Not using Facebook Video for advertising?
We are not going to sugar coat it but we believe you are making a big mistake!
In fact, Facebook video marketing may be the single best way to increase conversions and sales for your business.
Yes, it is a bold statement but we can back it up.
People are watching ALOT of videos on Facebook (and it isn’t just the cute cat videos!)
- Videos on Facebook get more than 8 billion views PER DAY
- Facebook users watch more than 100 million hours of video on the platform each day
- Forbes estimates that half a billion people watch at least some video on Facebook each day.
- Facebook videos have an engagement rate of 6.3% which is almost TWICE as much as YouTube videos.
So you can see why we are saying you are making a mistake. If you are not doing it, you are losing customers to your competitors.
We will outline why it is so simple to capture your audience’s attention in a few simple steps!
How to Capture your Audience with Video Advertising on Facebook
So, you know you need to be using video to appeal to your audience. What you may not know is that there are some specific qualities your video must have to work on Facebook. Here are a few of them:
Grab the Viewer’s Attention Quickly!
A recent Nielsen’s survey found that as much as 70% of an advertising video’s impact can be felt in the first 10 seconds! That means you have only a limited time to grab your audience’s attention.
Video ads on Facebook play automatically in the feed, so that means you have an opportunity to grab a viewer’s attention as they scroll past. The key is to use powerful visuals right at the beginning of your video. You will need something that is visually engaging, surprising and gets your point across quickly.
One example of this is the advert from Purple Mattress. It features contrasting colours, sumo wrestlers and is very eye catching as it tries to convey how strong their mattresses really are! The strong graphics and colourful advert really captures your audience’s attention.
To make the most of your Facebook marketing video, think of a strong visual story that demonstrates the uniqueness of your product. Then introduce the story at the beginning of the video, ideally within the first 5 seconds.
Allow Viewers to Watch WITHOUT sound
The next thing you need to consider for your video is that it needs to have the option to be watched without sound. People often scroll through their newsfeeds whilst on a train or in an area where it cannot be listened to.
There are several ways that you can get around this.
- Create a video that is all about visuals & doesn’t require visuals
- Use bold titles and graphics on the screen
- Include subtitles in your videos
- Create an animated video to tell your story
- Add a ‘tap for sound’ button on the screen
Some people may be scrolling Facebook in a place where playing the sound on your video is not an option. The reason you want to make your video compelling without sound is to capture their attention.
Here’s an example we like from the website Tastemade, which features recipes, cooking advice, travel videos, and more. They created their Tiny Kitchen series to capture attention on Facebook – and they did it without any sound.
Here’s one video they created. It shows a human chef preparing food in a tiny kitchen. The only sound is incidental. With the hands there for scale, it grabs attention immediately and kept viewers watching all 13 minutes of the demo – showing that a Facebook video doesn’t need to be short to be compelling.
Tell a Story
There’s plenty of evidence to show that stories are an effective form of marketing. Stories engage our brains by triggering an emotional response. An effective advertising story may be moving or humourous. It can be long or short.
One of the most effective things you can do is to find ways to tell a story that supports your brand’s personality and message. You don’t necessarily need a lot of time to do that, but you do need imagination.
Here’s an example I like from the company MeUndies. They claim to sell the most comfortable underwear in the world, but their story is not just about comfort. On their website, they say, “Finding underwear that makes you feel good is an easy way to boost your mood and your confidence.”
How do they get that across in a video? Check out this short video – it’s only 21 seconds long – that features a man wearing the company’s glow-in-the-dark Star Wars briefs to act out his fantasy of being Darth Vader
This video gets is message across quickly. It uses a pop culture reference to one of the most successful film franchises of all time with a dash of humour as the man in the video realises that his towel looks like Darth Vader’s helmet.
MeUndie’s Facebook video campaigns ultimately reached more than 1.4 million viewers and garnered them a 97% increase in incremental purchases.
Capturing your audience on Facebook might not be easy…
But, it’s achievable if you follow these three key tips. Compelling visuals and an interesting story will ensure that people can appreciate your video even if they choose not to turn on the sound. And since most people will see your ad as they scroll down their feed, grabbing their attention in the first five seconds is a must.
And, considering that Facebook ads get a whopping 9.21% conversion rate across all industries, it’s time to stop pretending that you can afford not to create video campaigns on Facebook. Your customers are waiting for you on Facebook – and the right kind of marketing video can help you find them.