1. Facebook and its users love video
When your ads include video, you’re helping Facebook achieve one of its core goals, and you’re providing the type of content that Facebook users crave.
Mark Zuckerberg has been bullish on video for a long time. “I just think that we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video,” said Zuckerberg in 2016, during a keynote speech at Barcelona’s Mobile World Congress.
Since then, Facebook has focused on becoming the biggest ad-supported video platform. Using video in your ads means you’re aligned with Facebook’s goals.
Facebook users seem to be happy with the continued shift to video. Some 65% of Facebook users in the U.S. say they watch video on Facebook every day, and 60% of people who watch online video do it on Facebook. Also, 60% of people expect to watch more social video over the next year.
Video ads will help attract new customers on Facebook since video is such a popular medium on the platform.
2. Video is more engaging than other content on Facebook
People’s love for video also means they spend more time watching it and engage with it more than other mediums.
The average engagement rate on Facebook video posts is 6.13%, which is a higher engagement rate than any other type of content on Facebook. And people looked at video five times longer than static content.
3. Facebook video ads convert more than other types of ads
The best news for marketers is that video ads don’t just attract customers; they actually encourage them to convert more efficiently.
According to this poll, almost 69% of marketers say video ads outperform image and plain text ads on Facebook, while the best medium for finding a new product is videos, according to almost a third of shippers.
In one example, the agency ClearPivot sees 20% to 30% higher conversion rates with video on Facebook ads. Plus, 22% of people say they use video to gather info on brands.
The conclusion? Not only do people love to watch video on Facebook, but ads that feature videos will help you convert viewers into customers.
