Facebook is one of the favorite social networks for marketers thanks to the ease with which you can build a campaign and get your message across to thousands or millions of people.
However, with the passage of time, digital advertising through this medium has been transformed according to the trends or even the new social networks that are being incorporated. An example of this is Instagram, because since its arrival, the importance of digital visual campaigns became key for dozens of brands.
Although nowadays images are important to maintain interaction, the truth is that videos are taking over all social networks, because even Instagram has declared itself as a video application and not a photography application.
In a report by Facebook, in company with Analytic Partners and The Lab, the social network indicated that video ads have a higher return on investment (ROI) than images. This means that for every dollar invested in the video campaign, it attracts 39 percent more revenue than the same investment made in images.
Nevertheless. It is not enough to make videos, they must have a planning, but not too much, so that their effectiveness is excellent. According to Facebook, the effectiveness of a video depends 70 percent on the creativity of the content, how it is communicated and the ability to achieve greater engagement from users. The remaining 30 percent will be due to the duration, the site and the time it is published.
With this in mind, creating productions with higher quality and value will make brands improve connectivity with users and thus the expected success can be achieved, or even surpassed. Therefore, Facebook shared a report with the features that anyone who wants to create a successful video ad should consider to achieve it on the social network:
9 key points to creating successful video ads on Facebook
- Adaptability: To create a video it is vitally important that it be able to adapt to any device, especially mobile devices, which have greater penetration in today’s society. To do this, the video ads must be in 4: 5 vertical format, or square in the case of Instagram.
- That works without sound: Sound is a key part of making a video successful, however, in many cases videos are played without sound automatically on Facebook, so it is important that this works even if the sound is turned off.
- Make the product stand out: As in any other type of advertisements, making the product or service stand out within the advertisement is very important, that is always the intention of brands when they want to sell or generate reactions to the audience.
- Focus on the idea: Communicating a well-planned idea is undoubtedly crucial to the success of a video ad, as it conveys a more focused view to the viewer.
- Highlight the brand: From the beginning, the brand should stand out within the video so that users can identify it from start to finish. Also, the flow of social media is usually very fast, so this is another way to quickly engage your target audience and prevent it from passing by.
- Be direct: It is better to have a clear and concrete message so that the audience can understand the idea behind the video. The later a message appears in the video, the easier it is for users to get lost. Facebook ensures that, at least in its social network, it is better to start the message strong, instead of climbing as more traditional ads do.
- Up the dynamism: With scene changes, backgrounds, sequences, movement, the videos are more attractive to the audience, so it is important to take these tools into account when making a production for this medium.
- Be careful with the duration: Messages should not be too long. This is indicated by Facebook, who assures that “Short form videos can generate a better return on investment than the standard 15 or 30 seconds. It is recommended to align the duration with the objective of the campaign – for example, a long-form video helps to build a brand and increases emotional connection, while shorter videos are useful to get a certain action. ”
- With visual impact: Creating content with high value and visual impact with bright colors, zooms, and more, will make more people pay attention to the video, however, you must be careful not to abuse it.