9 Advanced Facebook Video Ads Best Practices to Create Ads that Sell

Creating High-Converting Facebook Video Ads

Facebook video ads have emerged as a powerhouse, revolutionizing the way brands connect with their audience. With over 2.8 billion monthly active users on Facebook, the platform presents a vast arena for marketers to showcase their brands. But what truly sets Facebook apart is its robust engagement with video content. Recent statistics reveal a staggering trend: users watch over 100 million hours of video on Facebook every day, highlighting the immense potential video content holds in capturing user attention.

This surge in video content consumption on Facebook isn’t just a passing trend; it’s a significant shift in user behavior. Videos, with their dynamic and engaging format, have become the preferred medium for content consumption on the platform. This preference for video content is reshaping marketing strategies, compelling businesses to adapt and leverage the power of Facebook video ads to reach, engage, and convert their target audience effectively.

The Power of Facebook Video Advertising: Impact on Users and Conversion Potential

When it comes to impact, Facebook video ads stand out for their ability to create meaningful connections with users. These ads, often characterized by compelling narratives and stunning visuals, are not just seen; they are experienced. This immersive experience translates into remarkable viewer engagement rates. Data indicates that video ads on Facebook have an average click-through rate (CTR) of 1.84%, the highest among all digital ad formats. This statistic alone underscores the efficacy of video ads in driving user engagement.

But the power of Facebook video ads extends beyond just engagement; it drives conversions. Businesses leveraging video ads on Facebook report significant increases in conversion rates, with some sectors witnessing up to a 30% rise in sales attributed to video advertising. The secret lies in the format’s ability to convey messages more effectively, foster emotional connections, and persuade action.

Moreover, with advanced targeting options available on Facebook, video ads can be precision-targeted to reach specific demographics, interests, and behaviors, ensuring that your message reaches the most receptive audience. This targeted approach, coupled with the compelling nature of video content, results in higher conversion rates, making Facebook video ads a critical tool in the arsenal of digital marketers.

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Best Practices for Video Ads

1. Use High-Engagement Hooks

Start your video with a compelling hook within the first 3 seconds to grab attention. Test different hooks to see which resonates most with your audience.

Conventional wisdom suggests that shorter is better when it comes to online video ads, with many marketers aiming for the 15-30-second sweet spot. However, this perspective overlooks a crucial element – viewer engagement. An entertaining, captivating video ad can hold the audience’s attention far longer, turning what could be a mere transactional experience into a memorable one.

How to make good hooks for ads?

1. Identify Your Audience’s Pain Points

• Understand Your Audience: Research to understand the challenges or desires of your target audience. Your hook should directly address these pain points or aspirations.
• Empathy: Start with a statement or question that shows you understand and empathize with their situation.

2. Use a Strong Opening Statement or Question

• Provocative Questions: Pose a thought-provoking question that prompts viewers to think and seek answers.
• Bold Statements: Use a bold or controversial statement to pique interest. Ensure it’s aligned with your brand and not misleading.

3. Incorporate Visual Surprises or Unusual Imagery

• Unexpected Visuals: Start with an image or scene that’s unexpected or out of the ordinary to draw immediate attention.
• Visual Metaphors: Use a visual metaphor that’s relevant to your message but presented in an unconventional way.

4. Use Humor or Wit

• Light Humor: Open with a light joke, pun, or witty remark that’s relevant to your product or message.
• Relatable Humor: Ensure the humor is relatable and appropriate for your target audience.

5. Create a Sense of Urgency or Intrigue

• Intrigue: Start with a mysterious or intriguing premise that leaves viewers wanting more.
• Urgency: Use words or scenarios that create a sense of urgency or importance.

6. Show the End Result or Benefit

• Desirable Outcome: Show the end benefit of your product or service. For example, start with a satisfied customer or a resolved problem.
• Before and After: Use a quick before-and-after scenario to demonstrate the effectiveness of your product.

2. Advanced Retargeting Based on Viewer Engagement

Facebook provides a whole lot of data on performance of ads, one such thing is ability to retarget based on view rate of video ads.

Implement retargeting strategies based on how much of your video was watched. For instance, target viewers who watched more than 75% of your video differently than those who watched less. As the former are more engaged and more likely to buy the product.

Retargeting campaigns should be tailored based on these engagement levels. High-engagement viewers might be more responsive to direct sales pitches, while low-engagement viewers may require more brand storytelling or educational content. By customizing your approach for each segment, you can effectively move users further down the sales funnel.

3. Optimize for Sound-Off Viewing

Create videos that are equally effective with or without sound. A significant portion of Facebook users scroll through their feeds with the sound off. So, it’s essential to craft videos that are just as effective without sound as they are with it.

Strategies for Sound-Off Viewing:

1. Captions are Key:
   • Incorporating captions ensures that your message is conveyed even when the video is viewed without sound. It’s not just about displaying dialogue; captions can also describe important audio cues.
2. Engaging Visual Storytelling:
   • Rely on strong, visually compelling storytelling. Use vibrant visuals, expressive characters, and clear visual narratives that grab attention and convey your message without the need for sound.
   • Visual cues and storytelling become even more crucial here – think of how you can use imagery, text, and transitions to tell your story.
3. On-Screen Text and Graphics:
   • On-screen text and graphics can effectively convey key messages. This includes overlay text for headlines, key benefits, or call-to-actions.
   • Make sure the text is large and legible enough to be read easily on small screens.

4. No Ad is Too Long, it’s Just Too Boring

The first rule of an ad is to be entertaining, second is to sell. People come on social media to be entertained and rarely to buy.

A good way to find what entertains people about your product is to not think about your product but think about category, so zoom out. Now look at subreddits related to category or search for hashtags and look which type of content is getting maximum engagement, there that’s it. This template can now be converted into an ad with a sprinkle of creativity

But, nothing would work if not for a good hook so,

Start with a Relatable Hook

• First Few Seconds: Capture attention in the first 3-5 seconds with something relatable to your audience. It could be a common problem, a humorous observation, or a surprising fact.
• Use Strong Visuals: Make the initial visuals striking or unexpected to draw viewers in immediately.

5. Don’t Make Good Ads, Make Good Content

If there is anything you takeaway from this best practices for Facebook Ads article then this is it. To make ads that are just good pieces of content. The true impact of Facebook advertising lies not in creating ads but in crafting content that resonates, engages, and entertains. This pivotal takeaway transforms the traditional view of advertising into a content-centric approach.

How to find good content?

1. Analyze Your Own Successes:
   • Start by reviewing your brand’s own social media channels. Identify posts that have garnered significantly higher engagement, shares, or comments. These are your goldmines.
   • Look for patterns or themes that might explain why these posts succeeded. Is it the storytelling aspect, humor, visuals, or user interaction that sparked interest?
2. Draw Inspiration from Competitors and Community:
   • Expand your horizon by analyzing your competitors’ social media presence. Note which of their posts have high engagement rates and why.
   • Keep an eye on broader community trends. Viral content within your niche provides valuable insights into current audience preferences and behaviors.
3. Repurpose with a Twist:
   • When using organic content as a basis for your ads, add a unique twist or value proposition that aligns with your ad objectives. It’s about building on proven success, not just copying it verbatim.
   • For content inspired by competitors or viral community trends, think about how you can differentiate while tapping into the same audience interest.

6. Copy from Organic Social

Just scroll through your Instagram feed and find content that had outsized reach or engagement, those are good content, run them as ads or use that format as inspiration to create ads. It has been validated so there is low risk of failure.

Hat Tip: Don’t just use your own social media look at your competitor’s most engaged posts and keep track of what is going viral in your community, can you create an ad out of this viral template? Then jump on it and create one

Why Organic Success Stories Matter

• Proven Engagement: Content that has performed well organically has already demonstrated its appeal. Using these as a blueprint for ads reduces the risk of launching content that might not engage your target audience.
• Authenticity Resonates: Organic content often carries an authenticity that polished ad campaigns can sometimes lack. This authenticity can help ads break through the noise and capture attention.

7. Use Post ID’s When Duplicating Ads

Even the best media buyers forget about this but engagement and “social proof” is key. When you use post ID the engagement is preserved and hence when it reaches new audiences they are likely to trust more because of this.

Understanding the Value of Post IDs

• Unified Engagement Metrics: When you duplicate an ad using its Post ID, all likes, shares, and comments from the original ad are retained. This accumulated engagement can boost the ad’s visibility and credibility to new audiences.
• Consistency Across Campaigns: Using the same Post ID maintains message consistency, crucial when you’re testing different targeting strategies or placements but want to keep the creative constant.

How to Implement Post IDs in Your Strategy

1. Locate the Post ID: Here is a video walkthrough on how to find post id. First, find the Post ID of the ad you want to duplicate. This can be done through Facebook’s Ads Manager by navigating to the ad level and looking for the Post ID in the ad preview section.
2. Duplicating the Ad: When creating a new ad in Ads Manager, choose the option to “Use Existing Post” and enter the Post ID of the ad you wish to duplicate. This action creates a new ad that retains all the engagement of the original.

8. Not Testing Multiple Hooks for the Same Video

I can’t tell you how many times there have been instances where the video ad that did not spend a single dollar suddenly becomes our best ad just because the hook (first 3 seconds) of ad has been changed

You create one video ad, but test at least 3 different hooks before discarding it. You will most likely find a ad variation that converts

9. Specific placements creatives

When launching ads on Facebook always create 2 sizes of the video, one 1:1 for feed and the other one 16:9 ratio for stories and reels format. The extra work to create that 2 variations is worth it and does provide a noticeable increase in performance

You can even customize the thumbnail for each placement, sometimes there have been improvements in ads just because the thumbnail was changed to a different one

Where Are Facebook Video Ads Displayed?

Facebook offers a diverse range of placements, each catering to different user behaviors and contexts, making it essential to know these platforms to tailor your video ads effectively.

1. Facebook News Feed

• Primary Placement: The News Feed is the most traditional and prominent placement for Facebook video ads.
• User Engagement: Here, video ads appear organically as users scroll through their feed, offering a natural and seamless viewing experience.

2. Facebook Stories

• Full-Screen Experience: Stories provide a full-screen, immersive ad experience. Video ads here are particularly effective for grabbing attention in a more personal and engaging format.
• Engagement Opportunity: They allow for direct user interaction through features like swipe-up links.

3. Facebook In-Stream Videos

• Mid-Content Placement: These ads appear within the videos that users are watching, similar to traditional TV commercials but with the added benefit of targeting and personalization.
• High Engagement: They’re ideal for capturing the attention of users who are already engaged in video content.

4. Facebook Marketplace

• Contextual Advertising: Video ads in Marketplace align with users’ shopping interests, offering a unique opportunity to showcase products and services in a shopping-oriented environment.
• Targeted Reach: It’s a strategic spot for reaching users in a purchase mindset.

5. Video Feeds

• Dedicated to Video Lovers: A newer placement, Facebook’s Video Feeds is a section where users who frequently watch videos on the platform can discover more content, making it a hotspot for engaging avid video consumers.

6. Facebook Instant Articles

• Embedded within Articles: Video ads can be placed within Instant Articles, combining the power of written content with engaging video ads.
• Balanced Engagement: This placement is ideal for a more informative and content-rich approach to advertising.

7. Audience Network

• Beyond Facebook: Audience Network allows your video ads to be shown in apps and websites outside of Facebook, expanding your reach beyond the platform.
• Extended Reach: This is crucial for tapping into a broader audience not limited to Facebook users.

8. Messenger

• Personal Space Advertising: Video ads in Messenger are displayed in the inbox or between chat threads, reaching users in a more personal digital space.
• Intimate Engagement: Although a more delicate placement, it can be effective if the content aligns well with the conversational nature of the platform.

Optimizing Video Ads for Different Facebook Platforms

Crafting effective Facebook video ads requires understanding the nuances of each platform within Facebook. Each has its own set of best practices, particularly regarding aspect ratios, video lengths, and formats. Let’s delve into how you can optimize your video ads for various Facebook platforms:

Facebook Feed:

• Best Practices: In the Feed, your video needs to capture attention quickly. Use engaging visuals and clear messaging within the first few seconds.
• Video Length: Ideal length is around 15-30 seconds, as users typically scroll through the Feed quickly.

Facebook Stories:

• Best Practices: Stories are viewed vertically and in full-screen, making them great for immersive, attention-grabbing content. Incorporate interactive elements like polls or swipe-up links.
• Video Length: Keep it short, preferably under 15 seconds, to match the quick-view nature of Stories.

Facebook Marketplace:

• Best Practices: Since Marketplace is shopping-oriented, your video should be product-focused. Showcase key product features and benefits.
• Video Length: Shorter videos, around 15-20 seconds, work best to engage potential buyers.

Aspect Ratios and Formats:

Platform	Aspect Ratio	Format
Facebook & Instagram Feed	1:1 (square) or 4:5 (vertical)	MP4, MOV
Facebook & Instagram Stories & Reels	9:16 (full-screen vertical)	MP4, MOV
Facebook Marketplace	1:1 (square) or 4:5 (vertical)	MP4, MOV

Measuring Facebook Video Ad Performance

Key Metrics to Track:

1. Hook Rate (3 second video view/Impression) – This helps understand the video ad’s ability to capture attention of the audience
2. Hold Rate (Video thruplay/3 second video views) – To understand how strong is the story of the video ad after the initital hook
3. View-Through Rate (VTR): The percentage of viewers who watched your video ad to 25%, 50%, 75%, 95% and 100%. It helps assess the video’s ability to retain viewers.
4. Click-Through Rate (CTR): Indicates the effectiveness of the ad in prompting viewers to take the desired action.
5. Conversion Rate: Measures the percentage of viewers who took a specific action, like making a purchase or signing up, after watching your ad.
6. Cost Per Action (CPA): The cost incurred for each action taken by viewers, is essential for evaluating the ROI of the campaign. This is usually purchases for eCommerce category

Avoiding Common Pitfalls in Facebook Video Advertising

1. Ignoring Mobile Optimization: With a majority of Facebook users accessing via mobile, ensure your videos are mobile-friendly.
2. Overlooking Silent Viewing: Many users watch videos without sound. Use captions or ensure the message is conveyed visually.
3. Neglecting Testing and Adjustments: Regularly test different elements of your video ads (like formats and CTAs) and adjust based on performance data.
4. Inconsistent Branding: Ensure your videos consistently reflect your brand identity and messaging.

Future Trends in Facebook Video Advertising

• Augmented Reality (AR) and Virtual Reality (VR): Immersive technologies could revolutionize how brands engage with audiences through video ads.
• Interactive Video Ads: Expect a rise in video ads that allow direct user interaction, enhancing engagement and personalization.
• AI-driven Customization: Advanced AI could enable hyper-personalized video ads based on user behavior and preferences.

Conclusion

To effectively harness the potential of Facebook video ads, it’s crucial to stay abreast of best practices and continuously adapt your strategies based on performance data and emerging trends. Remember, the key to success in Facebook video advertising lies in creating engaging content, optimizing for different platforms, and rigorously measuring performance.

---

OFFER

We are running a deal right now, where we create 3 high-quality video ads from scripting to shoot to edit all things included for $180, less than the day’s cost of a professional videographer

Good deal eh?

You can use it in your ads

If you aren’t satisfied, we offer a 7-day no-questions asked money-back guarantee

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