- Facebook recommends keeping your videos short, which means a video length of 15 seconds or less so that people are more likely to watch until the end. Video ads that are 15 seconds or less are eligible for most placements on Facebook.
— In general, we recommend that you keep your videos short, but in our experience, longer videos can weed out irrelevant audiences. This is especially true for online learning and master classes. Videos between 90 and 180 seconds in length work best here. They provide more detail about the product and help the user make a decision at the stage of watching the video already.
- Use hooks. A hook is a scene at the beginning of your video that lets the viewer know why the ad is worth watching. You can craft excellent hooks by following one of these three simple frameworks: the preview, the question, and the problem.
- Use vertical or square videos: Most people hold their phones vertically, so choose a vertical or square aspect ratio to cover the most screen area. Try 4:5 vertical video ads, which work well across each ad placement.
- Tell a story that shows product benefits and the pain points you solve: Providing a narrative your audience can follow can keep people engaged, while also providing a case study for how your product, brand, or service works and how it solves problems in the real world. Ex:
- Add captions. Design for sound off: People choose to watch videos with sound off in many situations, such as in public places. Use text and graphics and use captions whenever possible. Ex:
- Don’t forget to include a CTA. Remind viewers to take a specific action, like visiting your website or buying your product. Do this with a call-to-action (CTA), such as “Buy now” or “Learn more”.
For example, take a look at the last frame of this Facebook video ad. At the end of the video, the company shows viewers its unique slogan, while also prompting them to download their app from their preferred app store.
👉You will also find our article about 7 Scripts For Effective Facebook Ads useful.