With more than 1.8 billion monthly active users, Facebook is a social behemoth that’s ripe for ecommerce marketing. Its variety of social ads — carousel, canvas, lead — give brands a plethora of ways to market to prospective customers.
But Facebook’s video ads are perhaps the most versatile of them all. Read on for four ideas to help your video ads shine.
Use customer testimonials for social proof
Prospective customers scroll rapidly through their News Feed, seeking content worth stopping for. Your video ad should grab them, and what better to grab them than with a short, snappy video of some effusive praise?
An authentic video of a real customer praising your brand, product, or service delivers social proof straight to prospective shoppers’ Facebook feeds.
Studies show that 85% of consumers trust online testimonials as much as they do those from their friends and family. Consequently, a customer review video ad is an effective video ad that’s easy to create too.
Your customers that are most likely to be willing to provide testimonials are those that return to your business time and again. Identify repeat shoppers and reach out to them, offering them a freebie or promotional gift in return for their time.
Customers recognize synthetic marketing ploys from a mile off. When you create your customer testimonial, shoot it in an authentic setting, such as a living room. This will enhance your social proof by making it feel real and genuine.
Create virtual product catalogs
If you’re selling a visual product such as clothing or confectionery, why not use your video ad as a virtual catalog?
A video featuring several themed products (summer lookbook, Christmas gift ideas, etc) or different variations of the same item pique customer interest on a busy News Feed.
A fine example is that of M.Gemi’s mocassin ad, below:
It doesn’t even feature actual video, instead offering dynamic stills showing off the different styles of shoe. The model’s feet in the images change each time, giving an illusion of movement. It was evidently cheap to make but still striking — very effective.
Complexity doesn’t necessarily mean quality. A simple lookbook delivered in a slick, attractive style is perfect for presenting your products to prospective customers.
Another alternative is to create an unboxing video. These are particularly popular with young children, making them ideal for toy brands wishing to drive up sales as Christmas approaches. Unboxing videos also work for subscription box brands too.
Create tantalizing unboxing ads by using a top-down camera angle with a tight focus on the product. Avoid showing faces to keep viewer attention on the product you’re selling.
Finally, end on a strong call-to-action to make good on your potential shopper’s aroused interest.
Exploit pain points to drive up sales
Your customers’ pain points are your key to driving sales and engagement on Facebook. Tapping into their fears and needs to push products or a service is simple and effective. It also works perfectly on social when your customers’ guard is down.
Grabbing shoppers’ attention with a headline or thumbnail that speaks to their pain points is a surefire way of stopping them as they scroll.
Surveys (in return for discount vouchers or freebie) are a cheap and scalable method for finding customer pain points, as is social listening. Seeing what your customers are posting about on social can provide valuable insight into what makes them tick.
Another quick fix for finding customer pain points is to simply see what your competitors are doing. There are lots of successful businesses for sale on Exchange with strong Facebook ad strategies. Find those within your niche whose target market overlaps with yours and use their Facebook video ads for inspiration. Find out more about their niche targeting and profitability to help you strengthen your own value proposition.
To easily find what ads a brand is using, head to their Facebook page and click on Info and ads on the left hand menu. It’s a quick hack that can provide you with powerful competitor insight.
Identify your customers’ pain points and create ads that manipulate them.
Highlight a need that your target market has: a desire to lose weight, to save money on grocery shopping, to save time in the kitchen. Open with an emotive appeal to that need, and then build on it. End your video by putting forward your brand as a solution to their problem.
Display value through explainer videos
Some things need to be see to be believed. To really convey your product or service’s benefits to potential customers, you should demonstrate them.
This is especially good for more complex products such as software or appliances. Such products don’t immediately display their value upon first glance, and require more in-depth explanation to win customers over.
Take the example from Dreamfarm below:
The kitchen gadgets in the ad above don’t immediately demonstrate their use to customers. But Dreamfarm’s 41-second video clearly and concisely explains their function without a single word uttered.
The key to explainer video ads is to be succinct. Facebook video ads between 5-15 seconds long are the most successful, so you need to be concise.
Reduce your product to its most basic components and create a snappy clip that shows rather than tells.
Focus on your key features, your unique selling point that will immediately grab your target customer. This will hook them in, and serves as a launchpad for a demonstration of the rest of your product’s features.
Facebook video ads offer brands a wealth of marketing options. Drive sales through slick product catalogs or show your value through succinct demonstration videos. Strive for concision and open with a hook to grab your customers on their News Feed. Follow the tips above to create successful Facebook video ads today.
Patrick Foster writes and edits for Ecommerce Tips, his digital hub for everything ecommerce. Novice entrepreneurs seeking to up their ecommerce game can find tips on everything from marketing and technical to design and dropshipping. Find them all on Twitter @myecommercetips.