The marketing budget is a sensitive area to discuss when it comes to small businesses, as in an ideal world people would flock to your site, and you could save your precious money. But, unfortunately, we don’t live in a perfect world, and marketing is a huge component to achieving success with your company.
However, there are certainly ways to keep your marketing spend to a minimum, and the most popular right now is Facebook video ads. To put it into perspective—you could pay thousands for TV commercials, be exposed to the masses and 99% of them may not be interested in your product or service.
On the other hand, you could utilize content marketing which is completely free. However, that simply does not produce results like Facebook video ads do. Content marketing is typically performed with the long-term in mind, rather than quick growth which is what a small business often needs.
But, with Facebook video ads, you can make every single penny you have count. Firstly, you can laser-target an audience that is interested in your niche to ensure every view has the potential to covert well. Secondly, the cost is extremely flexible depending on how much you are able to spend.
For instance, if you are just starting out and have very limited capital, you could begin a campaign for as little as $5 per day. This may not produce mouth-watering results, but it could get enough views to get you off the ground. In addition, you can then scale it as much as you want, in accordance with your budget.
Furthermore, Facebook video ads have been proven to produce extremely impressive engagement and conversion rates. It makes sense, right? If you’re laser-targeting thousands upon thousands of people, it’s inevitable that you’re going to receive a high percentage of views.
Then, if you’ve optimized your video for a newsfeed, and it is high quality, a good proportion of those views are likely to transition into conversions. Ultimately, for small net spending in comparison to other methods, you’ll generate leads which could be the difference between your business failing and your business flourishing.
Facebook video ads are a smart choice for the small business budget. There are too many benefits to ignore. Think about it—there must be a reason why Facebook video ads are taking the marketing scene by storm!
3 Ways to Target New Customers with Facebook Video Ads
Facebook is a platform that is home to over a billion people across the world. Now, if you capitalize on that audience correctly, you can generate tons of leads or even direct sales. So, you’re probably wondering how you can tap into Facebook’s huge number of uses, right? Well, you can set up a video ad campaign, and target specific audiences relevant to your niche.
Facebook video ads is a marketing strategy that is so effective, and that is because it has such staggering conversion and engagement rates. There have been a multitude of studies in recent times, and they all point towards people preferring to watch a video over anything else. Plus, surveys also revealed that Facebook users regularly interact with video content on the platform.
But, to run a successful campaign, you must be aware of some strategies that will ensure you aren’t wasting precious money. Here are some brilliant ways to target new customers with Facebook video ads.
Create appropriate ads for the relevant audience
If you’re starting your first campaign, then you’ll most likely be targeting what’s known as cold traffic. This is an audience that isn’t currently aware of your brand or products but should still be interested in your niche. So, you’ll need to create some exposure and introduce that audience to your brand before you do anything else.
Then, once you’ve gathered intel on who engaged with your ad and showed some interest, you can start to produce video ads that highlight your products or services. Either sell what you offer or upsell to people that have already purchased from you.
Develop your ad assuming there is no sound
On Facebook, video ads are automatically played without sound as users scroll past. To listen to the video, the user will have to turn it on, but over 85% of people do not do this. You may be thinking, “Well, how will I market my company if no one’s going to listen to the add?”
You will need to be creative, and capture people’s attention with the quality of the video. Moreover, you could utilize textual clues, jump straight into the good part without an intro, or just simply add narrative subtitles.
Always add a CTA (call to action)
Whether you want them to purchase your product, subscribe to something or just visit your site, you need to encourage them to do so. You may not realize it, but most people won’t do something unless you tell them to do it.
If we reflect on our second method, people watching with no sound only highlights the importance of a great CTA at the end. So, don’t be shy and if you want them to purchase your amazing dog collar, then say – ‘Purchase this wonderful dog collar NOW.’
If you are a regular Facebook user, you’ve come across some video ads, so you understand that Facebook ads are very effective, and if you are interested in creating one for yourself, there are a number of ways to do it, but what is most important is doing it right. The four most common types of video ads used on Facebook are explained below.
Showcase a piece of content
Creating Facebook video ads that show a piece of content means showing the customer a single solution to a problem they are facing. This involves offering your target audience your solution (your product or service) that they can use right away at that particular moment. By using video ads this way, you can build trust with the potential customer, letting them know you have just what they need/.
This kind of video is high converting because it shows proof that your product or service has been used by someone, (or people) and they attest to your claims. You do not have to say a lot in this type of ad video. You do the introduction and then let the customer do the rest of the talking. Just make sure that at the end of the video, you inform the audience how to get in touch with you or purchase your services if they are convinced to move forward.
This kind of video ad works best with physical products and software. All you have to do is demonstrate the use of your product, showing how easy it is to use and how well it delivers on your claims. With this approach, the audience does not need any further convincing. Right in front of them is the proof that your product works as you profess. Add a call-to-action to let them know where they can purchase your product and watch the sales roll in.
This is especially effective in telling the story behind your brand. You can use this type of video to show how you create your products or basically how you put the finished product together. You can use this to show the audience the quality production processes you put into making your good. All there is to tell about your business can be said in a behind-the-scenes approach to Facebook video ads. This builds trust in your products and your brand, which encourages the audience to buy.
There is no better time than now to begin a Facebook Video Ad campaign. Although there’s still a place for traditional advertising, the tide is quickly turning towards a new, innovative, laser-targeted form of advertising—Facebook!
Place your strongest images at the start
Facebook video advertising is a different kettle of fish compared to TV, YouTube or billboards. You’ll need to grab the viewers’ attention almost immediately, and if you don’t, they’ll simply scroll straight past it and onto the next post in their newsfeed.
So, place strong, eye-catching images at the start so people will be enticed to watch the video. Users typically won’t spend long deciding on whether to watch it or not—a few seconds. Therefore, you need the images to have a particularly strong pull.
Prepare for silent viewing
As Facebook video ads are automatically scheduled to auto-play without sound, the majority of people will keep it that way. This means you’ll need to construct your video in a way that conveys the message you want it to, even if the viewer is watching it in silence.
Usually, a story-type narrative performs well, as the viewer will recognize what is happening, but will watch the whole video as each set of words should lead them to the next. You want to avoid giving all the information in one serving, as you want to keep the viewer engaged. Also, remember to place a CTA at the end!
Perform frequent testing
This one is hugely important because if you neglect testing, you’ll fail to figure out what works and what doesn’t. On Facebook, it is incredibly easy to tweak aspects of your ad, but if you don’t test regularly, you may end up wasting your budget on a campaign that isn’t claiming views.
A good idea would be to create two versions of the same video, so you can directly compare their performances. However, as we’ve just mentioned, keep testing to avoid eating away at your budget.
Don’t make the video too long
It’s crucial that you create a video that falls into an optimal length bracket. Ideally, you should make it around 30 seconds long, as this is what produces the best engagement. Of course, slight leeway either side is acceptable, but you should preferably make it shorter rather than longer.
After all, people love to scroll, scroll and scroll on Facebook. Very few people will stop and watch an advertisement that it is a minute long. Just ask yourself – would you watch an advertisement that took up that much of your time on social media?
Images can easily get lost in the plethora of posts on Facebook, and videos have a higher chance of standing out and catching the attention of Facebook users. Out of all digital ad formats, videos have the highest click-through-rate (CTR) of 1.84 percent. You can tell a story in a video and provide more information in a short time than you possibly can in a picture. It has been observed that 95 percent of messages in videos are retained by viewers compared to 10 percent of message retained when viewed in text or picture.
Now you are thinking about how much money you will have to spend to get videos created right? Relax! Technology has changed a lot of things, and even a newbie to video production can create videos without hiring any professional. Discussed in this article are tools that have been specifically created for you to create videos for your Facebook ads by yourself.
TopVid is a relatively new entrant in the video-makers market and it is most preferred for Facebook ads videos because it caters mainly for e-commerce videos. With TopVid.io, you have access to various templates which lasts for a maximum of 15 seconds and with these templates, you can make such videos as new collection videos, sales video, product features video, among others. For any template that you choose, you will only need to replace the images and texts with your own. It only takes a few minutes to get your videos done and you will be amazed at what you have been able to create.
With ANIMOTO, you can turn your photos and video clips into slideshows and marketing clips to tell the story of your business services in minutes. ANIMOTO is used for a wide range of purposes which include making
slideshows of family photos, so you will need to use the ANIMOTO business product for the purpose of your Facebook ads. If you can choose your own video footage, ANIMOTO is a great choice as you will be able to edit, combine, split, add transitions and even add voice-overs to your videos.
MAGISTO is a free app with which you can convert your regular videos and photos into awesome movies. You can easily share on social media platforms and make use of the videos for your Facebook video ads. You can add captions, styles, custom branding and music to your videos.
These are just a few of the top tools you can use to make Facebook Video Ads look professional without the professional price tag.