With more than a billion active users, the sheer size of Facebook makes marketers salivate. Take that audience, combine it with advanced user targeting of the ads platform and multiply that by the power of video content, and you’ve got yourself a match made in heaven. And when you are spending valuable time and resources to create video content for advertising, it’s important to get the best results for your investment. Unfortunately, Facebook doesn’t do a great job of guiding you through the optimization process, so we've compiled a list of helpful tips to help you map out the landscape of creating and optimizing video for Facebook Ads.
Video Creation: 7 Tips for Facebook Ads
1. Align with Business Goals: First things first, when creating a video to promote and distribute via Facebook, you must align the video with the goals of your business. What is the purpose of the video? Does it align with a larger marketing campaign?
2. Set Measurable Objectives for Video: In your mind, fast-forward to the end of the campaign. Was it successful or not? How do you know? Trust me on this, you don’t want to walk into your next marketing meeting without answers to these simple questions.
3. Provide Value: This is an obvious statement however, you probably aren’t running through the “Is this valuable to our audience?” filter nearly often enough during the video production process. This goes beyond video; do ALL of your marketing messages provide value, offer information, and inspire action? As you are attempting to cultivate video ideas that will truly provide value, focus on making a connection on a personal level with your audience. Create videos and stories that show you’re relatable and understand the motivations and challenges of the viewer. Remember, they’re scrolling through Facebook with the intent to be engaged and entertained.
4. Showcase Your Brand: It isn’t a sin to have a little bit of fun with your video project. In fact, I’d encourage it! Showcase your organization’s unique personality when creating social videos. There is an abundance of content available for your target audience to consume on Facebook, don’t make your video fit in with the rest. Show your true colors and your viewers will love you for it.
5. Immediately Engage Viewers: When Facebook users are scrolling through their newsfeed, they are seeking something to attract their interest. Whether that's cute pictures of friends, interesting news articles, knee-slapping memes or engaging videos. These users can’t afford to spend much time on each that shows up in their feed, they’re conditioned to be selective. This point is meant to illustrate the importance of the first frame of your video. And furthermore, the first 3-5 seconds of your video (autoplay features). Keep this in mind when planning out your Facebook video project. You need to strive for immediate captivation or they will skip right over you like college students skip classes.
6. Deliver Your Message in an Appropriate Amount of Time: Everyone likes talking about declining attention spans, I don’t buy it. If you create incredibly engaging content that relates to me on a personal level, I’ll watch your video content for as long as my schedule permits. Yes, you need to be intentional with your content’s ability to capture the attention of your audience. I already stressed the importance of the first 3-5 seconds of your video, and we will get to the impact of headlines and thumbnails a little later. I’m not saying you don’t have to employ attention-grabbing tactics when promoting your content on Facebook.
Rather, I am referring to the length of your video stories. The duration of the video should be directly correlated with the amount of time necessary to tell your story. I’d encourage you to start with the story or message as opposed to starting with the time. Don’t start a video project by saying “We need a two-minute video to promote our upcoming campaign.”
Now, I do have to warn you not to get carried away. There are stats that say there is a significant drop off in average engagement after two minutes (Wistia), however, the content is more important than the length. Tell your story and tell it right. If possible, lean towards shorter rather than longer, but the message should always takes precedence over the duration
7. Produce High-Quality Video: I shouldn’t have to tell you this, people will not tolerate low-quality video anymore. For more information on file recommendations for Facebook video, visit Facebook (*insert pithy tone).
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