How do I make a video ad

How to design and set up lucrative Facebook video ads

If you've used Facebook recently, you've probably seen some video ads and noticed how effective they can be.

Now that you've seen the video ads on Facebook, you might even want to create your own.

If so, you're in luck!

Because in this article, we're going to look at the exact steps you need to take to create your own campaign with a video ad on Facebook.

We're going to look at how to create a video ad on Facebook and how to tweak your campaign to get fantastic results.

By the end of this article, you will have the skills to create video ads on Facebook and use them as an effective vehicle for growing your business.

So let's get started!

What exactly are video ads on Facebook and why should you use them?

Video ads on Facebook are similar to regular ads.

Basically, with a video ad on Facebook, you can present a video and use all of the targeting options that Facebook is known for.

Facebook users love content that keeps them busy. Videos in particular are particularly popular on Facebook and other social platforms.

It is estimated that mobile video will actually account for 75% of all mobile traffic in 2020.

In the past, videos have also generated 135% more organic traffic compared to photos on Facebook. This ensures that Facebook users are familiar with video ads on the platform and enjoy watching them.

Since July 2014, there has been a 50% increase in videos viewed on Facebook during the year.

In addition, 100 million hours of video material are viewed on Facebook every day, and in November 2015 Facebook reported that eight billion videos are viewed daily.

That means there's plenty of stock available, and video ads on Facebook aren't expensive.

You can display your video ads in the news feed or in the right sidebar. You also have the option to display your advertisements on Instagram.

Marketers tend to put a lot of effort into creating videos.

This is only to your advantage, as it will allow you to compete with fewer people when trying to attract the attention of a specific audience on Facebook with video ads.

The numbers I gave you should have convinced you that video ads on Facebook are worth your time.

So now let's see how you can create your own video ads on Facebook.

Create an engaging video

If you don't have a video, then you don't have video ads either.

When creating a video advertisement, you need to make sure that it is compelling and valuable at the same time.

There are lots of distractions on Facebook. You need to get people to pause to watch your video and not continually scroll down their news feed.

It's worth mentioning that the better you promote your ad, the more likely your audience will forgive you when your video is shown to them.

In most cases, you can easily create a great video on your phone.

You should avoid gadgets in video production. A simple video that is authentic tends to work better than a professional one.

That's because of the nature of Facebook itself, because it's a place where people aren't necessarily looking to see what clearly looks like a sales performance.

Of course, you should also use split tests for your approach.

If you want to create a complex project, you can always hire a freelancer to help you complete it.

There are generally four different approaches that you can use to create a video.

The first approach involves videos showing some content.

With videos like this, you try to educate potential customers by helping them solve an acute problem.

If you do well, you can gain the trust of the audience.

And once you've built trust with people, the chances are they'll subscribe to your email, talk to you on the phone, or buy something from you.

These videos work much like a webinar, but without an introduction.

Instead, you immediately jump to the content that your target audience can use.

The second approach involves videos that include a customer testimonial / case study.

These videos work well because they provide social proof and show that an independent person is rating your services well.

Again, in this video, you shouldn't gossip too much at the beginning when explaining to viewers what the video is about.

You just say briefly and concisely what the video is about and what results the customer achieved in the video.

Then leave the telling to the customer.

Finally, tell the audience what they can do if they want to find out more or contact you.

The third approach involves videos that include a product demonstration.

This works better with some products than with others - namely with software and material products.

Here you can easily show how easily your product can be used and what advantages it offers.

The fourth approach involves videos that offer a look behind the scenes.

Such videos are useful when you are trying to show the story of your product.

Videos like this work really well with high quality products because they allow you to demonstrate the craftsmanship and dedication that goes into making them.

Nevertheless, it is worth trying out for all products.

It allows you to provide a narrative or story that explains why you created the product. That can be very convincing.

Think about what's more convincing:

A video ad that tells you the shoe is of high quality?

Or a video ad that shows you what the factory looks like and shows the painstaking attention to detail that the workers put into every perfect shoe?

The Bentley example below shows such a video. Even if it is not used as a video display.

With all of your videos, you should make sure that the first image of the video catches the eye.

You may need to put some text in the first frame to motivate the audience to play the video to find out more.

As I mentioned earlier, you should use split testing.

Everything rarely works the first time. So don't be discouraged if you don't succeed immediately.

Just be ready to try different formats and styles for your video ad, as well as different targeting options (we'll take care of that later).

Now let's look at how to create a video ad.

Build and plan the advertisement

First go to https://www.facebook.com/ads/manager/creation.

Then you'll need to set the audience targeting for your video ad.

It makes sense to create a buyer persona beforehand.

In this way you can determine the characteristics and character traits of your ideal customers.

Based on the ideal customer, you have to provide at least the data for location and "interests".

In addition to location and age, interests are one of the most important factors when planning your ad - especially on Facebook.

Let's quickly see how you can improve targeting for your video ads on Facebook.

Let's imagine that I created video ads for people interested in "soap making".

When I type in "soap making" I already see some interests that I can use to reach the right people.

However, I can also use the Audience Insights Tool to get other targeting ideas.

If I enter "soap making" in the interests and then click on "Page Likes", data appears that can be used to better target my ad.

I can see sites that this audience already likes. This essentially tells me what to enter in the “Interests” section when planning my ad.

The problem, however, is that there are too many pages to target. And if I target all of them, it won't give me optimal results.

However, Facebook shows me which pages / interests are best if I want to reach the users who are interested in soap making.

There are two columns that are interesting - "Affinity" (affinity) and "Relevance" (relevance).

The affinity shows you the probability that someone from your target group will like your site compared to other users.

The relevance describes an average that is calculated from the affinity and the number of people in your target audience who are already following these pages.

If you target your ads by "affinity" you may get better results because the targeting is more specific.

Relevance, on the other hand, only indicates which target group might like your ads.

So in this case it makes more sense to target the first three pages as they have the highest affinity.

This is how you can improve the targeting of your video ads on Facebook.

Now let's look at building the budget.

You can choose a daily amount that you are happy with.

There are several options available to you to optimize the delivery of your ad.

You can offer them based on "video views". Then you only have to pay if someone looks at your ad for more than ten seconds.

Or you can select “Daily Unique Reach”.

For starters, I would recommend the "Video Views" option as it shows you how well your ad is being received.

After all, you don't have to pay if someone doesn't view your ad for more than ten seconds. This gives you enough time on Facebook to see how well your content is being received.

Once you have a video campaign that converts, it might be worth trying out CPM offers as they can cut costs.

If you have to decide on a “bid”, manual bidding is available to you. But if you're just starting out with ads on Facebook, you might want to try "automatic" first.

If you decide to bid manually, start low and gradually increase your offers by 0.05 cents until you achieve the desired result.

Note: Facebook advises that CPM ads often have "autoplay".

Here's an explanation of the factors that will determine whether your ad will automatically play.

As soon as you have made these settings, leave everything else as is and click on "Continue".

Now you have to upload your video.

You should make sure that your video meets the criteria highlighted on the right.

You also need a preview image (Thumbnail) for your video.

As you can see, you can upload your own picture.

That's a good idea. Especially if you have a compelling text that motivates people to click and watch your video.

Then you have a call to action (Call-to-Action) for your ad and enter some text.

Writing a text for your ad requires a bit of tact. Fortunately, I've described in more detail here and here how you can write better advertising copy.

Make sure that you select "Add an Account" if you also want to advertise on Instagram. Because this is how you can add your Instagram account.

Please remember that you have the Link-BThe description does not always appear for an advertisement on Facebook, even if you can enter it for the news feed.

Once you're done, you should preview your ad.

You will then have the option to preview each advertisement.

The example below shows a video in the news feed on a computer.

And here is an example of a mobile news feed.

Note: It pays to run your ad on mobile devices because Facebook has 989 million active mobile device users every day.

Here is an example of what your ad might look like on Instagram.

Note: Video ads on Instagram often "autoplay" even when they don't on Facebook.

The picture below shows an example of an advertisement in the right sidebar.

As you can see, some of the text is cut off, even though it is displayed normally in other ad formats.

Therefore, if you want to create an ad for the right sidebar on computers, you might want to design a separate campaign.

So you can use text that does not exceed the character limit.

Click on “Place Order”. Then wait for Facebook to review your ad.

Conclusion

Videos are a great way to reach your target audience - and you can easily do that with video ads on Facebook.

Designing an engaging video ad on Facebook takes a lot of skill.

You need to know how to create a compelling video, but also how to promote it so you can reach the right people.

You should also split test as it is not easy to get everything right the first time.

Just try it out for yourself and find out what works for your company!

What is your experience with video ads on Facebook? You can tell me about it in the comments.

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