Prepare to embrace Facebook video ads
Published: June 7, 2013
Author: Audrey Cueto
As one of the world’s most visited sites, Facebook continues to think of ways to profit from its popularity. From partnerships with social gaming companies to sponsored ads to paying fees to message celebrities on Facebook, the platform is always looking for ways to monetize traffic while still being able to meet the needs of its users.
What’s the next trick up Facebook’s sleeve, you ask? Enter News Feed video ads.
Facebook Video Ads: Costs vs. Benefits
A recent article from DigiDay discusses video ads and the potential impact on advertisers and users. In this article, Jack Marshall explains how and why video ads are appealing to advertisers, but also the potential damage they can do to their target audiences. Though some advertisers fear Facebook’s video ads will be too invasive, I believe the benefits of a successful video campaign can greatly outweigh the potential disadvantages.
Why Advertisers Shouldn’t Shy Away
Though Facebook users have a history of resisting big changes, such as its modifications to the timeline or to privacy settings or new ad types popping up in the News Feed, Facebook remains one of the most visited sites worldwide, and users will continue to login. (And despite user complaints, the platform is piling up successes, as noted in a recent AllFacebook.com article on Facebook’s mobile app install ads.)
There are also plenty of benefits that come along with being one of the first brands to run video ads on Facebook (stand out in a crowd!), especially if they introduce the feature with a well-planned strategy that doesn’t overwhelm users.
As with any online campaign, don’t forget to keep these tips in mind when putting together your video ad campaigns:
A little can go a long way
Your gut may tell you to squeeze in as much information you possibly can into your ad. In many cases you can’t go wrong with a gut instinct, but this isn’t one of them. Remember that the attention span of your viewer is fairly short, so anything longer than 15-30 seconds won’t be absorbed. Rather than squeezing multiple ideas into one ad, try providing quality detail and engagement with one subject instead.
Grab attention visually
Since the Facebook video ads won’t have any sound until the user turns on the volume, it’s extremely important for your video ad to catch their attention as soon as possible, whether that be with ad copy (if allowed) or video images. In order to grab users’ attention, use bright colors/images or text that invite audience participation.
Try to tell a story, rather than sell a product. Nothing validates a service/product better than testimonials and stories. Use what you know about your target audience (Facebook gives advertisers plenty of data!) to get them to engage with your video ads.
Engage, engage, engage!
Always remember to include a call to action that will captivate your audience. Remember, different call to actions work for different users, depending on what your goals are. Any sort of engagement is better than no engagement, whether that be to actually watch the video through with sound, like, share or comment, or more. Good ol’ A/B testing is a great way to learn what works best for your target audience.
Though Facebook video ads have yet to launch, now’s a good a time as ever to take a look back and analyze your data from past Facebook ads that include your videos. Use some of what worked best for your campaign and apply it to the new video ads that will run within the News Feed. You can also run some ads with videos using the options Facebook currently gives advertisers and learn what works best there as well.