There is no shortage of social media sites vying for your ad dollars. They’ll promise you the world – or at least access to your target audience. But the best strategy is often the simplest, and that’s especially true for marketing. One of the best marketing moves you can make is investing in Facebook video advertisements. Here’s why:
Precise targeting of your audience will maximize your ad dollars
Facebook targeting options are specific and powerful. Users share reams of personal information with the site, which allows advertisers to pinpoint the specific audience they want to reach. Beyond simple demographics, Information like profession, income, interests, hobbies, and more are available with a few clicks. In short, Facebook video advertising ensures that you are only communicating with prospective buyers.
Double Down with Retargeting
Once you’ve already committed to Facebook video ads, you can strengthen your investment with retargeting to maximize their impact. People who have watched 50% or more of your last video ad, viewed your website, or put an item in their cart can be retargeted with another customized video designed to take them the distance. Retargeting has extremely high ROI and allows you to speak to prospective customers who are most likely to be interested in your product. Plus, repeat touch helps to build brand awareness, and eventually, trust.
2. Building Trust
First, they meet you. Then they grow to love you.
Building a trusting relationship with your customers is a lot like dating. Sure, some people believe in love at first sight, but most are much more pragmatic. When a prospective customer hits play on your Facebook video advertisements, it’s like going on a date – giving you exposure that builds first familiarity, and then trust. The platform also allows for interaction, providing the opportunity for questions to be posed and answered. If everything goes well, you can move to the next step in the relationship – making a purchase.
Facebook video ads aren’t annoying
Few things are more irritating than banner ads that redirect you from your task or fill your screen with unwanted information. The last thing you want is for your prospective customers to associate your brand with something that they want to avoid.
Facebook video ads are governed by choice and views are voluntary. Consumers choose to watch video ads because they provide value, control and beautifully creative.
Videos are effective
Since video appeals to both sight and sound in a quick burst of stimulation, it captures the attention of the viewer immediately and makes a lasting impression. The messaging is concise and easy to understand, reaching people of all demographics. Few things more satisfying than hitting that play button and leaning back to enjoy the show.
Video ads on Facebook are a targeted, trustworthy, and effective communicative tool – and they work. If you’d like to learn more about why and how to use Facebook video ads, Toronto’s Memory Tree has created an infographic on the topic.
- I started in video production as an editor in broadcast television, eventually becoming the Creative Director at a mid-sized production company, and now as a Partner and Creative Executive Producer at Memory Tree. I am passionate about my work, as I have seen first hand the impact video marketing can have, and I love to be part of the creative process.