Creating video adverts on Facebook has never been easier – we all carry around a film studio in our pockets. So, what are the best practices to use when turning your awesome footage into an attention-grabbing advert?
“Over the last year on a global scale, daily watch time for Facebook Live broadcasts has quadrupled and time spent watching video on Instagram has increased by 80%. And this growth seems likely to continue: 45% of people surveyed in the US and Canada told us they expect to consume even more video on their smartphones in the future, and Cisco predicts that by 2020, over 75% of the world’s mobile data traffic will be video.” – Facebook IQ, 2019
So Why Use a Facebook Video Ad?
More and more people are using their mobile phones and watching video ads on Facebook. Facebook video ads are convenient: they tend to be short and can easily be viewed anytime, anywhere.
Here are four tips on creating video ads on Facebook.
1.Grab Your Audiences Attention
The length of your video advert should not be more than 15 seconds and there is reasonable argument to say even less. Remember we have very short attention spans. It is critical to grab your audience’s attention within the first 3 seconds of your video, so hit ’em hard and hit ‘em quick, lead with your strongest message and incorporate your brand identity early.
2. Keep the Message Clear
Did I mention people’s short attention spans? Express your message clearly, quickly and with impact.
3. Don’t Forget Sound Isn’t Automatic
That’s right, the sound won’t play unless the viewer clicks on the video, so it is vital to have captions on your video. Facebook has the ability to auto-generate these for you but make sure you check them very carefully or you may end up looking a little silly.
4. Take over the screen!
Video ads support multiple sizes, from the traditional landscape to the full portrait. I would recommend going no smaller than a square format, this makes sure that you are ‘owning’ the screen space. Test with different sizes and see what works best for your message.
In Summary
Video adverts are great for reach or brand awareness adverts. Fantastic for hitting people in multiple areas and devices. And in some cases, some video ads force your audience to watch your ad if they wish to continue watching their current content or playing their favourite mobile game (insert evil laugh)! Your message must be clear and concise. Videos are a fantastic way of showcasing your product and demonstrating the benefits to the end-user.
And here is a FREEBIE for you…You can find all the creative specs and technical requirements for creating Image ads here.
ABOUT THE AUTHOR
Simon Miles is head of digital strategy and operations at Digital Marketing Adelaide. He leads our studio design & creative team. Simon is a marketer with a passion for creating beautiful and effective advertising but he’d probably rather be on the golf course.
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