Have you ever been watching a video on Facebook and suddenly thought:
Wow, what a great ad…
Of course not. That’s because when an ad is good, you forget that it’s an ad and become interested in the content instead, which is the whole point of advertising in the first place!
All of a sudden, you must see how the product works, or hear the rest of the review, or know the price. You start visualizing ways in which the advertised product or service will solve your problems. You imagine your state of mind—happy, excited, adventurous—as you explore the vacation destination being advertised.
Good video ads fly under the radar. Sure, huge companies like Nike can win awards with their creative video spots that cost millions of dollars, but digital marketers and small business owners who really know Facebook video ads are laughing all the way to the bank.
That’s because they know the process and formula for high-converting video ads. When it comes to Facebook video ads, however, many people are still left with more questions than answers. Questions like:
- What’s the best length for Facebook video ads?
- What (or who) should be in these videos?
- How do you make video ads look professional?
- Do you need to hire somebody, or can you make video ads yourself?
- What are the best Facebook video ads examples?
And that’s where we think we can help. Promo.com has all the tools marketers need to make professional-quality videos and tons of free resources for how to use video to grow your business.
But that’s not what this post is about.
In this post, we’re going to break down some of the best Facebook video ads examples. With our analysis, we hope that you’ll be able to build on the examples given and make them work for your business.
But first, let’s quickly lay the groundwork for video advertising.
Do Facebook ads really work?
We have stats, and we also have use cases specifically for the way people interact with brands on Facebook. Let’s quickly address how both make a compelling case for video advertising.
First, the stats:
- Video content generates 1,200% more shares than other social content
- Branded video boosts purchase intent by up to 97%
- Businesses that use video marketing record 49% faster year-over-year revenue growth
All of the research indicates that video is crucial to success when it comes to digital advertising.
Beyond just the raw stats of video consumption and effectiveness, Facebook also provides many tools that help advertisers connect with their audiences to maximize their branded interactions. Two of those key tools are:
- Ad units optimized for video distribution
- Audience building through video engagement
Did you know that Facebook has a specific ad unit designed to get you as many videos views for the least amount of budget possible? When you start your Facebook ad campaign, simply select “Video Views” as your Campaign Objective.
This way, Facebook will send your ads to people—in addition to your target audience—who are most likely to watch videos. So if you are raising awareness about your brand, you can use Facebook to broadcast your message in a highly economical fashion—much cheaper than running a television campaign.
Secondly, as people are watching videos in their Newsfeeds, Facebook is allowing brands to build audiences out of that engagement.
Facebook actually records how long somebody watches your video and provides that information to you.
What this means is that advertisers can launch brand awareness video campaigns with broad targeting, then follow up with conversion-oriented ads laser-targeted only to people who expressed interest by watching a significant portion of a video.
It’s much easier to capture someone’s attention who already knows your brand and has expressed some interest before. Retargeting isn’t just for website traffic anymore!
You might be wondering—How does this differ from ad engagement with photos?
Video vs. Photo
No matter if you used the same camera or just took a still image from your video footage, images are not the same as video when it comes to advertising effectiveness.
According to HubSpot, viewers spend 5X longer looking at your video than a static image. This makes sense, of course, due to the nature of the medium, but think of the benefits of capturing somebody’s attention for a longer span of time. You have more time to thoroughly explain your message, as well as a more creative medium to illustrate your point.
Additionally, video ads receive 20% more clicks than images.
Facebook ads created with images do not let you create audiences out of people who have ‘watched’ the image the way it does with videos, so your audience-building toolset is more limited when using only photos.