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Why Your Facebook Ads Need Engaging Video Content

Wojtek Jeżowski

January 10, 2024

Table of Content

In a world where the attention spans flit around like caffeinated butterflies, your Facebook ads need more than mere aesthetics—they crave the diverse charisma of a captivating ensemble, each bringing their own unique charm to the digital stage. Now, picture this: you're scrolling through your news feed, and there it is, the video ad that makes you pause mid-scroll. Not because it's yet another pie chart or an inspirational quote superimposed over a stock photo of a mountain at sunrise.

No, you've stumbled upon something more potent—a video ad that makes you question your life choices, in a good way.

In this age of digital thumb wars, where the battle for attention is fierce your mobile ads, must be more than just placeholders in the scrolling saga. They need to be thumb-stoppers, attention-grabbers, the Spielberg of the social media scene, especially on Facebook.

So, why your Facebook advertising need videos? Why not stick to the safe haven of static content and feed ads and hope for the best? Well, buckle up, because we're about to embark on a journey through the pixels and play buttons of facebook video ad, where engagement is king, and bland is banished faster than last season's fashion trends.

The Scroll-Stopper Effect

Picture this: You're in the midst of your daily scroll, fingers gliding across the screen like a well-choreographed dance. And then, it happens. A video ad graces your feed, a cinematic masterpiece amidst the static sea of mediocrity. Suddenly, your scrolling finger, once on autopilot, comes to an unexpected halt. What sorcery is this? It's the Scroll-Stopper Effect at play.

Videos possess a magnetic charm, an irresistible allure that transcends the limitations of static imagery. Over 56% of the social media time, is spent in watching videos. The dynamic interplay of visuals and sound captures the viewer's attention in a way static content can only dream of. It's not just content; it's the difference between a monologue and a symphony. In the attention economy, symphonies win hearts.

Video Engagement vs. Static Content

Let's sprinkle in some data to spice things up. Recent research reveals that video content on social media generates a jaw-dropping 1200% more shares than text and images combined. Yes, you read that right—1200%. It's like stumbling upon the secret sauce for virality, and it's all wrapped up in the magic of moving pictures.

But that's not all the stats have to offer:

Facebook Video Stats: Igniting Engagement

With a massive 2.7 billion users, Facebook is like a bustling city of possibilities. But here's the exciting part: a whopping 1.79 billion users are regularly part of the action! Now, get ready for the real star—when it comes to likes, shares, and more, Facebook native videos and ads truly steal the spotlight. Let's dive into the numbers that tell their remarkable tale.

  1. Daily Views: Over 4 billion video views daily
  2. Mobile Engagement: 65% of views are from mobile users. This share is ever increasing.
  3. Sharing Power: Native videos get 478% more shares, i.e. 10 times more than YouTube. But there is more, according to the report during December the number increases to 1055% more that YouTube.
  4. Ad Impact: Facebook secured 24.5% of video ad spending in the US, offering businesses standout conversion rates and the promise of remarkable ROIs. Notably, video ads lead on Facebook with the highest average Click-Through Rate (CTR).
  5. Live Video Appeal: Facebook Watch attracts 1.25 billion monthly users.
  6. Engagement Rates: Native videos generate 110% higher engagement than other platforms and videos get 5 times more gaze than static content. Indicating high engagement rates.

So, if you want your audience to contemplate life choices—in a good way—serve them a serious video clip that sparks reflection, not a text-induced snooze or an image-induced yawn.

In the grand spectacle of digital marketing, videos aren't mere content; they're the headliners, the rockstars, the Spielberg of the social media scene. Stay with us as we delve deeper into the art of crafting Facebook ads that don't just interrupt the scroll but rewrite the script of engagement itself.

Capturing the B2B Audience's Attention

It vital that the Facebook ads captivate not just the casual scrollers and social media users but also the discerning eyes of the B2B audience. Let's navigate the world of pixels and play buttons to uncover the secrets of engaging the professional minds on social media.

Understanding the B2B Mindset on Social Media

B2B audiences aren't your average scrollers—they're the decision-makers, the deal-breakers, the architects of corporate success. Understanding their mindset on social media is like deciphering a secret code. While they may wear the armor of professionalism, beneath it beats a heart that appreciates creativity and relevance.

Contrary to popular belief, B2B professionals don't live in a perpetual state of pie charts and business jargon. They, too, crave content that speaks their language but doesn't drown them in monotony. Enter the era of video content, the bridge that connects the professional and the relatable.

How Video Content Bridges the Gap Between Professionalism and Relatability

Picture this scenario: A B2B manager, amidst a sea of emails and reports, takes a moment to scroll through their social media feed. What catches their eye? Not another dull infographic but a video—dynamic, informative, and dare we say, entertaining.

Videos, with their visual storytelling prowess, have the unique ability to convey complex information in a digestible and engaging format. It's not about replacing the professionalism; it's about enhancing it. A well-crafted video can deliver your business message with the polish of a boardroom presentation while maintaining the attention-grabbing charm of a cat video.

It is known by recent stats that Facebook is the most preferred social platform by people aged between 35 to 44, the millennials - the majority of B2B buyers. This is why an overwhelming 96% of B2B organizations use video in their content marketing, and 59.3% advertisers have deduced that Facebook Video ads drive more ad clicks.

Interested in more details about the importance of visual storytelling in ads.

The SEO Effect of Facebook Ads

Unleash the SEO power of Facebook Video Ads—the magic wand of the digital world. Though "social signals" impact on search rankings is a bit mysterious, captivating your audience with video ads on Facebook brings enchanting benefits.

Social media and link building go hand in hand. Engaging Facebook users with Video Ads naturally create links across the web. With Facebook's user data, you can precisely target your audience with ads based both on demographics and interests.

Paid Video Ads shouldn't just sell; they should boost engagement, strengthening your brand. Share entertaining snippets, host contests, and encourage custom audience interaction. The magic extends beyond mobile first ads, beyond your Facebook feed. As your brand gains exposure, Google takes notice, leading to improved rankings.

While exposure through video and image ads alone may not immediately generate revenue, it sets the stage for lasting success. Every major player invests in mastering the art of Facebook video advertising—it's not just a tool; it's the secret ingredient to enhance your Video Ads, level up your social media game, and weave a spell of SEO magic.

Effective Ways to Optimize Videos Ads on Facebook:

Now lets see how Facebook video ads can evolve from mere interruptions to captivating narratives etched in the memories of your audience.

Create Facebook video ads for each part of the marketing funnel:

Tailoring Content to Specific Funnel Stages

Crafting compelling facebook video isn't a one-size-fits-all endeavor. To truly resonate, align your videos with different stages of the marketing and sales funnel. Awareness, consideration, decision—each deserves its spotlight. Tailor your content to guide video viewers more seamlessly through their buyer's journey.

For example: If you're a B2B software company, start with brand awareness videos showcasing common industry challenges. Move to consideration with in-depth product feature videos, and in the decision stage, present detailed case studies and customer testimonials, guiding potential clients seamlessly through their buyer's journey.

Guiding Your Audience Through the Buyer's Journey with Video Storytelling

Video storytelling isn't just a trend; it's a guiding light through the intricate paths of the buyer's journey. Weave narratives into video advertising that captivate at the brand awareness stage, educate during consideration, and decisively lead to action. Your successful Facebook video ads now aren't just ads; they're the narrators of your brand's story.

For example: Consider a cloud computing solution provider. Create a video series addressing common IT challenges (Awareness), delve into detailed demonstrations of your services for potential customers (Consideration), and conclude with client success story videos showcasing the positive impact on businesses (Decision).

Mastering Facebook Video Ad Placements

Orchestrating a symphony of placements is crucial. Master the art of choosing placements—from in-feed, or in stream video ads to Stories—that resonate most with your audience. Let your videos play in spaces where your audience is most receptive.

In-Stream Ads: Delivering Targeted Brand Messages

TV-Like Experience: Craft digital placements and ad campaigns for custom audiences that emulate the TV experience. In-stream ads seamlessly integrate within Facebook's publisher and creator content, such as the News Feed.

Ad Format Flexibility: Tailor your video ad campaign. brand's storytelling with ad lengths ranging from 5 seconds to 10 minutes. While a 15-second maximum is generally recommended, both non-skippable ad formats and skippable options offer versatility.

Brand Safety Controls: Maintain brand safety with strict eligibility and community standards. Leverage controls provided by Facebook to manage the context and locations of your in-stream ads, ensuring alignment with your brand values.

Exploring Creative Video Ad Formats:

Slideshow Ads: Build engaging video stories using a combination of photos and text. Utilize your own images or choose from a selection of free stock images to create visually compelling content.

Stories Ads: Express the creativity and spirit of your brand through immersive Stories ads. Inspire action and connect with your audience in a format designed for dynamic engagement.

Boosted Posts: Amplify the reach of your video views from existing videos on your business Page by turning them into boosted posts. Reach a wider audience and enhance engagement with content that has already proven its value.

Example for Facebook Video Ads placement: Suppose you're a B2B cloud infrastructure provider. Optimize in-feed placements to create ads that showcase the scalability and reliability of your cloud solutions. Utilize Stories placements to create short, immersive videos offering glimpses into your data center infrastructure. Mastering placements ensures your videos resonate in spaces where your B2B audience is most engaged.

Driving Action with Compelling CTAs

Your successful Facebook video ad, should inspire action. Explore the art of creating compelling calls-to-action (CTAs) that guide your audience seamlessly from watching your video ad campaign to taking the next steps. Whether it's directing them to your website, encouraging a download, or promoting an offer, the right CTA can turn a viewer into a valuable customer.

For example: After highlighting the efficiency gains of a project management tool, the video should conclude with a dynamic CTA prompting viewers to, for instance, "Start Your Free Trial Now." This strategic use of CTAs not only increased click-through rates but also led to a significant uptick in trial sign-ups, demonstrating the power of guiding viewer actions through well-crafted calls-to-action.

Optimizing for Mobile Viewing

Mobile is king in the world of social media. Understand the nuances of optimizing your Facebook video ads for mobile viewing, ensuring a seamless and enjoyable experience for users on various mobile devices. From aspect ratio and ratios to video lengths, tailor your facebook video ad types and content to capture attention and drive engagement on the go.

Embracing the Viral Potential

On your Facebook page, reach is crucial, but virality is the crown jewel. Beyond impressions, aim for shares that catapult your content into the viral stratosphere. Craft share-worthy content that transcends the scroll.

For example: Think of a B2B cybersecurity brand. Craft engaging videos explaining complex security concepts in a user-friendly way, tapping into the curiosity of your audience. Encourage viewers to share their cybersecurity experiences and watch videos, fostering community engagement with custom audience and enhancing the viral potential of your content.

Creating Share-Worthy Content That Goes Viral

Virality isn't luck; it's a calculated endeavor. Craft content that tugs at emotions, sparks conversations, and compels viewers to hit that share button. Your video isn't just an ad; it's a potential viral phenomenon.

For example: For a B2B SaaS company, design videos that not only showcase the efficiency of your software but also incorporate entertaining elements or user testimonials, encouraging viewers to share their positive experiences, making your video a share-worthy phenomenon in professional circles.

Short and Crisp: The Power of Brevity

In a world of fleeting attention spans, brevity is brilliance. Craft Facebook stories and video ads that pack a punch in seconds, not minutes. Short and crisp content isn't just a trend; it's a necessity in the thumb-scrolling era.

For example: As a B2B technology consultancy, create concise videos highlighting key insights or quick solutions to common industry challenges in under 30 seconds. Brevity ensures your message is delivered swiftly, catering to the fast-paced environment of your tech-savvy target audience.

Humor: The Catalyst for Virality

Why so serious when you can make them laugh? Humor isn't just a spice; it's a catalyst for virality. A shared laugh is a shared ad space. Learn the art of injecting humor into your video content to make it not just memorable but irresistibly shareable.

For example: Consider a B2B tech conference. Inject humor into your on stream video ads or content by creating funny scenarios related to industry events or common tech-related experiences. A shared laugh not only makes your brand memorable but also turns your video ad campaigns or space into a shared moment among tech professionals.

Conclusion: Lights, Camera, Conversions!

In a landscape saturated with static content, investing in video is not just an option; it's a strategic move for businesses aiming to stand out. The statistics don't lie—videos generate more shares, higher retention rates, and increased audience engagement. For B2B organizations targeting decision-makers, video isn't a luxury; it's a necessity.

As you navigate the vast sea of digital content, let your video be the one that makes waves, leaving a lasting imprint on the minds of your audience. Video isn't just a medium; it's a narrative, a symphony, and a catalyst for sparking meaningful connections in the ever-evolving digital landscape.

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A Parting Quip: "In the Vast Sea of Content, Be the Video that Makes Waves!"