How to Set up and Optimize Facebook Video Ads

In 2016, Mark Zuckerberg claimed that by 2021 Facebook would be a video-centric platform. Today, we see this prophecy manifesting with the popularity of Facebook video ads.

Facebook’s worldwide video advertising revenue is expected to reach $9.6 billion by 2021.

Videos in general are selling like hotcakes on Facebook. It’s where marketers are putting their big money and what the audience are devouring to satisfaction.

Not surprisingly, this makes them one of the top marketing tools in the world of e-commerce and digital media.

So, whether you’re a small or large enterprise, an agency, or an independent influencer, you should know all about how to work Facebook videos to your benefit.

We’ve got you covered.


Why you should invest in Facebook video ads

Our recent survey of marketers revealed why Facebook and videos simply work together:

6 out of 10 people feel more connected to the brands that use videos on social media. This makes using Facebook videos as a marketing tool a no-brainer.

80% of people feel they spend more than a quarter of their time watching videos when using social media. So the written and image-based posts are virtually becoming obsolete.

When it comes to marketers, 71% of them share brand videos on Facebook. And if you don’t, then you’re missing out on a lot of eye-balls.

72% of marketers who share brand videos on Facebook believe it helped their business.

nfographic Why you should invest in Facebook video ads


Need we say more? Let’s jump right in then.

How to set up Facebook video ads


1. Set campaign objectives

Rule number one of any type of advertising: know what you’re doing.

The clearer you are about what you want to achieve from an advertising campaign the more substantial your results will be.

There are several campaign objectives available in the Ads Manager. Facebook recommends using video ads at the top of the funnel to get views and create brand awareness.

Other campaign objectives include: increasing your reach, getting engagement, directing traffic to your website, lead generation, and conversions.

To make the right choice, marketers should know their funnel and their buyer’s journey like the back of their hands.


Go to the Ads Manager > Click Create > Select an objective relevant to your video ads > Click Continue

Related: The Benefits of Persona-Based Video Marketing 


2. Choose the target audience

Rule number two of any type of advertising: know your exact target audience.

A great ad reaching the wrong audience won’t do you any good. Rather, it’d be counterproductive as you’d be spending money on the wrong people.

Facebook lets you narrow your audience down to their daily activities, likes/dislikes, interests, common behaviors, demographics, etc.

So make sure that you have defined buyer personas and that your Facebook videos address their pain points.


3. Budget and ad schedule

While you’re at it, set up an appropriate budget for your video ad campaign.

Also, refer to your analytics, identify the most active days/time of your audience, and schedule your Facebook video ad accordingly.


4. Choose an ad type

Facebook video ads come in three categories

  • Fresh videos that you can upload from your device
  • The Facebook videos already present in your library
  • Slideshows that you can create by uploading a series of images

While adding videos or images, be mindful of the recommended sizes and dimensions. By following these guidelines, you can ensure optimum video ads quality.


5. Retarget

To further optimize your ad campaigns, it’s important to keep showing up in front of your initial audience.

65% of people believe brands don’t produce videos worth-watching.

So the viewers who stay longer on your Facebook videos or who take some sort of action on your ad clearly have an interest in your message.

These audiences are most likely to turn into qualified leads with a little bit of nurturing.

Refer to your Ads Manager to analyze your engagement metrics, create a custom audience for the ones you want to nurture more and retarget them with more video content.

This way, you can also save heaps of money as you’re only advertising to people who you know are interested.

Related: 6 Possible Reasons Your Facebook Video Ads aren’t Converting


8 best practices for creating Facebook video ads


1. Create an ad sequence

Instead of investing in one big Facebook video ad, it’s best to create several ads for different points of your buyer’s journey.

By using the retargeting feature, you can create an ad sequence.

Gauge which audiences are at the awareness stage, which have moved past it, who are ready to be converted and send them top, middle, or end of the funnel content accordingly.


2. Keep it short

We know you’ve heard this before, but it’s still worth mentioning.

91% of people say that they decide if they’re going to continue watching a video within the first 10 seconds.

So keep your Facebook short, relevant, and capture attention early.


3. No sound

85% of Facebook users watch videos with the sound off.

So try creating video ads that are more visual-based and make an equal impact without sound.

If it’s absolutely necessary to add sound or voiceover, add captions to your video ad.

Related: Optimizing Videos to Play Without Sound on Facebook and Instagram


4. Auto-play ads

Auto-playing video ads may seem intrusive to marketers.

But most of the time, the audiences are mindlessly scrolling through their feeds or are engaged in several other tasks.

So to gain their attention and to make some noise auto-playing video ads is the way to go.

However, the auto-play feature is only available for cost-per-impression rather than cost-per-click campaigns.

Facebook Video Ads-GIF


5. In-stream ads

Facebook allows pre-roll and mid-roll video ads to be played within the videos the audience is already watching.

These ads are a great way to capture the attention of an already engaged audience.


6. A/B testing

As with any other type of digital media marketing, A/B testing is your best friend while running a Facebook video ads campaign.

Experiment with different types of videos, messages, and audiences. See what clicks and optimize your campaigns accordingly.

However, be sure to test one variable at a time so that you’re certain which factor is causing the change in the results.

It’s also best to wait a couple of weeks and let your campaign data develop significance before making conclusions.


7. Keep up with changing trends

Platforms like Facebook are always testing out and launching new marketing features.

To ensure that you create the best Facebook videos, keep up with the changing digital media trends.

You can always refer to the Facebook ads help page here for your FAQs.


8. Work with professionals

For strategically created Facebook video ads that boost engagement and skyrocket your conversions, get in touch with a professional video marketing agency.

Related: How to Choose the Best Video Marketing Agency for Your Business

At MotionCue, we love creating Facebook video ads for businesses. So if you want to talk strategy or production, we’re here.

Schedule a free consultation call with our video strategist


Posted by Komal Munawar

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