[Tutorial] How to create an interesting video ad on Facebook?

Many people in this forum advertise their services or products on Facebook. Nowadays video ads are very effective. I wrote a short tutorial on how to create your advertisement so that customers want to see it to the end.

1. Image is the most important thing

First of all, when you browse Facebook every video is automatically starting playing without sound, therefore we can only get attention of view with an image. Secondly, a big part of traffic is a traffic from mobile devices, where possibility of turning on sound is often bit difficult because of your surroundings (you often browse your mobile in a public place), or because of not having your headphones. However, there is very simple solution for this problem – subtitles. Even Facebook recommends to use them. It is even confirmed by tests, which claimed that videos with subtitles were watched 12% longer.

2. Get to the marrow as quickly as possible

In opposition to advertisments on YouTube TrueView In-Stream, where we have guaranteed 5 seconds for displaying our advertisments, you don’t have such assurance with Facebook video advertisments. According to statistics, we have only around 2-3 seconds to engage user with our advertisments. After this time, his involvement is lowering. It gives us very short time, which we need to use in the best way which we can. We shouldn’t use any introduction to video, using logo on the beginning – you can show these elements later.

3. Do not exceed 30 seconds of video

The shorter video is, the bigger change is that viewer watch it for a longer time. It is also worth to have some time to show some engaging content, so if video is too short, it won’t be also a good solution. Here we can use results of tests, on basis which we can clearly notice, that 80% people who were watching videos shorter than 30 seconds watched them till the end. The next argument for this length of video is that most people will watch in on their mobile device, where mobile internet access is often limited. However, to increase efficiency of our advertisments, we can choose option to play them only on devices connected to Wi-Fi.

4. Don’t forget, that thumbnail is important

Part of users, mostly on mobile devices, have turned off option of automatically loading and playing a video. Does that mean, that we can show them video advertisments? Of course not, however to encorage user to turn on the video requires using a thumbnail. During adding a video Facebook as available thumbnails is showing frames from video. We can also create a new thumbnail and load it as a new file. It is recommended to create a specific thumbnail, which is eye catching to encourage user to turn on our video.

5. Remember to choose a proper type of campaign

As I mentioned above, we can use video instead images in each type of post. However, when we start promoting them, it is worth to remember to choose a proper type of campaign. If post with video is created to execute such aims as involvement, reach or clicks or conversion, we can choose the most fitting to us type of campaign. However if we care about promoting only video, we should set as aim of campaign to play the video. Thanks to this option, Facebook will show our campaign to people, which will be more keen to watch the video.

6. Create a list of recipients

During promoting video users are watching it in a different time range. It is worth to know, how many of them is watching video till a specific moment, which allows us to determine their level of engagement, and then to reach they with a specific communication. We can also address specific information to a person who watched the whole video, which should be more keen to use our products than other people. Thanks to Facebook option, which allows to create lists of recipients based on how long particular user watched our video, we can send them different advertisments. For example, we can send a different information to people who watched not more than 50% of our video, and send a completely different information to people who watched whole video.


I hope this short guide will help you better advertise on FB.

Thanks mate, I'm surprised nobody thanked you for this nice piece of info

Thanks, buddy.

AnkitBishnoi said:

Thanks, buddy.

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First post and you found this thread to post that in 11 months time?

TheVigilante said:

First post and you found this thread to post that in 11 months time?

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Haha. Actually I was searching about facebook ads and google ads and I found this thread. I found it helpful so I commented on this thread.
Secondly, I saw comment that nobody thanked you for this even it is very helpful, so I thought I should thank you for this.

And last I don't know much about BTW and its interface. So I just read posts and go away. But your post bonds me to comment as it is much useful and helpful.

thank you so much