The Pros & Cons of Video Ads
In 2014, Facebook went on a mission to not only compete with YouTube, but to surpass the clear “king” of online video. By the end of the year, Facebook had hit their goal.
Brands posted 20,000 more videos on Facebook than they did on YouTube in December 2014. In terms of interactions, it’s really no contest there either, with Facebook videos receiving more than 80% of all video interactions. (Source: Social Bakers)
So why should you care, as an entrepreneur?
In Facebook’s quest to win at the game of video, they’ve been rewarding those of us that share video on Facebook with better organic reach on our page posts and cheaper paid reach when it comes to Facebook video ads.
As a result, video became the “thing to do” when it came to marketing on Facebook. You’ve likely felt a lot of pressure to start sharing videos on your business page and to create videos to promote your content, am I right? Most entrepreneurs have in the past two years.
However, while some have done well with video ads, I’ve also seen a lot of people fail to hit their goals if they’re looking to drive traffic and build their lists, and I get a lot of questions as to why this is happening. So, without further ado…
Here are some of the pros and cons of using video ads, so you can decide for yourself if they’re worth including in your Facebook ad plans.
Pro: Cheap views
With video ads, 1-3 cents per view is common. (Remember, this doesn’t mean conversions – this is just the price per each set of eyes on your video.) If you’re after cheap views, video ads are the way to go!
As long as you set your campaign objective to video views, Facebook automatically creates an audience that you can advertise to later. This is a great, easy way to start with retargeting ads to get back in front of a “warmed up” audience!
Videos naturally draw attention and get people seeing you and your brand more. When people see you in videos, they get familiar with your face, your voice, and your brand.
Which leads to…
Pro: The Know/Like/Trust Factor
The more people see you “in action”, the more they know, like, and trust you. The more people know, like, and trust you, the more likely they are to opt-in for your list and/or buy from you!
Now let’s talk about the potential downside to Facebook video ads.
Con: Poor Conversion Rates
In my experience, for MOST people, conversion costs are higher when comparing video ads to link ads. I talk with hundreds of entrepreneurs each year, and it’s rare to find someone doing really well at driving traffic and getting conversions from FB video ads. The one exception I do often see is video ads targeting warm traffic, such as your email subscribers or site visitors.
Con: Not Great at Driving Traffic
When you’re placing an ad, typically what you want is for people to LEAVE Facebook and visit your landing page or website. And videos just don’t have a big tendency to do that. People may watch your video, but the likelihood that they will then click through to your offer tends to be lower from what I have seen.
Con: No Auto-Play on Audio
You may have noticed that Facebook videos automatically play when you scroll by them. This would get obnoxious fast if each of those videos played with sound, so that doesn’t happen! Which means that your lips may be moving, but no one is hearing you!
TIP: Use subtitles so they can read along, or add something visually inviting to encourage people to click and turn on the sound.
Make sure you add supporting copy to the post, in case they don’t turn on audio. You are able to add a clickable link to the end of your video, but you’ll find that many people don’t watch 100% of your video! Make it easy for them to find and click the link by putting it in the text area.
Con: Short Attention Spans
For the most part, people don’t tend to watch a whole video unless it’s SUPER engaging. To avoid this pitfall, make sure you keep your videos short, sweet, and to the point.
TIP: Not sure if your video is too long? Your ad report will tell you how long people watched on average. See if you can spot an average amongst your videos – and also check to see how many actually turned on sound while you’re at it!
Now, I’m not saying that video will definitely have the same downsides for you! I’m ALL about testing, so please, do test out video ads, track your conversions and link clicks, and report back and let me know if you had great results! I’d love nothing more!
This is simply my experience while working with hundreds of entrepreneurs on their Facebook ads in the past few years, and what I see happening the majority of the time.
What about you? What sort of results are you getting with FB videos ads? Tell me in the comments!