Posted: October 10, 2017

Let’s start with some statistics about Facebook videos:

1. According to CISCO, 82% of all global consumer interest traffic will come from video by 2020.
2. 56.1% of digital video viewers told eMarketer that they found customer testimonials helpful and 48.9% think that “about the company” videos are helpful.
3. Social media videos generate 1,200% more shares than text and images combined.
4. 70% of marketers claim video ad produce more conversions than any other content.
5. Video ads have an average click-through-rate of 1.84%, the highest CTR of all digital ad formats.


Well, this sounds too good to be true.

6. Less than 1% of posts and ads by businesses are video ads.

Wait, what?

We know that video posts and ads work better - significantly better - and yet we aren’t using them. Why?

Here are some theories:
1. Image ads are easier to produce, edit, purchase, etc.
2. Unsure what kind of video should be produced
3. Video ads require a creative team, actors, voice-overs, music, etc.
4. Video ads require editing software and an experienced editor

These are all valid arguments for not using video ads.

But - there’s a big but - how can we as marketers ignore a clearly superior form of advertising and engagement?

According to Facebook’s overseas VP, Nicola Mendelsohn, our news feeds will become 100% video in the next 5 years.* Already, 90% of Facebook users are on mobile, and video is one of the best “thumb-stoppers.” We aren’t talking about being cutting-edge, we’re talking about adopting a necessary change to how we advertise on Facebook.

When it comes to healthcare, we need to take advantage of every possible leg-up on our competition. We aren’t selling cosmetics, clothes, toys, electronics, or entertainment. Our product is health. We are selling experience, results, expertise, lifestyle changes, and tough decisions. Healthcare is not an impulse purchase. It’s something that most consumers spend a great deal of time researching. So, it is vitally important that we break through the noise.

There are a large number of options to help you create ads that can be uploaded:

  • Mac users have the option of using iMovie. There are hundreds, if not thousands, of YouTube videos that will give you step-by-step instructions for creating videos.
  • The Adobe Creative Cloud has Premiere Pro and includes free tutorials for creating basic video edits, text overlays, and music.
  • YouTube Director is an app that can be downloaded to a smartphone. It uses the camera and mic on the phone to record directly, then ads can be created with templates, along with text, music, and animations.
  • There are low-cost, easy-to-use web options that still provide engaging material for social media posts, including:
    • Animoto
    • Shakr

Any of these programs can help you create high-quality videos: from a 15 second clip to a 30-minute informational mini-documentary.

Things to keep in mind when you’re creating videos ads:
1. Make sure your ad is not dependent on sound – while Facebook has an auto play option, it runs on mute. Your ad needs to be visually interesting enough to catch users’ attention.
2. Include text overlay – ideally the script of the video.
3. Bright colors, flashy wipes, fun animation – grab attention and keep it
4. First impressions count! Your initial image needs to be compelling. Facebook counts 3-seconds as a view – but you want people to watch all or most of your video.
5. Try not to look like an ad. You want people to watch and hopefully share your video; they won’t do that if your ad looks like an ad.
6. Find a way to be a helpful specialist. General ads don’t help anyone.
7. Well-shot and recorded testimonials are a great way to show results. People trust other people’s opinions more than an organization’s statement about their results.

If you are already working directly in Business Manager/Power Editor, it’s incredibly simple to create video ads. Instead of uploading an image, the only difference is to upload an mp4. That’s seriously it.

Facebook video ads work.


Even more than that, consumers are becoming more and more savvy about the ads they respond to in their social media feeds. Organizations that are able to break through to reach consumers see huge changes in their CTR, CPC, conversions, and brand awareness.

Want to learn more, via video, how a Content Management System that easily supports all formats of content creation and distribution can help your organization succeed? Watch our testimonial video from Heather Monackey of WakeMed Health & Hospitals.

*Fortune's Most Powerful Women International Summit, 2016