7 tips for a killer Facebook video advertising strategy

Does your Facebook advertising strategy include video? Should you include video as part of your overall Facebook advertising strategy?

If you are asking yourself these questions, this article is for you. In this article, you’ll learn essential tips for killer Facebook video campaigns and how you can improve your existing strategy.

Facebook has seen phenomenal growth in video usage over the past year. It now posts 8 billion video views per day. Video usage has exploded astronomically, with no signs of slowing down. On average, American adults spend 1 hour and 16 minutes a day watching videos on digital devices. In a split second, they will make a decision on whether or not your post is worth viewing.

If you don’t know where to start, you’re in luck. We’re here to help you create a powerful campaign that will get you noticed and get positive results.

1. Define your goal.

Before you start your campaign, it’s essential to understand what you want to achieve. Are you looking to build brand awareness or take action? First and foremost, getting attention for your videos should be your initial goal, but don’t stop there. You have a wealth of customer data just waiting to be put to use. Take those video viewers and turn them into actual customers (which we’ll talk about in a moment).

  • Increase brand awareness: Tracking video views and unique reach is important to you. Remember that Facebook considers a “view” a person who has watched at least three seconds of your video.
  • Driving the action: Clicks to your website or conversions are important to you. Be sure to add a clear call to action to your ad.

2. Decide on your target audience.

In general, Facebook recommends setting an audience of more than 10,000 people for the best ad performance. You need to get people to stop by to see your video ad instead of scrolling through it, so choose carefully. The more relevant your audience, the more likely you are to get video views. We recommend creating buyer personas to identify your ideal customers, then using them to define your campaign’s target audiences.

Be sure to tailor your creation to each respective character. This also goes for distinct target audiences and brand awareness versus re-engagement campaigns. Get creative and experiment with different targeting options to find the one that works best for you.

3. Go mobile.

Video ads are available on desktop/mobile newsfeeds and Instagram. Mobile generates the most effective video views, with 65% of Facebook users watching videos on their mobile device. With mobile effectively becoming the core of Facebook’s business, growing 82% year-over-year and accounting for 80% of its total ad revenue, it continues to draw more and more people to mobile devices. This will only increase with its Instagram offering.

4. Don’t rely too much on autoplay.

Create engaging videos that make people want to hit that “play” button. If your ad receives a high number of negative comments, your video is less likely to autoplay. Have visually appealing content within the first few seconds of your video to grab a user’s attention. Sell ​​without sound: 85% of videos on Facebook are watched silently, so use text overlays and a clear CTA to get your point across. Be creative with your content and treat yourself to silent autoplay.

5. Optimize video views for maximum reach.

Allow Facebook to identify users who are most likely to watch your video, which will help increase the reach of your campaign. By choosing video views as your goal, Facebook will find the people most likely to watch your video in its entirety. This will then allow you to generate much more effective Custom Audiences for your retargeting campaigns.

6. Re-engage users and drive conversions.

Video is the ideal mode for prospecting, but don’t let your strategy stop there. Take your viewers through your funnel and convert them into real, paying customers. How, you ask? Create a list of people who interacted with your video on Facebook and choose from several options:

  • People who watched at least 3 seconds of your video
  • People who watched at least 10 seconds of your video
  • People who viewed at least 25% of your video
  • People who viewed at least 50% of your video
  • People who viewed at least 75% of your video
  • People who viewed at least 95% of your video

Custom Audience

Use these audiences to retarget highly engaged users of your brand. People who have completed your video will represent a more engaged audience and are more likely to take the desired action. Get your message right and, as we mentioned above, take your viewers on a journey through the funnel.

If you showed them generic messages during your first point of contact, be sure to follow up with product-specific messages followed by an incentive to purchase if they haven’t already. The goal of retargeting is to get your brand to the top of the list while customers are still deep in their decision-making process.

Marin launched exactly this strategy with a leading tech brand and achieved a 30% lower CPA and 11% higher CTR, and drove the most sales for the entire campaign.

7. Monitor, adjust and optimize.

You have followed all the steps above and now you want to understand what works for you. Test, test and test again! Be sure to experiment with all the creative elements of your ads, including different video variations and text overlays. The number of ad variations will increase quite quickly, so it’s best to create them in bulk to save time.

Refine your targets based on your key objectives and buyer profiles. You can break down your audiences by location, demographics, interests, and behavioral characteristics.

For example, if your audience size is large enough and you want to target multiple placements, run them in separate campaigns, which makes it easier to optimize, and see what works best for you. Are you targeting fans rather than non-fans? Consider using a different creative for each. You should always have different messages for people who are already familiar with your brand, versus people who may have never met you before your campaign.

In addition to the above, be sure to:

  • Include a clear CTA.
  • Use high quality video content.
  • Include your branding and main message in the first few seconds of your video to take advantage of the autoplay feature (remember to use the text overlay to respond to silent autoplay).
  • Fight ad fatigue by refreshing your creative every one to two weeks for optimal performance. When people have seen your ad multiple times, it can become more expensive to get the results you want.

Access the reports section and monitor key metrics such as clicks, impressions, reach, CTR and conversions. Be sure to track tracking activity in your Google Analytics account and measure the impact of your campaigns based on key website stats such as bounce rate, average session duration, pages per session and achievement of objectives. Use your test results to create a powerful, results-driven campaign.

With the continued growth of video on the platform, Facebook video ads are more likely to drive increased engagement for brands. By implementing the above, you are sure to drive conversions from your efforts.