In this new post-pandemic environment, retailers and e-commerce brands are attracting new consumers with highly-engaging video content. As micro video features and sites such as IG Reels and TikTok have dominated, the boom in online retailers using social media to advertise to homebound consumers has exploded. Top retail brands are using video advertising to meet the post-pandemic shopper where they are to showcase their new products to reach an even larger (and eager to buy) audience. However, the key to winning this new Facebook video ad game is rooted in understanding how to craft winning video ads that will speak to the scroll-happy consumer and compel them to click to buy.
As the number of Facebook followers grew by at least 11% since the start of the pandemic in March 2020, leveraging their robust marketing platform can be a surefire way to increase marketing ROI across all video campaigns. The key will be in pinpointing which types of e-commerce video ads to create, depending on your target audience’s level of awareness.
Here are the four types of video ads to consider:
- Building brand awareness. Many times those viewing your video ad on Facebook are unaware of your retail brand and what you have to offer. In this case, the video will need to clearly and compellingly establish your value proposition, in a way that is immediately relevant to your target audience. Whether you have a new inventory blowout sale or just launched a new Fall collection, either way, you’ll want to lead with what’s in it for the consumer and why they must have your products.
- Lead with their problem. Your ideal client may have an immediate concern or challenge they need addressed. This could be uncomfortable underwear, wanting to eliminate annoying body odor, or looking for no-slip workout shorts. You can lead with their problem as a way to capture their attention and offer your unique retail products as the convenient solution they are looking for.
- Showcase your unique solution. Most consumers fall into the “solution aware” category, which means they have a problem and are aware of potential solutions to solve it. For example, a man with a beard may be aware of (and may have tried) a host of different beard care products to keep his beard well-groomed. If you have a unique solution (that they’ve never heard of or tried), then use that as the focus of your video ad, this can help with conversions.
- Make your product or service stand out. Depending on your products or services, you may offer exactly what consumers are already looking for. In this case, you’ll want to position those services front and center with a specific call to action to buy now. Additionally, highlighting any key differentiators that make your product(s) better than others is also important. Perhaps you offer free returns, lifetime guarantees, free next-day shipping, etc. Whatever it is that can incrementally help your product or service stand out, be sure to highlight that at least twice in the video ad.
These are just a few examples of how retail brands can craft Facebook video ads to stand out to increase marketing ROI. The important thing to note is that video ads are limited to 6 minutes, but should generally be in the 60-90 second range to both capture attention and to be highly compelling. Consumers are usually more likely to spend money in the summer and Fall, so if you have not already launched a video ad campaign on Facebook, now is the time to do so.
Need help getting started? Feel free to reach out and I’d be happy to share additional best practices so your next video campaign will be highly successful.