Video rules the web, and Facebook is no exception. In fact, Facebook is investing tons of resources into video products and capabilities, particularly around advertising. Videos attract more eyeballs and get more interaction from users than other types of content, whether it’s organic content or a paid video ad. A Facebook Lead Ad video will increase your leads in both quantity and quality. How? Not only will the video itself attract more potential leads, but the story you can tell in a video is more likely to fully and adequately explain your brand promise, improving your lead quality. Here are a few ways to make that Facebook Lead Ad video work harder for you.
Short, But Not Too Short
Facebook measures video success in views, at both the 3 second and 10 second mark. Past that, you can select a percentage of the video watched as a metric for reporting, but Facebook will consider 3 seconds of play or more a view of your video. This is a very tight timeframe, so it’s important to get as much pertinent information upfront as you can. When it comes to video, don’t save the best for last! But don’t be fooled by Facebook’s view count window, either. The best videos clock in at 20-30 seconds long. Truly engaged and interested viewers will go past the 3-second mark, so don’t try to create a 5 second video to beat the system. Think of the first 10 seconds as the way to weed out the unqualified leads.
Audio Is Important
One of the biggest barriers to entry for Facebook Lead Ad video production is the cost. Between music right and sound quality, it can be tempting to opt for a silent film-style video, but we don’t recommend it. Facebook requires sound in videos used as an ad, for starters. But beyond that, a video with no audio won’t attract nearly as much attention. Facebook has been testing autoplay audio, which would put a silent video at a severe disadvantage. And while not everyone will want to watch (or listen to) the whole thing, those that click to watch a video expect audio to accompany it. So you’ll need high-quality voiceover and music that augments your message without overpowering it. Seriously strapped for cash? Consider Facebook’s slideshow creation tool as you evaluate video production budgets for the next quarter.
Utilize Text Cues
Yes, audio is important. (See above.) But realistically, many will watch your video with the sound off. Incorporate subtitles or graphics to combat messaging lost to video silence, but don’t go overboard. You want your Facebook Lead Ad video to look like interesting or informational content, not a PowerPoint presentation. The post text and video action itself (silent or not) should tell most of the story, but feel free to call our salient points with graphical overlays. Keep graphics and subtitles in mind when drafting the storyboard and framing the video for filming, so you don’t cut off or cover up important visuals. If your editing budget is tight, make use of Facebook’s auto subtitles to easily highlight key points for silent viewers.
Keep Quality High
Videos always attract attention, but don’t create one just to make a video. Ensure that your video looks (and sounds!) professional. Visuals should be eye-catching and colorful, but also clear and in focus. Just because this video was shot for the web doesn’t mean you should skimp on quality. Aim to produce a high-quality video you would be happy to use as a broadcast commercial. Above all, ensure that it speak to your brand. Video assets are more timely and cost-prohibitive to produce, so you want this content to work for awhile. Include b-roll in your shooting schedule or slightly different takes and lengths of video cuts, so that you can change it up without reshooting everything in just a few months.