7 Tips to Acquire Customers with Facebook Video Ads

By Kay-Anne Reed
Marketing Manager, Waymark

Text message marketing is a great way to nurture your relationship with your leads and turn them into customers. But how do you collect leads in the first place? Our best bet is video advertising.

Everyone’s advertising on Facebook. You know you can’t ignore the platform, but news feeds are crowded with ads and you need to make sure yours will stand out – a video ad is the best way to ensure that. They allow you to create a story for your brand and showcase more than just product photos or a single tagline.

This guest post covers the elements of a video and strategic tips that make for a great Facebook advertising campaign The article is brought to you by our friends at Waymark, an online video maker that empowers anyone to make exceptional video ads in minutes.

So, how do you create a Facebook video advertising campaign that will drive results?

1. Deliver your message early

Include your value proposition and brand in the first 3 seconds. According to Facebook, 47% of a video’s value is delivered in the first three seconds.

Make sure your primary message is obvious immediately. Facebook users scroll through their newsfeeds quickly, so ask yourself: what is the most important thing I need to communicate in this video ad? Perhaps it’s a one line summary of your value proposition, maybe it’s your differentiating product feature. Whatever it is – state it up front, creatively and concisely.

2. Build a compelling narrative

You can convey a more nuanced and impactful message with a video than an image or carousel – don’t miss the opportunity to take advantage of the format of video.

Tell a story with a beginning, middle, and end. Make sure your script is cohesive and that every statement leads into the next point, and isn’t just a random assortment of product features. Storyboard your video ad before you start creating it, so you can make sure that every line of copy or piece of on-screen text is doing work towards the ultimate message you are trying to communicate.

Make sure your narrative is authentic too. For example, there’s no need to force comedy or flashiness just to catch attention if those are not on-brand for you – you don’t want your customers to feel misled once they actually engage with your product.

3. End with a strong call to action.

Be explicit in what you’re asking viewers to do as a next step Are they clicking through to purchase? Visiting your site to sign up for your email list? Coming into your store for a special weekend sale? It’s not out of the ordinary for it to take 8 or more touches to convert a customer – many of those can and will happen on Facebook. Use Facebook’s granular targeting abilities to use video ads in-feed target to drive likes, views, leads, web traffic, or purchase.

4. Make your ad visually stunning

Be sure you have stellar photography and video of your product, and well-designed brand assets that are consistent in look and feel across the board. Use your video ad as an opportunity to make a great first impression. It’s also crucial that your ad is designed to work with the sound off, as 85% of Facebook video ads are consumed without sound.┬áThat said – don’t miss out on the opportunity to make your ad even better with the sound on!

Be sure to also frame your video ad intentionally and make sure your video ad is designed to work for Facebook’s video ad format. You can try a vertical video to make use of the whole phone screen (since audiences will likely be engaging with your content on mobile).

5. Use Facebook Lookalike Audiences

Facebook allows you to upload your existing customer list and use it to find other people like them online – the platform does a great job of optimizing who they show your video ad to initially, and Lookalike Audiences are a perfect place to start when you’re new to video advertising.

6. A/B test different creative

Create multiple video ads with very different creative to test which style works best for you – may you vary the length of the ad, the overall message, or the look and feel. Facebook makes it relatively easy to test different creative with their split test feature in Facebook Ads Manager, and you should be able to see meaningful results in 4 days if you have the right sized audience.

7. Make Facebook video ads with Waymark

Use a Waymark Facebook video ad template to easily make a video ad in just a few minutes. There’s no need to spend days filming and editing a single video – using Waymark templates, you can make a beautifully designed one today. Just choose a template, add your message and photos, choose your colors, upload your logo, and choose your music. Then, download to your desktop and upload directly to your Facebook Ads Manager to get started!

Video is growing by every advertising and media metric. 100 million hours of video are watched on Facebook everyday, and 78% of all mobile data will be video by 2021. Video ads are a compelling and clickable way to communicate your value proposition in a competitive customer acquisition landscape, and will drive results for your business.

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