Facebook Video Ads Best Practices

February 8, 2018 · 6 min read

Have you heard about the power of videos on Facebook? We’ll catch you up. Videos get 3 times the engagement of any other form of content. And yet, most marketers and social media managers are still looking for the perfect tool to create videos consistently in order to get these great results. Luckily, you’ve come to the right place with Promo.

Why choose video ads

Think about it. If Facebook announced 4 million advertisers in 2016, how many more have joined since then and how many will join–especially given the slew of new tools Facebook recently added? More people means more marketing noise–which also means more advertisers bidding on the same users.

While it may already be a challenge to stand out on the Facebook News Feed, video is the best way to break through and see great results. After all, 49% of consumers engage with branded social video on Facebook. Plus, marketers see that Facebook videos drive 89% more views, 86% more engagement, and 83% more purchases. Whether you’re a small business or big brand, you can’t afford to miss out on these big wins.

You created a great video and now you need results

Creating a beautiful Facebook video is the first essential step but, we’ll be honest, getting great results is definitely the hard part. That’s why we put together this list of quick wins to help you get all those amazing results we keep quoting. You’ll be surprised at how much making small adjustments can improve your Facebook videos’ performance overall.

Invest in the first 3 seconds of your video

It’s common knowledge that all Facebook videos are, by default, set to autoplay. The autoplay helps capture the audience’s attention immediately and keeps them watching and engaged. Plus, according to Facebook, 65% of people who watch the first three seconds of a video will watch for at least 10 seconds, and 45% will watch for 30 seconds.

A good way to track how long your specific audience actually watched your videos is to check the “Video Average Watch Time” metric in your Facebook Insights. It will show you the average time each of your videos is watched. You’ll likely notice that most view times do not exceed five seconds.

In order to ensure that your audience sees and watches your video from the very beginning until the end, you need to invest in the first three seconds of your video. You can do this by choosing footage that truly pops, adding a video title that teases the audience a bit, and jumping into your message immediately. Don’t waste time building a story. Keep your video, as a whole, short and simple and appeal to the emotions and natural curiosity of your already over-stimulated audience.

Always use text

To amplify the important role that text can play in the success of your videos, consider the fact that 85% of Facebook videos are watched without sound. That’s a large percentage of viewers who simply stop, watch, and absorb all of the information visually only. They don’t need sound or noise to understand or make a decision about the brand.

Make sure your audience gets the most out of your video by adding some sort of text to your video from the very beginning. You can go with a general caption or text that brands your message coherently as long as you say something from the start.

Focus on one important point

Looking to make a highly shareable video? Make it super simple by focusing on one easy-to-understand point. Think about it, if your video is easy to understand, viewers are more likely to share it as it’s easy for them to describe and explain why they like it.

To help you focus on one point before you actually create your video, think about your audience and ask yourself what would make them share it? What will make them comment or like it? Then think about creating a video to achieve some of the following goals:

  • Be social and entertaining or get a laugh
  • Express a feeling about a particular topic
  • Show off your business successes
  • Prove they are “in the know’

All of the above tips will help you choose one key focal point and create a short video that will get better results. Just keep in mind, that videos sometimes take time (and a bit of a budget) to get massive numbers.

Upload natively

Native video is video that is uploaded to or created on social networks and played in-feed, as opposed to links to videos hosted on other sites (like sharing a Vimeo link to your Facebook page). In a study, Facebook native videos had on average a 477% higher share rate and saw 109% more interaction when compared to shared YouTube links. Needless to say, native video works much better than sharing a video link on your page.

When it comes to getting great results for your Facebook videos, it’s important to upload your video directly to Facebook itself. The platform recognizes it as a stand-alone video and will generate more engagement for your page as opposed to getting “vanity engagement” as a shared link.

You can publish your Promo videos natively using your Promo account. It’s simple and quick.

Write Facebook-specific copy for your post

While you may be posting the same video to all of your social media accounts, remember to alter the text you use in the post’s caption to suit the outlet and audience. If you’re investing a lot of resources (time and money) and looking to get the most results on Facebook specifically, then use language on your post that speaks to Facebook audiences and suits the platform.

Here are a couple of things you can try to help improve your results with the copy for your post:

Ask a question: Questions are thought-provoking and leave your audience looking to you to answer the question (or solve the problem).

Experiment with text length: On Facebook, you can use as much text as you like to share a story (Facebook allows for a very high character length in both posts and comments) or as little text as you like to keep it short and to the point. It all depends on what your audience likes. However, if you’re running the video in a paid campaign, keep the text short and messaging direct so it looks best across the Facebook News Feed. Also, remember to add spaces between the lines of text to keep everything clean.

Use the text or a quote from the video: This will likely pique the audience’s interest and encourage them to keep watching to understand the full story and context.

Add an emoji: Emojis are huge and they work with audiences of every age. We could share with you some solid numbers on how well they work, but seriously, just add a few here and there and enjoy better results.

Track your videos performance

Facebook wants you to use video and they want you to succeed. That’s why they give you tools, like Insights, to help you better understand how your videos perform. With this knowledge, you know what to continue doing and where to improve.

When it comes to your videos, there are a few great specific insights to watch and use, including:

Minutes viewed: This is the total number of minutes your video was watched, including replays and views less than three seconds.This number helps you understand how long people actually watch your videos and return to them. It helps you gauge your audience’s acceptance of your video content as a whole.

10-second views: The number of times your video was watched for at least 10 seconds, or nearly its total length, whichever happened first. This helps you know if your video worked well enough to keep your audience engaged longer than three seconds (big win). The more videos you publish with over 10-second views the better results to your Page overall. These views make it more likely that your audience took, or will take, some sort of action after watching.

Audience and engagement: This tab will help you see how many people you reached and how they interacted with or responded to your video, including reactions (likes, loves, laughs, and wows) and comments. Keep all of these numbers at the top of mind when you craft your next videos.

The more Facebook videos you make, the better your results

We know that, when it comes to video marketing, it’s a marathon not a sprint–it requires commitment and consistency over time, to see those mind-blowing results. Keep that in mind, as well as all of these tips, as you go forward with your Facebook videos. Now, start getting quick wins and generate some major impact.


Ready to create your own video ad? Try Promo today!



Content Lead at Promo.com. * * * Storyteller by day. Content consumer by night. Habitually inspired.

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