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Facebook Video Ads Do's and Don’ts

Posted by Steve Day

dos-and-donts-facebook-video-adsFacebook video ads are an effective channel for reaching your target audience and driving sales, especially with the new auto play feature that captures the attention of users as they scroll down the News Feed. However, as with any platform for content marketing, there are tactics you should employ and those you should steer clear of.

DO aim for high quality. Posting a quality video doesn’t mean you have to spend a fortune, but it does mean paying attention to the little details. Proofread any text that appears in your video, ensure proper audio quality and make sure all imagery is high resolution. If you’re shooting the video yourself, purchase or rent the proper tools for the job. Hire professionals to take on the job if necessary, as the investment is often worth the value.

DON’T go too long. Video content must be short and sweet to capture the attention of Facebook users. Statistics show that you’ve only got 10 seconds to lure your target audience in, and almost two-thirds of them are lost by the two-minute mark. That means starting off with a bang and making sure you don’t cover too much material in one video slot. Begin the video with a compelling introduction that earns their interest, and then move on to the meat of your topic. Aim for about 90 seconds with your Facebook video ad.

DO properly target your posts. If you’re attempting to reach a certain type of Facebook user, implement the targeting tool to set the criteria of the audience. Go to Settings, Post Targeting and Privacy to select the factors you’d like to include, such as age, language, location and relationship status. Refining your targeting criteria will ensure your content is seen by those that will be most interested in it.

DON’T forget about mobile users. The number of Facebook users that access the social media site via mobile device is staggering, so don’t overlook this extremely significant crowd. You don’t have to run your entire campaign using mobile ad placement, but choose a few, so you’re not excluding a significant segment of your target audience.

DO refresh your content often. People aren’t interested in stale news, so keep your video ad content current and trendy. Doing so establishes credibility with viewers and lets them know you’re always on the ball with the latest news and pop culture topics Timeliness is especially important around major holidays, so update your Facebook videos right after one passes. Also, respond to comments and questions quickly to show your audience that you stay on top of all interactions with followers.

DON’T set it and forget it. It’s essential to monitor all your marketing metrics, and Facebook video ads are no exception. Using the Page Insights tool, you can see engagement levels of your video posts, such as the views, likes, comment interaction and more. Plus, you get demographic information about the people behind the views, likes and shares, which is helpful for future campaigns.

These do's and don’ts for Facebook video advertising should guide you in launching your marketing campaign, but always bear in mind that your analytics really tell the full story. Assess engagement, track views and check other measurements of performance to see how well your video marketing campaign is working on social media.

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