Photo by Will Francis on Unsplash
Facebook has always been every entrepreneur’s visual medium. But lately, the platform has turned its attention from still photos to videos. If you ask most brands and marketers which content dominates on Facebook, they’ll tell you it's video.
Facebook has seen phenomenal growth in video usage over the past year, and it's now serving a staggering 8 billion video views per day. Video usage has exploded greatly, and it's showing no signs of slowing down anytime soon. If you’re a startup business or brand and want to use Facebook’s video advertising strategy, here are some tips to help you create a powerful campaign that gets you noticed and achieves positive results.
1. Define your goal
2. Decide on your target audience
Facebook recommends defining an audience of over 10,000 people to maximize ad performance. Of course, you have to create video content that will make your audience stop scrolling and look at your content — the more relevant your audience is, the more views you're likely to get.
3. Go mobile
With 65% of Facebook users watching videos on their mobile devices, it can be said that mobile drives the most views.
4. Don't over-rely on autoplay
You should create videos that not only are creative, but engaging, which would make your audience want to hit that “play” button over and over again. Try selling without sound - 85% of videos on Facebook are watched on silent mode, so use text overlays and a clear CTA to get your message across. Get creative with your content and cater to silent autoplay.
5. Optimize for video views for maximum reach
By choosing video views as your objective, Facebook will look for people who are more likely to watch your video in full. This will then let you generate much more effective custom audiences for your retargeting campaigns.
6. Re-engage users and drive conversions
Video is indeed the perfect model for getting customers, so you might want to take your video viewers on a journey and convert them into actual paying customers. How? You can create an audience of people who've engaged with your video on Facebook based on these available options:
People who viewed at least the 3 and 10 seconds of your video
People who viewed at least 25%, 50%, 75%, and 95% of your video.
Use these audiences to retarget engaged visitors. People who have completed watching your video will represent a more engaged audience and will be more likely to take the desired action.
7. Monitor, adjust, and optimize
Now that you’ve gone through all the steps mentioned above, it’s time to figure out what actually works for you. Be sure to test all the creative elements of your ads, including different video variations and text overlays. Narrow your targets by breaking down your audiences by location, demographics, interests, and behavior specifics. You should always have different messaging for people who are already familiar with your brand, versus people who may have never come across you prior to your campaign. Also, try to remember some of this additional information:
The growing power of video content on social media is booming, especially on Facebook. With these tips, your video ads are sure to be getting the attention it needs.