Create the best Facebook Video and Messenger ads
Format, visual, copy, value proposition: learn what makes great Facebook ads work, and how to create them yourself
Last week, in our discussion on Facebook Advertising, we talked about some of the key best practices to follow when using the platform, and introduced the more basic advertising formats the platform has to offer.
Today, we’re going to dive even deeper into all that Facebook Ads have to offer, looking at some of the more advanced and engaging formats you can use to promote your brand.
As a quick reminder, regardless of what format you use, it’s important to keep in mind the following:
- Choose the right format for the right campaign and promotion—and use the format to its fullest capacity
- Use visuals to deliver value and information
- Offer personalized and tailored value using audience segmentation and retargeting
- Use urgent, customer-facing language in your copy and calls-to-action
Now, without further ado, let’s dive back into our discussion on the various Facebook Advertising formats.
Facebook video ads
Facebook Video Ads are essentially Photo Ads featuring video in place of images.
As such, many of the general best practices still apply. For example, it’s vital that your written content plays off of the information presented in your videos. In fact, depending on the information you’re communicating, you may want to add text overlays and/or subtitles to your video as necessary to convey certain messages.
Since the nature of video allows you to showcase your product or service in action, you absolutely want to do so. Be sure to focus on features that are unique to your product and that are important to your audience.
The optimal length of your Facebook Video Ads depends on a variety of factors, such as your purpose and your audience. Regardless of length, though, be sure to frontload the most important information you have for your audience, as this will allow you to get your message heard by even those who don’t watch your entire video.
Facebook video example: anti-theft backpack
This video ad is the perfect example of Facebook Ads done right for a few reasons.
First, the video is heavily focused on the actual features of the backpack, with clear demonstration of its various carrying spaces, durability, and more. This is backed up with clear copy, explaining the specific value the product has to offer.
What’s more, the ad’s copy is highly informative, and plays on the consumer’s sense of urgency in at least two ways (e.g., presenting the promotion as a holiday sale, hinting at a limited supply).
Finally, the overall branded message is one of minimalism—which is completely adhered to within the ad’s video. There aren’t any flashy claims or spokespeople; just a simple person going about their day with their trusty backpack by their side.
Facebook video ad example: Chatbooks
In similar fashion to the irreverent, wacky humor of ads from companies like Dollar Shave Club and Purple, Chatbooks created an over-the-top narrative featuring a mother going through an insanely busy day in the life.
Though longer than your typical Facebook Ad, the message is loud and clear: Chatbooks makes it easy for busy parents to document the important moments of their children’s lives without all the busywork behind it.
Ironically—and, perhaps, purposefully—the ad’s copy explains that signing up for Chatbooks only takes one minute (which is two fewer minutes than it takes to watch the featured video). So, once the audience member has engaged with the video for any length of time, they’ll be more likely to take the next step, knowing it won’t take all that much more time to do so.
Facebook messenger ads
Facebook Messenger Ads take chatbots a bit further, proactively delivering ads in Message format to targeted audience members.
This approach can allow you to send highly-personalized announcements and promotions to individual consumers on Facebook—and do so automatically. Since Messenger Ads work via retargeting, you simply need to set up your ads to be triggered by certain behavior from certain audience members, and they’ll be delivered immediately to anyone who fits the bill.
What’s more, you can use Messenger Ads to engage your audience in a variety of ways. Whether using your Messenger Chatbot to schedule a follow-up, point an individual to further content, or put them on a direct path to conversion, you have a number of options as to how to nurture your prospects.
Facebook messenger ads example: Tieks by Gavrieli
Tieks’ Messenger Ad is short, simple, and to-the-point—in three key ways.
First, the copy is friendly, personable, and quick with its meaning. No long-winded explanation about the product materials, quality, etc...just a quick “hello” with a short promotional message.
Secondly, the image is colorful and vibrant, while keeping the focus directly on the product being promoted. The caption—albeit a bit cheesy—makes clear the product’s title, potentially aiding recall for those who don’t take immediate action.
Those wanting to take immediate action can certainly do so, simply by clicking the “Shop Now” button. Again, this likely brings the consumer to a specific product page, rather than a broader category page.
Facebook messenger ads example: Love Your Melon
Love Your Melon’s approach to Messenger Ads is similar in some ways to the above—but is also much different.
In terms of similarities, the copy and CTA have a common feel to them—that is, personable while nurturing toward further action. While this example is promoting multiple products (rather than just one), the CTA brings prospects one direct step closer to conversion.
However, it’s important to note that this specific consumer has interacted with Love Your Melon’s chatbot before—and this ad is actually continuing the conversation. Again, this is where remarketing is huge: The more personalized and individualized your approach to delivering Messenger Ads, the more likely your audience will be to engage with them.
Stay tuned for our next post, where we delve into the wonderful world of Facebook Carousel and Slideshow ads!