Video ads have taken center stage on social media platforms, especially on Facebook. With their ability to combine visuals, motion, and sound, video ads offer a compelling way to engage audiences. But Do Video Ads perform better on Facebook? Are they worth the extra cost? This article aims to uncover the effectiveness of Facebook video ads through data-driven insights, case studies, and actionable tips.
1. How Do Video Ads Perform on Facebook?
In fact, 95% of consumers prefer video ads over plain text ads. Here are a few more reasons why:
- The natural appeal of video: Video is more engaging than static images or text because it combines motion and sound, which is easy to grab the viewer’s attention.
- Higher ad revenue: Video ads have higher CPMs than most other ad formats. According to Confect, the average video ad sells 24% more than the average image ad.
- Highly customizable: Since video ads come in so many variations, you can tailor them to fit your site without affecting UX. For example, you can toggle autoplay and mute options to find the right balance between attention-grabbing and annoying.
2. Do Video Ads Perform Better on Facebook? (Comparing with Image Ads)
To have better insight about video ads vs image ads – what type of Facebook ads perform best? Here is a table about Comparing Key Metrics, let’s see as below:
| Criteria | Video Ads | Image Ads |
| Reach | 20% higher with retargeting potential | Lower reach without video-based retargeting |
| Engagement | 6x higher interaction rates | Lower engagement rates |
| CPMs | 17% higher | Lower cost per thousand impressions |
| CTR (Click-Through Rate) | 30-47% higher in A/B tests | Moderate CTR |
| Cost Per Purchase | 24% higher but better ROI | Lower initial cost but fewer conversions |
| CPC | Image ads have higher CPCs than videos. | Video ads have about 3% lower CPCs than image ads. |
| Conversion Rate | 20-30% higher | Moderate conversion rates |
Detail explanation:
Reach: Studies show that video ads can increase clicks on image ads by up to 20%, as many Facebook users watch videos without sound, making captioning important. Additionally, video ads at the beginning of the sales process help brands re-target long-time viewers, offering better conversion potential (according to the Databox)
For brand icons and standard interactions, short video ads (under 15 seconds) are often more effective, as image ads can drive higher direct conversion rates due to their cost per click.
Engagement: Video ads get 6x more engagement than image ads: To compare video vs image engagement, what can be said is that video ads are capable of increasing engagement rates by 38% over images, creating a more interactive experience and conveying a stronger message.
CPM: The average video ad costs 24% more per acquisition than image ads: Video ads have a higher cost per impression (CPM). In fact, on average, video ads are about 17% smaller when shown early on.
Video ads have a higher click-through rate (CTR): Video ads tend to outperform image ads significantly in terms of engagement and conversions. For example, ClearPivot reports that video ads generate up to 30% more clicks, while Cardinal Digital Marketing’s A/B testing found that video ads generate a 47% higher click-through rate (CTR) than static images. Additionally, video ads were found to be more cost-effective, with a cost of $2.75 per lead compared to $14.22 for image ads, making video a powerful tool for both reach and conversions.
3% lower CPC: In a test conducted by HubSpot, their Technical Narration videos performed better than static images. They had the highest click-through rate and a 3% lower CPC.
20-30% increase in conversions: Chantelle Stevenson, a marketer at ClearPivot, shared that video ads generate 20-30% more conversions than image ads on Facebook.
Some resources:
- Bittable: Statistics for video ads found on Facebook typically have higher completion rates and click-through rates (CTR) than image ads. Video ads tend to engage viewers better because the animation and color constantly change, stopping viewers from scrolling. In fact, users easily continue to collect information in video ads, especially in the short 6-second time frame of the video, helping to convey the message and increase the likelihood of viewers taking the desired action
- In addition, research from Linear Design shows that the average CTR for Facebook ads is around 1.32%, with verticals such as technology and retail often having the highest rates, helping video ads reach and convert Change user view more (Linear)
In general, Video ads are more effective because they capture attention and drive higher engagement compared to image ads. Why are video ads more effective? They generate up to 6 times more engagement and offer better click-through and conversion rates. Despite a higher CPM, video ads deliver a stronger return on investment, with up to 30% more conversions and lower CPC. Their dynamic nature makes them a powerful tool for businesses looking to maximize reach and drive results.
3. Case Study: Video Ads Outperform on Facebook
Netflix: Boosting Brand Awareness with Short Videos
Objective: Netflix has identified that boosting brand awareness is an important part of their marketing strategy. To achieve this, they decided to use short videos on social media platforms, especially Facebook, to promote new movies and series.
Strategy: Netflix developed short 10 to 15-second promotional videos, with unique and engaging designs. These videos not only contain striking images from the movie but also bring strong emotions, making it easy for viewers to remember. This approach is built on the understanding that in the digital world, consumers’ attention spans are very short. Therefore, they need to create videos that viewers can consume quickly, but are still engaging enough to stimulate curiosity and want to learn more about the content.
Execution: Netflix has applied the basic principles of video marketing such as:
- Create strong emotions: Short videos are designed to create strong emotions, from excitement to sadness, to connect with the audience.
- Focus on core values: Videos focus on unique elements of the content such as famous actors, attractive content, and unique scenes, making it easy for viewers to visualize and feel.
- Encourage interaction: Videos often end with a question or a call to action, encouraging viewers to participate and share their opinions about the content.
Results: Netflix’s short video advertising campaign captured the attention of consumers and produced impressive results:
- Increase of 11 million followers in just 1 year: This result shows that consumers have better brand recall, thanks to the use of impressive short videos. This is a clear demonstration of how short videos are not only accessible but also effective in brand recall.
- Increased Engagement: These videos not only increase awareness but also encourage viewers to return again and again, leading to higher engagement with the brand.
4. Tips for Creating Effective Facebook Video Ads
4.1. Choose the Right Length
The length of your video ad plays a crucial role in its effectiveness. For quick brand awareness and immediate impact, 5-15 second videos are ideal. They are short, engaging, and perfect for catching users’ attention as they scroll. On the other hand, 30-60 second videos are great for more in-depth content, such as detailed product demonstrations or storytelling.
These longer videos allow you to explain the features and benefits of your product or service in a more comprehensive way, making them suitable for audiences who are already somewhat familiar with your brand.
4.2. Focus on TOFU (Top-of-Funnel) Content
When creating Facebook video ads, aim to focus on Top-of-Funnel (TOFU) content, which is designed to introduce your brand to new audiences. This content should focus on building awareness and trust. Highlight elements like the lifestyle your brand represents, the key benefits of your products, or even include customer testimonials to show social proof. The goal is to engage potential customers at the very beginning of their journey, providing them with a reason to learn more about what you offer.
4.3. Leverage Subtitles
A significant number of Facebook users watch videos without sound, so it’s essential to include subtitles in your video ads. Subtitles not only ensure your message is delivered effectively but also make your content accessible to a wider audience, including those in noisy environments or people with hearing impairments. Subtitles can help retain viewers’ attention and ensure they understand the message, even if they can’t hear the audio.
4.4. Test and Optimize
To make sure your video ads are performing at their best, it’s crucial to test and optimize them continuously. Start by experimenting with different formats, such as autoplay versus click-to-play, to see which one resonates better with your audience.
Additionally, closely monitor key performance metrics like click-through rate (CTR), engagement, and conversions to evaluate the success of your video ads. Use this data to make informed adjustments, such as tweaking the video’s length, content, or call to action, ensuring that your video ads continue to improve and drive results over time.
5. FAQs About Facebook Video Ads
1. Are Facebook video ads suitable for all businesses?
Yes, video ads are versatile and work well across industries. However, they are particularly effective for brands aiming to build a strong visual connection with their audience.
2. How do video ad costs compare to image ads?
Video ads typically have higher CPMs, but their superior engagement and conversion rates often justify the cost.
3. Are short or long videos better?
Short videos work best for grabbing attention and driving awareness, while longer videos are ideal for detailed explanations and conversions.
The Value of Investing in Facebook Video Ads
Facebook video ads are a highly effective marketing tool, offering significant benefits in terms of engagement and conversions. They stand out from other ad formats by capturing attention with compelling visuals, leading to higher interaction rates and better ROI. Businesses that use video ads can connect more deeply with their audience, making them a key driver of brand visibility and customer loyalty.
For businesses looking to maximize their marketing impact, investing in Facebook video ads is a smart choice. Video ads help boost reach and foster meaningful connections with potential customers. If you’re seeking expert guidance to optimize your Facebook ads and maximize ROI, Nemi Ads is the ideal partner. With deep expertise in Facebook advertising, Nemi Ads can help you create highly effective campaigns that fully leverage the potential of video ads.
