With people consuming 100 million hours of video per day on Facebook, you don’t have to think twice about the value of investing in Facebook video ads. The catch is, if you don’t have creative that grabs people’s attention within the first few seconds, you’ve already lost on your investment. Facebook’s Marketing Science team determined 74% of the value of a video ad comes from viewers who watched for fewer than 10 seconds. Boost Media shares three tips to develop creative for your video ads that will hook people right out the gate.
1. Be clear about what you want your video ad to do for you
The first place to start is clearly defining what need you want your video to fulfill. Are you trying to drive engagement? Reach new potential customers? Entice users to visit your site?
If, for example, the goal is to get people to sign up for your mailing list, make sure a call-to-action (CTA) button is easily visible both during the entire video, and after the video ends. Any CTA button clicks will be grouped into the metric, “Other Clicks” on your Facebook Page Insights. This will help determine if your video is meeting the goal of enticing users to sign up.
2. Remember that format matters when it comes to video ads
Undoubtedly, you’re planning to use the video ads you create on multiple platforms. There are some important factors to consider when making a video with a great experience across multiple platforms.
Facebook allows videos of up to 120 minutes in length and enables advertisers to use either a horizontal or vertical video aspect ratio. Instagram only allows 60-second videos and a 1:1 aspect ratio to accommodate vertical video. Use the most restrictive formatting guidelines between the two networks to avoid creating multiple videos and campaigns.
Since Facebook video ads play without sound until the user clicks the video, they need to be effective with or without sound. Make sure you QA your sound transcript though—Facebook can now automatically insert captions, which purportedly leads to a 12% improvement in people clicking the video.
3. Use your Page Insights data to optimize video ad creative
Nielsen and Facebook research shows that users are influenced by video within a fraction of a second. It’s important to hook your audience very quickly. To do this, analyze data from Page Insights to learn how people are responding to your video and identify actionable edits:
- Use video retention to figure out where people are dropping off your video—segment data by “Auto-Play” versus “Click-to-Play” to identify the different drop-off points.
- Measure the efficacy of your title, description, and opening frames by looking at the rate at which people click to hear the sound.
- Review the “Data Breakdowns” metrics to find out which audience segments are performing best; refine video ad targeting to hone in on the top-performing audience.
Where to go from here
Based on cutthroat reality―that people move on within seconds if a video doesn’t tickle their fancy—good creative in your Facebook video ads is nearly as important as oxygen. Use these three tips to maximize your creative; and if you get stuck, Boost is here to help you create a Facebook video ad that’ll wrangle the crowd.