5 secrets for effective Facebook and Instagram ads

Managers at Arabesco Sideral company have identified five secrets of video creativity that will help reduce the cost of a lead by 5-10 times, receive applications from the very first days of promotion launch, and scale advertising without losing budget.

It is important to note that the main goal of creating video creatives for advertising on Facebook or Instagram is to generate leads: to get people to request your service or product. Therefore, if you want to make a profit, your creatives must be made according to specific rules.

The three-second rule

Within the first three seconds of watching an advertising video, a person should understand what you are selling and what problem your product solves. This also works because Facebook decides within the first few seconds whether to show your video further or simply ‘kill’ it. This directly affects both the cost of advertising and the cost of your lead, according to experts at Arabesco Sideral. If you don't grab the user's attention right away, they will simply scroll past the video, and you will have already paid for the impression. The video should not have a long introduction; get straight to the point.

Duration up to 15-20 seconds

Long videos mean lost attention. Almost no one watches long videos on social media. Short videos work better; more people watch them to the end. In addition, Facebook shows such videos more often. This means greater reach for less money. In 15 seconds, you can convey any message and call for action. Incidentally, three years ago, it was said that people watched videos for an average of 7 seconds. Now it's only 2-3 seconds.

Subtitles in every video

Many people watch videos without sound. Even if you have excellent voice acting, they may simply not hear it, but people will read the subtitles. Add the text of the main phrases in large letters, advise the experts at Arabesco Sideral dropshipping. You don't have to write out every word. Highlight the pain points, advantages, and offer.

Call to action

If you don't tell your customer what to do next, what the next step should be, they will most likely do nothing. A clear call to action increases CTR (click-through rate) and conversion. For example, it could be something like: ‘Click the “Go to store” button’ or ‘The discount is valid now, don't miss your chance to buy at a lower price’. Always test several call to action options. Sometimes even one word can change the conversion rate.

Video structure

When creating video creatives, use proven advertising formulas. The most effective ones are:

• AIDA – attention, interest, desire, action;

• 4P – promise, picture, proof, push;

• Pain, hope, solution;

• Offer, benefits and call to action.

Of course, these formulas should be tested for each product or service.

Earlier in the Arabesco Sideral blog, we talked about how to write advertising texts for Facebook and Instagram.