The recent Facebook statistics are astounding. 80% of all internet users are members of the social networking site, which amounts to a whopping 2.23 billion users.
Every day, 1.23 billion people log on to check their news feed, with many users accessing the app multiple times a day. The average amount of time spent on social networking sites including Facebook in a day is a jawdropping 1.72 hours.
What this means for businesses is that there is a huge window of opportunity to communicate with your target audience. Whether your goal is to introduce your brand, increase brand awareness and engagement or get customers into your sales funnel, marketing experts believe there is no more cost-effective medium. Facebook is a relatively inexpensive way to advertise. As little as £40 is enough to get your message out to anywhere between 5,000 and 10,000 people.
Understanding how best to use that square of space is half the battle, here is our ultimate guide to creating a 2020-ready Facebook ad.
1. Video ad
Statistics suggest that video is the best way to reach your target audience. Compared to image-only ads, videos receive on average 20% more clicks than images and around 8 billion views a day across the whole site.
Tap into this resource by creating a video for your next Facebook ad campaign.
2. Facebook’s Video Creation Kit
So convinced are the people at Facebook of the power of their platform as an advertising tool, that they have even created a video kit for making video adverts to upload to the site.
The key things we can learn from the tool are first to make sure your post is square. Rather than a traditional horizontal video, a square ad takes up 78% more space in the newsfeed meaning you are much more likely to attract and retain the attention of your customer base.
The kit also encourages you to consider mobile viewers when creating your video. Studies show that 96% of Facebook users are accessing the site from their mobile device, so keeping in mind how your finished product is going to look on the small screen is essential.
Finally, be sure to keep your content fresh. Unlike traditional advertising where bringing out four new adverts a year was plenty, with Facebook users spending so much time on the site daily, it is important to always offer new and exciting content to keep them interested.
3. Add Subtitles
85% of video views on Facebook happen without sound. What that means is that your content has to stand on its own without sound and not lose its message.
In practice, text and infographics are a great way to do this, but if your video has a voice-over that contains information that is essential to your message, you will need to add subtitles. A professional subtitling agency will take the guesswork out of adding accurate and well-timed text to your video to make it Facebook-ready whether your viewers have the sound up or down.
4. Use a professional voice artist
That said, be sure to include the “Tap for sound” option on your video. If you’ve created an ad that’s really intriguing, your viewers will want to listen to what you have to say.
Building a strong brand image at this point is vital. It’s best to have a professional voice artist to record your voice-over script. This will give your video the professional touch and a first impression that your business deserves.
Take some time to consider your target audience and choose a voice artist that will appeal. Think about how you want your script to be read so that when your viewers hit the sound button they are wowed by your brand. Perhaps you want to convey energy and youth or maybe you want to sound corporate and responsible, this can all be conveyed by a talented professional voice actor.
5. Nail the first 10 seconds
Studies show that the average internet user now has an attention span of around 8 seconds. A recent Nielsen study found that 74% of a video campaign’s impact is made within the first 10 seconds.
Use these facts to your advantage when creating your Facebook ad. Mention your brand within the first three seconds, and put your call to action halfway through. By doing this you are increasing your chances of brand retention and customer engagement, even if your viewers do not reach the very end of your ad. Make sure your message is reinforced across your subtitles, your voice-over and your visual content.
6. Targeting tools
The beauty of Facebook advertising is that you can use all the data users give when they join the site to target your ads to an exact demographic. Using Facebook’s advertising tool, you can filter on age, interests, behaviour, connections and location. To widen your remit and attract new business, you can create a Lookalike Audience, a list of people chosen for their similarity to your existing customers.
7. Localise your video
Facebook is the most global social networking site and is available in 70 languages. If your market spreads overseas, be sure to localise your content.
A professional video localisation service will be able to translate your video content and subtitles, and re-record your voice-over in the target language. They will work to make sure your original message is not lost and that any potential cultural missteps or errors in translation are avoided.
A recent study revealed that Facebook advertising had a 9.2% conversion rate. To tap into this growing market, you need a Facebook ad that is fit for purpose.
Matinée Multilingual can subtitle your video, provide professional voice-over recording and localise your video for your overseas markets giving you the best chance of success in mastering the marketing tool of the future.