How To Create 
Killer Video Ads 
For Your Language School 

The statistics are staggering...

Over eight billion videos and 100 million hours are watched on Facebook every day. 👀

And for good reason.

Video is eye-catching, engaging and, when used properly, is a great way to bring life to your brand. Combine this with the detailed targeting options available on Facebook, and language schools have the perfect opportunity to reach more prospective students with a captivating message.

So, how do you create high-converting video ads for your language school?

1. Set The Objective 🎯
Before you begin a video campaign it is essential to identify and understand your goal. Without one, you may as well be just posting a video on Facebook.

Are you looking to increase brand awareness? Introduce a new course? Retarget warm website traffic? Or launch a promotion?

Each objective requires a different approach and its own metrics to track.

2. Shorter Is Better ✂️
Our attention spans have never been lower.

With the rise of multi-tasking and the sheer volume of content vying for viewers’ attention, it’s more important than ever to create captivating and emotionally powerful content that resonates with your audience from the very first second.

Video ads under thirty seconds drive both the highest view rates and video completions. I’ve found that ads between 15 and 30 seconds work best for language schools.

Remember, the shorter the better!

3. The Wow! Effect 😍
Trust me. A viewer will only take a few seconds to determine whether or not it is worth his or her time to finish watching your video. That means the first 3 seconds are absolutely crucial for grabbing your audience’s attention.
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 or Animoto 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.
So if you’re not sure whether short or long post copy is more effective or if one thumbnail image gets more clicks than the other, run an A/B test to get real data and optimize your ad performance.

If you’ve followed these steps, you will now find yourself running a highly-effective, results-driven campaign with video ads that not only attract views, but also drive qualified leads to enrol in your courses. 🚀

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