Before the targeted targeting of target groups, Henry Ford's famous maxim applied in advertising: "Half the advertising is wasted money. I just don't know which one". With social media, however, this ratio has improved. Cookies and tracking bots make it increasingly easy to identify potential customers. This makes it easier to draw their attention to your own products with customized advertising.
In addition, there is the enormous popularity of social media. Facebook has no less than 1/3 of the world's population as regular users. Almost every second person on the planet is registered with this social network. This ensures that Facebook Ads always reach someone. To leverage the full potential of the ads, the content should be optimized. This way, the ad doesn't have an effect on just anyone, but on the intended target group. In this article, we show you how to target your Facebook ads to your desired customers.
Define the target group
Few products are suitable for everyone. If your product has a clearly defined target group, the advertising should be based precisely on this. This already provides a strong framework for the creative process of your advertising. The ad manager from Facebook provides assistance in defining the target group. Based on rough parameters such as age, gender or location, you can use it to further differentiate your target group.
It is equally important that you also exclude non-affiliates from your target group. For example, children do not need alcohol advertising and vegans do not need information about meat recipes. This will help you to narrow down your target group. This increases your chances of addressing the right prospects.
Stop scrolling
Scrolling is part of using the Facebook app. The attention span for the next post is just 1.7 seconds in mobile use. During this time, users decide whether the content is interesting enough for them to stay longer. If they are attracted by the ad, they stay a little longer. At this point, images still have an advantage over Facebook video ads.
A static image can be provided with a higher density of information than the first few seconds of a movie. In addition, an image is not stimulating, but rather calming compared to Facebook video ads. However, images are also more easily "scrolled over".
Facebook Video Ads grab attention from the very first second.
In both cases, the quality of the ad determines whether the targeted user wants to engage with the brand or not.
Nothing beats emotions
The 1.7 seconds of attention are relatively certain. In this period of time, so much tension must be built up that users watch the Facebook video ads. The key to optimal impact is "emotion". The product must evoke positive feelings in users. There are different approaches for this:
- Problem - solution
- How-To
- Exemplary application
- before and after
The problem-solution video is intended to help users with a specific challenge. The Facebook video ads then present the solution. The desired and addressed user should come from the intended target group.
How-To videos serve the desire for competence expansion. Useful knowledge is imparted here. This could be cooking recipes or gardening tips, for example, in which the product is embedded.
The example application is very popular in the fashion industry. Even if there is no concrete benefit from a product, it is an aesthetic accessory. This can be implemented particularly effectively in the brevity of Facebook Ads.
Before and after Facebook Ads can function as videos, images or slideshows. The latter are particularly inexpensive and quick to implement.
Format and length of Facebook Video Ads
The company only specifies the file size for Facebook Video Ads. This may not exceed 4 gigabytes. This means that the image quality decreases with increasing length. Theoretically, Facebook Video Ads can be up to 241 minutes long. However, this is not very practical for several reasons. Most clips are therefore limited to a length of 15 - 30 seconds. Here you can still create beautiful Facebook Video Ads with the permitted 4 GB.
The dominant end device for using Facebook is the smartphone. This means that a 1:1 format for Facebook video apps is advantageous. As long as the targeted user does not select the Facebook Video Ads directly and thus leave the platform, this format is optimally embedded in the feed. However, as soon as users tap on the video, they show a clear interest.
Now the full width or even the entire screen can be used for the brand message. The 9×16 format is suitable for the smartphone held upright. However, it is an unusual perspective. When held horizontally, the format changes accordingly to 16×9. This creates a real video experience and guarantees maximum attention.
Sound or no sound?
Sound is a double-edged sword in Facebook Video Ads. On the one hand, many users don't like the fact that the clips immediately start "blaring". On the other hand, the acoustic channel is much better at conveying emotions and messages than a silent video. The solution here is also a compromise: as long as the video is only viewed on Facebook, it should remain silent. This increases acceptance and contributes to the generally positive mood towards the message.
As an interim solution, it makes sense to add subtitles to Facebook Video Ads.
As soon as real interest is shown by tapping, however, the sound can also be switched on.
Placement of Facebook Ads
There are two channels available to you for placing your Facebook video ads:
- Feed video ads
- In-stream ads
Feed video ads are simple video ads that are shown directly on the Facebook feed. They have a high level of acceptance due to their open presentation. In-stream ads are video ads that appear as an interruption to other clips. Acceptance is relatively low. Facebook stipulates the option to skip the clip after 5 seconds. After all, this gives you almost three times as much time as the general 1.7 seconds to convey an advertising message.
It doesn't always have to look professional
User reviews have a particularly high acceptance rate. These can - and should - be somewhat unprofessional. A quick, self-shot clip with a smartphone is completely sufficient.
The prerequisite for this inexpensive format is authenticity.
There is only one digital condition: amateur films must have a review character, otherwise they will not be accepted. Highly professional reviews, on the other hand, have a problem with credibility. So if you opt for a professional presentation of your product, do without the experience report. This will create the right level of authenticity for your chosen format.
Big frame - many possibilities
As you can see, implementing Facebook Video Ads is more of a challenge than you might think. The best idea is to commission a professional service provider to do this for you. That way, you can be sure that no crucial factor is overlooked. It's easy to become overwhelmed by the sheer volume of tasks on your own. We are happy to advise and support you in creating and running successful Facebook ads and social ads in general.
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