Advertisers are finding that even though Facebook video and photo ads are practically indistinguishable in terms of reach, video ads are outperforming photo ads in terms of engagement. Facebook video ads are an incredibly powerful tool for marketers to advertise their business and showcase their products and services. When done effectively, Facebook video ads can do wonders for achieving brand awareness, generating leads, driving website traffic, and getting conversions.
The best results are accomplished by creating a video ad that is both memorable and captivating. Here are some helpful tips for making attention-grabbing videos for Facebook ads.
Aim to Engage Within the First 3 Seconds
It’s no secret that our attention spans are getting shorter and shorter. However, there are some tactics you can leverage to increase your chances of holding someone’s attention. According to Facebook, 65% of people who watch the first three seconds of a video will continue watching for at least 10 seconds. And 45% will continue watching for 30 seconds. For this reason, it is essential to create captivating content that captures the viewer’s attention right away and holds their attention for at least 3 seconds.
Make Sure Your Message Gets Across Without Sound
A large majority of users scroll through their feeds with the sound muted, so it’s imperative that your ad makes sense with or without sound. Closed captions are a great way to ensure viewers don’t miss a beat. However, the most effective video ads showcase the benefit of products or services without having to say anything. It’s important to demonstrate unique creativity in your ad’s ability to show a benefit rather than explain it.
Deliver a Single Message
Has an ad ever left you more confused about a company’s products and services than before you saw it? Chances are this ad was trying to do too much. Keep your message direct and concise. If it takes longer than 15 seconds to understand, then it’s too complicated. Convey a clear, simple message that encourages people to take action, such as buying a specific product or visiting your website.
Get Branding in Right Away
Brand awareness is one of the most common objectives in Facebook video ads. Make sure you’re branding is as memorable as possible by showing your brand or logo within the first 3 seconds of your video. Facebook found that consumers were 23% more likely to remember which company’s video was shown when the brand was featured in the first three seconds and 13% more likely if the brand was featured after four seconds (compared to ads where the brand wasn’t explicitly shown in the video).
500 million viewers watch 100 million hours of video content on Facebook daily.
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