Picture this: you’re scrolling down your Facebook newsfeed, and a video autoplays. Next thing you know, you’re ten minutes in and you NEED whatever it is they’re selling. Sound familiar? It happens to all of us. Literally – all of us. Over 100 million hours of videos are watched on Facebook every day.
So how do we use this tool to our advantage? It’s one thing to make a video, it’s another to use it to advertise. We want our other ads to be effective and engaging, so why should we expect any less from video content?
Grab the audience’s attention within the first few seconds
Just over a year ago, Facebook introduced the autoplay function. This means your target audience is guaranteed to be exposed to your video ad (provided they haven’t turned autoplay off in their settings), so it’s crucial to capture their attention within the first few seconds.
Make sure it works without sound
85% of Facebook videos are watched without sound. So if sound is essential to the message you’re conveying, you could be losing out on a massive part of your audience. So how do you get around that?
Subtitles, subtitles, subtitles. They are to FB video ads what marshmallows are to s’mores. Without ‘em, people aren’t going to stick around for long. Use text in your video, use graphics, be creative – just make sure the message is conveyed without needing sound.
Keep it short and/or captivating
The human attention span keeps getting shorter and shorter. Why? Because there’s no time. It’s 2017, people have better things to do than watch your video. Unless it’s a video of a cat in a bunny costume – in that case, attention spans rise to over ten minutes. Don’t quote us on that, there is no scientific evidence to back this up.
A common tip, however misunderstanding, is that FB videos need to be short. When in fact, they can be as long as you’d like them to be, as long as they are captivating. You’re not after quick, you’re after focus.
So what are you waiting for? Keep these three basic tips in mind and get advertising!