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Facebook marketing remains an effective, dynamic platform for advertisers because of its reach and scale. The costs are reasonable, allow small business a chance to get from customers, they would never have the opportunity to sell their products otherwise.
With almost 70 percent of U.S. adults are on Facebook, nearly three-quarters are logged in at least once a day, and half of those who visit users daily social media the giant several times a day with his laptops and cell phones. Facebook video numbers hit:
- 4 billion video views daily;
- 100 million hours of video viewed by 500 million viewers every day;
- 65% of Facebook video views are played on mobile devices;
- 85% of Facebook videos are viewed without sound.
Types and purposes for video advertising on Facebook
Video advertising on Facebook can raise brand awareness, generate web traffic and hopefully increase your revenue. A main ad or main ad is a basic sales video that is used to drive traffic to your site or a specific landing page. From there, you can also show ads specifically to people who are viewing the main ad but are unable to navigate to your site, as well as to those who pass but cannot make a purchase or meet other conversion criteria.
Facebook has created and improved a targeting system that will determine exactly who and where will reach your ads. More specific you can get when defining Target audience Clusters, the more effective your video company’s ads will be in reaching potential customers. Some of the targeting factors are age, gender, location, language, and more.
The more information you can gather and use, the better you can target your video ads to consumers who are most likely to make purchases or use your service. Ideally you have this information from information about your previous customers or industry research will be conducted.
You can also use a “local audience,” an audience that Facebook creates for you based on who might be interested in your business because they are similar to existing customers or site visitors.
Do your research
One effective method for collecting useful data for your target customers is to research solid information that you can find in review records of your product or service. If your business lacks reviews, look at competitors ’reviews to get an idea of the types of keywords and phrases you can use to get started.
By reviewing your own reviews or competitors, make a list of the most commonly used phrases or concepts that people focus on, both positive and negative. Use the most mentioned phrases in the copy that accompanies the video.
Speaking of competitors, one of the best ways to know what to do and what not to do is to study your competition. Look for companies that provide the same goods or services in the same or a similar industry as you by exploring their strengths and weaknesses. Look at their reviews to find out what other people are saying about them and about how they do business.
Once you get a comprehensive study of several of your competitors, you can compare them and compare with your business to find out your competitive advantages and how to use them to get a foot in the market. Find competitors who already run video ads on Facebook to find out what works for them. There’s a simple process to finding an ad that deals with your competition on Facebook: Go to a business page, select “Page Transparency,” and then “Go to Ad Library.” Pay special attention to the messages they present and how. Think about how you can improve their concept and execution. Review the comments section for each video ad to see direct feedback on their ads. Take note of constructive criticism and honest reactions to apply them to your video production efforts.
Structuring your video ads on Facebook
There are no hard and fast rules on how to structure video advertising on Facebook, but the following elements are generally considered to be an effective way to quickly and clearly get your message across.
Hook: The duration of attention to Facebook videos is very short, and Facebook users can enjoy their serving and entertainment. You need to grab the viewer’s attention for the first few seconds, otherwise they will scroll the page to the next video.
Enter the problem: Explain the problem that you are able to solve clearly, concisely, convincingly. Make the viewer feel the pain or any problem he is experiencing now – they may not even know what they are feeling.
Present your solution: Introduce your product or service quickly, dynamically. Offering your problem is a demonstration of your product or service for the first time. The goal is to create a “yeah!” the moment that will lead them to the point of transition, be it a sale, booking an appointment or filling out a contact information form.
Call to action: Whether you want viewers to come to your site, fill out a form or make a purchase, tell them exactly how to do whatever you want. It can be anything from “Shop Now” to “Buy Tickets” to “Learn More.”
Set authority: Cover all possible doubts or problems that may arise in the consumer regarding your product or service. Find out what power you have in the matter and that you have the best solution to the problem presented.
Conclusion from the second call to action: When you’re done leaving a better impression of your company and the services you provide, be sure to get another call to action.
Tips for success
- Brainstorm with your team (or with your husband, with kids, etc.) to work out ideas for your video ad. Check out several variations of different ads. Take the test with people who love your page as well as people who don’t know about your company and its services. Ask them for a real reaction and find out what they did and didn’t want.
- Even the best and most effective presentations of your problems and solutions will not benefit if viewers do not follow them. A good, compelling, entertaining hook can make or destroy a video ad on Facebook. It is important to start the video with an attractive, intriguing hook that will interest the audience and interest, not indulgently and cunningly. Keep it relevant to the information you provide, and make sure it organically provides the rest of the video content.
- If you look closely at the statistics I shared in the first section, you’ll see two specific points about devices and sound settings. This should be part of your strategy to effectively reach Facebook users. Since most videos on Facebook are viewed with the sound turned off, it is important that the video is clear and understandable based on images only. Use big, bold videos to attract and hold attention. Add subtitles to keep the audience’s attention. In general, keep it short.