How to create the best video ads for Facebook according to Facebook

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DALI VELIZAUGUST 18,  
How to Create the Best Video Ads for Facebook According to Facebook
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Within social networks, the type of content consumed has been changing according to the new platforms and trends that are being incorporated. For example, since the arrival of Instagram, images have become the star content of different social networks.


Currently, although images continue to be important, videos are gaining more and more ground within consumption habits on social networks. This goes hand in hand with the higher recording quality of mobile phones, their greater storage capacity, the improvement USA Email List in connectivity and, of course, the success of platforms such as TikTok and the influence of its short video format, replicated by other networks. . Taking this into account, Facebook has published a report with the most important features to create successful videos on its platform .

Videos are the new recipe for success on social networks
According to what Facebook stated in its report, carried out jointly with Analytic Partners and The Lab, video ads have a higher return on investment (ROI) than images on social networks . In this way, each dollar invested in content or video campaign attracts 39% more income than the same investment made in images. That said, the impact that videos can have on the campaigns and publications of brands, companies or influencers is indisputable.


However, it is not just about making videos, because if they do not present quality content and a good script they could go unnoticed and get lost in the feed. As we see in the image, the effectiveness of a video depends 70% on the creativity of its content, how it is communicated and the ability to achieve greater engagement from users. The remaining 30% is determined by the management of the video publication, that is, duration, the site where it is located and the time it is published.


For this reason, and for advertisers who live on its platform, Mark Zuckerberg's platform has revealed in its report a series of key points so that they can create better video campaigns.

9 keys to creating the best video ad for Facebook
1. Mobile adaptability: Mobile devices have great penetration in today's society, and are the medium with the longest browsing time in the world. Therefore, to create successful videos it is important to adapt them to the mobile presentation of the social network. Which means that they must be created in a 4:5 vertical format, or square in the case of Instagram.

2. It must be understood without sound: Of course sound is a fundamental part when creating a video, and it can play a fundamental role when connecting with users. But, because videos on Facebook automatically play without sound, it is important to create them so that they can be understood even if they are muted.

3. Highlight the product: Since the intention of the video is to sell or generate a reaction in the audience, it is extremely important to highlight the product or message that you want to sell or transmit.

4. Keep the idea focused: Communicating a single message is crucial to the success of a video ad, as it allows you to offer a more focused vision to the viewer.



5. Highlight the brand from the beginning: The flow of social networks is usually very fast, which is why it is important to highlight the brand at the beginning of the video in order to attract the target audience quickly and prevent them from passing by.

6. Being direct is best: At this point it goes hand in hand with the fourth, and emphasizes the need to offer a clear and concrete message so that users can easily grasp the idea behind the video. The longer it takes for a message to appear in a video, the more likely it is that users will miss it. Facebook highlights the importance of breaking away from the traditional way of narrating (introduction-middle-end): having less video time it is crucial to have the greatest possible impact. For this reason, it is preferable to start strong, unlike in traditional formats, which start slowly and escalate.

7. Bet on dynamism: A video that begins with scene or background changes and shows more dynamic movement in its content is more likely to attract a larger audience. Therefore, it is important to manage these tools and incorporate them at the beginning of the content.

8. Duration. Facebook highlights the importance of not only creating concise content in your message, but also that they are not too long. As the social network explains, “short format videos can generate a better return on investment than the standard 15 or 30 seconds. It is recommended to align the duration with the objective of the campaign – for example, a long-form video helps build brand and increases emotional connection, while shorter videos are useful to achieve a certain action.