People have a growing appetite for creating, posting and interacting with video online, especially on mobile. The value of a video for brands on Facebook is high and an effective marketing tool, with Facebook averaging 3 billion video views plus daily, with mobile generating 65%.
A recent Nielsen study explored how Facebook video ad formats deliver value. The research suggests that if a brand’s campaign led to 100 people trying a product, 74 of those 100 people will have been reached in the first 10 seconds of that brand’s video ad.
Here are our 5 top tips for creating the best video ads:
Facebook allows people based targeting for better control of reach and frequency, greater customer appeal with segemented content offerings.
First 3 seconds most important
A video ad on the Facebook feed will autoplay and stops when the user scrolls beyond it. So, you have just three seconds to capture a person’s attention to have them stop and see more. The first three seconds are the most important thing in the video ad.
Videos start playing without sound in their news feed, so your content has to engage well - silently. The video message has to be communicated visually in the first three seconds to have a chance of being successful.
Facebook's allows marketers to target specific audience segments to determine impact prior to launches, at little cost. Test your videos to better understand likely connection and engagement with your key audience profiles.
It has to be authentic
Impactful videos engender emotion. Focus on the story and find the related emotional connection (fear, anger, love) if you want viewer engagement, rather than specifically selling a product.