Video is the advertising format prioritized by Facebook for its ability to attract the attention of target customers. Using this form of advertising helps increase advertising effectiveness and optimize costs for advertisers. You are new to Facebook Ads and want to learn How to make videos to run ads on Facebook effectively. Don’t miss the article below, Optimal Agency experts will share useful information on this issue!
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Why should you advertise Facebook videos?
According to Facebook statistics in 2018, users spent 200 million hours watching videos with about 5 billion video views per day, and about 80% of watched videos were downloaded directly on Facebook. Video views are counted when viewers watch the video for at least 3 seconds.
Running video ads on Facebook is creating advertising campaigns that introduce your products, services, and brand through quality videos that attract viewers. This is a video advertising format that is effective for businesses.
The ability to reach and find potential customers not only on Facebook but also on other platforms: Instagram, and Messenger. Not only that, this type of advertising also quickly attracts customers’ attention to your business’s products and services. Creating videos of 15 seconds or less to attract customers and tell your brand and business story.
Able to fully convey the message of products and services effectively and simply. This helps customers easily access and better understand the messages they want to convey. At the same time, video content will help build brand awareness and create long-term relationships with customers by providing useful and emotional information.
Learn how to make videos to run ads on Facebook to introduce in detail the uses, technical standards, and value of products and services in many different locations on or off Facebook. This ad type supports a variety of aspect ratios, and you can showcase different pieces of content using the asset customization feature in Manager.
At present, when you run video ads on Facebook, you can choose the ad display location: Facebook, Instagram, Audience Network, and Messenger. Video ads will be delivered to locations: NewsFeed Facebook, Instagram Stories, or Messenger Inbox,…
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Standards for Facebook ads videos
Facebook offers advertisers many different video formats. Each type will have different requirements for metrics, video size, and frame rate to help display and distribute ads most optimally. Things you need to pay attention to when using video advertising on Facebook:
- Regarding the size of videos running Facebook ads, there will be a maximum limit of 4 GB.
- The required Facebook advertising video length is a maximum of 240 minutes for NewFeed Facebook, 5 – 15 seconds for online videos, and 5 – 120 seconds for Audience Network. With Instagram Stories, the maximum is 120 seconds, NewFeed Instagram is a maximum of 120 seconds, and Videos with rewards are 3 – 60 seconds.
- Video resolution is at least 600 pixels wide.
- Supported video formats are mp4, gif, and mov.
- The best duration for maximum optimal advertising is 15 seconds
- The best aspect ratio for video is 4:5
- Requirements for audio used in Facebook video ads are clear audio and captions.
For videos, Facebook will charge advertising fees based on views. The cost per video view is about 0.0012 – 0.0062 USD/view. In addition, the cost of video advertising on Facebook will depend on many factors: the target audience, the level of attraction of this video ad to users,…
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How to make videos to run ads on Facebook’s standard
In addition to complying with standard regulations when creating advertising videos on Facebook. Please keep the following tips in mind to create quality promotional videos:
Create attractive titles for videos
With promotional videos, the title needs to be as attractive as an advertising article to attract users to click and watch. Create a headline that stands out in large font, accurately describing the content to stimulate curiosity. A good title helps your video stand out from other content on Facebook to increase engagement.
3 types of titles help make advertising videos attractive and are used by many advertisers: titles about the benefits users receive, titles of proof, and titles of threats.
Ensure the promotional video is brief
According to analytical data of millions of videos on Facebook, more than 80% of advertising videos with a duration of 30 seconds attract more viewers’ attention. Therefore, to achieve the highest efficiency in video advertising on Facebook, you should focus on the original idea and maintain a maximum ad duration of 30 seconds.
Use the image shown at the beginning of the video
This way of making videos to run ads on Facebook helps stimulate customer curiosity to increase video views and interactions. You can use random images or upload images that create curiosity for viewers and are suitable for the advertising campaign. Regarding the thumbnail image, you should set the image ratio to 16: 9 or 1: 1 for square videos. At the same time, when adding text to an image must not exceed 20% text
Add captions to Facebook video ads
According to many Cameron surveys, captioned promotional videos increase video viewing time by up to 12%. Because video depends too much on sound, it is not suitable for some situations when customers plug in headphones, and the chance of listening to video ads on Facebook is very low.
Make an impression from the first seconds
Nowadays, users have the habit of watching short videos on news feeds. Therefore, the first seconds of video content play an important role. Even though it’s only a few seconds, it can entice customers to watch the entire video to understand the message your business wants to convey.
The average view duration on Facebook is 5.7 seconds. You can apply the 5s rule to create an impression for your video by pushing dramatic content and introducing products in the first 5 seconds. Impress with effects and images that attract and catch the eyes of customers.
Choose the ad video suitable format
To create attractive and engaging videos, consider choosing multiple formats. This is an effective way to make videos that run ads on Facebook. The carousel video format can display multiple videos and featured information on one transmission bar. In Canvas format, the video will expand to the customer’s full-screen size, increasing the user experience. With vertical or square format, your video can take up more space on the screen.
Activate the feature to automatically play video ads
Most videos today on Facebook can automatically play when users scan past them. This is an effective way to attract customer attention and maximize engagement rates.
Encourage users to share promotional videos
If you want your advertising video on Facebook to receive more interactions, ask people to share the video. However, you need to create video content that is truly engaging and has a call to action.
How to create an advertising campaign on Facebook
After understanding how to make videos to run ads on Facebook and the standards for creating advertising videos. Businesses can deploy advertising campaigns in Ads Manager. Or start creating an article with a video you want to run ads on Fanpage to reach potential customers as follows:
Access Ads Manager
You access Ads Manager and click the +Create button to create a new advertising campaign. In the main interface of the Campaign section, select the campaign goal as the Number of video views.
Next, move down and complete the campaign settings such as naming the campaign to match the goal, and then click Continue. Next, take the steps to set up the ad group such as naming the ad group appropriate to the target audience.
In the Target audience section, you can target audience groups with specific characteristics through the following criteria: age, demographics, behavior, and interests,… Or you can choose custom audience groups or similar audience groups. After successfully creating an object group, please Save this object group for use next time.
Next, select the display position for the video ad as an automatic position or edit the ad position. For those new to running ads, you can choose automatic placement to optimize your budget, and your ads will be displayed to more people. If you want to customize ads in desired positions, select Edit ad positions. Additionally, you can choose where your ads appear by device type (on mobile, desktop, or all devices).
Next, select the display position for the video ad as an automatic position or edit the ad position. For those new to running ads, you can choose automatic placement to optimize your budget, and your ads will be displayed to more people. If you want to customize ads in desired positions, select Edit ad positions. Additionally, you can choose where your ads appear by device type (on mobile, desktop, or all devices).
Regarding budget and schedule, you can choose to set a daily or lifetime budget for the entire campaign. If you set up a lifetime budget for your campaign, you’ll need to choose a start date and an end date. After setting the amount you want to spend on advertising and the running schedule, click Continue to move to the next step.
You proceed to add videos to Facebook ads. First, you need to set up a video ad template by naming the ad appropriate to the target audience for easy management. Next, select the Fanpage you want to run video ads on Facebook. Then click Upload video to upload the video you want to run ads on Facebook.
In case the video ad format is 1 photo/video, select Add a media file, then select Add video and select a video from the library. Scroll through the videos to play and find the video you want to advertise. To upload a new video, select + Upload and select Next, then trim the video for each placement group and select Done. Access the Ad content section and select Create a video if you want to create a video using your images.
If the video duration is too long or the format is incorrect, it will not be displayed in the selection list. You can also use Facebook’s simple video editing options: increase or decrease lighting or add effects. Click Edit video to trim, shorten the video, and customize the thumbnail.
When uploading a video, you can enter a short description in the Text section for video ads, but you should not enter too much. In case you want users to click on the ad and be redirected to your website or page, click Add Website URL and enter the URL.
Finally, click Confirm to send the ad for approval before displaying. Ads will be reviewed by Facebook before distribution. The review process can take a few hours or even 24 hours or longer.
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Create a video advertising campaign on Fanpage
Access the Fanpage you want to run ads on and click the blue Ad button. If you have previously downloaded video content, select promote existing content and browse the video you want to promote.
Then you choose the goal for the ad you want to target: Attract more video views. Next, select the call-to-action button (learn more, register, click,…). Next in the target audience section, you should select a custom audience and then select the audience’s gender and age. Next, you customize the target audience your ad targets by geographical location and then select Save audience.
In this step, you add a payment method, fill in all the information and review the previews, then select Post to publish the ad.
Using video advertising on Facebook is a wise choice that advertisers should not ignore. By applying effective video advertising methods on Facebook, you will achieve the best results when implementing a Facebook Ads campaign.
Please see more:
- How to target Facebook ads for Dropshipping?
- How to handle Facebook ad account disabled?
- Instructions on how to see audience overlap Facebook ads
Frequently asked questions
In addition to Facebook, video ads are displayed in many other locations: Instagram, Audience Network, and Messenger. Specifically, video ads will be distributed to locations: Newsfeed, Stories, Facebook right column, instant articles, in-stream videos, Messenger Stories,… Therefore, when running video ads on Facebook, Ads will not only appear on Facebook but also appear in many other locations.
Suitable topics for you to build video content to run ads on Facebook include:
Introducing new products, outstanding products with usage values and commitment to quality and price.
Videos promoting and introducing businesses are applied in implementing advertising campaigns to raise brand awareness. When creating video ads on Facebook, you should refer to many scenarios, creating attraction in the first 5 seconds.
Reviews of product and service quality from actual customers who have used the products help promote the purchasing behavior of potential customers.
Or videos recording the production process, behind-the-scenes videos (new product design process, organic vegetable preservation) to highlight the message “The value of the product is completely commensurate with the cost customers spend.”
