Facebook has decided to promote the best video ads of the month in its Video Ads Creative Spotlight. This is to be done in nine verticals. The verticals to be featured by Facebook are: automotive, travel, consumer goods, retail/e-commerce, entertainment, restaurants, financial services and gaming.
A study by Nielsen measured 300 campaigns featuring video ads. 73 percent of them showcased a lift in ad recall. Not only this, there was an 86 percent average lift amid test and control groups. This information was also posted by the social network in Facebook for Business.
There are certain guidelines offered by the social network for video ads. The first thing it said was that the ad has to be tailor made for the audience. It should have content that will hold their attention. It should show their interests and the message should be customized for the intended audience.
The creative resource used should be the best one that’s available, as a part of production. The budget and schedule should be logically planned. A video should be such that it can be played on all devices, and well made.
The first few seconds of the video are most crucial. Make your video such that as a person scrolls down the news feed, it arrests their attention. It should hold the interest of the people.
Try to narrate a story through your video. More than the length, focus on telling a connected and brief story. An important fact to keep in mind, is that the story should be told in the exact time it takes to deliver the intended message. From the very first shot, to the last one, it should keep the audience engaged and interested.
The audio should not be the decisive factor of the video. Facebook auto-plays the video on mute, so the video’s imagery should be so strong that the audience should be compelled to watch the video. The audio also should be such that it adds to the appraisal of the video.
Tom Gilmartin, the lead of the Facebook Creative Shop writes in his email, “Facebook has never had such a robust toolbox for creative people to craft video stories. Agencies and brands are inventing ways to delight people on Facebook that have never been explored before with video. When you combine these new creative opportunities with our ability to deliver unique video stories to specific audiences, Facebook enables video storytelling in ways that wouldn’t have been possible even a year ago.”Video Ads Creative Spotlight Launched by Facebook to Promote Video Ads!,