Facebook Video Ads: Best Practices and Examples for 2024

6 min read
Facebook Video Ads

Facebook has become one of the most powerful advertising platforms for businesses of all sizes.

With over 3.0 billion monthly active users, Facebook provides an enormous potential audience for your video ads.

Video content is dominating social media, and Facebook is no exception. Consider these recent Facebook video statistics:

  • 50% of time on Facebook is spent watching videos
  • Over 2 billion people watch videos on Facebook each month
  • Facebook Reels accounted for 3.3% of ad impressions in 2022
  • Vertical video with audio has a 35% higher click-through rate on Facebook

Clearly, if you want to capture attention and drive results on Facebook in 2024, video ads need to be a key component of your strategy.

IIn this post, we'll talk about Facebook video ad best practices and examples to inspire your next campaign.

Facebook Video Ad Best Practices

Before we look at some top examples, here are some best practices to keep in mind when creating your Facebook video ads:

1. Grab attention quickly

With so much content vying for viewers' attention, your video needs to hook them within the first 2-3 seconds.

Use eye-catching visuals, bold text, or pose an intriguing question right at the start.

2. Design for sound off

85% of Facebook videos are watched without sound.

Make sure your message comes across even with the sound off by using captions, text overlays, and descriptive visuals.

3. Optimize for mobile

98.5% of Facebook users access the platform via mobile devices.

Ensure your videos look great on mobile by using square or vertical formats that fill up the screen.

4. Keep it short and sweet

Aim to keep your videos under 15 seconds, especially for in-feed ads.

If you have a longer message, consider creating a series of shorter videos.

5. Include a clear call-to-action

Don't assume viewers will know what to do after watching your video.

Include a clear and compelling CTA button or end card telling them the next step to take.

6. Test and optimize

Always run multiple versions of your video ads to see what performs best.

Test different hooks, lengths, formats, CTAs, etc.

Let the data guide your optimizations.

Now that you know these best practices, let's look at some excellent Facebook video ad examples from top brands.

Top Facebook Video Ad Examples

1. Sephora

Sephora Facebook Video Ad

Sephora created a short and punchy video ad showcasing one of their new lipstick shades. The ad uses fast cuts, close-up product shots, and bold text to draw in viewers. Even without sound, the visuals tell a compelling story. The prominent "Shop Now" CTA makes the next step clear.

Sephora case study: https://www.facebook.com/business/success/2-sephora-middle-east

2. Airbnb

Airbnb Facebook Video Ad

Airbnb's video ad takes viewers on a aspirational journey, showing beautiful travel footage from around the world. The ad uses a vertical format to immerse mobile viewers in the experience. The ending tagline and CTA invite viewers to "Book an adventure. Airbnb it."

3. Grammarly

Grammarly Facebook Video Ad

Grammarly's video ad takes a humorous approach, showing a person confidently dancing after using their product to write a "perfect" email. The ad is simple but effective, focusing on one clear benefit. The caption and CTA emphasize Grammarly's free plan to drive app installs.

4. Oreo

Orea Facebook Video Ad

Oreo's video ad for their Thins cookies is a great example of short and sweet. In just 6 seconds, the ad shows the product and uses playful animation to highlight the flavors. There's no time wasted - the brand and CTA are clear from the start.

5. Lume Deodorant

Lume Deodorant Facebook Video Ad

Lume's video ad uses a testimonial format to show how their natural deodorant provides all-day odor control. Customer reviews are displayed on top of product footage, providing social proof. The ad also includes a special offer CTA to drive purchases.

6. Monday.com

Monday.com Facebook Video Ad

Monday.com's video ad promotes their project management software in a visually engaging way. The ad uses bold colors, dynamic text animations, and quick cuts to highlight key features and benefits. The CTA invites viewers to start a free trial.

7. Allbirds

Allbirds Facebook Video Ad

Allbirds' video ad showcases their eco-friendly sneakers with beautiful, close-up product shots. The ad uses a square format to take up more real estate in the mobile feed. Sustainability benefits are highlighted in the caption to appeal to their target audience.

8. Mailchimp

Allbirds Facebook Video Ad

Mailchimp's video ad uses a playful, animated style to explain their email marketing platform. The ad simplifies a potentially complex topic with easy-to-follow visuals. The CTA offers a free plan to entice new users to try the product.

Getting Started with Facebook Video Ads

Hopefully these examples have given you some inspiration for your own Facebook video ad campaigns.

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Remember, you don't need a huge budget or production resources to get started. Even simple, DIY videos can perform well if you follow best practices.

Here are a few final tips for launching your first Facebook video ad campaign:

  1. Define your goals and target audience before creating your videos. What action do you want viewers to take? Who are you trying to reach?

  2. Storyboard your ideas to plan out the key messaging and visuals. You can use tools like Canva or Animoto to easily create videos.

  3. Set up a split test to compare different video variations. Let them run for at least 2-3 days before drawing conclusions.

  4. Analyze your results and audience insights. See which videos had the highest view rates, click-through rates, and conversion rates. Use these learnings to optimize future campaigns.

  5. Continually experiment with new video ideas, formats, and placements to keep your ads fresh and engaging.

Video marketing on Facebook is here to stay.

By putting these best practices and examples into action, you can harness the power of Facebook video ads to grow your business in 2024 and beyond.

It's time to hit record!

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