Marketing via video on Facebook can be a great way to communicate information to your target audience while using more dynamic creatives. Most people like to watch videos.

The only problem? Video marketing can be daunting for people who haven't done it.

In this article, I'll give you tips on the types of videos you can use in your ads, then step through your campaigns and get the most out of people who watch video ads.

Facebook video marketing strategy for your business

The first battle in Facebook video marketing is to make sure you have videos that fit your ad campaign. When I say that, I think most people will hear, "Your videos are of high quality, expensive, and free of defects." This is a far from the truth.

I'm not referring to specific video specifications, which you can find here.

There are certainly some best practices in the video, but budget spending is not one of them. When developing and selecting video creatives for Facebook marketing, keep the following points in mind (no special order).

1. Choose the correct type of video content

The first thing to know is that not all videos must be of a single type. You can use many different categories of videos on Facebook and get positive results. There are only a few here.

User-generated content

Why do all the work of creating your own videos when a satisfied customer is making them for you?

One of my favorite video types is user-generated because it has many advantages and is basically flaw-like:

These videos are real customers, so they're more authentic.

Many customers are happy to share their favorite brands, so you can easily get them with a simple request as long as you're satisfied.

They'll show social proof to your potential customers because they see real users.

Customers are often so excited to be a part of it that they share videos on their own pages. Free marketing!

If you'd like to learn some cool ways to use UGC content in Facebook ads, check out this article.

Product display cabinet

It's a fairly simple one, but the video shows you what you're selling. This doesn't have to be TV advertising style (although if it works for your audience). It just needs to be enough to make your audience happy with what you're buying from. The first reason I don't buy what I want online is because I can't see it, I don't take anything, I don't know the quality of it.

If the operation is correct, all these hesitations can be answered directly using the product display cabinet.

Behind the scenes

We all like the way we look behind the curtains. Why do you think there's been an increase in behind-the-scenes content for movie releases? We want to know what it brings to making something we like. There is no difference between products and services. Use video to learn how you work.

Explain.

Tutorials are often better suited to a deeper audience, but they can be important to some companies. If you invent a product or offer a whole new service that no one (or very few people) have heard of, the tutorial can be a gold mine.

Show how your solution works. How will you change our lives? Sometimes screening is better than telling, in which case video is the best way to do it. These tips make it easy to make high-quality videos from home.

2. Make sure your video is in the correct format - for mobile devices

We obviously live in a multi-device world. Curiously, you've used at least two different devices today.

Here are two important statistics:

Sixty-five percent of video views on Facebook come from mobile devices.

Smartphone users hold their phones vertically (in person) 94% of the time.

If we do some basic math, that means 61% of all videos viewed on Facebook are likely to be vertical, and mobile device usage is only on the rise.

It's hard to say that the image at the top right is better than the image at the top left.

My overall recommendation is to make both portrait and landscape videos if possible, and then take advantage of the ability to customize your ads by location and use orientation appropriately

Make the most of space to provide customers with a full-screen experience on their favorite devices.

3. Get the audience's attention at the beginning

We are all trying to attract the attention of our customers. You can scroll indefinitely on Facebook and do many other things on the platform itself. The first step in this battle is to get someone to stop rolling. Literally.

The first 4-6 seconds of the video are crucial. The appeal of your start or video must be compelling and interesting enough for someone to stop and watch.

There are several ways to do this, but here are some ideas:

Ask an important question

Solve a common problem

show unexpected things

Use comedy

It may not be groundbreaking, but content that breaks through the monotony of Facebook's news feed and attracts attention will be an important part of the success of the video campaign.

4. Add explicit call-to-action language

After all, it's marketing. We all know that call-to-action language must be used in every ad unit, regardless of format.

For Facebook video ads, include call-to-action language in the text around the video, as shown above, but you can also include call-to-action language in the video itself.

To do this, you can have someone speak up in the video, use text on the screen, or both. Be creative. See the most effective methods, but don't forget to include them.

5. Always use the title

I've got another surprising statistic for you: only 15% of Facebook users watch videos with sounds. Most people watch videos without sound, which means they need subtitles to understand your video content.

Of course, please give your video an attractive opportunity. But also make sure that the fascinating beginnings display text on the screen so that the user knows what it means and may be attracted enough to turn on the sound and continue watching.

6. Video length

We all know that the attention span is getting shorter and shorter. That's not to say your videos only take a few seconds, but they have to be concise.

Facebook allows videos to last between one second and 240 minutes. It's a big range. My advice is to make videos as long as possible while keeping them simple.

Typically, video between 15 and 60 seconds works best because it's moderate in size and easy to digest, but as long as you're communicating with the right audience, you can send a strong message during that time.  

7. Create videos for all stages of the channel

If you've read any major marketing blogs recently, be at least familiar with Channels. This is a phase from the first time a buyer sees your brand to the time you end up buying something.

At each stage, these prospects need different types of messaging to make decisions.

At the top of the channel, it's a good idea to watch a high-level video to introduce you to your target customers.

As you dive into the channel, you need more specific videos. How are you different from your competitors? Why would they choose you over someone else?

At the bottom of the channel, the most specific messaging and firmer call-to-action terms are a good fit to get your potential beyond the end and ultimately call them customers.

Ideally, you can create video creatives for each stage to speak to your audience in exactly the same way you would with a single image or wheeled creative. When making videos, keep in mind that everyone is at different stages in the process and may need something different from others. For more specific ideas on what type of content is best for each stage, check out this article on channel-based video advertising ideas.

8. Choose the right target for your Facebook video campaign

When you create a campaign on Facebook, it gives you a number of campaign goals.

For video marketing, your first instinct might be to choose a video viewing campaign goal, but that's not the only goal we can use for video. In fact, this campaign type may not be what you want from your campaign.

To make it easier for you to make decisions, the following table lists your campaign goals for video and the focus of those campaigns:

Each of these goals is compatible with video ads, but because they are optimized for different results, it's important to choose the goal that best suits your goal.

Viewers watching the video

One of facebook's great strengths is that it allows you to create audiences based on video engagement. This means that you can reposition users who have watched certain parts of the video.

In Facebook Audience Manager, you can start creating new video engagement audiences by selecting Video as your audience type. 

You can then choose how long the video is viewed, which is the amount of video the user has watched. 

Finally, you can click on the Select Video link to select specific creatives that you want to build these audiences...

And select the video from the drop-down menu. Repositioning is not the right or wrong length, but I do want to point out a point that I think is important!

Facebook video marketing shouldn't be daunting, but there are things to remember to make sure you get the most out of your marketing. Hopefully, these strategies will give you more confidence in making video campaigns and set you on a whole new path!

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