Facebook’s video ad, much like its image ad, is an ad format that contains a text, a headline, a link description, a CTA button, and, unlike the image ad, a video.
The Text
The text appears above the ad’s video, usually containing details about your product or service and a value proposition and call to action. The text should convey everything your audience needs to know about the ad: what does it offer? What should your audience expect upon clicking the ad? Although most copywriters write direct statements in the text, some opt for a clever or humorous approach as illustrated in the example above. .
The recommended character count for the text is 90 characters. Note, however, that this is only a recommendation and not a requirement. Although less characters are often recommended by advertisers and copywriters, you may write longer text. As always, A/B test which text length garners the best results.
The Video
Below the text is the ad’s video. You can choose any video you want as long as it complies to Facebook’s policies. Although you are free to upload any video to your ad, remember that your video must be related to your message. For example, if you’re promoting a horror movie, use the movie’s trailer for your video ad.
When choosing your image, make sure it complies to Facebook’s ad specs and technical requirements. Although all uploaded videos have a maximum length of 120 minutes, try to keep your videos no longer than 1 minute to maintain your audience’s attention, and, as always, A/B test to see which video length garners the best results.
The Headline
The headline appears below the video in bold, containing more information about the offer. It should catch your audience’s attention, should compel them to click on your ad. In AT&T’s ad, the headline “A New Phone Every Year” encourages customers to purchase a new phone with AT&T.
Facebook recommends that you keep your character count to 25 characters for your headline.
The Link Description
The link description contains the description of the link you’re providing on your ad. In the AT&T ad, the link description “Upgrade yearly with AT&T next!” lets customers know that the ad’s link will likely direct them to a product catalog where they can shop.
The CTA Button
The CTA button, or call-to-action button, is located on the bottom left corner of the ad. This button encourages people to do a desired action. In AT&T’s ad, the CTA button encourages customers to shop at its online store. Note that your CTA button must relate to your message. Don’t, for example, use a “Learn More” CTA when your ad’s purpose is to drive customers to make a purchase. Using an irrelevant CTA will confuse, irritate, and disappoint customers when your ad does not meet their expectations.
When creating an image ad, don’t forget its five essential parts: the text, the video, the headline, the link description, and the CTA button.
