In March, we got a taste of what Video Ads might look like when Facebook released “Premium” Video Ads. Sadly, these ads were not for the mainstream marketers as the price tag was a bit steep.
As of July 29, the mainstream marketer now has access to video ads with some improvements. We can now add CTA (call to action) buttons to the end of the video along with some new analytics to help fine-tune the success of the video.
There are plenty of guides out there on how to setup Video Ads for Facebook (jonloomer.com), so I will be skipping this. Instead, I will be discussing the tactical advantage of using Facebook Video Ads over traditional Facebook image ads.
20% Text Rule
The bane of every Facebook Advertiser is the 20% text rule. Sure, you get used to it after a while, but it does limit you in terms of what types of fun and creative things you might be able to do. Currently, Facebook Video Ads do not have to adhere to this rule. This means that you could essentially put a 3-minute wall of text as ad if you truly wanted to. This, however, is not recommended.
If you are making an ad for your business, you will likely want to know how useful/interesting people found it. With standard image ads, we really only get a “yes, they did” or “no, they didn’t.” This answer becomes more defined with video ads because of how Facebook has done their analytics system. With Facebook Video Analytics, we can see not only how many people watched the video, but also for how long. This provides advertisers a huge amount of control over what the viewer sees and when they see it.
CTA (Call To Action) Button Options
Instead of the CTA button being below the ad, it is at the end of the video. You may be thinking, “OMG, I’m losing out on potential traffic,” but to me, it’s quite the opposite. With CTA buttons at the end, you can better gauge the interest of your audience and how long the video should be.
How To Leverage
1. Think of your goal for the video
- Brand Awareness
- Lead driver
2. Decide the length of the video
3. Decide on what the next step is for your audience when the video finishes
- A landing page
- Another video
- Your Facebook page
4. Pick a call to action geared towards your call to action
5. Check regularly on how the ad is performing for the following metrics
- How long the video is being watched
- At what point in time are the majority of your audience pausing or stop watching the video
- How many times has your call to action been clicked
- How many times was the goal completed
6. Continually A/B test to optimize for the best outcome
- How information is delivered
- Call to action buttons
- Landing pages
- Length of video
Facebook Video ads are a great way to drive lead generation or creative content without the fear of the 20% rule while at the same time allowing marketers to get in depth analytics into what their customers think is useful content.