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Why You Should Be Running Video Ads on Facebook

Oct 27, 2016 / by Raquelle Dickerson

If you are not utilizing video ads on Facebook, you are missing out on a huge opportunity. Advertising has always been visual, but when you augment video content with the power to target your ideal audience the impact can be huge. Facebook’s Newsfeed algorithm is placing a lot of weight on videos, and for good reason.

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Videos have repeatedly shown that they have much larger organic reach and engagement than other forms of content. People are watching more than 100 million hours of video on Facebook every day, and you can tap into this market with your own videos.

Right now, Facebook video views are among the most cost effective forms of social advertising. Facebook is on a mission to dethrone YouTube as the video king, and in its quest to own your marketing dollars, it is offering some awesome incentives. Which is to say, they’ve created a platform for video ads that is extremely affordable.

In several of our clients we have seen video views at a penny or even as low as a fraction of a penny. Yeah, that’s right. I said a fraction of penny!

(Side note:  Talk to us about managing your social media campaigns. )

I often hear small business owners talk about wanting to spend money on commercials and/or radio ads, and my response is: “Wait, what? Why the hell would you do that?”

Okay, if you have a generous advertising budget that can be rounded out with a nice combination of traditional and digital advertising then it’s perfectly okay. But, for the rest of you, I have a more cost effective solution.

You should start thinking about creating a video that’s made specifically for Facebook ads.

Here’s a screenshot of what’s completely possible:

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What you see here are the results of a Facebook video marketing campaign we ran for a client. With a budget of $250, we were able to reach 106,879 people that fit the description of their perfect customer. Of those 106,879 people 51,679 watched the video. Did we mention that it only cost us $250?

Other than the cost, the important take away here is that the video was shown only to people that fit their target demographic. Which is another win for Facebook ads over traditional forms of advertising.

Essential Components for Facebook Video Marketing Success

The videos that work as effective ads aren’t like the ads you see on YouTube or even TV. They have to be structured differently to be effective in an environment where something potentially more interesting is literally sitting on every side of it.

In order to get the views, and, more important, the interactions, a Facebook video ad campaign needs to be structured a very specific way.

Here are a few components that top the list of importance:

  1. Frontload the ad – You have one goal: stop the thumb within 3 seconds. Put your strongest images at the front of the video. The newsfeed is a busy space, and, for that reason, viewers make quick decisions about whether a post is worth paying attention to.
  2. Be silent but effective – Try to tell your story visually without the use of sound. Most people watch videos on social media silently. (Probably because they are supposed to be doing something else, like working.) Can you visually present your message and entice people watch the rest of your ad?
  3. Use Facebook tools to your advantage – Know your audience. Define your perfect customer and use Facebook targeting accordingly. Facebook offers a robust set of targeting options so you can always deliver your content to the people who are already interested in it.
  4. Test and test again – Create at least two variations for each video and test them to find out which one performs better. The best part of digital marketing is the ability to tweak and refine. If something is not working, try again.

Don’t ignore the potential of Facebook video ads for maximizing your ROI. Now is the perfect time to get started. Hundreds of thousands of people are open to your marketing message, you simply have to build the appealing visual content and make sure it’s delivered to the right Newsfeed.

Video ads on Facebook can be more emotionally compelling and informationally relevant than display or text ads, and they tend to stand out more in the average Newsfeed. If you need assistance with your Facebook marketing campaign, contact us. We can help you get results.

 

Curious about other ways to boost your online marketing campaign? Check out our eBook for 7 important strategies.

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Topics: Social Media PPC Video Marketing

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