3. PAY ATTENTION TO GETTING THE FORMAT AND SIZING RIGHT.Â
Give your video every fighting chance. Changing the shape can have a surprisingly large impact on results (
read more about this).Â
Go square to capture more of the screen on a mobile device, putting your video more prominently in front of your viewers. And make sure that you get the file format and encoding right – don’t spoil all your hard work with a poor quality upload. Facebook has its own guidance on this here:Â
https://www.facebook.com/business/ads-guide/video/facebook-feed/video-views
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4. SOUND-FREE STORIES RULE
Don’t create videos which rely on audio.. Most people turn this off, so your video needs to tell its story without the need for a soundtrack. By all means use one, but to enhance rather than narrate. Instead, use captions, graphics and images which speak for themselves.
5. Know your objectives
Of course it should be obvious that you need to know what your video is about before you start shooting (or animating). But this goes deeper. Are you aiming to convert viewers to sales or bookings? Are you looking to increase followers or drive traffic to your website? Or are you hoping to create a video which gets shared widely. All of this will affect not just the contents and style, but also where you position your video and how you set up the post. Plan well and you're more likely to see great results.
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6. Optimise your title, description and call to action
In an ideal world, you would A/B test everything that sits around your video ad to fine tune its performance. There’s a lot of great research out there which can help to guide you on the best titles and CTAs, but ultimately every audience is different. If time and budget allow, split test each element to get the best results. Cmall incremental gains make a big difference when you add them all together.Â
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7. Go live!
Facebook live video opens up a whole new world for live events. Stream an existing face-to-face event live to involve more people. Or create live video events specifically for Facebook – it’s the new and exciting way to replace a live webcast with something much more engaging.
Read our top tips for Facebook Live events here.