How to create Facebook video ads

Video is certainly a preferred medium online; we're already seeing video take precedence on social channels such as Facebook, and it's predicted that by 2019, video traffic will account for 80% of all consumer internet traffic.

Almost a quarter of the world's population is said to use Facebook, with 45% of users spending over an hour per week on it; mostly on their mobiles. These compelling stats are not to be sniffed at by marketers who are interested in reaching their audience with video ads.

How to create Facebook video ads_1

How are people consuming ads?

Nowadays, people can watch anything at any time, and many are quick to skip or avoid ads when watching content online. As a result, only relevant, attention-grabbing ads will truly resonate with people. Even though total ad view time is increasing (we're still bombarded with ads on every device), individual session times are down - people just aren't watching ads for as long as they used to on any medium. Video ads visible on Facebook news feeds are watched an average of 5.7 seconds, and 85% of Facebook videos are watched without sound.

What's the way forward for mobile video ads?

  • Build short videos that are meant for mobile, while making sure that the video tells its story within the first 5 seconds. As most traffic is generated from mobiles, use mobile native tools to achieve an organic look that will appeal to your user base.
  • Test and measure adverts on a weekly cycle to provide fresh, quality videos - and avoid leaving content live for too long, no one likes repetition.
  • Use different KPIs for separate platforms such as Facebook, YouTube and Snapchat - keeping in mind that each channel will come with its own unique user behaviour insights for your brand. 

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