How to Create Eye-Catching Facebook Video Ads (Without Expensive Editing Software)
👉 Bonus Material: Facebook Video Ads Creation Pack
What are Facebook Video Ads
Facebook ads allow business owners to sell, their products to large audiences globally. In fact, in 2020, Facebook reported 1.8 billion daily active users on their platform.
Some of that content will be from people they know. Other content will be from businesses who pay Facebook money to put their product or service in front of their ideal customers.
How do you tell the difference?
In 2020, businesses paid Facebook $21.2 billion in a single quarter.
This trend has further accelerated since the pandemic. People now spend more time online and businesses worldwide are capitalising on this opportunity.
So chances are, your competitors take advantage of it. And through Facebook, they are able to reach their target audience on different devices and platforms.
But there’s more.
Unlike the old days of television, Facebook allows you to put your product in front of people who are most likely to buy your product.
If you’re selling ring boxes to newly engaged couples, then you might want to put your product in front of people who are not married. Or even better, in front of newly engaged couples.
Facebook allows you to do that:
Not all ads will perform the same.
Facebook allows you to track your best-performing ads so you spend money only on ads that are generating revenue (and drop the ones that are not).
Facebook is the most dominant player on social media, which offers the cheapest way of reaching large audiences.
Below is the cost comparison of getting your product in front of 1 million people.
But when something is this good, you’re going to face a lot of competition. So you’ll need something else to give you an edge.
There are several factors that could affect your ads performance, but the biggest one is the type and quality of the creative you use.
A survey done in 2017 shows that your creative accounts for as much as 47% of your ad’s success.
Not paying enough attention to your creative puts you at risk of wasting money.
I’m about to show you why you should pick video as your choice of creative.
👉 Bonus Material: Facebook Video Ads Creation Pack
Why You Should Create Videos For Your Facebook Ads
Video creatives consistently outperform every other type when it comes to ads.
For two main reasons:
Your audience already likes consuming their content through video.
When spending time on Facebook, your potential customers are most likely going to be aimlessly scrolling through their feed. Discarding more information than they are taking in.
Your ad needs to stop them in their tracks. Otherwise they will simply move on to the next item in their feed.
Video captures 24 frames every second. That’s a lot of engagement for the viewer to ignore, as opposed to only a single image or text.
Below are two ad examples from the same watch brand. The first one is a simple image.
Ad Sample 1
The second one is a video ad from the same brand.
Ad Sample 2
Which of these is more likely to stop you from scrolling further?
In most cases, it’s going to be Ad Sample 2. The video ad.
Because it has movement and is more visually engaging as a result. It’s no different for your customer.
3 Biggest Challenges With Making Videos
Given all the facts you’d be right to ask the question: “why is not everyone making video ads for their products”?
After all, it would stacks the odds hugely in their favor by doing so.
There are three main reasons for this:
1. Learning to make videos has a steep learning curve
If taking a striking photo is hard enough, making a video is like taking 24 of them every second.
Below is a comparison of the main activities involved in taking a picture v/s creating a video.
Also video editing on its own is a field of specialisation in itself.
Below is an example of what a typical video editing interface would look like.
No wonder hiring an editor, both in-house or outsourced, is so expensive.
According to Salary.com, the average rate of hiring a video editor in the US is $40 per hour.
2. Making an engaging video is difficult and time-consuming
Below is a comparison showing the difference between the time it takes to write a blog and to make a video.
3. It takes a lot of trial and error
Unless you’re an ads expert, it takes a lot of trial and error to get the right type of video with the right message to work with the right product selling the right offer to the right audience.
This means having to try various combinations of videos before finding one that works. To top it off, you’ll have to create these for different items you’re selling.
That's why a lot of eCommerce brands run multiple ads at the same time.
Below is an example of how a single gift shop launched 9 different ads in the same month. 6 of which are videos.
Having said that all, making video ads for Facebook can be a huge drain on time and money.
What's the solution?
Have an easy-to-follow system that allows you to repeatedly create high-quality videos at a low cost.
You should be able to use the videos in paid ads. Then maximize their potential by posting on organic channels.
Without needing a videographer or any other expensive service, so you can keep your business overheads low as you grow your business.
This is exactly what you’ll be learning to do in this article today. I’ll show you from to start to end in a step-by-step manner that anyone can follow.
Ready? Let's dive in!
Know Your Audience
Before you start making your videos, you first need to understand why your audience needs the product. Or why they should even watch your video in the first place.
There are two aspects to it.
1. Demographics: Who is your target audience?
This covers points like their age, gender, location, income bracket and education levels.
This helps you put your video ad in front of the right people.
Understanding this on its own will put you miles ahead of your competitors.
Most ads will go as far as identifying these and do well enough with their ads.
But as our reader, we don’t want your video ads to be like the others.
We want them to be better.
Understanding your customer's psychographics is what will enable that.
2. Psychographics: Why do people buy your product?
This is the part even seasoned marketers miss.
It covers points like what is your audiences biggest desire, what are their fears and what misconceptions do they have about your industry.
This will help you write copy that will grab your audience’s attention and resonate with them before they even consider buying.
Step 1: Pick The Right Product
You want to start by picking the product that already has a lot of pent up demand in the market.
That way, even if you don’t make the most amazing video ad, you’ll still make sales.
Below are three ways of identifying which product should you choose to make your first video ad.
Choose a Product by Popularity
Sites like Amazon and AliExpress show you which items are most in-demand and are already selling well.
By dedicating resources to these items, you increase your chances of your ad becoming successful.
Amazon allows you to find the most popular items based on your industry.
While on AliExpress, you can go one step further and find if those items are simply riding a short term trend or if they are items that have been best sellers for a long time.
If you’re doing this for the first time, start with the top-selling items.
This will allow you to get a long-term return on your investment right out of the gates.
Then you can use the funds generated from it to ride short-term trends and make most of them.
Choose a Product By High Keyword Search Volume
Tools such as Keywords Everywhere give you an estimate of what the average monthly search volume for a product is.
Choose a Seasonal Product
Some products are known to be in cyclical demand.
This means at certain times of the year, there will always be demand for certain products. During Christmas for example, the demand for LED lights in the month of December will always be high.
Sites like Ebay make it easy for you to find if your item is likely to sell well during certain periods by going through their “Holiday and seasonal occasions” section.
Step 2: Video Type And Message
Next, we identify the message your videos will need to convey.
This will depend on the stage at which your buyer is at, in their decision-making process.
What that means is, anyone who buys from you will go through three different stages of what’s commonly referred to as the buyer’s journey.
Their needs at each stage of this journey will be different. The message and the type of videos you make will need to speak to your prospects at each of those stages.
Buyer's Journey Stage One: Awareness
This is the stage where your audience first becomes aware of your brand and your product.
So it’s all about grabbing their attention and stopping them from scrolling.
A simple yet effective way of doing this is by showing something unexpected that will stop your viewer in their scrolling tracks.
Like this video ad made by Go2devices.
The ad starts off with a close up of a person running while using an odd looking device in his mouth.
This is enough to pique the viewer’s interest to make them want to watch the rest of the video.
The text goes right straight away into the benefits of using the product. By having the text overlaid on top of this video, all this information is covered within 9 seconds.
How will you know if your video is grabbing enough people’s attention at the start?
In the Facebook ads dashboard, you’ll be able to see how many people watched at least 3 seconds of your video.
This indicates the number of people who stopped scrolling their feed from watching your video.
Facebook even shows you how much it cost you to get their attention.
Now that people have watched 3 seconds of your ad will have some level of interest in your product.
But they need more information before they decide to buy.
Facebook allows you to retarget these viewers with more videos.
That way, you optimise your ad spend only on people who are interested in your products. And don’t waste money spamming the whole internet.
You can now put the next type of video in front of these audiences for maximum results.
Which brings us to the second stage...
Buyer's Journey Stage Two: Consideration
This is the stage at which your potential customer wants to know more about your product.
You’ve got their attention, but without more information on how they can benefit from your product, they’ll simply skip your ad.
Here’s how you can avoid that. Educate them by showing how your product will make their lives better in some way.
Below is an example of a video ad by a clothing company showing how their potential customers can use their items.
Notice how specific they have made it to their audience and how they are using seasonal trends to further amplify its effect.
The result is that you have an ad that doesn’t just sell well, but also is liked by a lot of people. Because it is relevant to their needs.
Apart from building brand goodwill, this will also help you reduce ad costs as Facebook will put it in front of more people.
Since this is not just an attention grabber, you can make this video longer. Even up to 30 seconds or a minute long.
Now you know that people watching this second video have a much higher level of interest in your product than the general public.
So you can specifically put your ad in front of them. This time, target people who have watched between 25% to 95% of your video.
People who watch this video will have a high level of interest in your product.
But for some reason, some will have still not bought.
The next type of video will help them decide.
Buyer's Journey Stage Three: Decision
At this stage, your potential customer has all the information they need about your product.
All that’s left is they don’t know who to buy it from.
The simplest yet effective way of telling your audience where to buy your product, is by giving them a special offer.
Like how this company selling Bluetooth earphones did below.
By this point, you will have grabbed your audience’s attention, educated them about your products’ benefits and even tempted them with a final nudge.
Your viewer will have gone through the whole buyer’s journey by watching your video ads.
👉 Bonus Material: Facebook Video Ads Creation Pack
Step 3: Create Appealing Images for Videos
The goal of this section is to give you all the skills you need to get the most out of the tools you already have.
We’re going to assume, all you have is a smartphone camera. That’s it. No special equipment needed.
Below are eleven hot tips that will make your images stand out.
Make Your Images Stand Out #1: Lighting
This might seem obvious, but it is often missed.
Make sure your product is well lit before you take your photo.
You don’t need any state of the art lighting equipment to get good results. Just natural lighting will do.
Below is the same image taken in two different lighting conditions. The one on the left was taken with limited natural lighting. The one on the right used light from an open window nearby.
The image on the left is grainy looking, lacks detail and doesn’t really stand out.
The one on the right on the other hand looks crisp, has pleasing shadows and generally stands out. All by making one simple change by opening a nearby window.
Make Your Images Stand Out #2: Pick The Right Location & Backdrop
The goal of your image is to help your viewer visualise themselves using your product.
The more they can do that, the more likely they will be to buy your product.
You can do this by placing your product in an environment where it will be used. Something that will create a visual link in your viewer’s mind.
For example, in the image below, the picture on the left shows the picture of a hand shovel placed on a boring looking surface.
The image on the right shows the same shovel placed in an environment where it would actually be used.
Which one helps you visualize using it more? That's right, the right one.
You’ll also notice that by having distance separation between the shovel and surroundings, we further enhance the visual experience.
Doing this also makes the background appear blurry. Further making your product stand out.
If you don’t have an interesting background, you can use a background removal tool such as remove.bg to first remove the background that is surrounding your product.
Then use Pixlr Editor to add a new background that will make your image pop. Both these tools are available for free.
Below is a quick 1 minute video showing you how to do it.
<video link>: https://vimeo.com/571455098/9fd0adcf26
Here’s the resulting image below.
When picking the right background colour, you can use the Colour calculator tool that will show you which colour will give you the best results.
Make Your Images Stand Out #3: Use Faces of People
People connect with people.
Not so much with objects, unless they have some prior experience of using it.
By having a face of a person in your image, you increase the chances of someone paying attention to your ad and clicking on it.
The video ad below from Geniebook demonstrates this by using faces of the target audience as the thumbnail and the opening scene of their video.
Even though they are selling worksheets.
Make Your Images Stand Out #4: Composition
Use the two rules below to guide you on how to frame your shot:
Rule of thirds.
Most smartphone cameras will show you a grid of four lines that will split your image into 9 grid blocks, with 4 intersecting points between the lines.
These are the points where your viewer’s eyes will gravitate towards. So place the most important part of your product at one of these points.
Also, if you’re adding text, add them in either the upper or lower the lower thirds of the image.
The ad video below from Correctst does this perfectly.
Make Your Images Stand Out #5: Leading Lines
When picking a setting to place your product, look for leading lines and intersection points for those leading lines.
This could be things like roof lines, horizons, ropes and so on.
Then try your best to place your product at points where your leading lines intersect. The lines will now guide your viewer’s attention to your product like below.
Make Your Images Stand Out #6: Different Angles
A lot of businesses make the mistake of showing the same viewing angle for long periods of time.
The goal here is to capture the attention of your audience quickly and keep them engaged throughout. Quickly shifting between viewing angles allows you to do this.
Below is an example of an ad video from Paul Rich Watches that simply spins the watch on a central axis to show the watch in multiple angles. This creates an immersive experience for the viewer.
You don’t need to go to this level of sophistication for your videos.
Simply capture the main angles that show all the main aspects of your product like below. Then turn them into a video by using Video Ad Machine.
Make Your Images Stand Out #7: Field of View
If you want to take your engagement even further, then switch between different viewing angles.
This ad from Correctst shows how by quickly changing between different viewing angles, they keep the viewer engaged throughout.
Video link: https://vimeo.com/571498788/f42fa7e547
Make Your Images Stand Out #8: Use HDR if Available
HDR is a feature available on most smartphone cameras these days.
By enabling this, your camera will take multiple pictures at the same time, giving you the most optimally exposed shot.
All this means is that you don’t need to have perfect lighting conditions every single time.
It will also give you more room to make simple adjustments that will further enhance your images.On Apple phones, this is under Settings > Camera > Auto HDR
Make Your Images Stand Out #9: Don't Use Digital Zoom
This is where your phone camera screen allows you to zoom in on something by simply pinching out.
Avoid doing this as it will make your image look pixelated.
Make Your Images Stand Out #10: Focus
Next you want to make sure that your camera is focusing on your product and not its surroundings.
Otherwise your product will end up looking blurry and will put the viewer off.
The human eye is hardwired to search for sharpness.
You can easily do this by tapping on your screen where your product is located.
The camera will do it for you.
Now that you’ve tapped on focus, you’re ready to take your shot.
It might feel like a lot of steps, but you’ll only do this a few times for every product so you can use them in multiple scenarios.
Make Your Images Stand Out #11: Use Inbuilt Edit Features
Now before you start turning your images into a video, you might want to make some quick edits so your picture is looking at its best.
Luckily most phones already have very good editing capabilities inbuilt.
For example, if you feel your image is too dark or if it needs cropping, then the inbuilt editing tool on the iphone allows you to crop your image, increase brightness, raise the shadows and so on.
Step 4: Turning Your Images Into a Video With Video Ad Machine
Now that you have your images ready, it’s time to turn them into videos.
Follow the steps below and you’ll have your next video up in minutes, without needing an editor.
First, install Video Ad Machine for free on your Shopify store.
To create videos from your product images, make sure you have your product status showing as “Active”.
Since Video Ad Machine can use all of your product images, you might want to add some more now.
For best results, we recommend having at least 5 images.
On your Shopify dashboard, click on “Apps” in the left hand column. Then click on the “Video Ad Machine” app. It will open a new window.
Now, click on “Create Video”.
Pick the type of video you want to make.
Then start typing the name of your product in the search box and the name will automatically appear.
Click on it and go to the next screen.
You can now add your text under “Branding and Text”.
What you write will depend on the stage in the buyer’s journey you want to use your video in.
For example, here we’re going to create an ad for potential customers at the “Decision” stage of their buying journey.
So we’re going to make them a limited time special offer.
We’ll add the text in the image to grab their attention.
Note: You can click on “Bold” to add emphasis to a line.
Also if you’re out of ideas on what to write, then simply click on the yellow text randomiser button at the top right to generate text automatically.
The pro version also allows you to add your own logo. But that is only optional.
Then under “Animation”, you can pick between several different animations.
All of them are very engaging.
In our example case, we’ll be selecting the “Color Foils” option.
Now click on the “Create Video” button at the bottom.
Video Ad Machine will now take all your pictures and turn them into an engaging video that you can use in your Facebook video ads.
If you don’t want to wait while Video Ad Machine is doing its thing, simply tick the checkbox which says “Send email when completed”.
You’ll be notified when your videos are ready.
When your video is ready, you’ll be able to see it on your dashboard.
As you can see, ours was created in less than a minute.
You can even instantly connect your Facebook business page, Ads Manager (where you run your ads from) and Instagram accounts to start publishing your ad and putting your videos to work for you.
All you have to do is click on the “Start Campaign” button below the video you want to publish and then follow the instructions on the following pages.
If that was not enough, you can even modify your video (for example with new text) and download it, so you can post it on other platforms.
You can even generate animated GIFs or copy the embed code to add the video directly onto your website.
All with a few clicks. And all for free.
If you do however want to take it a step further, then the pro version even has a feature of auto posting your videos to Facebook and Instagram.
This will take your online presence to a whole new level.
👉 Bonus Material: Facebook Video Ads Creation Pack