How to Create Effective Video for Digital Advertising on Facebook
When it comes to creating adverts for Facebook, video adverts are the star of the show!
In one of our recent FB advert campaigns, a video advert increased the click through rate by per 64% compared to a single image advert. Using video adverts are a no brainer.
Facebook has over 42 million UK users each spending an average of 23 minutes on Facebook per day. But with over 10 million active UK advertisers to compete with, how do you cut through to your target audience and make your content stand out?
Whether you’re a zoo, farm park, theme park or museum, read below to see our top tips to create an effective video for digital advertising on Facebook.
Facebook Video Placements
When creating a video advert for Facebook, it’s important to remember that there are three placements to choose from.
You can easily select for your video to be shown in all three placements using ‘placement optimisation’ which splits your budget between each of them. However, it’s important to adapt the size and length of your video depending on which placement you’re using to get the best results.
News Feed video adverts are placed in your news feed amongst updates and posts from friends, groups, and other advertisers. The recommended spec is a square video (1080 x 1080 pixels). These video adverts can run for 240 minutes, although according to Facebook you should keep your videos short to 15 seconds, so people are more likely to watch until the end.
The main difference between news feed and in-stream video adverts is that news feed videos are standalone adverts as opposed to in-stream adverts which are played within another video.
The great thing about in stream videos is that they tend to have increased watch time due to the user having to watch your video advert in its entirety before being able to watch their chosen video.
However, it is important to note that in-stream videos can only run for 5-15 seconds, so make sure you crop out the most exciting and captivating part of your video.
Don’t forget about story placements! Stories combined with feed and in-stream videos drive efficiency, according to Facebook, using story video adverts in your campaign can help boost brand outcomes by 35%.
Facebook stories are made for mobile; they are highly immersive and occupy the full screen. Therefore it is important that you edit your video for vertical placement (1080 x 1920 pixels) to achieve the best results. This will also make your video look similar to other stories users see from their friends.
To make your life easier, when creating a video, make sure the focus of the video is always on the centre. So if the video is originally created in landscape it can easily be cropped into a square or vertical video and used for all placements.
How Can I Captivate My Audience?
So now you know all about Facebook video placements, it’s important to know how to make your video stand out from the crowd and captivate your audience. It can get overwhelming when creating an engaging video but read below to see our top tips!
Hook your Audience
It’s crucial that the first few seconds of your video should hook your audience in. You can achieve this by immediately showing how your video is relevant to your audience. For example, if your video advert is about your Halloween event you should make sure that the first 2 seconds highlights the biggest selling point of your event.
It is also important that these first couple of seconds are very active and show movement as this will guarantee to catch your audience’s eye. We recommend putting short and snappy video clips together into one video to keep the attention of your audience.
It may sound obvious but bright and colourful creative is vital in creating an eye-catching video advert. Colour communicates with your audience and bright colours convey a sense of excitement. When we arrange photoshoots for our clients, we always ask the models to wear bright and colourful clothing. We also recommend that your video is as high resolution as possible, especially as there is no maximum resolution for Facebook video adverts. Plus, a higher quality video is only going to increase the value of your event.
Don’t Rely on Sound
Although we always recommend having sound on your videos, you can’t rely on sound to captivate your audience. According to Digiday, 85% of Facebook video is watched without sound. Even though Facebook now auto-plays videos on the news feed with sound, users have the ability to disable this and put their sound on mute. We therefore recommend putting subtitles on your video, which also makes your videos more accessible. You can use free online tools such as ‘Clipchamp‘ to easily add text to your videos.
What types of Video Can I Create?
With so many video adverts to compete with, it’s good to keep trying new exciting ways to display video. This also prevents audiences from experiencing advert fatigue, which occurs when audiences see your adverts so often that they become bored by them. We therefore recommend regularly changing your video throughout your digital advertising campaign.
Video collages allow you to combine video with images, so you can get the best of both worlds! Video collages can easily be created for free on ‘Canva‘, where you can choose how many videos and how many photos you would like to display in your collage.
Creating a carousel is an effective way to showcase up to 10 videos within a single ad! This is great for highlighting lots of different aspects that your visitor attraction has to offer. You can even choose to let Facebook optimise the order of the carousel videos, based on how well each video is performing.
These can be created in Facebook itself or even in PowerPoint. We recommend overlaying photos with snippets of reviews from Facebook or Trip Advisor to highlight the value of your visitor attraction. You can then export these slides into a video, but make sure you animate the text to grab your audiences attention!
This is especially effective if you want to show off a new attraction . Audiences can drag their finger to move around within the video and explore every angle of your attraction.
Creating Effective Video Adverts on Facebook
When creating effective video for digital advertising on Facebook it’s important to customise your video to suit each placement in order to get the best results. It is also crucial to captivate your audience in the first 2 seconds of your video, showing how your video is relevant, whilst using bright and colourful content.
Don’t forget to keep trying new ways to display your Facebook video adverts, as the variety is sure to capture your audiences attention, resulting in effective results and ultimately increased visitor numbers.
For more help and advice contact our team email@example.com.
If you enjoyed this blog make sure you read: ‘How to Create Organic Instagram Videos that Drive Results‘.
Agility Marketing are a boutique marketing agency specialising in Digital Marketing for Visitor Attractions.