Facebook Advertising: With 3 billion monthly active users, Facebook is an advertising channel no business can afford to ignore. However, despite the massive reach of the platform, you will have to compete with 10 million active advertisers to get their attention, making Facebook advertising incredibly competitive.
Video ads have seen insane demand in the online advertising circuit, and Facebook is at the forefront of supercharging its Ad platform with intuitive and data-backed tools to leverage video ads to their fullest potential. But do the Facebook ad algorithms treat videos differently? Are there special tips and tricks to optimise for better reach and conversion? Find out below:
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5 Must-Follow Trends to Optimise Your Facebook Advertising
Social media trends move at dizzying speed, and businesses must stay on their toes to be relevant and competitive in their social media sales approach. One trend, however, is here to stay: videos. 72% of people on social media prefer to consume video content over any other format!
Each social media platform and its users interact with content a bit differently, even when they come from the same stable, such as Meta. So for businesses on Facebook, our in-house marketers recommend the following:
- Live Streaming
Live videos on Facebook get 10x the comments of normal videos, and with Facebook’s algorithms prioritising meaningful engagement over just plain ‘likes’, live videos have catapulted to the pole position on feeds.
For a brand, incorporating live streaming is a no-brainer, but it shouldn’t be done haphazardly. Like any other marketing channel, identify topics that could engage your core user group, build a consistent streaming schedule, and plan for sessions lasting upwards of 10–15 minutes. Remember to engage with viewers, reply to comments, and keep it casual.
- Short Is Sweet
Instagram reels and Tik Tok have set the standard for video content, making videos perfectly suited for shrinking attention spans and jaded palettes. Facebook, too, is prioritising short-form video content and pushing it into feeds more actively.
However, even the most engaging videos find it hard, if not downright impossible, to stop their viewers from hitting the back button. So make sure to grab attention right at the start, add subtitles and text, make your visuals pop, and keep it under 15 seconds!
- User-Generated Content
Word-of-mouth advertising is without a doubt the most trustworthy and high-return form of marketing. But how can you include this in your marketing campaigns without looking fake? Inviting happy customers to share their experience and featuring this content as part of your ad campaigns are tactics that every business should apply.
- Go Vertical
Optimise your video for mobile with vertical formats. Facebook has traditionally been paired with landscape videos, but the rising popularity of Tik Tok and Instagram has gotten viewers accustomed to watching their videos straight.
For a short and sweet ad, we very much recommend using a vertical format on Facebook.
- Interactive Videos
Facebook has blurred the line between online shopping and social media since it launched Facebook Shops. Since then, ‘social shopping’ has given marketers a huge advantage with automated, seamless shopping ads that allow users to find and understand a product offering, click, and buy without exiting the platform.
With an intuitive and efficient user experience, the conversion rates on shoppable ads are high, and as more and more people become comfortable buying online, this trend will only continue to grow.
- Facebook Story Ads
Story format a la Instagram leverages the story section on Facebook to drive sales with temporary videos and images that cash in on the raw and casual vibe of stories to hook potential buyers. You have all the benefits of analytics with control over placement, targeting, and links, wrapped in a simpler format that aligns perfectly with the popular user browsing experience of story scrolling.
- Augmented Reality Ads
Facebook has been investing deeply in AR and VR, and a slice of that was made available to advertisers on the platform. Naturally, it offers an extremely immersive experience for users who are now able to try out products virtually, which motivates them to interact with your brand.
The company is planning to roll out more updates and use the feature to expand its AR advertising. As reel ads become more interactive, CTA buttons get bigger, and advertiser information gets the spotlight, users, especially Gen-Zs, are guaranteed to respond positively. We recommend trying a couple of AR ad campaigns to stay ahead of the curve.
As more and more devices seem capable of producing good 360-degree videos, we have seen an uptick in 360-degree ads on Facebook. There is a good chance that with Facebook’s interest in Virtual Reality technology, 360-degree ads will get more sophisticated, and the trend will become entrenched in certain industries. Already, with ‘spherical metadata, brands in industries such as furniture, home décor, restaurants, etc., are putting 360 ads to excellent use.
Fuel Your Facebook Ads with Dynamic Video Trends
By now, you have seen enough numbers to understand the reach and ROI a well-run Facebook ad offers businesses. The only question that remains is how to create and run a Facebook campaign that gets you the leads and conversions you want.
Our suggestion is to work with a full-service Facebook Advertising Agency to get a polished and uber-optimised Ad campaign for your brand.