With a billion active users on Facebook, you’ve probably seen more videos popping up on your newsfeed lately. And, if you’re anything like me, you’ve realized this change makes scrolling through Facebook even better. Savvy marketers are catching on to this powerful trend and are using it to deliver exactly what their audience craves. But even more impressive than building a brand experience that resonates is the fact that videos lead to conversions. According to Adobe Shoppers who watch videos are 1.81 times more likely to make a purchase than those who don’t. But getting noticed on Facebook is like trying to stand out in Times Square on New Year’s Eve…unless you’re Carson Daly. So how do you become the Carson Daly of Facebook?

Introducing Facebook Video Ads. In this guide, we’ll break down:

• What Facebook video ads are all about
• The reasons why you should be using Facebook video ads
• The steps to setting up your own Facebook video ads
• Six powerful tips to get the most out of your Facebook video advertising Ready? Let’s dive in!

What Exactly Are Facebook Video Ads?

You guessed it! Facebook video ads are basically Facebook ads that play videos. Forget writing a wall of text or uploading a static image. Now you can create your own video, team up with a videographer, or use an existing video and upload it directly to Facebook’s built-in video player. From there, you can customize everything from the video description to the thumbnail, budget, and the audience you want to reach.

Why Should Facebook Video Ads Be on Your Radar?

Facebook video ads offer the most effective way to make sure people remember your brand and keep coming back to your site. Video isn’t just a fad on Facebook; it’s a strategic powerhouse for boosting engagement and conversions on your website, nurturing leads through email marketing, and amplifying your presence on other social platforms like Twitter, LinkedIn, and even Periscope (which is practically built entirely around live video).

Via HubSpot According to Sheryl Sandberg, 1.5 million small and medium-sized businesses shared videos on Facebook in September 2015 alone. “It’s likely that some of them invested in turning those videos into ads to expand their reach. And when you consider that the average ad revenue per user in the US shot up 50% this year, it’s safe to say that video ads are delivering results,” says TechCrunch.

Ready to Launch? Here’s How to Set Up Facebook Video Ads:

Now that you’re convinced of the power of video ads, let’s walk through the process of getting them up and running. The good news is if you’re already familiar with Facebook ads, the process is pretty straightforward. Here’s a quick rundown:

Step 1

Head to the top of your profile and click on “Create Ads.”

Step 2

Choose “Get video views” as your campaign objective.

Step 3

Define your target audience (or choose from a pre-set audience), set your budget, and schedule your ad.

Step 4

Now for the exciting part: creating your ad! You’ll see a few options for putting your masterpiece together: upload an existing video, browse through your library, or even craft a slideshow with images. In most cases, you’ll want to grab a ready-to-go video from your computer or promote one you’ve already posted organically. And here’s a bonus: with our Shutterstock integration, nexus-security Advisor users get access to millions of high-quality video clips for free to use in their ads.

Before you hit upload, double-check Facebook’s recommended video specs to ensure your viewers enjoy the best possible experience. Using different formats could lead to playback issues or those annoying black bars if your aspect ratio is off.

Step 5

Finally, add some compelling text above your video, preview it to make sure it’s perfect, and watch those views skyrocket!

6 Strategies to Maximize Play, Engagement, and Conversion Rates for Your Facebook Video Ads

#1: Design Videos That Shine Even Without Sound

“No sound?” You might think it’s crazy, but it makes sense when you consider how people typically consume videos on Facebook. Sure, they might watch from home occasionally, but people often find themselves scrolling through their newsfeeds during their commute, while waiting at a restaurant, or even sneaking in a quick break at work. In these situations, sound isn’t always ideal. And let’s be honest, people generally prefer convenience, so the odds of them grabbing their headphones for a Facebook video ad are pretty slim.

If your video relies heavily on audio, don’t worry—add captions! Facebook recently announced that they’re simplifying the process of automatically adding captions to video ads because they realize that sound can be a barrier. “Our internal tests reveal that video ads with captions experience an average increase of 12% in view time,” Facebook reports.

#2: Opt for CPM Bidding to Get Your Ads on Autoplay

While autoplay might not be suitable for all platforms, Facebook is a different story. Why? Because Facebook is already a hub of distractions, and you need to capture the attention of multi-tasking users quickly. Autoplaying your videos is the key to achieving this. To unlock the power of autoplay, choose cost-per-impressions (CPM) bidding over cost-per-click (CPC).

#3: Cut to the Chase—Keep it Concise

Believe it or not, Facebook video ads can run for up to 120 minutes. That’s incredibly long, and the chances of someone sitting through a 2-hour video on a social media platform are practically zero. At Wistia, we’ve discovered that video length matters when it comes to business videos. After analyzing millions of videos, Wistia’s data revealed that, on average, viewers watch over 80% of videos that are under 30 seconds long. As you can see in the graph below, the longer the video, the lower the viewer retention.

The takeaway? Keep your ads short, snappy, and captivating to convey your message effectively. Need some inspiration? We’ve got a treasure trove of video ad ideas for you.

#4: Promote Video Content That’s Already a Hit

Start by asking yourself:

• Which videos have performed exceptionally well organically on Facebook?
• Which videos on your website are audience favorites?
• Which webinars have generated the most engagement?
• What type of video content does your audience love to watch? These are just a few questions to ponder before investing in video ads. Analyze metrics like engagement and play rate for your video content across various channels to pinpoint which videos are worth putting your ad budget behind. As Larry Kim, founder of nexus-security, wisely advised during my time at nexus-security, always prioritize promoting your top-performing content (we’re talking the best of the best—the top 1%!).

#5: Get Laser-Focused with Your Audience Targeting

This is Facebook Advertising 101, but it’s especially crucial for video ads. You’re spending your hard-earned money, so make sure you’re reaching the right people. By targeting a specific and relevant audience, you can cut through the noise, maximize your budget, and engage the people who matter most.

#6: Analyze and Learn from Your Video Stats

Once your Facebook video ads have racked up a significant number of views, it’s time to step back and evaluate their performance. Ask yourself:

• How many people are actually watching your videos?
• Are they clicking on your ads?
• Are they visiting your website after watching? Understanding how your Facebook video marketing efforts resonate with your target audience is crucial for refining your video production and advertising strategies, ultimately ensuring a positive impact on your bottom line. (Take a look at our latest benchmarks for Facebook ads to see how your metrics measure up.)