Social media advertising has evolved beyond static News Feed ads that defined it in the past. One such example is the implementation of video advertisements in messaging apps, specifically for social media platforms. If you think business-wise, there are some statistics that you should take into consideration.
First, it is essential to keep in mind that 87% of marketers use videos as a promotion tool that inevitably attracts more clients. Also, you should note that, according to a recent study, more than 70% of consumers mentioned that their buying decision was influenced by the brand’s presence on social media.
Photo by Negative Space from Pexels
If you take a closer look at these two variables, there is an immediate conclusion that you quickly identify. Video marketing inevitably brings profit. 80%+ of the video marketers who have invested their efforts in creating video marketing on social media, mentioned that they have been incredibly satisfied with the return on investment.
Facebook has become ground zero for the development and refinement of product promotion via its messenger. However, promoting products and services effectively when people least expect them can be difficult.
This same problem plagues video ads that are present on Facebook, Instagram, and other social platforms. So how can you effectively create and launch video ads with Calls to Action (CTA) for the desired marketing effect?
Use short-form content
The first rule of social media advertisement is to limit it to several seconds of content. What message do you need to deliver to create the wanted CTA?
Facebook users often spend only a couple of seconds looking at an ad before they turn it off or scroll past it. This means that your window of opportunity might be minimal. Make sure to develop CTA that doesn’t rely on 30-second ads in their entirety to make sense.
This is how Facebook describes video consumption on its platform. The y-axis being video sessions, and the x-axis bing the watch time.
To do that, you might need to do some research on your products, services, and brand to understand them better. No one knows your products better than you. Thus, once you put your ideas in order and do extensive research on your products’ unique benefits, you will be able to create useful short content for Facebook video ads.
Even though you create short-form content, your priority should always be to create a fantastic user experience. Your target audience will react very well when they feel that they are vital for you, and you know exactly what they need.
Consider the silence
Not only is Facebook ad content short, but it’s also frequently wholly silent. Unfortunately, users are well-aware of spam and unwanted content in their messenger applications. Many brands use spam tactics to get their brand some recognition without realizing the negative effect of it.
Use this fact to your advantage and don’t rely on sound in your video ads. It challenges you to deliver compelling CTA without having a big canvas to work on.
If used correctly, silent video ads can boost your popularity and engagement with users. They will realize that you care about their messaging experience without being there to interrupt it. Use this familiar tactic to your advantage, and you will surely land on the customers’ right side.
Outsource your copywriting
What you write in your short video ad will be all that stands between the viewer and their actions. To that end, it’s sometimes better to hire a content creator or a copywriter for your ads.
Copywriters are writing specialists that focus on short, direct messages. Their influence can and should be present across all of the video ads you create. Freelance services and best paper writing sites can effectively pair you up with professionals that suit your particular advertisement style.
If you have existing content, but you are unsure whether or not that content is good enough, you might need some editing assistance. Editing your pre-existing text and CTA is just as important as the original writing. A single misspell or a formatting error can put a terrible mark on your brand.
Investing in proofreading and editing is always a smart move, especially if your audience is broad and expects professionalism. Many platforms are perfectly suitable for editing and proofreading of video ad content before the launch. Their expertise can be crucial to the success of your ads as well as the general perception of your brand. Before publishing your content, it is crucial that you proofread it several times. One small spelling or grammar mistake is enough to ruin your reputation.
Lastly, translation and localization are topics that are very rarely discussed in the marketing circle. Companies with international customers and stakeholders should always look for ways to appease everyone.
Use visual brand elements
Visual elements play a far more significant role in Facebook video ads than sound. This means that you should use every second at your disposal to promote your brand in the best possible light. Depending on the products and services you are trying to promote, you should use your brand’s visual elements in the video.
Using visual brand elements instead of written text will help you keep pace with the trends and attract more customers for your products. According to a study made by Cisco, 80%+ of internet traffic will be triggered by online videos by 2022. The statistics issued by Wordstream support this idea, showing that almost 60% of executives agree that they would rather watch a video instead of reading a text.
Finally, you must pay attention to make your visuals compatible with any mobile device. The trends show that the majority of people watch videos on their mobile devices.
For example, the colors and shapes found in your logo, website, and product packaging can affect the decisions of people watching the video ad. They will create an associative connection that can later be exploited to make them convert into customers.
Just look at what Coca-Cola does with its advertisement to get the general idea of the methodology. Brand your videos with existing visual elements as much as possible to make them distinctly different from the competition.
The Coca-Cola’s 1995 ad
Test before launch
Lastly, it’s always a smart idea to test the waters before launch. You can implement group testing or A/B testing to see whether or not your video ads carry any levity. Funnel Dash, for example, is the perfect platform for that purpose with its Video Dashboard, allowing you to gather data and analyze it for further content improvement.
Consider creating several versions of the ad with different copywriting and images. Present these prototypes to a control group to get their general impression before you launch. This can help you fix some last-minute mistakes, add more value to the content, or modify it in some way.
Launching without a test phase can lead to catastrophic consequences for your brand and products involved. Avoid any public embarrassment and make sure that the Facebook video ads you created pass the quality check.
Creating successful video ads for Facebook sometimes comes down to a stroke of luck. You have to understand that your ad only has several short seconds before people see something else, unrelated to your ad.
Make sure that you understand your product before promoting it through CTAs. If you can sum up your brand and product in a few seconds, people will assuredly follow through on your CTA and make a satisfying purchase.