So you’ve been marketing on Facebook for quite some time already. But now you’re thinking, “How about using video content for my next campaign?”
You saw how powerful Facebook video ads can be in getting hundreds to thousands of reactions, comments, and shares. I’m sure you’re also guessing these engaging videos generated a lot of sales!
Let me tell you that now is the best time to use videos in your advertising strategy. Here are reasons why:
- Video ads are now captioned, and this has increased view time by an average of 12%.
- Users can watch Facebook video ads in silent mode. This gives creative video marketers the opportunity to stand out and people to find ads less intrusive.
- Facebook gets about 8 billion video views on a daily basis. Videos are garnering website traffic and are predicted to account for 80% of all web traffic in 2020.
“But I Don’t Know the Best Techniques… What Should I Do?”
If you’re like most people, the idea of being on camera puts you off. Everyone who’s trying out Facebook video ads for the first time feels this way.
So, what’s the solution?
To answer your question, I did some research and found 10 amazing Facebook video ads.
Let’s explore each video ad and draw out some winning characteristics. Then, you can apply the principles or techniques used by these ads to your next Facebook video ad campaign.
1. Jason Hornung
In this video, Jason Hornung showcases his expertise on Facebook ads. The only time you’ll see him is at the start of the video where he introduces his website home page. Most of the content features a whiteboard where Jason scribbles while he talks.
This video garnered 1 million views and was shared over 2.3 thousand times. It’s not difficult to see why it worked:
Jason illustrated his concepts on a digital whiteboard. This made his topic easier to understand and better remembered.
At the end of the video, viewers were invited to sign-up for a free training. CTAs give an audience a sense of direction. They seize opportunities for conversions.
2. Dean Graziosi
How would you like to film yourself showing off your product while driving, and you’re not focusing attention on the road? Only Dean Graziosi can do this – because he’s in a self-driving car! (Tesla) ?
Dean offers his book for free, and all people need to pay for is the shipping. His video got over 43,000 reactions. Here are some takeaways:
Element of surprise
Make your video ad memorable by doing something unexpected. Don’t be afraid to step out of your comfort zone but don’t do something risky!
Dean positions his product as “the solution” that builds wealth in this insecure world. Like Dean, identify the biggest problem in your niche and advertise your product as the answer.
3. Alex Mehr, Ph.D
Should Facebook video ads be staged and expensive to gain 1 million views? Definitely not! Take it from Alex Mehr, CEO of Mentorbox.
Whether you’re taking a walk at the park or beach, you can always record a video for your FB ad. And there’s no need for a professional camera – a good camera phone will do just fine.
But keep these tips in mind:
If you decide to shoot outdoors, do so when there are clouds. This gives you shade to avoid glaring sunlight.
State who you are and what your brand does at the start of the video. This builds rapport and credibility. Alex does this by saying, “Hey, my name is Alex Mehr, CEO of Mentorbox – one of the largest book subscription companies.”
Show your human side
The video depicts what a typical day looks like in the life of Alex Mehr. He walked away from his desk to take his dog out for a walk. Showing your human side gives off an authentic vibe.
4. Grunt Style
Tim of Grunt Style brings you behind the scenes. In the video, you get to see Grunt Style’s employees doing what they do. In a competitive marketplace, a great way to stand out is to incorporate “sneak peeks.”
Can you guess why this strategy takes your business to the next level?
Put yourself in the shoes of your customer. Wouldn’t you love to see the people and processes involved in the creation of a product? This kind of content builds trust and prompts sharing and commenting.
5. Juicing Vegetables
As someone who wants to be in the best possible health, you’d be amazed by the benefits of the 11 vegetables presented by Drew Canole. Maybe you’ll ask yourself, “How in the world can I make time and access those vegetables at once?”
Do you know why this video garnered over 4 million views?
It overcame a common sales objection: Complexity
Customers have their personal reasons for not trying something – no matter how much they like it! Drew handles his audience’s objection through a green juice powder that combines all 11 vegetables. And he made sure to highlight that in the video.
6. Jon Penberthy
Jon Penberthy’s video was taken in a resort in daylight to give off a fresh and positive vibe. This helps viewers become more receptive to his topic on FB ad mistakes.
Let’s explore more strengths of this 5-minute video:
Start with a story/scenario
In a world full of distractions, it’s important that you grab someone’s attention right away. Jon begins by saying, “So you’re excited about your new business… and you know that FB advertising is where it’s at. So you run an ad, and it fails. You lose money…”
Show them how it’s done
There’s no better way to spark conversions than demonstrating how something is used to its fullest potential. Fast forward to 1:42 and see how Jon uses 3 scenarios to show the potential of FB ads when done right.
7. Wilco de Kreij
About 8 months ago, I launched this FB video ad about Viral Hacking and it got over 2.6 million views and 5.6K shares. No matter what your video is about, never miss these helpful tactics:
Get straight to the point
Notice that I ask the question, “What is viral hacking?” and immediately answer it at the start of the video. Understand that your audience might not have all the time to stick around to watch your ad. Don’t beat around the bush.
Focus on one idea
Make people believe in one thing and not many things. In the video, I’ve focused on viral hacking and viral hacking only. If you give out too many details, your audience won’t be able to process them and make a choice.
Get on their level
If there’s one story that humans in general easily connect to, that’s struggle. Sharing that you used to be in the same position helps people get to know you better.
This super hilarious video by Chatbooks got 72 million views. Moms who barely have time to make scrapbooks were captivated. But not just moms – also pops and anyone who came across this advert.
Learn why it immediately gained traction:
Use of humor
While you can convey your message in a plain manner, humor brings extra charm and makes things more exciting. If done right like this video, humor will help you meet the goals you’ve set in the first place.
Add text to videos
Digiday’s study reveals that 85% of Facebook videos are being watched without sound. Incorporating text gives your audience the freedom to enjoy and absorb information even in silent mode.
9. Squatty Potty
Set in a medieval time, Squatty Potty’s video capitalizes on the unicorn trend to connect with their audience. They create a desire for their product using these effective strategies:
Communicate technical topics in a creative way
If someone sold you a toilet stool, your first decision would be not to buy it. “There’s no immediate need for it,” you’d tell yourself.
But squatty Potty takes things to the next level. To convey the importance of a toilet seat, they fashionably convey the negative effects of the typical toilet seat on one’s bowel movements using a pop culture symbol. What a fun way to explain the science of something! ?
Ratings and recommendations from industry experts give people more reasons to trust in your product. If you have these forms of social proof, feature them in your video ad. Go to 1:53 and see how the prince uses social proof.
Thousands of products in the same category are being introduced each day. How does yours stand out? How do you prove that your product is the winner?
Test it in front of your customers
Purple shows the “Raw Egg Test” to prove that their mattresses can properly cradle your body’s pressure points. Visual representations such as testing help show evidence of your worth.
Here’s How to Skyrocket the Effectiveness of Your Ad Campaign…
Engaging Facebook video ads can only go so far…. because if they don’t reach the right audience, your goals remain unmet. Whether your goals are to increase your sign-ups or drive product sales, precise targeting is the key to success.
Now your immediate action would be to head over to the targeting options in your Facebook Ads Manager. But using this method, you’re faced with a limited number of interests.
Not to mention, your competitors are targeting the same interests!
Here at Connectio, we offer a solution called ConnectExplore. ConnectExplore connects with your Facebook Ads account and will suggest more specific interests to target.
Here’s a screenshot of the dashboard:
Not just that, ConnectExplore reveals the exact audience size per interest (and more metrics) so you can be certain that targeting these interests gets you the best results.
Your new discoveries on ConnectExplore will also help you refine or improve your video ad to make it even more appealing to viewers. ?
Are you excited to launch a highly successful Facebook video ad? If you’re ready, be sure to apply the techniques I just shared. Lastly, don’t forget to target the right audience with our tool, ConnectExplore. Let me know the results of your next campaign!