People go onto Facebook to engage or, frankly, to pass the time. They don’t log into the social network to be fed advertisements but, with such a huge audience, companies can take advantage of capturing user’s attention for their gain. However, businesses have to be creative and savvy to be noticed. Our attention spans are shortening and anything that looks like a blatant ad will get ignored.
No one can deny the effectiveness of video. It is now the most successful form of online advertising with users watching over 100 million hours of video on Facebook each day. Businesses are tapping into that resource even more but there are some best practices to put into play.
The most important factor in creating your Facebook ad campaign is capturing your user’s attention quickly. Since Facebook video ads autoplay without sound, you want to use visuals and text to deliver your message and engage viewers. Generally, most ads should stay around 30 seconds but you have about 5 seconds to engage your viewers. If you can keep their attention past the 5-second marker then make sure you can keep it. Encourage viewers to turn on the sound and be certain the audio of your ad supports the images. A good tip for capturing a user’s attention is developing an eye-catching thumbnail photo.
Take advantage of all the ways Facebook allows businesses to customize their message and audience. Instead of a general business ad, choose a specific product or service you offer and focus on marketing that to a specific audience. Once inside Ads Manager, Audience Insights allows the option of learning more about certain people within your page. You can then broadcast your message to that smaller group within your audience.
Lastly, you want to make your video sharable and contain a call-to-action. To increase a video’s chances of getting shared, make it either evoke emotion, relatable or contain something especially entertaining or insightful. Provide viewers with a chance to further invest with a call-to-action on the last frame. Options like “watch more” or “shop now” take your viewer past just watching one ad and moving on.
If you are using Facebook ads but haven’t included these suggestions above, then it’s time to adjust your plan. These tips will help bring your ads and your marketing plan more success. Let us know how it’s working for you!