It seems everyone wants to advertise on Facebook these days. So how can you create a Facebook video ad that not only stands out, but cuts your competition? You’ve got to know your stuff and understand the process of developing video content that amuses the masses.
A Few Facebook Video Ad Facts
Perhaps to better understand why this marketing strategy is worth investing in, we can look at the numbers and investment requirements. Although you can advertise organically on Facebook, you’ll never be able to hit the audience you need without paid advertising. Here are some stats to show you why:
- When it comes to social advertising channels, Facebook is the #1 choice for 72% of B2C marketers.
- Brands increased their promotion on Facebook by 80% from 2013 to 2015. This number is only growing and you want to get in on the action.
- Facebook users watch 8 billion videos every single day.
- Videos on Facebook have an average engagement rate of 6.3%, compared to just 3.2% for YouTube and 0.2% for Instagram.
- Webdam reported that 79% of Internet traffic will be video content by 2018, and posts with videos get 3x the number of inbound links than plain text posts.
Believe it or not, there is still a large number of businesses and marketers not using Facebook video ads to promote themselves. So that means you’ll be competing with fewer brands simply for making the effort.
The first step in creating your campaign, of course, is to produce a creative video for your brand.
Make Facebook Video Ad Production Easier
The industry rule of thumb for the cost of video production is an average of $1,000 and usually takes weeks. Depending on the kind of video you make and the type of resources you have, this cost could definitely increase if you are looking at using several shooting locations and a larger staff of people. If you have the time and budget, it still seems lofty for a simple Facebook video ad but could be really fun. If not, don’t worry. There’s no need to go crazy when there are online content platforms that can help you achieve the same thing in minutes and at a much lower cost.
Promo by Slidely is like a video production team in your pocket. They are the only digital video platform that gives you access to over 3.5 million high-quality videos with premium licensed music. All you have to bring to the table is your logo and your message. They literally provide rest. So, for the first step in creating your Facebook ad campaign, use a video creation tool like Promo to shave hundreds off your budget and save weeks of time.
Know Your Buyer Persona
Now that you’ve got your video tool ready for your campaign, it’s time to focus on targeting. Before you start publishing and running your Facebook video ad, there are additional steps you should take to ensure the most successful results on your ad. The first of which is defining your target audience, or setting your targeting. Facebook sets targeting requirements to focus efforts and really reach all the relevant audiences likely to take the action defined by your objective (and not waste your ad on people that won’t engage).
There are many standards by which you can create a buyer persona, but the following are some key metrics to consider:
Lastly, make sure your persona has a name. Although that may sound silly, it will help you to clearly define your audience and practice more focused digital marketing in the future. Yes, we do this too.
Set Up Targeting for your Facebook Video Ad
Once you have everything in order, it’s time to place the ad. Your first stop is the Facebook Ads Manager. From that dashboard, under “Consideration” you need to select “Get Video Views.” From here you can name your campaign.
Facebook also has a new option called “Create Split Test.” This is like performing your own A/B testing for two separate audiences, only the platform will do it for you. Posting content organically will never get you this type of service, which is why the paid option is so worth it.
Once you have named your campaign, it’s time to set up the targeting. This is where your buyer persona comes in handy. When placing these ads, you’ll need to choose things like “location” and “interests” data, so make sure you have that on hand.
Next, you will have to define the budget and schedule of your campaign. You can also optimize your ad based on either video views, reach, clicks, conversions, or more. Once you have decided the cost of your ad, it’s time to upload your video. Make sure you have catchy ad copy for the caption to go with your engaging video that includes a call-to-action to drive action.
After previewing, click “place order” and wait for Facebook to approve. But it’s not over yet. Always make sure you track the metrics of your Facebook campaigns and adjust accordingly. You may need to tweak the audience or location from time to time to get optimum results.
A savvy marketer never shies away from a challenge. But, creating a campaign is not as complicated as it looks. Ultimately, running paid campaigns with a Facebook video ad is the prime way to cast your widest net and get the highest return for your marketing efforts.