7 Tips for a Killer Facebook Video Advertising Strategy

October 29, 2019

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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 shows 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 achieve positive results.

1. Define your goal 

  • Before you start your video marketing campaign, it's essential to understand what you want to achieve. Start brainstorming and find out what you want your goal to be.
  • Driving brand awareness: it is important to track your video views and reach. Facebook actually considers a "view" when someone watched three or more seconds of your video.
  • Drive action: drive clicks or conversions to your website. Be sure to add a clear call-to-action button for your ad.

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 with sound off - 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

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Photo By 13_Phunkod on Shutterstock

Video ad 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:

  • Use high-quality video content.
  • Combat ad fatigue by refreshing your creative every one-two weeks for the best performance. When people have seen your ad multiple times, it can become more expensive to achieve your desired results.
  • Include your branding and main messaging in the first few seconds of your video to take advantage of the autoplay feature (remember to use text overlay to cater for silent autoplay).
  • Include a clear CTA.

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.