Top 10 Tips for Creating Video Ads for Facebook

So, you’re scrolling through Facebook, mindlessly I might add. But, a few things catch your eye as you scroll – a video of Jimmy Kimmel talking to people on the street, asking them to point to countries on a world map. They get all of them wildly wrong, and you chuckle quietly, then scroll further until you see an ad for National Geographic. The video dances across the globe with shots of remote villages, drone views of mountains, and the lively African savannah. You scroll further down and find a video of your younger cousin blowing out his birthday candles. That one isn’t as interesting.

What do these have in common? First of all, they’re videos. On Instagram and Facebook, users spend the vast majority of their time looking at videos, whether from ads, viral memes, or followers/friends. Most videos that you view have already made their way around the internet, whether they became viral, were promoted, or both. Video has simply taken over social media and made content more interesting. It allows a glimpse into a world that can’t be offered by static ads or photos.

If you present video content to your audience, they are 1.81x more likely to purchase than non-video viewers. They just need to see it and enjoy it. How can you create video content that will get attention? How do you promote it to reach the most targeted, wide range of viewers possible? Luckily, we have some tips that can help you accomplish this goal. Let’s share some advice for the most optimal Facebook ad moves for video content.

1. Create memorable video content.

The first step in advertising video on Facebook, of course, is creating video content. There is no specific rubric to creating video – it simply needs to be remembered by the viewer, have a clear message, and be associated with your brand and value proposition.

Define the purpose of the video. Define the tone of the video. Do you want to teach the audience about your creative field? Do you want to sell a product? Is your tone quirky, or humorous? Is it serious? Whether you want to identify a problem and propose a solution or simply gain attention for your brand, identifying clear goals and tone of the message is of the utmost importance.

Once you know your goal and tone, there are many ways to create video content. Whether hiring producers or making your own, the most important part is that it is memorable and makes people think of your brand. Create something that will intrigue viewers and stick in their mind.

2. Don’t make the video too long. People have the attention span of your pet goldfish.

Promoting a 2-minute video may be smart if you are a gigantic corporation or organization with an important message to get across and lots of money to spend, but for most, it’s best to keep videos under 60 seconds. Shorter, more concise videos are even better. Don’t let the viewer lose interest and don’t give them a reason to scroll past before they even view your content.

3. Show videos that don’t need sound.

Yes, of course, your video should have sound. But they shouldn’t need it. This can be fixed by simply adding captions. You can even play around with the captions and add some funny comments in parentheses. Caption the silent face someone in your video makes.

Just think about your personal social media usage. Say you’re with a group of friends. Imagine one of those friends continuously scrolling through Facebook, Instagram, or Snapchat stories with the sound up. Now you know why your video ad needs captions included.

By the way, captioned video ads increase video view time by an average of 12%, according to Facebook.

4. Get your videos played automatically.

To do this, all you need is to pay for your ad by cost-per-impressions (CPM) rather than cost-per-click (CPC). This way, scrollers have no choice but to see your video. If there’s a play button, who knows if they will choose to watch? If it’s already playing, it may just grab their attention long enough to keep it.

Yeah, we know. Society’s attention spans are seeming shorter and shorter as this list goes on.

5. Keep your videos even shorter.

According to Wistia, most social media users view videos between 0 and 30 seconds long. More than 80% of users will view a video shorter than 30 seconds if they come across it in their feed. That number only drops to 75% in videos between 30 seconds and 1 minute, but still: if your video has a punchline, slogan, or brand name at the end, it’s wise to keep it short or start off with a catchy phrase with your logo.

6. Be wise about where you place your slogan/brand name/logo.

If your video is longer, which might be necessary, make sure that it either comes at the beginning or is sprinkled into the video. If your video is shorter, it can possibly come at the end. An advertising video can realistically be 10-15 seconds long – in this case, your video might play a quick attention-grabber and then cut to your brand. That’s fine – just make sure the viewer is able to associate and take some sort of action if they’re intrigued.

7. Advertise your best content.

Do some research on your own content before taking it to Facebook. Which material has the most hits on your website? The most likes on your social media? Pay attention to this. Test out your ad content before advertising on Facebook. You don’t want to spend money on content that may not perform well, and you don’t want thousands of people to see so-so content that may not give them the best impression of your brand or product.

8. Be as specific as possible with your audience target.

If you’re a business or organization, you probably know where most of your business takes place, who is connecting with your message the most, and the age-range of most clients. There are over 1 billion users on Facebook. Making your target audience more specific doesn’t cut down on hits, it just ensures that those hits are more likely to turn into conversions. Would you rather have 1 million views from people all over the world, or 1 million views from a specific age range that identifies with your product/brand, from a region that keys into your message? We’ll take the latter.

9. Analyze your video stats.

Once you’ve started running ads, you’ll want to utilize the key stats that Facebook provides you. Determine if the money you are spending on ads is yielding returns, and what type of content is yielding the most.

How many people are watching, how many people are clicking, and how many people are visiting your website? What kind of people are they? Where are they from? What content is providing the most conversions? All of this is extremely vital information. Don’t worry if your first few ads don’t garner much attention – just analyze the statistics and improve your strategy. You’ve got the tools.

10. Get to the point.

Finally, don’t dance around the message. Get right in and take a clear stance. Be clear, concise, and unique. No one likes a wordy essay, and no one likes a long-winded ad.

Now get out there and create video content that turns heads and stops rapid scrolls in their tracks.