There’s a reason why 52% of marketing professionals say video is the best type of content with the best ROI. For one, 500 million people watch videos on Facebook every day. That’s a lot of people. And, if you didn’t know, online shoppers who view demo videos are a whopping 1.81x more likely to make a purchase than those who don’t.
But it takes more than just patching together a few moving images to get that highly coveted conversion rate that everyone talks about. Here are a few things you might be doing wrong when it comes to your Facebook Video Ads from the people who know how to do it right (hint hint – that’s us, Promo!).
1. No Clear Audience
You may have started to think your audience is just whoever happens to see your videos or your followers on social media, but that’s not quite specific enough to create a winning piece of content. Make sure you know who exactly you’re talking to and use language they can understand. For example, if you’re talking to a tech savvy community you can use more industry jargon and if you’re speaking to international eCommerce shoppers of every age, you’ll want to keep out slang and idioms.
A general rule is to create text that is not too high level, minimal slang they won’t understand or use slang your specific audience will understand and enjoy. Most importantly, your videos must speak to their “pain point” and unique needs. Communicate about WHY your offering will help them and consider the emotional response. It’s best to ask yourself , what do you what them to feel after seeing your video? Then review your video to see if that emotion comes through.
2. Too Much Text
We all have a ton of information to tell our customers. It almost feels never-ending we are so excited to share news and product details and a little about who we are. And that’s great! That said, it must be clear and consolidated to one point per video. Don’t cram too much text into each video or viewers will get overwhelmed and stop watching. Also, make sure it doesn’t move to quickly. You don’t want to waste a perfectly good idea on text that flies by.
3. Mis-chosen Music
Music that doesn’t add to the feeling of your video content is a big no-no in the world of ad creation. This goes back to publishing content that elicits a strong feeling. Use the power of music to make a more professional and complete video that can excite, inspire and empower your viewers. Choosing the right piece of music can add to the emotional response as well as make sure the quality is at its highest. You want to look like the big brands after all.
4. No CTA
There’s no reason to create a wonderful video if your viewer doesn’t know what to DO after watching it. Would you like them to visit your website? Shop for something specific? Say so. It’s as simple as that. On the final slide of your video ad make sure to include a CTA that brings your viewers to the next chosen destination.
5. No Logo
A great video takes effort. Don’t waste your hard work and exceptional content by not including your logo and making sure everyone that sees your ad knows it’s YOU that created it. Not only is it necessary to brand your video asset as your own, it also makes the video look more professional and thus work better in your marketing efforts. Besides, it’s a one-click operation so why not?
6. Weak social caption
After creating a great video, you’ve got to post it online. Especially on social media, the caption you choose can make or break a piece of content. Make sure it’s short, fun and gives a bit of insight about what your audience will be watching. You can enjoy having a playful tone and add a little joke and an emoji to really spruce it up.
Creating your first video ad doesn’t need to be hard or overwhelming – it should be fun! You get to see your brand image come to life in a whimsical (and effective) mesh of video and sound. For more tips on how to create your an effective and high converting video ad, check out our ultimate guide on the Promo blog!