How to optimize Facebook mobile video ads?

How have Facebook ads worked for you?

Do you want to get a better return on investment from Facebook advertising?

Users pay attention to video creatives longer than static creatives. This means that video ads are a powerful tool to help businesses attract user attention, increase brand awareness and increase conversions. However, in order to deliver effective video ads on mobile devices, it is essential to optimize the video material for the mobile viewing environment.

For the mobile viewing environment, this article shares 5 tips and tools to set up and optimize Facebook ads and easily process the video materials you already have.

1. Use slideshows to turn static images into video ads

Facebook Slideshow Ads can help you easily create simple video ads using existing images without any additional production investment. The whole process is convenient, fast and cost-effective.

Unlike some video ads that require large-scale production, slideshow ads are simple and low-cost to produce. In just minutes, you can quickly create a slideshow ad right from your phone or computer, using images you already have or choosing from a collection of free stock images, extensive video editing tools, and a variety of music.

Facebook Slideshow ads are a video-like ad format that can tell a great brand story with text and images using sound effects, and can be displayed across devices. Slideshow ads are also ideal if you need to reach people with slower internet speeds (such as emerging markets) because they load quickly and display perfectly on any internet speed.

When is the best time to use slideshow ads?

• Quickly create immersive experiences

Slideshow ads are easy to create and edit, have low production costs, and offer most of the same experience benefits as video ads.

• Create high-quality ads from your homepage or mobile phone

Free stock images, extensive video editing tools, and a wide selection of music.

• Simplify complex processes or narratives

Compared with text descriptions, images help to show users a series of content or steps more intuitively.

• Reaching people with slower internet speeds

The traffic used by slideshow ads to load is only 1/5 of that of videos. Creating a slideshow ad from your video ad can help you market to people with slow internet speeds or older devices.

2. Trim videos to suit mobile viewing behavior

Users browse content very quickly on mobile devices, so video ads must conform to this fast viewing behavior. If your video is longer (like a 60-second product demonstration or how-to video), you can use Facebook's video trimming tool to rework your video to the most important 10-15 seconds. Shortening the length of video ads not only optimizes the way people consume content on mobile, but also ensures that video ads fit in all placements, including video interstitials.

3. Crop the video to fit the mobile device screen

Users typically hold their phones vertically to view content, so be sure to create 9:16 video ads to take full advantage of the vertical screen space.

With the automatic cropping tool in Facebook Ads Manager, it's easier than ever to format your video ads to fit a vertical screen space. The tool uses scene detection technology to determine the visual focal point of non-portrait videos on a frame-by-frame basis, then automatically crops the video to fit the selected aspect ratio.

4. Create materials suitable for both sound and silent playback

Users watch videos in various ways at different times, so they want to be able to watch with sound or in silence. For this reason, subtitles are recommended to convey information when users watch on mute. With Facebook's video creation toolkit, you can add text assets to your videos to introduce your story to your audience and communicate your business information smoothly in a mobile environment. The Video Creation Toolbox provides templates for common marketing goals, such as increasing product discovery and showcasing multiple product benefits. You can also use the video production toolbox to turn static materials into video ads.

With Facebook's video creation tool, you can create mobile-first video ads using existing photo assets, overlay text, and logos. Video Creation Kit provides templates that you can customize through Ads Manager or your Facebook Page and use in your Facebook or Instagram ads. Each template responds to a different goal, whether you want to promote a new product or tell your brand story, you can find the right template.

5. Highlight the brand at the beginning and end

Given that users browse content quickly on mobile devices, be sure to highlight your brand or business information at the beginning or end of the video to help increase brand awareness and ad response.

Including your brand at the beginning of your video increases the likelihood that it will be seen by viewers, while including it at the end helps to reinforce your brand in the minds of users as they continue to browse other content.

As a reminder, Facebook ranks ads using an algorithm that takes into account a variety of factors including engagement, return on investment, and creative best practices. Ad Rank is calculated based on the month in which your ad meets these criteria, not the month in which your ad ran.

For more inspiration and information on how to create effective mobile video ads, visit the Facebook Creative Shop to see the best performing video ads in your industry this month.

Author: Papaya Mobile

Source: Papaya Mobile