If you’re noticing more Facebook video ads from competitors, your eyes aren’t deceiving you. While large companies have taken advantage of video advertising for decades, the evolution of digital technology has made it easy and affordable for most local businesses to incorporate video into their marketing toolkits as well.
So, how does your biggest competitor frequently push out new footage that’s captivating your target audiences?
The simple answer is time and money, but you don’t need as much as you think of either to get started. Here are some tips on how to begin making videos for Facebook ads.
You Don’t Have to Be a Hollywood Producer
Your first video may not be your best, but you have to start somewhere, so don’t be discouraged. Go back and review some old clips from your competitors. You’re bound to find some less-than-beautiful videos creeping around their pages. Take notes on what works in their videos. If you notice they’ve been making videos for years, forget about lost opportunities and focus on what you have to start generating content: a smartphone.
As long as your phone is less than a few years old, you already own the most expensive and essential component. The other things you need are an inexpensive tripod to help stabilize shots and a video editing app to put everything together. Make a quick search online and you’ll find countless options.
Facebook Video Ads Aren’t Like TV Commercials
You’d turn off a square movie on your TV almost immediately — it’d be too small for comfort. You’d also check your sound if nothing was coming through your speakers. While widescreen videos with audio are on Facebook, so are square videos optimized for silent viewing.
Unlike television, square videos take up more space on mobile screens because most viewers don’t tilt their phones to view ads in widescreen. This doesn’t mean square is the only way to go. If you intend to use your video ad on other platforms, widescreen may be your best option.
But who watches videos without sound? Countless people. In fact, 85% of videos on Facebook are watched without sound. Think back to the last time you were in public and didn’t want to disturb anyone. You probably watched a video on silent while reading captions or picking up on context clues to understand the message. Although it’s not usually recommended to forgo audio, try to make your video understandable on mute. One way to do this is through closed captions or onscreen text.
Audience attention is another key difference between Facebook and TV. While large corporations strive to have viewers recall their 30 seconds of airspace, your objective is to captivate viewers in mere seconds or face the prospect of them scrolling past. For this reason, make your message clear and concise. If you can’t squeeze everything into 15 seconds, go for 30 seconds max.
Don’t Make Videos Just to Have Them
Just because you can run Facebook video ads doesn’t mean you should. It’s not about giving off the appearance of keeping up with your competitors — it’s about generating meaningful results.
Don’t worry if your first few videos have the same quality as most viral cat videos. If you’re willing to commit to trying something new, it could make the difference for your business’s growth.
Learn more about using Facebook ads to grow your business on our website, and download our free webinar, 5 Secrets of the Facebook News Feed, below.