Introduction
If you are not living in the stone age, you’ll notice how important it is to promote your product in a video form. Thanks to the education of Tiktok, people are used to getting information via the videos. According to the study, 75% of people made a purchase after watching a video ad in the last year, and 93% of brands gained a new user because of a video on social media.
Why facebook video ads
As a startup brand, of course you can get access to all kinds of social media platforms to upload your video ads, but the most effective channel we recommend is facebook. As the top media platform chosen by the marketers, Facebook boasts around 2.91 billion monthly active users.
Several reasons that make facebook to become the most popular video ads platform for product promoters:
The most valuable age group
Facebook reaches 36.7% of adult users, the highest percentage among all social media platforms (compared to just 6.5% on X), making it the most powerful platform for consumer spending. Users on Facebook are more likely to make purchases when they find a product they truly like.
If your product is targeting senior citizens, Facebook is the go-to place. According to Influencer Marketing Hub, the age 65+ is the fastest-growing demographic for Facebook ad reach. In 2021, this group grew by 25%. This makes Facebook a prime channel for brands looking to engage older audiences with high purchasing intent.
Unmatched audience segmentation
Facebook’s advanced targeting features allow you to reach the most specific audience segments based on a wide range of criteria. You can refine your audience not just by age, but also by location, interests, and behaviors.
For example, you can target French teachers who love drama, online shopping, cheese fries, and leisure suits—the possibilities are virtually endless. While most brands won’t require such an ultra-specific profile, the key takeaway is that Facebook Ads' segmentation helps you pinpoint the exact users who are most likely to engage with your product. This level of precision reduces wasted ad spend and maximizes efficiency, ensuring that every dollar goes toward reaching the right audience.
In general, Facebook allows you to target lifestyle characteristics such as the following:
Interests
Behaviors
Education
Previous purchases
Income
Political affiliation
Spoken languages
Major life events
Cost saving
For startups, budget is a crucial factor when promoting products, and Facebook stands out as the most affordable advertising channel. With a conversion rate of 9.21% and an average cost per conversion of $18.68, Facebook outperforms Google Search, which has a lower conversion rate of 4.40% and a significantly higher cost per conversion at $56.11.
When comparing cost-per-click (CPC), Facebook is also the more budget-friendly option. The average CPC on Facebook is $0.49, whereas Instagram is more than double at $1.09. Additionally, Facebook’s click-through rate (CTR) is 3.06%, far surpassing Instagram’s 0.68%, making it the more effective platform for driving traffic and conversions at a lower cost.
Easily track performance
Facebook’s advanced analytics toolkit includes Facebook Pixel, a powerful tracking tool that helps you measure the effectiveness of your ads. By adding a simple string of code to your website, you can track user actions, monitor conversions, and optimize ad performance in real-time.
How to run ads on Facebook
In order to run a facebook ad, there are basically 3 steps: 1. Create a Facebook Ads Manager account; 2. Choose an objective including the audience expected to reach, budget and set your budget and schedule; 3. Monitor your performance.
Create a facebook ads manager account.
First go to the Facebook homepage and locate “Ads Manager”, then you’ll enter into a dashboard page where you can upload and monitor your campaigns.
To create your first campaign or ad set, select the type of ad you want and click “Create”. Next you’ll continue to add more information to upload your video asset.
Choose the objective
After the “Next” button, another important step is to choose the objective of your campaign. Ads manager will ask you to choose an objective from a pre-populated list. Currently there are 11 objectives for you to choose from brand awareness to increasing traffic to your e-commerce store:
Brand awareness
Engagement
App installs
Reach
Website traffic
Video views
Catalog sales
Store traffic
Lead generation
Messages
Conversions
3. Set a budget and schedule
There are two kinds of budget set for you to choose from: by day or for the lifetime of the campaign. Though they are easy to understand literally, here are some differences you should keep in mind. For example, though the daily budget runs the ad throughout the day, Facebook paces your spending to match your budget, and there is a minimum $1 per day for an Ad set. With the lifetime budget, the ad is run for a specific time, and Facebook monitors how much of your allocated budget has been spent and distributes the remaining budget strategically over the entire duration of the ad campaign. This ensures that your ad doesn’t burn through the budget too quickly and remains visible throughout the scheduled duration of the campaign.
4. Select a target audience
As we mentioned before one of the prime advantages of Facebook is its audience segmentation that helps you target the exact audience to make your cost more efficient.
Whether you want to target audience in a specific neighborhood or appeal to those with a certain education background, Facebook’s built-in targeting options helps you specify your audience profile efficiently:
Location
Age
Gender
Education
Languages
Relationship
Home
Work
Behaviors
Connections
Financial
Ethnic affinity
Generation
Life events
Parents
Politics
Interests
6. Create your Facebook ad
You can have 4 formats, namely image, video, carousel ads and collection ads to choose from to upload your promotion material. In order to decide how you want your ad to look, consider your original goals selected before. For example, if your goal is to improve the traffic to your website, you may go for carousels that carry multi-image formatting to increase users’ possibility to click and go to your website.
7. Monitor the performance
Facebook provides the following key metrics to track ad performance, you can choose the metrics that's important for you.
Performance: Customize this metric to track frequency, results, reach and impressions.
Engagement: Track page likes, engagement and posts.
Videos: Include metrics such as video views and how much of the video is viewed on average.
Website: Measure website actions such as checkouts, payment details, purchases, and cart adds.
Apps: Include metrics such as app engagement and installs.
Events: Monitor event responses and cost per event.
Clicks: Report the number of total and unique clicks, CTR (click-through rate), and cost per click.
Settings: Access useful information like start and end date, ad set name, delivery, and more.
How to make facebook ads engaging
Facebook has an exclusive page to teach how to make ads creative and engaging. To summarize, there are following tricks:
1. Make sure the video formatted correctly
Since 65% of video views on Facebook come from their phone, it’s highly recommended to adjust your video vertically instead of horizontally. However, preparing both formats ensures your content looks great across all devices.
Before publishing, double-check your video format to ensure it aligns with Facebook’s best practices. Optimized videos lead to better visibility, higher engagement, and improved ad performance across mobile and desktop users.
Cut to the chase
In today’s crowded digital space, grabbing users’ attention within the first 4-6 seconds is crucial. The video hook plays a vital role in stopping the scroll and keeping viewers engaged.
Interestingly, the hook doesn’t always need to relate directly to your product. In some cases, ads perform better when they tap into curiosity, surprise, or emotion, compelling users to keep watching. The key is to spark interest immediately, making viewers eager to see what comes next.
By mastering the art of attention-grabbing storytelling, you can significantly boost engagement and drive higher conversions for your video ads.
Here are several traits may help you craft your hook:
Ask questions
Show something unexpected
Use comedy
Address a common problem
Use music
Always use captions
A surprising study reveals that only 15% of Facebook users watch video with sound on. To communicate with large audiences with no sound on, you should use subtitles. Especially on the cover of your video, try to use exaggerated and bolded word formats to catch people’s attention and let them know what your video is, especially for tutoring courses, where clarity and engagement are key.
Always put a clear call to action
The ultimate goal of ads is about conversion. For Facebook video ads, you can include CTA in the text around your video or include it in the video itself where possible.
Make sure your CTA is direct, action-oriented, and easy to follow (e.g., “Sign Up Now,” “Shop Today,” or “Get Your Free Trial”). By clearly guiding viewers on what to do next, you’ll boost engagement and maximize conversions.
Video Length
People’s attention span is getting shorter and shorter. Though there is no need to keep your video within seconds, they do need to be concise. Facebook allows videos from 1 second to 240 minutes long, while the best performing videos are between 15 to 60 seconds, but please make sure the powerful message gets delivered within that time frame.
Conclusion
At first glance, Facebook video marketing may seem overwhelming, with numerous prompts to fill and information to upload. However, Meta provides detailed step-by-step guidance, making the process easier to navigate. With patience and experimentation, you’ll develop your own effective strategy for Facebook video ads.
While the technical steps of running ads are fixed, the creative strategy is where your unique insights come into play. Your product, brand personality, and target audience decide the creative direction, making each campaign distinct.
Ultimately, running Facebook ads isn’t rocket science—it’s a combination of structured execution and artistic creativity. Success comes from blending mechanical precision with a keen sense of aesthetics, ensuring your ads resonate and drive results.
Introduction
If you are not living in the stone age, you’ll notice how important it is to promote your product in a video form. Thanks to the education of Tiktok, people are used to getting information via the videos. According to the study, 75% of people made a purchase after watching a video ad in the last year, and 93% of brands gained a new user because of a video on social media.
Why facebook video ads
As a startup brand, of course you can get access to all kinds of social media platforms to upload your video ads, but the most effective channel we recommend is facebook. As the top media platform chosen by the marketers, Facebook boasts around 2.91 billion monthly active users.
Several reasons that make facebook to become the most popular video ads platform for product promoters:
The most valuable age group
Facebook reaches 36.7% of adult users, the highest percentage among all social media platforms (compared to just 6.5% on X), making it the most powerful platform for consumer spending. Users on Facebook are more likely to make purchases when they find a product they truly like.
If your product is targeting senior citizens, Facebook is the go-to place. According to Influencer Marketing Hub, the age 65+ is the fastest-growing demographic for Facebook ad reach. In 2021, this group grew by 25%. This makes Facebook a prime channel for brands looking to engage older audiences with high purchasing intent.
Unmatched audience segmentation
Facebook’s advanced targeting features allow you to reach the most specific audience segments based on a wide range of criteria. You can refine your audience not just by age, but also by location, interests, and behaviors.
For example, you can target French teachers who love drama, online shopping, cheese fries, and leisure suits—the possibilities are virtually endless. While most brands won’t require such an ultra-specific profile, the key takeaway is that Facebook Ads' segmentation helps you pinpoint the exact users who are most likely to engage with your product. This level of precision reduces wasted ad spend and maximizes efficiency, ensuring that every dollar goes toward reaching the right audience.
In general, Facebook allows you to target lifestyle characteristics such as the following:
Interests
Behaviors
Education
Previous purchases
Income
Political affiliation
Spoken languages
Major life events
Cost saving
For startups, budget is a crucial factor when promoting products, and Facebook stands out as the most affordable advertising channel. With a conversion rate of 9.21% and an average cost per conversion of $18.68, Facebook outperforms Google Search, which has a lower conversion rate of 4.40% and a significantly higher cost per conversion at $56.11.
When comparing cost-per-click (CPC), Facebook is also the more budget-friendly option. The average CPC on Facebook is $0.49, whereas Instagram is more than double at $1.09. Additionally, Facebook’s click-through rate (CTR) is 3.06%, far surpassing Instagram’s 0.68%, making it the more effective platform for driving traffic and conversions at a lower cost.
Easily track performance
Facebook’s advanced analytics toolkit includes Facebook Pixel, a powerful tracking tool that helps you measure the effectiveness of your ads. By adding a simple string of code to your website, you can track user actions, monitor conversions, and optimize ad performance in real-time.
How to run ads on Facebook
In order to run a facebook ad, there are basically 3 steps: 1. Create a Facebook Ads Manager account; 2. Choose an objective including the audience expected to reach, budget and set your budget and schedule; 3. Monitor your performance.
Create a facebook ads manager account.
First go to the Facebook homepage and locate “Ads Manager”, then you’ll enter into a dashboard page where you can upload and monitor your campaigns.
To create your first campaign or ad set, select the type of ad you want and click “Create”. Next you’ll continue to add more information to upload your video asset.
Choose the objective
After the “Next” button, another important step is to choose the objective of your campaign. Ads manager will ask you to choose an objective from a pre-populated list. Currently there are 11 objectives for you to choose from brand awareness to increasing traffic to your e-commerce store:
Brand awareness
Engagement
App installs
Reach
Website traffic
Video views
Catalog sales
Store traffic
Lead generation
Messages
Conversions
3. Set a budget and schedule
There are two kinds of budget set for you to choose from: by day or for the lifetime of the campaign. Though they are easy to understand literally, here are some differences you should keep in mind. For example, though the daily budget runs the ad throughout the day, Facebook paces your spending to match your budget, and there is a minimum $1 per day for an Ad set. With the lifetime budget, the ad is run for a specific time, and Facebook monitors how much of your allocated budget has been spent and distributes the remaining budget strategically over the entire duration of the ad campaign. This ensures that your ad doesn’t burn through the budget too quickly and remains visible throughout the scheduled duration of the campaign.
4. Select a target audience
As we mentioned before one of the prime advantages of Facebook is its audience segmentation that helps you target the exact audience to make your cost more efficient.
Whether you want to target audience in a specific neighborhood or appeal to those with a certain education background, Facebook’s built-in targeting options helps you specify your audience profile efficiently:
Location
Age
Gender
Education
Languages
Relationship
Home
Work
Behaviors
Connections
Financial
Ethnic affinity
Generation
Life events
Parents
Politics
Interests
6. Create your Facebook ad
You can have 4 formats, namely image, video, carousel ads and collection ads to choose from to upload your promotion material. In order to decide how you want your ad to look, consider your original goals selected before. For example, if your goal is to improve the traffic to your website, you may go for carousels that carry multi-image formatting to increase users’ possibility to click and go to your website.
7. Monitor the performance
Facebook provides the following key metrics to track ad performance, you can choose the metrics that's important for you.
Performance: Customize this metric to track frequency, results, reach and impressions.
Engagement: Track page likes, engagement and posts.
Videos: Include metrics such as video views and how much of the video is viewed on average.
Website: Measure website actions such as checkouts, payment details, purchases, and cart adds.
Apps: Include metrics such as app engagement and installs.
Events: Monitor event responses and cost per event.
Clicks: Report the number of total and unique clicks, CTR (click-through rate), and cost per click.
Settings: Access useful information like start and end date, ad set name, delivery, and more.
How to make facebook ads engaging
Facebook has an exclusive page to teach how to make ads creative and engaging. To summarize, there are following tricks:
1. Make sure the video formatted correctly
Since 65% of video views on Facebook come from their phone, it’s highly recommended to adjust your video vertically instead of horizontally. However, preparing both formats ensures your content looks great across all devices.
Before publishing, double-check your video format to ensure it aligns with Facebook’s best practices. Optimized videos lead to better visibility, higher engagement, and improved ad performance across mobile and desktop users.
Cut to the chase
In today’s crowded digital space, grabbing users’ attention within the first 4-6 seconds is crucial. The video hook plays a vital role in stopping the scroll and keeping viewers engaged.
Interestingly, the hook doesn’t always need to relate directly to your product. In some cases, ads perform better when they tap into curiosity, surprise, or emotion, compelling users to keep watching. The key is to spark interest immediately, making viewers eager to see what comes next.
By mastering the art of attention-grabbing storytelling, you can significantly boost engagement and drive higher conversions for your video ads.
Here are several traits may help you craft your hook:
Ask questions
Show something unexpected
Use comedy
Address a common problem
Use music
Always use captions
A surprising study reveals that only 15% of Facebook users watch video with sound on. To communicate with large audiences with no sound on, you should use subtitles. Especially on the cover of your video, try to use exaggerated and bolded word formats to catch people’s attention and let them know what your video is, especially for tutoring courses, where clarity and engagement are key.
Always put a clear call to action
The ultimate goal of ads is about conversion. For Facebook video ads, you can include CTA in the text around your video or include it in the video itself where possible.
Make sure your CTA is direct, action-oriented, and easy to follow (e.g., “Sign Up Now,” “Shop Today,” or “Get Your Free Trial”). By clearly guiding viewers on what to do next, you’ll boost engagement and maximize conversions.
Video Length
People’s attention span is getting shorter and shorter. Though there is no need to keep your video within seconds, they do need to be concise. Facebook allows videos from 1 second to 240 minutes long, while the best performing videos are between 15 to 60 seconds, but please make sure the powerful message gets delivered within that time frame.
Conclusion
At first glance, Facebook video marketing may seem overwhelming, with numerous prompts to fill and information to upload. However, Meta provides detailed step-by-step guidance, making the process easier to navigate. With patience and experimentation, you’ll develop your own effective strategy for Facebook video ads.
While the technical steps of running ads are fixed, the creative strategy is where your unique insights come into play. Your product, brand personality, and target audience decide the creative direction, making each campaign distinct.
Ultimately, running Facebook ads isn’t rocket science—it’s a combination of structured execution and artistic creativity. Success comes from blending mechanical precision with a keen sense of aesthetics, ensuring your ads resonate and drive results.
Introduction
If you are not living in the stone age, you’ll notice how important it is to promote your product in a video form. Thanks to the education of Tiktok, people are used to getting information via the videos. According to the study, 75% of people made a purchase after watching a video ad in the last year, and 93% of brands gained a new user because of a video on social media.
Why facebook video ads
As a startup brand, of course you can get access to all kinds of social media platforms to upload your video ads, but the most effective channel we recommend is facebook. As the top media platform chosen by the marketers, Facebook boasts around 2.91 billion monthly active users.
Several reasons that make facebook to become the most popular video ads platform for product promoters:
The most valuable age group
Facebook reaches 36.7% of adult users, the highest percentage among all social media platforms (compared to just 6.5% on X), making it the most powerful platform for consumer spending. Users on Facebook are more likely to make purchases when they find a product they truly like.
If your product is targeting senior citizens, Facebook is the go-to place. According to Influencer Marketing Hub, the age 65+ is the fastest-growing demographic for Facebook ad reach. In 2021, this group grew by 25%. This makes Facebook a prime channel for brands looking to engage older audiences with high purchasing intent.
Unmatched audience segmentation
Facebook’s advanced targeting features allow you to reach the most specific audience segments based on a wide range of criteria. You can refine your audience not just by age, but also by location, interests, and behaviors.
For example, you can target French teachers who love drama, online shopping, cheese fries, and leisure suits—the possibilities are virtually endless. While most brands won’t require such an ultra-specific profile, the key takeaway is that Facebook Ads' segmentation helps you pinpoint the exact users who are most likely to engage with your product. This level of precision reduces wasted ad spend and maximizes efficiency, ensuring that every dollar goes toward reaching the right audience.
In general, Facebook allows you to target lifestyle characteristics such as the following:
Interests
Behaviors
Education
Previous purchases
Income
Political affiliation
Spoken languages
Major life events
Cost saving
For startups, budget is a crucial factor when promoting products, and Facebook stands out as the most affordable advertising channel. With a conversion rate of 9.21% and an average cost per conversion of $18.68, Facebook outperforms Google Search, which has a lower conversion rate of 4.40% and a significantly higher cost per conversion at $56.11.
When comparing cost-per-click (CPC), Facebook is also the more budget-friendly option. The average CPC on Facebook is $0.49, whereas Instagram is more than double at $1.09. Additionally, Facebook’s click-through rate (CTR) is 3.06%, far surpassing Instagram’s 0.68%, making it the more effective platform for driving traffic and conversions at a lower cost.
Easily track performance
Facebook’s advanced analytics toolkit includes Facebook Pixel, a powerful tracking tool that helps you measure the effectiveness of your ads. By adding a simple string of code to your website, you can track user actions, monitor conversions, and optimize ad performance in real-time.
How to run ads on Facebook
In order to run a facebook ad, there are basically 3 steps: 1. Create a Facebook Ads Manager account; 2. Choose an objective including the audience expected to reach, budget and set your budget and schedule; 3. Monitor your performance.
Create a facebook ads manager account.
First go to the Facebook homepage and locate “Ads Manager”, then you’ll enter into a dashboard page where you can upload and monitor your campaigns.
To create your first campaign or ad set, select the type of ad you want and click “Create”. Next you’ll continue to add more information to upload your video asset.
Choose the objective
After the “Next” button, another important step is to choose the objective of your campaign. Ads manager will ask you to choose an objective from a pre-populated list. Currently there are 11 objectives for you to choose from brand awareness to increasing traffic to your e-commerce store:
Brand awareness
Engagement
App installs
Reach
Website traffic
Video views
Catalog sales
Store traffic
Lead generation
Messages
Conversions
3. Set a budget and schedule
There are two kinds of budget set for you to choose from: by day or for the lifetime of the campaign. Though they are easy to understand literally, here are some differences you should keep in mind. For example, though the daily budget runs the ad throughout the day, Facebook paces your spending to match your budget, and there is a minimum $1 per day for an Ad set. With the lifetime budget, the ad is run for a specific time, and Facebook monitors how much of your allocated budget has been spent and distributes the remaining budget strategically over the entire duration of the ad campaign. This ensures that your ad doesn’t burn through the budget too quickly and remains visible throughout the scheduled duration of the campaign.
4. Select a target audience
As we mentioned before one of the prime advantages of Facebook is its audience segmentation that helps you target the exact audience to make your cost more efficient.
Whether you want to target audience in a specific neighborhood or appeal to those with a certain education background, Facebook’s built-in targeting options helps you specify your audience profile efficiently:
Location
Age
Gender
Education
Languages
Relationship
Home
Work
Behaviors
Connections
Financial
Ethnic affinity
Generation
Life events
Parents
Politics
Interests
6. Create your Facebook ad
You can have 4 formats, namely image, video, carousel ads and collection ads to choose from to upload your promotion material. In order to decide how you want your ad to look, consider your original goals selected before. For example, if your goal is to improve the traffic to your website, you may go for carousels that carry multi-image formatting to increase users’ possibility to click and go to your website.
7. Monitor the performance
Facebook provides the following key metrics to track ad performance, you can choose the metrics that's important for you.
Performance: Customize this metric to track frequency, results, reach and impressions.
Engagement: Track page likes, engagement and posts.
Videos: Include metrics such as video views and how much of the video is viewed on average.
Website: Measure website actions such as checkouts, payment details, purchases, and cart adds.
Apps: Include metrics such as app engagement and installs.
Events: Monitor event responses and cost per event.
Clicks: Report the number of total and unique clicks, CTR (click-through rate), and cost per click.
Settings: Access useful information like start and end date, ad set name, delivery, and more.
How to make facebook ads engaging
Facebook has an exclusive page to teach how to make ads creative and engaging. To summarize, there are following tricks:
1. Make sure the video formatted correctly
Since 65% of video views on Facebook come from their phone, it’s highly recommended to adjust your video vertically instead of horizontally. However, preparing both formats ensures your content looks great across all devices.
Before publishing, double-check your video format to ensure it aligns with Facebook’s best practices. Optimized videos lead to better visibility, higher engagement, and improved ad performance across mobile and desktop users.
Cut to the chase
In today’s crowded digital space, grabbing users’ attention within the first 4-6 seconds is crucial. The video hook plays a vital role in stopping the scroll and keeping viewers engaged.
Interestingly, the hook doesn’t always need to relate directly to your product. In some cases, ads perform better when they tap into curiosity, surprise, or emotion, compelling users to keep watching. The key is to spark interest immediately, making viewers eager to see what comes next.
By mastering the art of attention-grabbing storytelling, you can significantly boost engagement and drive higher conversions for your video ads.
Here are several traits may help you craft your hook:
Ask questions
Show something unexpected
Use comedy
Address a common problem
Use music
Always use captions
A surprising study reveals that only 15% of Facebook users watch video with sound on. To communicate with large audiences with no sound on, you should use subtitles. Especially on the cover of your video, try to use exaggerated and bolded word formats to catch people’s attention and let them know what your video is, especially for tutoring courses, where clarity and engagement are key.
Always put a clear call to action
The ultimate goal of ads is about conversion. For Facebook video ads, you can include CTA in the text around your video or include it in the video itself where possible.
Make sure your CTA is direct, action-oriented, and easy to follow (e.g., “Sign Up Now,” “Shop Today,” or “Get Your Free Trial”). By clearly guiding viewers on what to do next, you’ll boost engagement and maximize conversions.
Video Length
People’s attention span is getting shorter and shorter. Though there is no need to keep your video within seconds, they do need to be concise. Facebook allows videos from 1 second to 240 minutes long, while the best performing videos are between 15 to 60 seconds, but please make sure the powerful message gets delivered within that time frame.
Conclusion
At first glance, Facebook video marketing may seem overwhelming, with numerous prompts to fill and information to upload. However, Meta provides detailed step-by-step guidance, making the process easier to navigate. With patience and experimentation, you’ll develop your own effective strategy for Facebook video ads.
While the technical steps of running ads are fixed, the creative strategy is where your unique insights come into play. Your product, brand personality, and target audience decide the creative direction, making each campaign distinct.
Ultimately, running Facebook ads isn’t rocket science—it’s a combination of structured execution and artistic creativity. Success comes from blending mechanical precision with a keen sense of aesthetics, ensuring your ads resonate and drive results.
