Nielsen’s data shows that 47% of ad recall happens in the first 3 seconds of watching a video ad. This means that for advertisers, it’s very possible to build awareness and impact purchase intent even if a Facebook user only sees the very beginning of a video ad.
You can achieve this by starting with the most compelling part of your video so that the user stops while scrolling down their FB or IG feed.
I suggest using a great thumbnail and teasing the video content with captivating post copy. And remember to clearly communicate your services or brand value in the first 15 seconds.
4. Tell A Story 📜
Storytelling is vital to the success of a video ad.
Whether it be a student journey, testimonial or a sneak peek behind the scenes of your language school, your video needs to tell a cohesive and concise story.
Your video ad shouldn’t be longer or shorter than it takes to tell your story well.
5. Always Use Captions 💬
Did you know that 85% of videos on Facebook are played without sound?
Which means if you don’t have captions built-in to your videos, users will scroll away quickly and your video will be ignored.
Use captions or text overlay in the video to enhance the message if it isn’t clear by visuals alone. This is especially important if you are showing student testimonials or stories.
6. Audio First 🎤
There is nothing else that will ruin a well-shot, perfectly-edited video faster than bad audio quality.
Even if you use a smartphone to record a video, audio must be clear and crisp.
Never rely on the inbuilt microphone on your camera or smartphone. These do a terrible job at minimizing background noise.
A good lapel/clip-on microphone will only set you back a few dollars, make a world of difference and increase the quality and engagement of your videos.
7. Optimize For Mobile 📱
Mobile ads drive the most efficient video views – hands down – which is no surprise considering more than 65% of Facebook users watch videos on their mobile device.
Capturing video views should be your initial goal, but views don’t mean anything if they aren’t driving toward your bottom line. Take these views and turn them into paying customers with retargeting with more video or static image ads.
8. Take Up Space 🔍
Make sure to use vertical (9:16) or square (1:1) videos so you take up more space on the screen. Most people hold their mobile device vertically, so take advantage of this.
Instagram stories should always be vertical.
9. Tailor Your Story 🔧
Video is the perfect medium for increasing brand awareness and pulling new people into your funnel. But don’t let the customer journey stop there – retarget video viewers with ads that feature sequential messaging to encourage them to take the next step to becoming a customer.
Use Facebook to create Custom Audiences of people who viewed your video (3 seconds or longer), and those who completed the video. For best results, create unique videos (or different versions of the same video) for these different audience segments. E.g. re-target users who watched the full video; they represent a more engaged audience that is more likely to convert.
Video ads (especially testimonials), link ads, and photo ads can all be used effectively for retargeting.
10. Invest In Production 🎥
Whether you use a smartphone or a full production team, secure the best available creative resources within your budget. People are more likely to watch and remember videos that are well-crafted.
This doesn’t mean you need to invest thousands into creating videos (a good smartphone might do the job!), but make sure they are the best quality they can possibly be. Smooth, steady video footage and clear, crisp audio with no background noise.
Use tools such as Lumen5
to create powerful and professional videos from scratch without any technical skills or video editing experience.
11. Test, Test, Test 🆎
So, you’ve chosen your audiences, created a few variations of your videos, now it’s time to find out which combination delivers the best results.
You should always test as many components of the ad in every variation that you can. This includes, but is not limited to the different edits of the video itself, the thumbnail for the video, post copy variations, including or excluding a link in the copy, and the call-to-action at the end of the video.