Facebook Video Ads
According to Facebook, contribution from video creative in overall ads performance has increased drastically over past year or so and this trend is most likely to go up in future as well. Due to increased video content on Facebook, users now spend greater amount of time on Facebook than before but on the flip side it also poses more challenges for advertisers.
The best practice of using video ads is to adopt the story telling approach i.e. designing them in a way that it establishes a connection with its viewers instead of solely promoting a brand or product. This calls for more focus on communicating the unique story of your brand in a way that it’s not only creative and engaging but also promotes your brand and make a firm mark in consumers mind. The more shareable your videos are the more their reach will be.
Videos are very helpful when the campaign objective of the advertiser is brand awareness but an action from the viewer is also desired such as sharing the video, website visit or product purchase. In order to induce your viewers to take the desired action, a call-to-action must be set with a proper plan i.e. the text should be aligned with that CTA button.
A lot of the video viewers don’t convert after watching your video for the first time so it becomes extremely important to remarket the people who viewed the video with the help of a follow-up campaign. Facebook does offer “video view” campaign objective and audiences can be created based on viewers of different videos that you have used in your campaigns. So, if a video does not bring a conversion in the first view it does not imply that there is something wrong with the CTA or the ad copy.
Given the video ads are properly used, they surely can make a significant difference in the overall performance of your campaigns.