Facebook Ads: Why They Work and What Works Best
Video is the dominant form of advertising across all social platforms, including Facebook. Brands have been harnessing the power of video ads on Facebook for years—when they’re done right, they deliver proven, measurable results.
Facebook video ads display on users’ newsfeeds, and the reason they’re so successful is because they’re much more engaging than static or carousel ads. They’re a versatile marketing tools brands can use to showcase the product or service they sell in the best possible light. Here’s how to create compelling Facebook video ads that accomplish your objectives.
Why should brands use Facebook ads?
Since 2016, Facebook has been one of the world’s largest ad-supported video platforms. Facebook’s internal mechanisms and algorithms prioritize video above all over mediums to reflect their user’s preferences. In fact, more than half of Facebook users in the United States say they watch at least one video on the platform every day.
Facebook videos are so effective because they offer a unique opportunity for brands to engage with their target audience—they’re much more dynamic and compelling than photography or written copy. On average, Facebook video ads have an engagement rate above 6%—much higher than any other type of content on the platform.
While engagement is great, it doesn’t mean much if it doesn’t inspire conversions. The great news about Facebook video ads is that they even have high conversion rates. One study claims that video ads on Facebook had a 20-30% higher conversion rate compared to other ads. In short, if you’re looking to use Facebook to promote your brand, video ads are the best format for boosting engagement and conversions.
How to ensure your Facebook video ads perform at their best
Want to leverage Facebook video ads to push your brand further? Whether you’re introducing a new product or you’re using video to tell your brand’s story, here are some tips to ensure you’re making the most of your efforts:
· Don’t rely on audio. Most Facebook users scroll their newsfeed with the sound turned off. That means you can’t rely on voiceover or any other audio format to convey your message. Create video ads that don’t rely on audio by conveying talking points through on-screen text like captions and motion graphics.
· Be direct. Facebook users aren’t scrolling through their feed to look at ads, which is why you need to convey your message as quickly as you can. Try to present the hook of your video within the first three seconds, so the user won’t move on to the next piece of content.
· Use a retargeting strategy. Clever marketers need to leverage all of Facebook’s handy tools to make the most of their video ad strategy, and that includes retargeting. Set up your campaigns and create ads that follow your target audience, serving up ads that remind users of your brand and the products and services you sell. While you won’t always meet your customers perfectly within their buying window, you can use retargeting to keep them in your sales funnel, nudging them along the way until they’re ready to buy.
Harness the power of Facebook video ads to push your brand further
No matter what product or service you sell, Facebook video ads are an excellent opportunity for brands to engage directly with their customers. By combining dynamic visual storytelling with digital targeting technology, you can meet customers where they are and tell stories that resonate with your audience and inspire conversions. Need help putting together a winning Facebook video ads strategy? Say hello to Spin Creative and start making content that drives your brand forward.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
