We’ve been writing about video for a while.
That’s because right now, video is the frontrunner of digital content.
If you’ve read some of our recent blogs, you’ve learned that video is an essential part of any marketing strategy, and you’ve learned how to employ video in your marketing strategy.
For this blog, we’re focusing on how video can optimize Facebook advertisements. If you’re not already using video for social ads, you should be. Here are a few reasons why:
IT FORCES YOU TO TELL YOUR STORY IN A SHORT AMOUNT OF TIME.
Before we get into the technical aspects of using video for Facebook ads, there’s one thing that video can do: help you tell your story in short amount of time.
Hubspot learned this valuable lesson in 2017: “It’s imperative to engage your audience in the first three seconds of your video, or you’ll lose them.” With this knowledge, they focused on telling their entire story or message in three seconds and then retelling it with more detail throughout the rest of the video.
It’s the digital version of an elevator pitch. Can you get your point across in a small amount of time—like three to five seconds? If not, that’s your first step before even picking up a camera. In this way, crafting your first video for Facebook can be an important exercise in improving your business’s articulation and messaging.
VIDEO INSTANTLY CAPTURES ATTENTION.
According to Facebook, people gaze at video 5x longer than static content. Studies have shown that ad recall improves by 74% after just 15 seconds of a video ad, and purchase intent increases 72% after 10 seconds. This means that delivering your message via video is your best option if you want to catch a prospect’s attention. Movement in a static feed will catch the eye in a way that even the brightest and boldest image cannot.
Although video does instantly capture attention and hold a gaze, it’s your job to draw them in and make them keep watching. That’s why the first three to five seconds are essential. Capture and keep their attention, and you’ll have them converting in no time.
VIDEOS ARE CHEAPER.
As we said earlier, Facebook really likes video. They like it so much that they make it cheaper to advertise with video. Remember when I mentioned that Facebook also wants to make its users’ experiences more meaningful? If your video has rich content that gets a lot of traction, Facebook will reward you by showing your video to more people for a lower cost than any other type of action.
YOU CAN RETARGET PEOPLE WHO HAVE WATCHED YOUR VIDEO.
One of the most beautiful things about advertising with video is that you can create audiences based on who watched your video. This gives you a unique opportunity to re-engage with people who are familiar with your brand because they already watched a part of or your entire video.
When you retarget this audience, don’t be afraid to use more direct, sales-focused language. They’ve already encountered your brand and they have a basic knowledge of who you are and what you’re about. This means they will be more likely to opt in and become a lead or a customer. With just one video view, they have entered into the top of your funnel.
THERE ARE ALWAYS NEW OPPORTUNITIES FOR PEOPLE TO WATCH YOUR VIDEO.
From allowing videos to be shared on Facebook to the auto-play feature and Facebook LIVE, Facebook is constantly improving the way users engage with video, which in turn creates more opportunities for advertisers to place videos.
The most recent update is Facebook Watch, Facebook’s response to the growing popularity of Netflix and Hulu. This feature offers brands, TV studios, influencers, and publishers the ability to create and stream shows, generating revenue through ad sales. According to a report by Klientboost, “there are many opportunities for maximizing promo space within a popular Facebook Watch show. On top of that, Facebook is said to be testing pre-roll video ads, which they had previously banned, and would open up a whole new advertising opportunity for brands seeking big results.” For the first time in Facebook history, companies will almost always be guaranteed eyeballs on their content with these pre-roll ads.
Now that you’re convinced, here’s are a few quick tips on how to optimize your videos for Facebook:
Mobile, Mobile, Mobile
Over half of all video content is consumed on a mobile device, which means your content has to be optimized for mobile. Consider square or vertical video to take up more room on a screen.
The Sound of Silence
85% of Facebook videos are watched without sound, so make sure your video makes sense without it. Add text, use imagery that makes sense without sound, and always, always, always caption your videos either in post or on Facebook video uploader.
So now what? What are practical steps to get on the video advertising wagon?
Make more videos. Yes, it’s that simple.
Gary Vaynerchuk, a successful entrepreneur, says to “document, don’t create.” Pull out your phone and tell your story. Demonstrate how to use a product. Share some of your favorite tips related to your industry. There is a wealth of content in the every day that needs to be captured.