Blog Post By: Kali Kraft, Baer Performance Marketing Intern
Facebook video ads are a great way to capture the attention of your target customers. Millions of people will have access to your video on any given day.
They might seem easy to create, but social media provides unique challenges, and Facebook video ads are not the same as your typical commercial. Here are a few ways to make your Facebook video ads more effective.
Grab the user’s attention
Consumers are bombarded with videos every time they scroll through Facebook, so they make quick decisions on whether or not something is worth watching. If your ad doesn’t draw them in within the first few seconds, they will move on. Grab their attention right away with something that piques their interest and makes them curious enough to keep watching.
Most videos are automatically muted and require users to click to listen to the audio. This means that in the first few seconds of the video, you need to complement the audio with a supporting visual that intrigues the viewer and tells the story just as well. This could be as simple as adding a caption to make sure the point you’re trying to get across is understood.
Tailor to your audience
Making a single, general ad to be shown to all of the different types of people on Facebook is inefficient and ineffective. Create different ads for different customers by tailoring to their preferences. An ad created for a potential new customer who has never heard of your company should be focused on building brand awareness, whereas an ad for someone familiar with your business should discuss additional aspects of your product or service that may benefit them. You can also take advantage of Facebook Audience Insights to know your audience based on age, demographics, lifestyle, gender, relationship status, and more.
Don’t make your ad look like an ad
When most people are scrolling through Facebook, they aren’t typically looking to buy. Delivering the message in a unique way that doesn’t necessarily look like a typical ad draws people in and makes them more likely to keep watching. Your ad should tell a story, and user engagement and getting your story across should be prioritized over explicitly selling the product. Consider formatting the video in a way that incorporates insightful information, funny content, or news.
Following these few simple tips can help turn your Facebook video into an effective and valuable form of advertising.