Facebook is the most widely used social network site in the world, with over 1 billion users active. In a study by socialbakers.com, sharing videos reach the most people on Facebook. With this in mind, shared videos reach more people on this social platform and in turn, amplify the brand even more.
How it works:
The most striking feature of Facebook video ads is how they “auto-play”. Facebook video ads are defined as a “richer storytelling format for advertisers”, they are limited to 15 seconds in length. The video ads automatically play without sound when users scroll down the newsfeeds, and the video ads stop playing if users scroll past. The sound only plays if users click on the video ad or make it full-screen. Once the 15-second video finishes, two more related links pop up with videos from the same brand.
For mobile users, the videos that begin playing as they appear on the screen ‘will have been downloaded in advance when the device was connected to WiFi’. This means, basically, that Facebook Video Ads will not consume data – even if the user isn’t connected to WiFi at the time of playback.
Facebook video ads fit into the newsfeeds seamlessly because they are seen as a story or post. Unlike pop-up ads and banner ads always being filtered out by ad blocking software, Facebook video ads reach every viewer. Even though they are marked as “sponsored” or “suggested post”, users will look at ads as they scroll down to look at every item on their news feed.
Facebook video ads are highly targeted. To watch a video on Facebook, a user has to be logged in to his/her account which contains all his/her profile information. Therefore, advertisers can target specific demographic, locations, interests, or even purchase habits. In terms of targeting, Facebook is second to none in both segmentation and accuracy.
Facebook video ads are affordable even for start-up small businesses. From $1 to $2.5 million per day, you can reach a given number of people to gain brand exposure, make sales, collect sign-ups, and more. You can also stop the advertising campaign anytime you want.
Given the huge impact of Facebook video ads, there are still some limitations. First, The ad’s length is only 15 seconds, which might limit advertisers to convey in-depth content or complicated ideas.
Second, powerful as the Facebook video ads can reach a specific group, however, the video ads function is only available in the US. Therefore the maximum amount of users it can reach is around 140 million.
Lastly, Facebook counts impression when the video ads are watched for at least 3 seconds. No matter viewers like it or not, or viewers watch it actively or passively, it is counts as a view. As a result, the measurement of campaign effectiveness is not accurate enough.
Excited to get your hand on creating your first Facebook video ads? Check this simple tutorial to get started. Don’t forget to share your thoughts with us.