5 Tips To Increase Conversions Through Facebook Video Ads

It’s something that hangs heavy over your head.

You’ve got a great reach on Facebook. You’ve done well to build an audience and get them to engage with your content. It is so satisfying to see this happening, so what could possibly be bothering you?

Conversions, of course.

Advertisers and marketers are beginning to realize that a higher engagement rate and reach doesn’t always translate to the kind of ROI that a brand or business looks for in their advertising/marketing campaigns. Many companies have even pulled out of Facebook due to poor sales and conversions.

Your business goal that drives your Facebook marketing strategy should be to increase conversions. However, this goal has become difficult to achieve with increasing consumer expectations and rising competition for News Feed real estate.

That said, you’ve also been blessed with options such as Facebook video ads. These ads, when executed correctly, can lead to a significant increase in conversions.

With video ads estimated to occupy 15 percent of digital advertising market by 2017, Facebook was well aware how lucrative it can be to make the option available to Facebook marketers and to edge out competitors such as YouTube. The company has also incorporated the following features with video ads:

• Auto Play
  Videos play in News Feeds automatically, and are counted as a view after 3 seconds (the industry standard). People seeing the video can click a button to unmute a sound, and see the video in full screen by expanding the player. This feature is applicable to Premium Video Ads only (videos that are 15 seconds long).
• Video view counts
  All videos show how many views they have received, which can be used to calculate the conversion rate and aid content discovery.
• Audience retention graph
  This graph in Page Insights will show the level of user interest in different parts of a video. A spike in the views at certain points will indicate interest at particular moments, whereas a decline will showcase the part of the video where people stopped watching.