Introduction

Do you want to make a Facebook video which will boost sales?

Videos has a dramatic impact on cost per 1000 impressions on Facebook Ads. System rewards those advertisers who create relevant and interesting content.

This checklist will help you to make videos which will increase ROAS:

1) Keep it short.

Average watch time on Facebook is only 4.57 seconds. Short videos (15 seconds or less) have bigger chances to be fully watched. Also videos that are 15 seconds or less are eligible for most placements on Facebook.

The advantage of longer videos is that they can educate your customers. Usually these type of content is used for remarketing purposes and on YouTube.

We don’t recommend uploading videos which exceed 180 seconds.

2) Use hooks.

A hook is a scene at the beginning of your video that lets the viewer know why the ad is worth watching. You can craft excellent hooks by following one of these three simple frameworks: the preview, the question, and the problem.

3) Use vertical or square videos.

Most people hold their phones vertically, so choose a vertical or square aspect ratio to cover the most screen area. Try 4:5 vertical video ads, which work well across each ad placement.

4) Tell a story

Showcase product benefits and the pain points you solve in interesting way.

Providing a narrative your audience can follow can keep people engaged, while also providing a case study for how your product, brand, or service works and how it solves problems in the real world. Ex:

5) Add captions.

Design for sound off: People choose to watch videos with sound off in many situations, such as in public places. Use text and graphics and use captions whenever possible. Ex:

6) Don’t forget to include a CTA.

Remind viewers to take a specific action, like visiting your website or buying your product. Do this with a call-to-action (CTA), such as “Buy now” or “Learn more”.
For example, take a look at the last frame of this Facebook video ad. At the end of the video, the company shows viewers its unique slogan, while also prompting them to download their app from their preferred app store.

👉You can also find our article about 7 Scripts For Effective Facebook Ads useful.