30 plus Facebook video ad tips for 2020.

under.Face is some of the tips and best practices to keep in mind when crafting video ads:

1. Use the right call to action.

Facebook offers a number of CTA options.

More common are: Send Message, Apply Now, Download, Learn More, and so on.

Every little detail on Facebook ads can have a huge impact on results.

AdEspresso did a $1,000 experiment, created a Facebook ad, copied it four times, and the A/B test only tested the CTA button.

Here are their findings:

In their case, "Download" works best. Most likely, ads provide enough information for users to make decisions. Then download the words and they just need to click.

However, our main recommendation is that you should test as much as possible.

So, before making a decision, look at what stage the video CTA will be used for the ad funnel and how much information the user needs.

2. User-generated content is valid.

Indeed, we can spend a lot of money making ultra-high-quality videos and hiring the most expensive net-a-shirts.

But our video creativity is the key.

Video creativity needs to be relevant.

Sometimes, niche net red can bring the highest return on investment. As long as our videos look more natural, it's based on the views of the people the audience loves, not the hard selling.

3.Write a super kill title.

Titles are one of the main things we test in video ads.

Doesn't need to go too far into the paper, we can take the following steps today to start writing a better title:

Open Google, find the right magazines for your business (e.g. Reader's Digest, Money Magazine, Psychology Today, etc.) and copy their title structure.

Many of these titles are very clickable and stimulate curiosity.

All we have to do is follow their templates and bring in our keywords.

The title should be very specific.

We can use numbers instead of words (for example, "10 methods..." instead of "ten methods...").

Use emotional vocabulary.

The use of emotional words in headings has proven to increase engagement.

Consider using the Emotional Marketing Title Analysis tool to see if your title is more rational, or more emotional, or more interesting.

Ideally, our title should meet at least some of the key points on the following list:

arouse curiosity.

Indicate the pain point.

Propose a solution.

Very specific.

It's easy to understand.

Credible, answering questions.

Includes a time frame for achieving the promised results.

This leads to the next trick:

4. Use strong words.

What is a power vocabulary?

In essence, any word that causes a strong emotional response and has a significant impact is a powerful word.

For example, let's click on an ad, share a blog post, or buy a word from a sales page.

BuzzFeed is particularly good at this.

The author is telling you explicitly that these pictures will make you feel some kind of powerful force.

Take the title above, for example, which clearly expresses what readers will get from the article ("You'll feel 99").

Both metaphors and metaphors apply equally to ad titles.

At the same time, some of the most popular power words include:

Free.

Because.

Immediately.

New.

Suddenly.

Right now.

Simple.

5. Use high-contrast colors.

When it comes to color techniques, the use of contrast is particularly important.

High contrast is the best choice when it comes to important content because it is the easiest to see.

How do I get users to stop scrolling the page and watch our content?

Here are some other design tips:

Use the same series of colors.

Use grayscaness.

Take advantage of the gaps around the product.

For example, if there is a lot of space around the product, people will naturally be attracted.

Use happy, smiling, friendly people.

Sounds useless, doesn't it?

However, happy people attract attention, and customers connect happiness with advertising.

But we want to make sure that there are no over-consumption of happy people, such as "happy tool people", which is now a cliche.

Our eyes are used to seeing vertical or horizontal objects.

By seeing things from different angles, we can catch our eye.

6. Test the first 5 seconds of the video.

Video.The first 5 seconds.is the most important.

This is the prime time when the audience decides whether to continue watching.

That's why we have to test the first 5 seconds of the video.

We can make a series of variants to test the following parts of the video:

The title text.
The color of the text and background.
Image saturation.
The first line of the paper.
Different visuals and graphics.
And more.

If all the variants fail, we can safely assume that the entire advertising method fails and starts over in our hearts.

7. Improve video marketing games.

Here are some tips for all video ads, regardless of industry:

Make the first 3-5 seconds of the video stand out.
Compare at low resolution.
A close-up of the product.
Disguise marketing from a narrative/storytelling video perspective.
Add a title bar at the top of the video that grabs the audience's attention and tells them what to expect (using emojis, references, or video ideas).

8. Highlighted thumbnails.

The first frame is the most important.

Imagine someone seeing our video ad while browsing social media, but at this point, the video is still.

Will our first frame attract them to the rest of the video?

We can:

Use creative graphics.
Use contrast colors.
Use title text.
Use emojis.
Use an action lens.
Use clickbait.
And more.

9. Remember to reply to comments on video ads.

Replying to comments is a very effective job.

So when should we respond to comments on ads?

Forever!

Even if this comment is just a simple compliment - "Good video!"

We can interject, thank them for their comments, or ask what their favorite part is.

This is done to encourage dialogue and get more comments!

The number of comments will further increase our clicks, enhance our social skills (in general, more comments will appear on our ads), and even reduce our CPM!

There is no reason not to respond to comments.

10. Use positive reviews.

We discussed the problem briefly above.

But positive reviews don't have to be long videos of their experiences.

Instead, we can place regular customer reviews on video clips of the product running.

Even if it doesn't come from the famous Net-a-Go, this review will serve as a social proof.

Like the following image:

11. Add subtitles to the video.

This is another question that needs no thought.

If there is any kind of dialogue in the video, we must subtitle it.

Up to 85% of Facebook videos are viewed in silent.

Although most videos have narrators or some form of background music, subtitles are always useful.

12. Add an end-of-text slogan.

Make sure the video ends at a climax and inspires people to act.

"Visit our website to learn more" or "Buy now!" "

This can help guide our audience from video to the next step in the campaign.

If you want to use video to show the brand's personality, then the text at the end can also be consistent with the brand value positioning.

Over time, this promotion of brand value can strengthen the relationship between our brand and our customers.

13. Keep the video short.

Most people quickly lose interest.

So what is the ideal length for Facebook videos?

For streaming video ads, Facebook recommends ad lengths of 5-15 seconds.

For stand-alone ads in News feeds, Facebook recommends creating ads for 15 seconds or less.

Mobile device-first advertising is also a growing trend, allowing us to create compact and funky 6-second ads.

14. Dress up as a pig and eat a tiger.

The quality of video is not as important as most e-commerce practitioners think.

Instead, video quality is just one factor in the transformation.

Sometimes, deliberately shot to give people a more amateur feeling, but will bring better advertising results.

As long as our content is closer to the target audience.

To find a balance between quality and effect, we need to add different variants and video angles.

15. Use funnel-based storytelling.

We mentioned story advertising above, which is a very powerful way of advertising.

But it's also important that we take into account the different classes of funnels to create story ads.

For example, this could be a funnel-based story campaign that leads people into three different stages of buying.

For example:

Introduction to the brand.

Bait - Product-based, about the benefits of the product.

Hook - the ultimate CTA.

16. Envision a framework for video.

How do I develop video ideas and attention perspectives for ads?

First, we need to envision a framework and then decide on micro-angles and larger-angle ideas.

For example, if the framework behind the video is cost-effective, the micro perspective can compare it to more expensive products, focus on the benefits of value, and so on.

17. Make good use of squares.

The square is very fashionable.

Did you know that a square video (1:1 format) is usually pushed to more people?

Adweek found that edited video can sometimes improve completion rates on mobile devices by up to 67%!

Because the length of the phone screen is larger than the width, square video naturally takes up more traffic push, which increases participation and completion rates.

18. Show the brand in the first 3 seconds.

Facebook found that 23 percent of consumers are more likely to remember which brand made a video - if the brand is highlighted or mentioned within the first three seconds of the video.

After 4 seconds or more, they only remember 13% more.

For a little longer, people won't remember the brand at all.

19. Make a video using the AIDA formula.

AIDA is a common paper formula that stands for:

Attention - Attracts the audience's attention by saying something interesting, controversial, or asking questions that resonate with the audience.

Interest - Start building relationships, tell stories, and prove that we understand them.

Desire - Show people how their lives will change (in terms of interests) if they own our products.

Action - Show us our solutions and how it will solve the user's problems so that users get the results they want.

You know what?

Of course we can do that in video marketing.

In the video, we can use the product's close-up lens to attract attention, use a wide-angle lens to attract interest, use a jump lens to express cravings, and finally, even add "Buy now!" buttons to motivate the user's actions.

Very creative, isn't it?

20. Consider putting CTA in the middle of the video.

Typically, CTA can be anywhere between the beginning and end of a video.

Its target audience is the most focused audience.

But if we put the Facebook video ad CTA last, a significant number of viewers will stop watching during the viewing process.

Wistia analyzed more than 300,000 videos with CTA and found that CTA had the highest conversion rate in the middle of the video, at 16.95 percent, compared with 10.95 percent for CTA at the end of the video.

21. Turn still images into video ads.

There are four ways to do this:

Basic dynamics.

Just add one or two action elements in a matter of seconds, and then add a CTA at the end to make still images the perfect video ad.

Dynamic branding.

Bring brand or Logo elements to life in seconds to increase brand awareness and visibility.

Dynamic earnings.

Bring the main benefits of advertising to life with animation.

This animation may be a product offer, a special offer, a discount, or something else.

It's easy to implement, like sliding a banner into an image.

Dynamic presentation.

Focus on demonstrating how our products or features work.

22. Use emojis.

Emoji is a super-simple way to get noticed and attention.

We can add Emoji to text descriptions, videos, advertising banners and any suitable place.

23. Combat advertising fatigue.

Ad fatigue can even affect the most successful Facebook ads - no one is safe.

This happens when ads appear too often, causing viewers to see the same ads over and over again.

The more times our ads are seen, the more expensive it is to click on them.

To prevent this from happening, we can do this:

Schedule your ad to air on 4 out of 7 business days.

Change your ad idea or Facebook video ad.

Adjust your ad goals.

Select a different campaign target.

Replace the discounted price.

Expand your audience and go international.

Try new and more ideas.

24. Point out the competitors.

How are we different from our competitors?

We have the flexibility to use comparative advertising.

If you make a "we and them" comparison without pointing out the competitors directly, the audience will use their imaginations to guess who we're talking about.

25. Use the following seven psychological triggers.

The human mind will never change.

According to Robert Chardini's The Influence, there are seven different psychological incentives for people to buy. They are:

Reciprocity.

Commitment and consistency.

Favorability

Authority.

Social proof.

Urgency.

Consistency.

Needless to say, these triggers are very useful for video advertising and e-commerce.

26. Use GIFs instead of images.

Since 2017, Facebook has allowed advertisers to use motion pictures as video ads.

When we post a Facebook ad, we can select a "single video" and add a GIF image.

They look like normal videos, but they stand out from the crowd.

And we don't need to put in the effort and effort to shoot and capture video.

Gif works well in terms of quick demos, highlighting a feature (or benefit).

27. Use animation.

Sometimes, we can't convey the same emotions and visual effects in a video shoot.

Or because we may not have the necessary camera equipment.

Either way, animated videos can revitalise our brand and show character in our ads.

28. Mastering "social control" and "sense of urgency"

Fear of missing out is a classic marketing principle - whether it's e-commerce or something else.

To make better use of it, we can write a Facebook ad copy to make readers think that other people are already using our products.

If they don't rush to buy, they'll be the last to catch up.

We can set this sense of urgency as a problem and make our audience think they're the only ones left out. This way, our ads get more clicks.

We can also combine FOMO and urgency with social identity.

For example, if 8356 plus women buy this product, that means it must be valid, right?

29. Combine advertising design with branding.

If someone sees our Facebook ad and hides the company's name, will they guess in a matter of seconds that this is our ad?

By using the same brand color and consistency of information (consistent across all marketing channels), we get better results in each channel.

30. Erecting a brand image.

If the product we sell solves a particular problem, we can consider making a video of the founder telling their story, why he started the company, and how grateful they are.

This will increase the company's emotional connection with customers to 100 points and make them more loyal.

31. Optimize the rest of the site.

If the purpose of our video is to redirect viewers to our site, then we should be prepared in advance for traffic.

Get the landing page ready.

Optimize the loading speed of your site.

Site load speed is one of the most important user experience practices.

If our site takes more than a few seconds to load, most people will click Close.

We can use compressed pictures to reduce the size of the picture, thereby speeding up the loading of the site.

Optimize the look and feel of your mobile device.

Up to 80% of online shopping is made on mobile phones.

Add a badge to the website.

Are our products environmentally friendly and animal-friendly?

Has it been shown to be healthy?

Made in the U.S. (or where does it come from)?

Add all this information to the website to eliminate any questions your customers may have.

Guide customers to the hot selling page.

Does our video ads direct customers to specific product pages?

Remember to showcase the best-selling products and reduce the psychological burden on customers when they log on to the site.

Remember, even if we have the best video ads in the world, with the right goals and the perfect copy, if the site is not ready, everything is in vain.

The perfect list of video ads.

Show products and value propositions in the first 3 seconds.

The average audience loss occurs after about 5 seconds, so we have to show the most important details: what the product looks like and how it will improve the audience's life.

This includes the process by which people enjoy the product.

Be sure to show that people interact with your product and enjoy your product, so that users can think of the benefits of championing the product.

Show that the customer's problem is being resolved.

The more you can show the pain points and how your products solve these problems -- the higher your conversion rate.

"Exaggerate the user's pain point and tell why your product can overcome it,

Use comments as a document.

It's not for everyone to come up with a witty paper. But if you think about it, we've got a really good way to do it, search your inbox, comb through your social media comments to incorporate those words into your ad.

Choose cheerful music.

You can't just grab any song you like and use it in your ads. If you need help finding music, you can legally use ads on your Facebook videos.

[Envato Elements](https://elements.envato.com/audio)

[Jamendo](https://licensing.jamendo.com/en/royalty-free-music/project/advertising/facebook)

[Melody Loops](https://www.melodyloops.com/)

Use text overlays.

Remember, most Facebook videos are viewed without sound. That's why it's important to make video understandable even when watching it in silent. You can do this with text overlays.

Show the details of the product's appearance.

Because these are potential ads, we have to assume the audience.Before.Never heard of your product. In order to overcome their hesitation, see a strange product, show them a lot of detailed footage, let them see the inside and outside of the product.

Attract reviewers.

The comments section is a great opportunity to complete the sale. Think about it, just like people pass in the sales hall of a brick-and-mortar store. They may have problems, they may have objections, and as marketers, our job is to address their concerns as quickly as possible. This way you may get a new customer!

Conclusion.

Read here, we hope you enjoy this guide to Facebook video advertising.

If there are two things you should learn from this guide, it must be:

Move quickly and break the rules.

Test everything.

Now, back to your topic.

It's time to rethink your existing marketing and advertising strategies and see if you can use the strategies we mentioned in this guide to improve them.

Of course, if you think we're missing something, let us know in the comments below.