It’s been a rough couple of years for Facebook. But despite the proliferation of fake news and multiple privacy breaches, such as the Cambridge Analytica data scandal, the social media giant trudges on with an estimated 1.59 billion active users. With such a large; active user base, Facebook is one of the most important social media channels for companies. According to the statistics mentioned in this article, 67% of marketers prefer to run advertising campaigns on the platform.
Facebook continues to be a popular realm for digital marketers despite the fact that most of the content does not reach the audience organically. Advertising allows marketers to boost their posts and reach warm and cold audiences with ease. The benefits of running advertisements on Facebook are evident, but optimized campaigns for social media tend to get better results. This begs the question – which perform better: static ads or video ads? In this post, we’ll get to the bottom of it and figure out what works best.
Static Ads VS Facebook Video Ads
Video marketing is all the rage in this day and age. Social media video ads can be engaging and result in great CTR. Zukerberg also acknowledges that ‘video is a mega trend’. Let’s take a look at why video ads take precedence over static images when it comes to social media. Also, check out our previous post: Video Content Creation VS Video Promotion: Where Should You Invest?
A 3% lower CPC
With video, you can share a compelling story and pique the viewer’s interest. According to a test conducted by Hubspot, their narrative video yielded more favorable results compared to a static image. It had the most number of clicks and a 3 percent lower CPC.
CTR of 1.8% for mobile in-app videos
Video ad interruptions may be a bit of a nuisance for viewers but GoDaddy notes that they are still effective. In fact, in-app mobile video ads that are between 15-30 seconds long had a CTR of 1.8 percent.
An increase of conversions by 20-30%
Chantelle Stevenson, a marketer at ClearPivot, shared her experience with video ads in this databox article. She raved about how video ads resulted in 20-30% more conversions when compared to static image ads on Facebook.
Facebook favors video content
One of the reasons that video ads perform better on Facebook is because the platform itself is advocating for videos and prioritizes this type of content. The main reason for this is the high engagement videos bring in. Facebook’s algorithm is also changing to help push through better quality; original content in the feed. Business Insider’s article covers this topic in detail. So, now that we’ve settled the static image vs social media video debate, it would be useful for you to learn some tactics on how to optimize your video content so that it performs well. Below, we’ve listed some best practices you can adopt:
How to Optimize Social Media Video Ads
Square videos outperform landscape videos
For Facebook, square videos tend to get more views and better engagement as compared to landscape videos. This article noted that some square videos snagged 30-35% higher views and yielded 80-100% more engagement. This just goes to show that video format plays a vital role in how your ad is received.
Experiment with variations
Being able to hit the sweet spot when it comes to engaging video ads, and content in general, comes down to knowing what works and also experimenting with new ideas to see the difference in results. Try different text variations, colors, etc. to make your videos pop. Another thing you could experiment with is what to use at the start of a video. Use different clips or photos and see what works. For WV Skydivers, an exciting video clip variation of their ad reached 10,000 people. The photo variation reached 1,200.
Make your CTA clear
Your video should have a clear CTA. If you want people to check out your blog post, let them know where they can read more. Similarly, if you want your audience to subscribe to a newsletter; channel, or check out your latest product on your website, then make it clear how they can go about doing that.
Test various video lengths to see what works best for you. According to this report, 10-second videos work well when it comes to Millennials. When it comes to an audience that’s between 35-54 years old, 30-second videos work better. Longer videos are still favorable so that you convey your message in a clear and coherent way. Short looping video clips are also a great option to consider.
Use text overlays and subtitles
Often times, people will watch a video on Facebook with the sound off. Keeping this in mind, it would be a good idea to use subtitles and overlays so that your message has a chance of getting across.
Retarget video viewers
If certain people watch, say, the first 10 seconds of your video ad. You could nurture them and retarget them with future campaigns based on how engaged they were the first time. Facebook keeps track of the people who showed interest in a company’s ad and makes retargeting individuals easy to do. If you’d like to find out how to optimize your YouTube videos for more views, click here.
Bottom line: Facebook video ads are ideal for TOFU audiences
If your campaign is targeting people at the top of the marketing funnel, then video ads are the way to go. Facebook also allows you to separate viewers based on how much of your video they watched the first time. Leveraging this feature will allow you to retarget individuals more efficiently and zero in on MQLs. Now, when you formulate a digital marketing strategy that includes social media video ads, you’ll know you’ve chosen wisely.
If your Facebook video ads aren’t converting, check out this article to figure out why.