We can create Facebook video ads for clients in three steps:
1. Stop scrolling
Facebook’s ability to autoplay audio and video when a user opens their news feed is a huge opportunity, but it is only that. It doesn’t guarantee anything because a viewer can easily snatch your attention back. Especially when the video is an ad in a news feed, the first three to ten seconds are crucial. You can stop the scrolling by doing a few simple things.
We can make use of obvious hand motions as a strategy. It’s a direct appeal, and it works. Wave at the viewer. Draw them to you like a good store demonstrator draws passers-by into their display. Capture the crowd’s attention. It’s not subtle, but sometimes plain and bold is enough.
Text overlay is another very effective strategy. Advertisers can now automatically add subtitles to videos on Facebook. Your message will be visible even if the phone’s sound is off. They’ll start reading it as soon as they see it. It entices and captivates them. You’ll be able to show them something before their thumb moves.
Third, use a “pattern-interrupt.” Just trying to break up the visuals. This is why warning signs are red and pedestrian crossings are black and white. A picture that is unusually broken up will always attract attention.
Nothing outlandish is required here. Movement can keep eyes on the screen. A close-up can be enough to break the routine and make the video stand out among other content. Selfie ads can also create pattern interrupts and look real.
Educate is about giving advice. You can educate without being on camera by recording your computer screen while presenting Power Point or Keynote. They’ll find out more once they complete your call to action. They’ll share value you give them.
Brands in technology love demonstration. We all enjoy seeing gadgets in action. Drone, software, and other tech video ads are always eye-catching. You only need to show the product in action to entice the viewer to learn more and purchase it.
Inform goes beyond Educate. Instead of teaching a skill, it informs the viewer. It’s especially useful when a product is simple to use but has a lot of features. One of our clients sells an organic, natural, plant-based power food. They made a video explaining 11 amazing super foods and what they do for your body, before showing how their product contains all 11 superfoods. The video ended with a sales pitch, which worked well.
There are many “entertaining” videos. Dollar Beard Club makes entertaining videos. The Dollar Beard Club’s ads sell the simplest product in the simplest way. Chris Stoikos, the company’s founder, did a parody of a Dollar Shave Club video.
Despite its low production cost, this video has generated millions in sales. Their initial creativity investment paid off handsomely.
6. Call to Action
Many clients overlook the call to action. After generating interest, tell viewers what to do next. Your call to action should be loud or subtle, urgent or calm, depending on your brand, product, and desired action. But it should be there — and it may need to be repeated.
Brands will sometimes make a five- or six-minute video ad with no call to action until the end. It’s as if they’re embarrassed to direct viewers. Including a call to action earlier may deter viewers.
But only a minority of viewers will watch a video to the end. So only a small percentage of viewers will see a long video’s call to action.
At most four calls to action in a nine-minute video. They won’t be forced sales; they’ll be genuine. The path is more likely to be followed if it is clearly defined.