Facebook video ad copywriting guide, please check it out!

Facebook is the world's number one community. According to statistics, Facebook's daily active users have reached 2.2 billion, making it the preferred platform for foreign trade companies to promote their brands. At the same time, the proportion of videos on Facebook has skyrocketed, and it is expected to account for 79% of mobile traffic in 2021. From this, it can be seen that video advertising has become a major trend in our publicity and promotion. As one of the components of video advertising, the role of copywriting before advertisement creation and during playback cannot be ignored. It is the "lifeline" of video effects. Next, we will introduce copywriting optimization techniques in three aspects to help improve video effects.

1. Optimize copywriting content

An excellent copywriting can not only let customers understand our products, but also make customers interested in consulting and even placing orders. Next, we will introduce specific video copywriting optimization techniques.

1. Title design

A good title can help the platform accurately recommend videos to our target audience, and it also plays an important role in the video opening rate. There are two common product title combination structures:

Attribute word 1+attribute word 2+attribute word 3+product core word;

Attribute word 1+attribute word 2+product core word+attribute word 3.

Tips: Do not repeat the core words of the product; if the keyword appears in singular or plural form, use the plural form first; the number of characters in the title is generally controlled between 30 and 60 characters.

2. Duration control

For us, video length is not the key; video completion rate is the key to ensuring brand promotion effectiveness.

For in-stream video ads, that is, ads placed before or during other videos, the recommended ad length is 5 to 15 seconds, with a maximum of 31 seconds.

For standalone ads in News Feed, we recommend creating ads that are 15 seconds or shorter.

Mobile advertising is becoming more and more compact. The platform allows users to close unwanted ads after 5 seconds. Therefore, 6-second ads have become the future trend of major platforms. How to showcase brands and products in these 6 seconds is the focus of video advertising.

3. Script writing

The production of product videos cannot be separated from a good script! The script is mainly about the arrangement of the video shooting plan, among which the design of the video scene is the top priority. The setting of the plot needs to follow the following directions:

1) Make the statement specific

We often use adjectives in videos, such as Industry leader and Top level, which are exaggerated to a certain extent, and customers will become indifferent to them after watching them too many times. What we need to do is to use specific words such as numbers to reflect the advantages in the copy, such as In 2019, we introduced the latest production line. Compared with ordinary products, this new product has reduced the cost by nearly 25%. (In 2019, we introduced the latest production line. Compared with ordinary products, this new product has reduced the cost by nearly 25%.)

2) Present selling points from the perspective of customers

Generally speaking, the features and advantages of a product are its selling points, and the target subject is also the seller. Customers care more about how a product solves their problems than about the product itself. Therefore, the copywriter should strengthen the customer's position. The specific approach is:

On the one hand, understand and grasp the product characteristics, including product appearance, quality, function, applicable industries, etc., and choose selling points. For example, daily consumables such as rice, flour, grain and oil have great demand, and their prices can better reflect their advantages. For products like automobiles and electronic products, quality and safety are more attractive selling points.

On the other hand, from the customer's perspective, we convert the features of our products into benefits that customers can enjoy. For example, the car dealer we serve described the product selling point like this before optimization: Compared with other businesses, our products have a 4-year after-sales guarantee. Compared with other businesses, our products have a 4-year after-sales guarantee.

To highlight the benefits to users, we translate it into: "You don't have to worry about after-sales problems, we provide you with three years of free after-sales protection." You don't have to worry about after-sales problems, we provide you with three years of free after-sales protection.

2. Effect Testing - Split Comparison Testing (A/B Testing)

After the above optimization, we already have many advertising plans. How can we select the copy with the best effect and the best conversion? In addition to summarizing experience, we can also conduct more objective tests.

Facebook's split comparison test (A/B Testing) can help us make choices. By creating Ad A and Ad B, different advertising copy ideas can be tested separately, so as to judge the copy effect more scientifically.

Ad 1: Same cover + copy 1

Advertisement 2: Same cover + copy 2

The steps are as follows:

Click Ads Manager and go to your campaigns. Click Quick Create, select Split Test, click Variable and select Creative. In the Ad Group Audience (Variables) section, create an A/B test.

Then set the placement, delivery optimization, budget and schedule as needed. Once the review is passed, you can wait for the ad to run.

After the test is completed, you can analyze the results and design subsequent advertising and marketing strategies.

Tips: Make sure each campaign has the same budget, and the testing period should be controlled within 4 to 30 days.

3. Tools - Website recommendations, reference and learning

1. Topic hot spots

Hot topics are also important materials for our copywriting, which will help us interact better with customers. At the same time, with the traffic support of popular keywords, the click-through rate of our copywriting will not be too bad.

Mundimago mainly collects comments on the latest events in the United States from major networks such as Instagram and Foursquare. It is a good platform for companies with concentrated customer base in the United States to understand current events. At the same time, the Explore World in the upper right corner of the website has hot topics from 46 countries and regions, which helps us combine hot topics and optimize copywriting.

2. Find inspiration in copywriting

For foreign trade novices, having no idea where to start is a common problem in content marketing. At this time, we can learn from some great works for inspiration. The following are two excellent marketing websites at home and abroad:

1) Cucumber Media

You can find excellent cases in the articles and works section of this website. The "these posters that take advantage of the situation" and so on can be reference materials for our copywriting creativity.

2) Socialbeta

The case function can help us find advertising cases in related fields in a targeted manner. For example, for the car account we operate, we can enter "car" to view previous cases of various brands.

The website also has a special ranking function, launching the 2019 Digital Influence Ranking. At the same time, in the "Topic" section there is also a "Case of the Week", which also recommends many rankings, such as "The 10 Most Noteworthy Cases of the Week", and the cases in these rankings can provide us with reference.

In short, when designing the copy of video ads, we should pay attention to content optimization and conduct effect testing. At the same time, we should be good at using tools to find and learn from excellent marketing cases through the website.

Author: Silk Road Praise Foreign Trade Marketing

Source: Silk Road Foreign Trade Marketing