Redback Solutions

With over 2.45 billion monthly active users, Facebook is the largest social media platform in the world. The wide audience, precise targeting capabilities and budget setting options provide an exciting opportunity for advertisers, with the possibility of gaining a major ROI. This giant social network has many ad formats, but for this blog post, we’ll focus on the most exciting option: Facebook video ads.

Whether you’re a small business or a multinational corporation, Facebook video advertising should be a part of your digital advertising strategy. You don’t need flashy equipment or amazing camera skills, just the right content and strategy to reach your target audience.

Before venturing on a Facebook video advertising campaign, you need to have clear goals in mind. This will influence the whole process, from creative design to performance analysis.

Want to learn more about Facebook video advertising? Well, you’ve come to the right place! In this post, we’ll cover everything you need to know. Points to anyone who reads this guide right ‘til the very end (Know exactly what you’re after? Click the link above to skip to your section of choice!).

Why Facebook for video?

We all know that Facebook is the OG when it comes to social media advertising. Since it was established in 2004, Facebook has been the dominant social media platform worldwide.

But why should you use Facebook video ads? Here’s some stats for you:

  • Facebook gets over 8 billion average daily video views
  • 500 million people watch Facebook videos every day
  • 100 million hours of videos are watched each day on Facebook
  • Facebook videos receive 135% higher reach than photos

To sum it up: video is what users what. Facebook’s algorithm is designed to show users video content over anything else. So don’t rely solely on text or static images – let’s give your audience what they want!

Best practices for creative

Ok so you’ve decided to give Facebook video ads a go. But where do you start? Over the years, we’ve developed some pretty good insights and we’re happy to share these with you!

Above all else, you should ensure that your ad works to achieve the overall goals of your business. All imagery, content and messaging should reflect the values of your brand and appeal to your audience.

Here’s some tips for developing the right creative for your Facebook video ad:

  1. Keep it short and snappy

    Even though some Facebook video ad formats allow up to 241 minutes of content, you can typically expect to only capture 60 seconds of your audience’s attention. Put the most important information first to entice viewers to continue watching. Lastly, cover one topic per video, making sure it’s relatable and share-worthy.

  2. Make your videos so compelling that users can’t scroll past

    Don’t try too hard to sell your product. Focus on creating compelling content that solidifies the relationship between your brand and your customers. Storytelling will make your brand seem more trustworthy, human, and memorable. It also gives you a chance to communicate authentically and show off your personality.

  3. Optimise for no sound

    85% of Facebook users watch videos with the sound off and, in fact, 80% of users actually get annoyed when videos auto-play sound. Adding captions to your video can increase view time by an average of 12%. Basically, we’re throwing a bunch of stats at you to show you just how important it is to make your videos engaging without sound.

  4. Use attention-grabbing copy

    Make sure the final screen in your video has a strong tagline to guide audience action. The video description should also be compelling, showcasing your brand’s personality and reinforcing your value proposition. Using phrases such as “to know about”, “ things to know” and “what you need” in the title and description helps to boost curiosity.

What format should I use?

So now that you’re armed with expert tips on creating attention-grabbing videos that your audience can’t scroll past, let’s have a look at some of the Facebook ad formats you can choose from.

From News Feed ads on mobile, ads in the sidebar on desktop, there’s a delivery option suitable for every campaign. The most important thing to select the format that best aligns with your campaign goals.

In-Stream Video Ads

Increase brand awareness with In-Stream Ads

Facebook’s In-Stream ads let you place a 5-15 second ad at any point within an existing Facebook video. Available on both mobile and desktop, In-Stream ads can be served on third-party sites, allowing for a greater reach than just advertising on Facebook. These ads are best for enticing people that haven’t heard of your brand.

This option increases view times and impressions, as you’re getting in front of users who are already actively engaged with a video. Plus, 70% of these impressions are viewed to completion with the sound on!

In-stream ads are one of the best tools for capturing the attention of Facebook users, however you are interrupting the experience of another video and many users can find this annoying. So it’s important to keep your ad clear and concise.

News Feed Video Ads

Boost engagements and encourage conversions with News Feed Ads

Facebook News Feed ads are available on both mobile and desktop platforms and are ideal if you’re seeking to boost engagement, get “likes” or encourage mobile app installs or sell e-commerce products. News Feed ads are highly sought-after, as they easily attract audience attention by occupying the largest piece of real estate on Facebook.

On desktop, News Feed ads come with the advantage of more conversion-friendly users, who can easily access your website at the touch of a button. Desktop News Feed ads tend to have a higher conversion rate than mobile News Feed ads.

Mobile News Feed ads have a higher CTR but lower CPC compared to desktop. Many advertisers actually find mobile News Feed ads to be more effective than desktop when optimised for a specific audience.

Stories

Increase brand consideration with ads on Facebook Stories

Stories originally started on Instagram in early 2018 and by late 2018, they were rolled over to Facebook due to their instant success and popularity. They look just the same as Instagram stories, allowing advertisers to repurpose creative from one format to the other.

Facebook Stories ads are mobile ads that appear between user stories and vanish after 24 hours. They are vertical, visual advertisements placed within the Stories feed on mobile devices. Videos can be up to 15 seconds long and feature swipe-up call-to-actions.

Stories are a great way to boost brand awareness and retarget people who have already ‘liked’ your Facebook page, increasing conversions with relevant messaging and calls to action. Stories offer businesses the opportunity to directly interact with users and have been particularly effective for fitness, fashion, retail, technology, automotive, travel, food and drink industries.

Marketplace Video Ads

Peak buyer interest and encourage conversions on Facebook Marketplace

Facebook Marketplace has over 800 million monthly users. Marketplace ads allow you to tap into an audience that are actively looking for products to buy.

Despite what you may think, the most effective Facebook Marketplace advertising strategy is to advertise for brand awareness, not promoting a product you want to sell. Facebook Marketplace is dominated by images, so videos will stand out a lot more, particularly product demonstrations.

Search results

Increase brand awareness and consideration with Search Results Ads

All ad campaigns using Automatic Placements automatically include the Facebook Search Results placement, which includes both general search and Marketplace search.

The ads look similar to News Feed ads and are designed to fit the experience on the search results surface.

Click-To-Messenger Ads

Increase customer loyalty with Click-To-Messenger Ads

There are a number of Facebook Messenger ad formats available, but only one, Click-to-Messenger supports video.

Click-to-Messenger ads are displayed in the regular Facebook News Feed, with a “Send Message” CTA that will open a messenger chat with the company when clicked.

Click-to-Messenger ads rely on chatbots, which you can program to deliver customised service for each individual user. However, some users may be turned-off by this, preferring personal communication. These placements allow companies to directly interact with users in a more personal way.

Facebook Video Ad Specs

When creating your Facebook video ad, it’s also important to design according to the technical requirements. Each format is different, so check out our post for a breakdown of the specs you’ll need to follow.

Targeting Options

For the most part, Facebook video ads have very similar targeting capabilities to other Facebook ads.

However, they do have one unique advantage. Once you’ve run at least one video ad, you have the ability to create an engagement custom audience based on video views.

This means that you can essentially retarget any users who have engaged with your video content in the past. You can even refine this custom audience based on how long users watched your video ads for.

This is especially handy if you’re running an ad campaign with multiple related videos. You can promote the latest videos to users who’ve already watched your previous ones, creating a new customer journey.

Facebook Bidding Options Explained

If you want to beat your competitors, it’s not just a matter of creating a wow-worthy video, attention-grabbing copy, choosing the right format and targeting the right audience. You also need to know how to optimise your ad bidding strategy. If you fail to place the right bids you will either: a) pay too much or b) never have your ads delivered.

When you’re creating a new campaign, you’re competing with hundreds of thousands of advertisers for prime real estate on the News Feed, Messenger and Audience Network. Sometimes Facebook won’t have enough space for every advertiser, so only the highest bidders will get placements.

But remember, the amount you bid is not what you’re actually going to pay. It’s just the maximum you’re willing to pay to win the bid and Facebook will always make you pay only the lowest amount to display your ad.

For example:
If your competition bids $.45 and you bid $.50, you’ll win the bid and will only have to pay $.46 because that’s a cent higher than your competition.

However, Facebook’s optimised CPM bidding works best when your ad set’s audience is over 500k. For smaller audiences, you may want to consider optimising your CPM at the Ad set level instead.

Recommended bidding strategy for videos

Pay per impressions or CMP is the default bidding strategy for videos and is the recommended strategy for driving brand impact.

Using this strategy optimises your ad to reach people who are likely to view your video for at least 15 seconds, or for nearly its total length if the video is shorter than 15 seconds. For each impression, Facebook counts video views separately and excludes any time spent replaying the video.

You can also set a custom bid at the ad set level, in the Budget & Schedule > Bid Amount section.

Optional bidding strategy for videos

Facebook also gives you the option of selecting ThruPlay View to bid on. This method will optimise your ad to reach people who are likely to view your video for a total of 15 seconds or for the entire length if the video is shorter than 15 seconds.

To choose this option:

  • Go to Ads Manager and create a video views objective campaign
  • At the ad set level, below Budget & Schedule > When You Get Charged, click More Options
  • Choose ThruPlay

Setting up for success

Equipped with all this information, you’re now ready to launch your first campaign. So what’s the best process and what should you be on the lookout for? Follow our simple steps below:

  1. Upload natively

    You should always upload your Facebook videos directly on Facebook, not shared from YouTube. No matter whether Facebook’s algorithm gives priority to native video or users prefer native videos, they seriously outperform shared videos, getting 168% more interactions.

    Not only will native videos receive increased reactions, comments and shares but you will also be able to target, optimise and analyse performance through Facebook Ads Manager.

  2. Pick the right objective

    When you’re setting up your campaign, you need to have clearly defined goals in mind. Do you want to drive conversions, increase traffic or boost brand awareness?

    Facebook Ad Objectives

    Select the objective that best reflects the overall goal of the campaign. If your video is all about getting more users to visit your website, pick traffic. If your main motivation is to make sales, select conversions.

  3. Thumbnail

    A large portion of Facebook users turn off the video autoplay function. This means you’ll need an interesting, relevant thumbnail to grab their attention and convince them to play your ad.

    When you upload your video ad, Facebook automatically compiles 10 thumbnails from the video for you to choose from. If you’re not happy with the thumbnails, you can choose to upload a custom thumbnail.

    If you do choose your own thumbnail, make sure it doesn’t have too much text, otherwise your ad will be penalised.

  4. Add captions

    Many users browse Facebook with the sound turned off. Adding subtitles and captions can provide an engaging viewing experience for the users who view your videos without sound.

    When reviewing the campaign insights, you can also see data identifying how many people watch your video with sound on vs off. This is important to monitor over time to help refine your strategy.

  5. Use CTA buttons

    Enabling the built-in Call-To-Action button can increase the conversion rate for your video ad campaign.

    Facebook has a range of CTA buttons to choose from, depending on your campaign objective, such as Watch More, Book Now, Download, Learn More, Shop Now, Sign Up and more.

  6. Target & Retarget

    Facebook’s advanced targeting capabilities allow you to create a custom audience based on specific criteria such as:

    • Geographic location
    • Demographic information such as gender, age, relationship status, education
    • Facebook likes and interests
    • Purchase history, device usage and Facebook browsing activity

    Facebook Audience Targeting

    So instead of displaying your videos to everyone and hoping to catch their attention, you’re advertising to a select group of people who will find the video engaging. But even so, not everyone is going to pay full attention to your ad in the News Feed. That’s why you also need to use the custom audience retargeting feature.

    Retargeting helps you nurture your audience through the sales funnel. You can promote more brand awareness top-of-funnel content to people who have viewed part of your video and show more mid or bottom-of-funnel content who have watched your video to completion. This provides a better experience for potential customers, building brand awareness and creating stronger relationships, leading to customer loyalty. Retargeting also helps drive down advertising costs.

How to analyse video performance on Facebook

When you log into Facebook Ads Manager, you’ll be hit with heaps of metrics to look at! Don’t panic. We’re here to break it down for you. Each campaign will display different metrics, depending on whether they’re set up for brand awareness or conversions. The main ones you’re going to want to focus on include the relevance score, engagement and traffic.

Relevance score

Like the name suggests, relevance score gauges how relevant your ad is to the audience you’re serving it to. The higher the relevancy score is, the less cost-per-impressions you’ll be paying.

Generally speaking, you’ll want to see your relevancy score remain high or continue to rise during your campaign. But you may have to continually tweak and retarget your campaigns to maintain a consistent score.

If your relevancy score is less than seven you should make some tweaks either to your ad or your audience parameters to make sure you’re getting the best return on ad spend.

If your relevancy score starts to nosedive, your ad is being seen by the same people over and over again, so they’re no longer reacting to it.

Engagement

If you’re running an awareness campaign, you will want to analyse engagement throughout the length of your video.

You should aim to get people to watch at least half, if not the whole video.

If views decrease from 100% to 25% over the length of the video, this is a good indicator that it has a good hook but gets less interesting towards the end. You can see exactly where viewers drop off and lose interest, so you can look at your video at that point and think about how to improve it.

Traffic

For conversion campaigns, you should look at traffic metrics, checking how many people are clicking to your website from your ad.

If you use a tracking pixel, it’s easy to view these results from Facebook ads because you can see exactly how many people clicked on the ad to your website.

Generally speaking, a campaign with a click-through rate of 0.5%-1% is considered pretty strong. However, by precisely targeting your audience and sending them to a relevant landing page on your website, you should expect to see 1.5-2% click-through rates.

Testing, testing: Facebook video ads in 2020

We don’t want to just tell you how great Facebook video ads are. We’re performing our own experiment, comparing all Facebook video formats against each other, as well as analysing video ad campaigns across a number of social media platforms including YouTube, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, Tik Tok and even Tinder! Watch this space for results.

Check out some of our favourite Facebook video ads!

Need some inspo before embarking on your Facebook video ad campaign? Look no further! We’ve gathered some clever campaigns from some of our favourite brands all over the world.

Did you know, Facebook also posts the top-performing ads of each month in every industry?! You can check them out here.

Chatbooks

Chatbooks, a photo book and printing company, has created a visual masterpiece that’s immediately engaging to users:

The ad draws you in with music, colours, dynamic expressions and a quirky narrative, without trying to overtly sell you a product. The ad helps to build a positive, lasting impression on the audience, generating a wider audience for retargeting down the track.

Merrell

American hiking and outdoor apparel brand Merrell,  reverts customer expectations in their new product launch:

With the caption “Part Sneaker. Part Hiker. Helping you connect to the outside.” and a witty call to action “Go on take a Snike”, the audience is immediately drawn-in and understands the value of product.

RedBull

RedBull took to Facebook to promote the adventure of a lifetime for thirsty explorers:

Redbull campaign

Check out the full campaign here!

The campaign challenged students from 60+ countries to travel across Europe to Amsterdam in seven days, using only cans of RedBull as currency. Taking full advantage of Ads Manager’s targeting capabilities, the creative was re-used and repurposed across Facebook, Instagram and Messenger in both organic and sponsored posts. This delivered a seamless cross-platform experience and increased engagement in the campaign.

Missguided

Women’s fashion brand, Missguided takes to Facebook to relaunch their iconic collaboration with Playboy:

The eye-capturing fast-paced cuts and boomerang-style editing immediately appeals to young women, creating interest, desire and an air of exclusivity. With minimal text, prominent branding and a simple caption “The iconic collaboration reloaded. Playboy x Missguided is back, own it now from $20.” viewers are compelled to take action – and they know exactly where to go to buy the featured products.

Get started with Facebook video ads today!

Now that you’ve read our guide and know everything you could possibly need to know about Facebook video ads, it’s time to start working on your next campaign.

Of course, if you’d rather leave it to the pros, we’d be happy to help! From design to execution and analysis, we’ll deliver the right campaign for your audience and continually monitor for higher return on investment.

If you want to find out more about Facebook video ads with Redback, get in touch with us today!

Stay in the know with all the latest digital marketing news and updates from the Redback team

Join our mailing list