Video ads come in all shapes and sizes.
From YouTube to Instagram, these attention grabbers feel no less different than the organic content that makes the rounds here.
Today we’ll dive into the world of Facebook video ads in this article.
We’ll understand what these ads are, what are their types and objectives, how you can set up and get started with them,
And so much more!
Example of Facebook Video Ads (Source: AdWeek)
These are video ads that are shown on a social media platform called Facebook for one to showcase their product, service, or brand.
They usually appear as the users scroll through their news feeds.
You must’ve got the gist of what basically are these types of ads by now. Ok, so time for a fun fact!
This makes video ads much more preferable on the platform compared to image ads.
Facebook is a platform where more than 4 billion videos are watched daily.
Now, it’s up to you that individual to make use of the opportunities that are offered by this platform.
As to how you can do so, we’ll be having a talk about that later on!
Now that all is understood, have you ever wondered what could be the objective behind a Facebook ad campaign?
This is exactly what we’re gonna be talking about next!
There are a total of 11 objectives that one must choose from for their Facebook video ad campaign.
In this section, we’ll be discussing in detail each and every one of these objectives.
As you might’ve already speculated, these types of ads help to increase awareness about your business, product, or service among your target audience.
This is a beneficial option for especially those who are currently looking forward to introducing their product or brand to a new audience.
Facebook will show these ads to your target audience who are most likely to have an interest in what you’re doing.
But when it comes to sales conversion, these ads’ main objective is to make people aware of what you’re doing rather than boosting CTR numbers.
If you are new to the market and want to establish your brand, increase your brand awareness among the common people, stand out from your competitors, and make people remember your business then this objective is the one that you must definitely check out!
As the name implies, this objective is for those who want to attract public attention to their ad.
Facebook will optimize the ad to increase impressions resulting in the expanded reach of the brand among that individual’s target audience.
You can opt for this objective if you are organizing an event or just want as many people as possible to see your ad but you mustn’t hope that there’ll be increased engagement too.
Hence, Facebook will show your ad to as many people as possible in your target audience who are most likely to be interested or develop an interest to increase your brand’s market reach.
If you want to drive as much traffic as possible to your website, mobile/desktop app, or designated landing page from your ad then choosing the traffic objective under the consideration section might be good for you.
Based on their previous activity, Facebook will filter out people from your target audience who are most likely to click the URL and show them your ad to increase traffic to your post.
There are two options that you can choose from namely “Landing Page Views” and “Link Clicks” in the dropdown menu in the ad set level.
If you go with the former then Facebook will show your ad to those people from your target audience who will wait for your link to open after clicking it and won’t just call it quits before it even opens.
If you go with the latter then Facebook will just send your ad to those who’re likely to click on the URL but there isn’t any guarantee that they’ll stay long enough for your landing page or website to open.
If you are a blogger or write content on the internet and want people to see your content, then this is a good option for you to consider.
If you not only want people to view your ad content but also to click your destination URLs, comment, share, or like your post then you should opt for the “Engagement” objective of the Facebook video ads.
This will not only help you to grow your page’s followers but will also act as social proof of your post.
There are three engagement-type options to choose from for someone who’s setting up their ad with this objective.
These options are Post Engagement, Page Likes, and Event Responses.
All the engagement from the ad post like comments, shares, reactions, likes, video views, and all sorts of clicks comes under “Post Engagement.”
However, for this ad to work as it should, your content itself should be unique, original, and intriguing so that it can capture your target audience’s attention instantly.
If you want to grow your Facebook page’s followers, then it would be wise to select the “Page Likes” option.
If you go for this one then Facebook will show your ads to those who've already liked your previous posts and are more likely to follow your page.
And lastly “Event Responses”, which is the most appropriate option to opt for when you’re organizing a Facebook event and want as much response from the people as possible.
However, there’s a slight twist, for example even if 500 people clicked “going” in response to your ad for the event then that doesn’t mean that they’ll necessarily go to your event.
If you want people to install your app on their mobile phones with the help of Facebook video ads then this objective is exactly for you.
Even if you aren’t a developer and just want to promote your mobile app even then this one is an option that you can consider.
Facebook will show your ad regarding your app to the people in your target audience who are most likely to develop an interest in your app and install it.
People who’ll be seeing these types of ads will directly arrive at your app’s landing page in the App Store or Play Store after interacting with the ad.
Furthermore, there are two types of app promotion campaigns that you can choose from.
That is either you wish your app ads to be automated which will make it easier for you to manage everything and will be much more efficient or want to overlook everything by yourself, i.e., manual.
If you select “Video Views” as an objective then Facebook will show your video ad to people from your target audience who are most likely to have an interest in watching your video.
To instantly capture a viewer’s attention the initial 2-4 seconds of your ad are something that matters the most.
It can be a bold statement or something that the viewer isn’t expecting at all to hook them to the video.
This one's for people who want their customers' details in a much easier fashion, especially for people whose website doesn’t have a sign-up form or isn’t quite optimized for mobile users.
The “Lead Generation” objective allows one to add a contact form to their Facebook video ad.
Facebook encourages people who click on your ad to fill out their credentials in the contact form such as their name, email address, contact details, etc.
This one is a conversation starter, quite literally! The “Messages” objective is for people who want to start a conversation regarding their ad with interested people.
Facebook will show your ads to those people who have the most chance of messaging you directly and then redirect that person to Messenger or Instagram direct Messenger.
This one can be great for people who are looking to sell their products on the Facebook marketplace while also wanting to have greater transparency with the buyers who are willing to buy their products.
If you want people to subscribe to your newsletter, add products to their cart, or make a purchase on your website with the help of a Facebook video ad then “Conversions” is an option that you definitely need to check out!
Facebook will show your ad to those people from your target audience who are most likely to make a purchase from your website or perform some specific action that’ll in return boost your sales conversion rate.
This objective is especially a good one to consider for people who run a product-based business and want to show a large number and variety of products in their Facebook video ads to their potential customers.
With the help of this objective, you can create a catalog where you can showcase your products to your customers.
You can show a variety of products in your ad with the help of “Catalog Sales” and Facebook will select the images from that catalog to show to your target audience in the ad.
If your business is offline as well as online and you’re looking to drive more traffic to that offline counterpart of your business, then you must have a look at the “Store Traffic” objective as this can be exactly what you’re looking for!
To make use of this objective you will have to add the locations of all your offline, physical stores to Facebook along with the hours of operation.
Facebook will automatically show your ad to those people who reside the closest to your offline shop or within its vicinity. This can be either set manually or automatically.
Are you looking to set up your own Facebook video ad but don’t know how?
No need to worry, as we’re just going to discuss that!
We’ll go through the step-by-step process of creating a video ad campaign in Meta Ads Manager.
So, let’s have a look without any further delay.
Just as it sounds, you’ll have to select your objective/goal from the 11 main objectives listed on the Meta ads manager.
You must decide on your ad’s main goal, whether it is driving more traffic, getting people to engage with it, bringing awareness about your brand to the general public, or getting conversions.
Here are the main objectives that you can choose from:
Do you want to show your ad to a younger generation or men in their 30s? Perhaps your product is better suited for couples or maybe the elderly?
Choosing a target audience is a step that requires you to invest your time and carefully make the choice as it directly affects your ad campaign.
Now whether this effect is positive or negative depends on your decision.
Reaching out to people who might find your ad relevant is something that can increase the chances of successful conversion even more.
So, give a lot more thought to your target audience, won’t you?
The third step entails choosing a budget that suits you the best and optimizing your ad accordingly.
Some spend more than what’s necessary on their ads and some underspend on their ad campaign and as a result that campaign doesn’t bear the fruits of success.
So, careful consideration is necessary when selecting a cost for your Facebook video ad.
The last and most important step involves creating a video for your advertisement and then finally uploading your video ad to Facebook.
There are a lot of things that need to be taken into account before creating a video ad, for example, your initial seconds of the video count the most.
You need to include your brand name and logo in the first 5 seconds of the video and captivate a viewer by doing something unexpected or unique that will keep that viewer glued to their screens.
We’ll talk about these tips and tricks later in this article in detail, so make sure to not miss out on it!
After that, you’ll finally select “Video Views” as your objective as it will give you a lower cost per view thus making it more cost-effective. One can also select “Boost Performance” as their objective.
After this, you’ll have to choose your thumbnail and upload your video.
Before uploading you’ll have to make sure that you are aware of the supported file formats and that your video ad meets the minimum specification requirements.
So, you decided to start your own Facebook video Ad campaign but don’t know which tools to use.
Don’t worry, we’ve got you covered!
Here are the top 4 tools for making a Facebook video Ad that you need to have a look at:
“Better Video Ads” is a forever-free extension that you can add to your Shopify store.
It can help you turn your existing products in your store into engrossing video ads for absolutely free.
Yes, you heard it right, you don’t even need to pay a penny!
As the icing on the cake, you don’t even need to have any particular skills or experience in designing video ads as even a complete beginner can utilize this tool to the fullest.
Now, isn’t that a steal?
“Animaker” is an AI-powered video animation where you can not only create amazing videos but also create studio-quality animations for those videos.
Animaker boasts thousands of video templates, more than 25 video editing tools and features, and the world’s largest animation library where endless possibilities meet.
This is not where the fun ends! You can use its AI feature to make your animation video by just simply entering a prompt. You can also create your own animated character for your video ads here.
You must be thinking that all of this wouldn’t be for free, right? Well, guess what, it’s free! Yes, your ears aren’t ringing, oh but you aren’t hearing all of this, whoopsies!
Your imagination can run free and you can create anything here like animated explainer videos for your Facebook video Ad campaign and whatnot!
Make sure to try this tool out it’ll help you a lot down the road!
Surely, you must’ve heard of Canva, haven’t you?
Used by more than 170 million people around the globe, Canva is a tool that is used for all kinds of productive stuff.
From creating YouTube banners to Instagram stories, it can do a whole lot.
Coming back to Facebook video ads, Canva is a tool that’s fairly easy to use in its own regard, even in this case.
Users can easily navigate their way through Canva to make a video for their marketing campaign.
There isn’t even a need for previous experience in video editing or anything like that.
If you know a little about computers, then you are good to go.
On top of this, there are a variety of features on Canva like customizable templates or dynamic animations and music which makes people prefer it even more.
You should definitely give some heed to Canva as it might suit your needs before starting your marketing journey just like it did with others.
Biteable is a great tool for creating Facebook video ads.
It’s simple to use and offers a variety of features.
You can customize templates or start from scratch, and it provides a vast library of clips, images, animations, and music.
The best part is that Biteable is affordable and quick, allowing you to create professional-looking video ads in no time.
While Biteable offers a free trial, for more advanced features and unlimited access, they offer paid plans.
But remember, you’re only charged if you choose a plan, enter your payment details, and confirm the purchase.
So, you can try it out and see if it fits your needs.
As we navigate further into the realm of social media video marketing, let’s pause and delve into a critical aspect that can make or break your marketing efforts.
This powerful medium, if harnessed correctly, can significantly boost your brand’s visibility and engagement.
In this section, we’ll uncover five key practices that can elevate your Facebook video ads from being just ‘good’ to ‘outstanding’.
Let’s dive deeper into these strategies and understand how they can be effectively implemented.
Personalization is key in advertising. It’s about understanding your audience and crafting a message that resonates with them.
For instance, if you’re selling a fitness product, your message for gym enthusiasts might be different from those who are just starting their fitness journey.
By segmenting your audience and creating tailored videos, you can speak directly to their needs and interests, making your ad more effective.
Quality matters.
A well-produced video can grab attention, make your message clearer, and leave a lasting impression.
It doesn’t mean you need a Hollywood budget, but investing in good lighting, clear audio, and professional editing can go a long way.
Remember, your video represents your brand, and quality production can enhance your brand image.
With the constant stream of content on Facebook, you only have a few seconds to catch the viewer’s attention.
Make those seconds count. Start with a compelling visual or an intriguing statement that makes the viewer want to stick around.
Also, showing your product or brand early can help with brand recall even if the viewer doesn’t watch the entire video.
People love stories. Instead of just showcasing your product, tell a story around it.
It could be how your product is made, how it can solve a problem, or how it has improved someone’s life.
A good story can evoke emotions, making your ad more memorable and engaging.
With more and more people browsing Facebook on their phones, it’s crucial to optimize your video ads for mobile.
Ensure your video is clear and easy to understand, even on a smaller screen.
Use larger text, close-up shots, and bright colors to make your video stand out.
Also, consider the vertical format as it takes up more screen space, offering a better viewing experience on mobile.
All right folks, that was it for today’s article on “Facebook video ads”!
Hope you guys enjoyed it, we will talk about more such interesting topics in the future so that you too can increase your productivity and stay up to date with the industry trends right from the comfort of your home.
It’s about time to bid you guys adieu and make sure to keep a tab on Broadcast2World for more such amazing articles.
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