1. Grab attention early
This is goal #1! If you can’t get their attention – the rest doesn’t matter! Falcon.io’s study found that the average attention span is now down to about eight seconds. This is also true about Facebook video length. Facebook Business released these stats on how fast people drop off watching different types of video ad content:
The full article can be found here.
2. Keep it short
This follows straight from the knowledge that people drop off quickly. So you want to get as much in as you can in a short amount of time.
INSTREAM ADS: Facebook recommends a length of 5-15 seconds
STAND ALONE NEWS FEED ADS: Facebook recommends creating ads that are 15 seconds or shorter. As they explain, “Shorter videos have higher completion rates, so you can successfully share your entire message.”
6 SECONDS ADS: Facebook COO Sheryl Sandberg stated that compared to 15- and 30-second ads, 6-second ads showed “higher brand metrics across the board”.
3. Get your branding in right away
Brand awareness is one of the most common objectives. So when do you promote your brand in your ad? Turns out it makes a pretty big difference. You should mention your brand within the first 3 seconds of your Facebook video ad. Why? Because consumers were 23% more likely to remember which brand made a given video ad if the brand was featured in the first three seconds, and 13% more likely if the brand was featured after four seconds (compared to ads where the brand wasn’t explicitly shown in the video).
4. Optimize your ad title and description
If you want people to actually watch your Facebook video ads, you need an engaging title and description. Just like a headline – this helps tells people what they should expect to see.
5. What does it look like with the sound off?
85% of Facebook video views happen with the sound turned off. That’s HUGE! With so many users watching Facebook video ads on mute, it’s insanely important that your ad has the same impact with or without sound. Facebook pushes advertisers to always add captions to their videos. According to their data – adding Facebook video ad subtitles increases view times by 12% on average. So, while your audio should add value, it shouldn’t be essential to getting your message across.
6. Aspect ratios for more real estate
What aspect ratio gets maximum views and engagement?
Either 9:16 vertical videos or 1:1 – a perfect square.
In the mobile version of News Feed, square videos actually take up 78% more real estate than landscape videos. And since over 95% of Facebook users now access the network on their mobile devices this is key! Switching from landscape to square video vastly improved views and shares for the Jane Goodall Institute. Source: Animoto
As for vertical videos, mobile phones are used in portrait mode 98% of the time, so it only makes sense to cater to the orientation that users already use. No one wants to turn their phone just to see your ad, so make their lives a little bit easier. Landscape might be great at the movie theater, but when it comes to Facebook video ads, 9:16 and 1:1 are both greater than 16:9.
BONUS: Check your Facebook video ad specs
This is a biggy! Specs keep changing – so stay up on what format will ensure your video has the biggest impact! Facebook has specific recommendations for formatting video ads. For starters, you should shoot for H.264 compression, square pixels, a fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps or higher. Facebook used to recommend 1080p resolution, but with the rise of 4K video they now say you should upload at the highest resolution available that fits within file size and ratio limits. Video length can be anywhere from 1 second to 240 minutes, as long as it doesn’t exceed the maximum Facebook video file size of 4 GB.
7. CTAs should go in the middle
The first three seconds of your video are for creating interest, so you can’t afford to spend them pitching a call to action and losing the hook. But, putting your Facebook video ad CTA at the end doesn’t work either because we know most viewers stop watching before ever getting to the last scene. So, to capture the most attention via Facebook video, the CTA should be placed mid-roll!
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