5 Mistakes You’re Probably Making with Your Facebook Video Ads

You only have a split second to catch somebody’s attention with your Facebook video ads. The smallest mistakes can lead to the biggest nightmares – high cost per contact or low reach.

Many small business owners or marketing managers make these common mistakes and throw money out of the window simply because they don’t pay enough attention to details.

The Most Common Mistakes for Facebook Video Ads

1. Low-Quality Video

Many bloggers and marketers think it’s enough to record a video with their phones and edit it with a basic video editor. But your viewers are smart and they’ll notice if you took the time and effort to create a professional video, or if you use a low-quality, self-made video.

Make sure to use the right ratio (16:9 full portrait), the right video compression (H.264) and the right format (.mp4) to have the right quality video ad for Facebook.

2. Too Long Video

A Nielsen study shows that in Facebook video ads “up to 47% of the value in a video campaign was delivered in the first three seconds, while up to 74% of the value was delivered in the first ten.”

A graph showing the different kinds of impact on video viewers comparing 3 and 10 seconds of video.
This graph shows different percentages of cumulative impacts on video viewers who watched under 3 seconds of the video compared to viewers who watched under 10 seconds.
Image source: Facebook Business

It’s crucial for Facebook video ads to show something shocking, funny, or emotional in the first 2-3 seconds to grab the attention of people and make them stop and watch your video. Also, give them a good reason early – in the first 5-10 seconds – to click on your video to direct them to your website if that’s the goal.

3. No Subtitles

When you create a Facebook video ad, always think about the environment people will watch it in. Maybe they’ll watch it while multitasking, having the TV and music on at the same time, so they won’t hear a word from your ad. Or they watch it on the subway with no sound on. Your video has to be understandable without any sound.

Prepare subtitles, or simply show the value of your brand with emotion or illustration instead of words.

4. Wrong Targeting

Targeting is one of the most costly mistakes when creating any kind of ad. Wrong targeting could ruin your ad and cost you a fortune as you reach people that are not your target audience. You still have to pay for all the videos they watch! Targeting by location, age, gender, and language is the minimum you need to set up for your video ad.

Different targeting options such as Locations, Age, Gender & Languages.
If you have a product or service that can be easily targeted by demographics, interest, or behavior, make sure to set those up too.

Further targeting, based on interests.

Your audience should be wide enough to reach people but specific enough to reach only your target customers.

Set your audience to be wide, but specific enough to reach your target customers.

5. No Call To Action

Many marketers fail to add this crucial item, and that costs them a lot of money.

Victor Schwab (author of ‘How To Write A Good Advertisement’) wrote: “To get action you’ve got to ask for it.” Well, this couldn’t be more accurate. You can spend thousands of dollars on the perfect video, but if you don’t add a compelling CTA to your post, and in the first 5-10 seconds of your video, most of your money and efforts will go down the drain.

Don’t miss this part – it might seem insignificant, but it can be the difference between a high-converting video and poor results.

Here’s a checklist of basic things you need to watch out for when creating a Facebook video ad:

  • High quality – right format, right compression, and right ratio.
  • Short video – with something shocking or funny in the first 2-3 seconds of your video.
  • Understandable without sound – use subtitles, or show the value of your brand by emotion or illustration.
  • Right targeting – make sure to set basic and detailed targeting, and check if your audience selection is broad enough.
  • A compelling CTA – tell your viewers what they need to do within the first 5-10 seconds of the video.

Now you can create high-quality, compelling Facebook videos in under 10 minutes! Curious? Check out how!

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