The Anatomy of the Perfect Facebook Video Ad

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Why video is critical to your strategy



People have shorter attention spans now more than ever. According to Facebook, people consume mobile content in 1.7 seconds. As a result, advertisers need to compete with both personal content and other advertisers on the platform.

Many, are now turning to video as a way to differentiate their ads and make their ads more thumbstopping.

You may have noticed the recent surge in video ads with many brands feeling pressure to give their audience what they want. In fact, 75% of all mobile data will be video by 2020.

However, creating video content isn’t enough. Brands need to create strategies that make their video content most effective.


Here are our top tips for more creating the most effective video ads:

1. Create for mobile first
The size dimensions for mobile video are different than for desktop.
Creating for mobile means creating a vertical video that is fully-immersive.

Nowadays, creating for mobile first doesn’t mean ignoring desktop but just realizing that people spend more time on mobile so, frame your content for that then repurpose that content for desktop.

Here is an example of McDonald’s creating a mobile video ad:

Discover our new small hot $1 McCafe Caramel Pumpkin Spice Latte. It’s like fall in a cup.

Posted by McDonald's Canada on Thursday, September 28, 2017

2. Use subtitles or video with no sound

Not everyone is listening to your ad with their volume ON.
People scroll through feeds when they’re on the transit, at work, in school or other places where they can’t have their volume on or headphones in.

So, to beat this advertisers need to offer subtitled videos, or even tell compelling stories without sound.

If your video needs sound to be compelling then it’s not going to be as effective or have enough of a reach.

Creating video content that can be viewed and is engaging without sound is how brands can ensure their video ads have the furthest reach.

Vacation is calling

Discover a place where people can fly…

Posted by Air Transat on Tuesday, September 26, 2017

Check out this thumb-stopping ad by Air Transat that has no sound but still tells a dynamic brand story:


3. Gets to the point

The traditional storytelling arc doesn’t work for the current video landscape. Brands no longer have enough time to build a story up to a conclusion.

Traditional story arc versus New video story arc:
Source: https://medium.com/comms-planning/not-another-ad-unit-a55f5261c0b6

Story Arc

They need to tell dynamic stories that are interesting from beginning to end, so that they can keep their audience engaged.

This doesn’t mean that your content has to be short, however, it does need to capture your audience’s attention quickly and keep it.

The company Hopper does a good job of aligning their video with their brand, keeping similar colours and dropping logo card right at the end.

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Posted by Hopper on Monday, May 29, 2017

4. Ensure it’s branded

Make sure your video content is branded and reflects your distinct brand identity.

Even, though it’s not static image format, ensure your logo is incorporated into the video somehow.

Whether it’s watermarked in the corner or is animated into the video, it’s important that the overall feel of the video is recognizable as being a part of your brand.

Check out how Skillshare has their logo watermarked in the corner of the video:

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Posted by Skillshare on Wednesday, June 7, 2017

A professional motion graphics animator will know how to get your brand’s identity across in the video through different tactics.

5. Include lightweight animations

Lightweight motion graphics are ones that are minimal and use basic motion to make the story dynamic.

Following different editing techniques as advised by the big blue themselves Facebook, including:

  1. Retrograde (rewind technique)
  2. Pulse (Like wavelength keeps flashing)
  3. Burst (starts linear then climax)
  4. Shuffle (switches)
  5. Bubble (small and then expands)
  6. Boomerang (goes backward then forward)

Final thoughts
Facebook video ads should be an important part of your ad content strategy. Follow the best practices and tips above to get the furthest reach and best results from your video ads.

Create more effective video ads with Facebook and Abacus today!