tip is to write a video title that is relevant and descriptive but intriguing. This is the text that will show up underneath your video on Facebook. Including relevant keywords in the title is also a good idea, as this will help it rank better on search.
Lastly, make sure to add captions to your video. This will allow your video to be viewed by users with hearing impairments. Facebook makes this easy by allowing you to upload your custom captions either or let them generate automatically.
Finally, watch your Facebook Insights to see how well your video performs. This will help you make informed decisions about future campaigns.
Facebook allows you to measure your video engagement on a variety of metrics. One such metric is audience retention, which helps you determine how engaging your video is to viewers. If your video has a high level of audience retention, it means that people are sticking around to watch it all. If your video isn’t resonating with audiences, consider making some changes.
Another metric you should track is the number of comments and reactions your video receives. These metrics are essential because they tell you how well your content connects with your target audience. If you’re seeing a lot of engagement on your videos, it’s a good sign that you’re on the right track with your marketing strategy.
Consider how many people view your video and when they drop out. Notice that your video is losing audience members after the first 30 seconds. Consider making a shorter video version or creating a different message that is more engaging for your target audience.
Finally, it would help if you always remembered to add captions to your videos. Most mobile Facebook users use the app with their sound of Spotify muted, so it’s essential to provide them with text to help them understand what is happening on screen.