7 Tips for Creating Facebook Video Ads That Work

7 Tips for Creating Facebook Video Ads That Work

Facebook on smartphoneIf you’ve been on Facebook for more than a year, then you might have noticed that more videos are appearing in your newsfeed (an increase of 360% to be precise). The social media giant is more dedicated to video than ever. So much that Facebook even paid influencers and publishers to promote its video features. The result? A staggering 100 million hours of Facebook video content are watched on Facebook every single day.


What does that mean for business owners and marketers? Well, if you aren’t using videos in your Facebook ads yet, then you are missing out on a huge opportunity to show off your brand’s personality and create hot leads for your businesses. Videos let you connect with your target audience in a way that’s emotional and personal while holding your viewers’ attention.


Getting started with is not as difficult as many think. In this article, we’ll answer the big question: How to make Facebook video ads. You’ll learn what Facebook video ads are, why you should be using them, how you can set up your first campaign and how to post a video on Facebook in 6 easy steps. To make your video ads a hit, we’ll share the 7 top tips that will help you take them to the next level.

What is a Facebook Video Ad?

Basically, you pay Facebook for showing your videos to their users. Now, you might wonder: Why should I pay for video ads when I can simply upload videos to my page where my audience can see them? That’s a good point. The caveat is that Facebook’s algorithm prioritizes content from friends and family over brands. That makes it more difficult for businesses to connect with their audience organically.


With video advertising, you can also leverage all of Facebook’s incredible targeting options and reach the exact audiences you want based on their demographics, interests, locations, and behaviors. This way, you can get your products and services in front of just the right people who are most likely to buy from you.

looking at facebook on phone, over computerWhy You Should Be Using Facebook Video Ads

The advance of video on all social networks is undeniable. Just look at these 3 stats:

That’s some pretty convincing evidence for videos being exactly the type of media that users prefer and are happy to engage with. With that being said, it’s not surprising that videos perform best when it comes to marketing your products and services. Here’s the proof:


These statistics are great news for you! With Facebook video advertising, you can not only reach your audience on the platform they prefer, but you can also connect with them using the type of media that they already crave. So, how do you promote a video on Facebook? Let’s look at his next.

How to Create a Facebook Video Ad Campaign

Are you ready to get started with your first video Facebook ad? The easiest and quickest way to get your feet wet is to boost a well-performing video that’s already on your Facebook page. Simply click on the “Boost Post” button and select an audience, a duration, and a budget. This way, you can have your first video ads campaign running in as little as a minute.If you want to create a more advanced Facebook video promotion, head over to your Facebook Ads Manager, hit the green “Create” button, and follow the steps below.

Step 1: Choose Your Objective

The first thing you’ll have to do is choose an objective for your ad. To get this right, consider what you want to achieve with your video. There are three main goals:

  • Awareness – Create general interest for your brand, products, and services.
  • Consideration – Nudge your audience to think about your product and services, so they seek more information.
  • Conversion – Convert Facebook users who are interested in your products and services into paying customers.

Practically, almost all objectives support video ads, not only the “video views” objective, as many people think.

Step 2: Select Your Audience

Here you can select a previously saved audience or create a new audience and save it for future use. With Facebook’s unparalleled targeting options, you can reach the exact audience that is most likely to benefit from your product or service.

First, though, you’ll need to have a solid understanding of who your ideal customers actually are. Learn as much as you can about their demographics and psychographics. Especially interests and behaviors will help you to laser-focus your Facebook video marketing on the right people. For example, research which influencers they follow, which blogs/magazines they read, and which other products they use.

Step 3: Pick Your Ad Placement, Budget, and Schedule

Next, you’ll select where exactly your ad will show up, how much you want to spend on it and how long it should run. Choose between a daily budget or a lifetime budget (a maximum amount that will be spent over the lifetime of your ad).

Step 4: Create Your Ad

Finally, it’s time to get creative. You will see different ad formats to choose from, which will vary based on the ad objective that you’ve set earlier in the process. Here are the available formats that incorporate videos:

  • Single video – Rack up views with a simple, attention-grabbing video.
  • Carousel – Display up to 10 photos and videos, each with its own link to highlight different products, accentuate specific details of one product, or tell a story about your brand.
  • Collection – Pair one primary video with four smaller images in a grid layout to show off your products.
  • Stories – Connect with your audience in an immersive, authentic way with vertical, full-screen videos.

You also have the option to add an Instant Experience (formerly known as Canvas) to your ad. Available only for mobile, Instant Experiences turn your ad into a full-screen destination that completely captures your viewer’s attention.

Once you’ve uploaded your videos and added your copy, use the preview tool to check how your ad will look like in the different placements.

Step 5: Place Your Order

Your video ad is now ready to go! Be aware that Facebook will review your ad before it shows up on the platform. For more information about this process, check out Facebook’s ad guidelines. You’ll receive a notification once your ad is approved and live.

Facebook Video Ad Specs

Always keep the following Facebook video specs in mind when creating your video ads. Facebook recommends high-resolution videos with H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.

  • Video Ratio: 9:16 to 16:9, with vertical videos being masked to 4:5
  • Video File Size: Maximum 4GB
  • Video Length: Maximum 240 minutes
  • Video Thumbnail Image: Should be no more than 20% text (Check out Facebook’s guidelines about text in ad images.)
  • Text: Everything longer than 125 characters will be truncated.

7 Tips To Make Your Facebook Video Ads a Success facebook video ads

Think of your video ad as a street performer. It has to stand out instantly in a crowded space and capture the attention of everyone around it immediately. If you follow our Facebook ad best practices, your video ads will be simply too good to ignore.


1)Add Captions to Your Video Ads

85% of Facebook videos are watched without sound. That’s not surprising once you consider your own viewing behavior. When you scroll through your newsfeed in a public space or the office, you don’t want to draw attention to yourself with the blaring sound of a video. That’s why most people have the sound off by default.

Now, watch your video without sound and see if it still makes sense. If it doesn’t, it’s time to add captions! That’s precisely what Facebook recommends, and their internal tests show that you can increase your video view time by an average of 12%, simply by adding captions.

2)Capture Your Audience’s Attention Quickly

The fact is, people will keep scrolling or click away as soon as what they see fails to spark their interest. Facebook’s internal research on how fast people stop watching video content supports this.

That poses the question: What’s the ideal Facebook video ad length? There’s no straightforward answer, unfortunately. Facebook recommends creating videos that are 15 seconds or less, while Hubspot found that 1-minute videos lead to the most engagement with their audience.

What’s important is that you get to the point quickly in your video. Front-load all the crucial information and feature your brand within the first three seconds, so your viewers will remember it better. Also, refrain from including too much information and, instead, focus on a single theme per video.

3)Use Vertical or Square Videos

Did you know that square videos have produced 2x more likes and 3x more shares compared to landscape videos in an A/B test for the Jane Goodall Institute? Besides, research by Buffer showed that square videos generated around 30 – 35% more video views and an 80 – 100% increase in engagement. How come?

The simple reason is that the larger your video appears, the harder it is to ignore and the more likely your audience is to engage with it. Square videos take up 78% more screen space in the mobile news feed than landscape videos. So, if you want to maximize your video views and engagement, use the 9:16 or 1:1 aspect ratio for your video ads.

4)Upload Your Video Directly to Facebook

It’s no secret that Facebook’s algorithm favors native videos that have been uploaded directly onto their platform. Obviously, the social media giant wants to minimize the exposure of competitors like YouTube. It might be tempting to simply link to your video if you’ve already hosted it elsewhere. Still, the numbers don’t lie: A study found that native videos resulted in 168% more interactions, such as comments and shares compared to shared YouTube videos. It’s definitely worth taking the extra step if you plan to promote the video on Facebook.

5)Create Video Ads That Don’t Look Like Ads

No one, except online marketers maybe, logs on to Facebook to look at ads. People want to see what’s new with their family and friends. Consequently, as soon as they notice something overly salesy, they’ll scroll right past it. To avoid being ignored, offer your target audience something entertaining and exciting. Keep it personal, be authentic, and make them laugh. Now is the time to get creative to draw their interest.

Pro Tip: There’s one thing that will stop your audience mid-scroll more than anything else, and that’s a face. Yes, showing real people in your video makes a noticeable difference. Already as newborns, we are drawn to faces, and you can use this to your advantage.

6)A/B Test Different Versions of Your Video Ads

Facebook offers an easy way to test multiple variations of your video ad.  Instead of following the “post-and-pray strategy,” you can utilize these split testing options to increase your conversion rates and sales. It’s completely normal for a Facebook video ad to not perform at its best on the first try. View your video ads as a long-term experiment.  As you monitor the performance of each test, you’ll be able to fine-tune your ads and figure out what works best for your audience.

So, what elements should you test? Likely, you have neither the time nor the resources to work through a million different variations. Instead, you can focus on the few things that are most likely to have the biggest impact on your results. Consider testing the following:

  • Ad headline and text
  • Video thumbnail
  • Video length
  • Introduction
  • Music
  • Call-to-Action
  • Colors

7)Retarget Users Who Watched Your Videos Ads

The old Marketing Rule of 7 states that your prospects need to be exposed to your messages at least seven times before they decide to buy your product or service. How do you get to this magic number, you wonder? Luckily, you don’t have to leave it to chance that someone who has viewed your video will also stumble over your next ad.

Facebook’s retargeting feature lets you target a custom audience, for example, users who have watched your last video for at least 3 seconds or in its entirety. These are warm leads who’ve shown interest in what you have to say. Naturally, they’ll be more inclined to watch your next video. This way, you can strategically lead them down your sales funnel until they are ready to buy.


How to Make Facebook Video Ads with MotionSLAM!

After reading our guide, you’ll have noticed that there’s no way around using video if you want to take your Facebook ads to the next level. But how can you get your hands on high-quality, custom-made videos to create the best Facebook video ads? Just leave your social media video production to us!

We can handle every aspect of your video production – from scriptwriting to A/B testing – to free up your time for the things only you do best. We will produce not only one but multiple variations of your video, so you can run your ad with the best performing video and get the most return on your ad spend.

Give us a call at 888.760.4958 or email us to learn how we can transform your business goals into results.



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