Why Facebook Video Ads are so Powerful

Hey everyone and welcome to another MII newsletter. Today, we're talking about every marketer's most feared and most favorited - Facebook ads. We'll discuss the benefits of using video in your Facebook ads, show you the results of a video advertising experiment, and decode Facebook ad objectives.

Why use video? 

There's a lot to video, so let's start with the why. Video on Facebook does really well because Facebook prefers video. Video is generally more popular. It gets more shares than text and image content combined. And Facebook leverages that popularity by designing its platform around video. 

When you post videos, you align with Facebook's goals. We ran an experiment where we created a static image ad and a video ad with the same visuals and text in each to understand the difference. What we found was incredible. The video ad did so much better. To clarify, we used the same static image in both ads, but the “video ad” was uploaded as a video of the static image only. It was seen by more people, it was clicked more than the image ad, and it brought in more leads. We're convinced now, Facebook is better for video ads.

Facebook Ad objectives

You'll need to choose a goal when you start your ad campaign. Ad Campaign goals fall under three main categories: awareness, consideration, and conversion. 

Awareness goals will generate interest in your product or ministry. So this could be promoting your page or boosting an Instagram or a Facebook post. This lets people know who you are. 

Consideration goals are about directing people to seek more information while they're making up their mind. Directing them to your website is a good one or encouraging messages or calls. 

Conversions are the goals you're probably already aware of: asking people to connect, sign up or chat, and directly putting people in touch with your ministry team. 

Now that you know the how, what, and why of Facebook ads, it's time to get out there to start creating and testing your own video ads.