Online video consumption is on the rise and increasingly from mobile devices. Nearly one-third of all online activity is spent watching videos. Social networks are making greater efforts to support video content by enabling marketers to advertise video content. Bottom line: start making videos and learn how you can use social media to promote them.
Facebook video ads can be hugely successful (and cost effective) if done correctly. Currently video views range anywhere from $0.10-$0.20 cents/view so now is a great time to start testing. Some brands are making the mistake of uploading their TV commercials or 20 minute “how to” videos to Facebook as a video ad. This is a BAD IDEA! “45% of viewers stop watching a video after one minute” according to Simply Measured. It’s better to be clear and concise in your messaging.
It is recommended that Facebook Video Ads:
Be less than 30 seconds in length
Include a clear call to action
Target 2-3 ad sets for testing
Include conversion tracking pixels
Use the MP4 format
Have a resolution of 1080p or less
Be uploaded with a file size of less than 750
To upload your video ad to Facebook, we recommend using the Power Editor because this allows you to add a call to action button at the end of your video so people can click through to a website for more information about your brand, business, product, offer, etc. Follow these 10 steps below to learn how to set up a Facebook Video ad.
10 Steps to Set Up Facebook Video Ads:
Step 1: Log in to the Power Editor and click “Create Campaign”.
Step 2: Click “Ad Sets” and the “+” icon underneath Campaigns. Then select your Video Ad Campaign and name your Ad Set. It is recommended that you name your ad set based on the group of people you are targeting. For example, if you are trying to reach people in the United States who are 25+, we would recommend that you name your ad set something like “US-25+”.
Step 3: Next, set your budget for that selected Ad Set. You can bid per day or you can create a lifetime budget. If you set your bid per day, then Facebook will spend up to that amount per day for the period of the campaign. If you set a lifetime budget, Facebook will optimize your spend based on the lifespan of the campaign. For example, this means that you could spend $10 on a Saturday if Facebook sees that a lot of people are viewing your video and only $5 on Monday when less people are viewing it. You can also show your ad based on day parting but that’s for the more savvy Facebook advertiser.
Step 4: Click “Edit Audience” to create your targeting group (ie: People living in the United States age 25 and up). It is recommended to have at least 100,000-200,000 people in your target audience to ensure that your audience size is big enough to be reached. Smaller audience sizes can be harder and more expensive to reach so it’s important to test different ad groups and determine which audience size and target is most effective when completing your objective. For the placement of the ad, we recommend showing the video ad on both mobile and desktop devices.
Step 5: Optimization & Pricing: You can optimize your ads based on video views or daily unique reach. If you select video views, Facebook will show the ad to people more like to watch your video. If you optimize for daily unique reach, Facebook will show your ad to an individual once per day. Lastly, you can select your price.
Step 6: Click “Ads”, then select the “+” icon to create a new ad. Make sure to select your Campaign and your Ad Set for the Video Ad Campaign.
Step 7: Select the Facebook page you are advertising from and enter your ad copy in the Text Box. Upload your video using the recommendations above.
Step 8: When selecting a featured thumbnail for the video, make sure that it follows the 20% rule (the image can have no more than 20% text on the photo). Similar to regular ads, video ads can be turned off if the image does not abide by the 20% text guidelines. You have the option of uploading a custom thumbnail or selecting one from the video.
Step 9: Select “Call to Action” if you want to add a button to the end of your video ad where users can click through to your website for more information or special offers. We highly recommend adding this so that users can interact more with your brand. You can also add conversion pixels if you want to track sales from a video, email sign ups, etc. At the bottom of the Ad, there is a box that says “Create audiences from people who view the video.” We suggest checking this box so that you can retarget these users with a custom ad in the future.
Step 10: Upload changes to the Power Editor and you’re ready to go!
So who’s ready to create a Facebook video ad this year?