{"id":2356,"date":"2020-12-10T11:00:05","date_gmt":"2020-12-10T19:00:05","guid":{"rendered":"https:\/\/adespresso.com\/?p=2356"},"modified":"2020-12-10T16:55:00","modified_gmt":"2020-12-11T00:55:00","slug":"facebook-video-ads-guide","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/facebook-video-ads-guide\/","title":{"rendered":"Facebook Video Ads: The Guide Marketers Are Looking For (Strategies Included)"},"content":{"rendered":"

Facebook users love video. Every month, 1.25 billion of them<\/a> view videos just on Facebook Watch, Facebook\u2019s streaming video service. Facebook video ads allow marketers to use this trend to their advantage.<\/p>\n

Not only do video ads get more clicks (two times more, according to one recent experiment<\/a>), but they give marketers more creative freedom to show off a brand\u2019s personality and connect emotionally with an audience.<\/p>\n

Facebook video ads have emerged as one of the most effective formats marketers have at their disposal. Knowing how to create scroll-stopping, engaging video ads on Facebook will help any marketer become instantly more competitive on the platform.<\/p>\n

\"cover<\/p>\n

In this guide, you\u2019ll learn the basics of Facebook video ads, five tips to create the best video ads possible, and see examples from eight companies that are making the most of video.<\/p>\n

<\/p>\n

What Are Facebook Video Ads?<\/b><\/h2>\n

Facebook video ads are paid ad placements that feature a video and can appear in one of several predetermined locations on a visitor\u2019s Facebook screen.<\/p>\n

You can either create a video ad from scratch or boost an existing post that includes a video from your Facebook account.<\/p>\n

Facebook video ad placements<\/h3>\n

Most people are familiar with in-feed video ads\u2014the ones you see in your News Feed as you scroll. But there are actually several places where your Facebook ad can be featured.<\/p>\n

In-feed ads<\/b> look similar to organic posts and appear as someone scrolls through their News Feed.<\/p>\n

\"Screenshot

\u00a0Source<\/a><\/em><\/p><\/div>\n

In-Stream video ads<\/b> are like mini commercials that show in the middle of another video. They only show on mobile devices after 60 seconds of the main video content plays.<\/p>\n

The first 15 seconds of an in-stream ad will play, then the viewer is given a choice to either watch the rest of the ad or return to the original video.<\/p>\n

Facebook Marketplace video ads<\/b> appear while a user is scrolling and shopping on Facebook Marketplace.<\/p>\n

\"Example

\u00a0Source<\/a>.<\/em><\/p><\/div>\n

Facebook Stories ads<\/b> are full-screen, vertical ads that appear between organic Facebook Stories. Videos longer than 15 seconds get split into different story cards that play one after the other.<\/p>\n

After the first three cards, a viewer can choose to keep watching or return to organic Stories.<\/p>\n

Facebook Video Feed ads<\/b> display in between organic videos on Facebook Video Feed. The scrollable Video Feed opens whenever someone clicks to watch a video from their News Feed. Video Feed ads display among the organic videos.<\/p>\n

\"Screenshot

\u00a0Source<\/a>.<\/em><\/p><\/div>\n

The anatomy of a Facebook video ad<\/h3>\n

Every part of a video ad has a job to do. Understanding each of those parts will go a long way to creating ads that attract and convert your most valuable customers.<\/p>\n

Let\u2019s take a look at the video ad example from Vyond<\/a>:<\/p>\n

\"Screenshot<\/p>\n

1. Account link<\/p>\n

This is the link to your Facebook account. This ad is also differentiated from an organic video post by the word \u201csponsored\u201d that displays near the account link.<\/p>\n

2. Primary text<\/p>\n

This is the copy that appears above the video view. More than 125 characters may be truncated, so viewers have to click \u201cread more\u201d to see the full text.<\/p>\n

3. Video view<\/p>\n

This is where the video displays. Users decide in their Facebook settings if they want videos to play automatically, play sound automatically, or simply show a still image until they hit play.<\/p>\n

4. Headline<\/p>\n

Despite its name, the headline shows up below the video view. More than 40 characters of a headline may be truncated and not visible.<\/p>\n

5. Call-to-action button<\/a><\/p>\n

This is a clickable button on the lower-right of your ad. You choose from a pre-set list of CTA <\/a>options when you create your video ad.<\/p>\n

You can also see that an in-feed ad accepts engagements (likes, comments, and shares) and shows when the sound is turned on or off.<\/p>\n

Facebook\u2019s Requirements for Video Ads<\/h2>\n

Make sure you\u2019re following Facebook\u2019s video requirements<\/a> and recommendations. If you don\u2019t, your video may look odd in your ad, or Facebook may disapprove of your ad altogether.<\/p>\n

Each ad type\u2014Stories ads, in-feed ads, etc.\u2014comes with its own set of specification requirements. There are five video specifications you\u2019ll want to be aware of:<\/p>\n