Entrepreneur magazine contributor Perry Marshall has shared a 3-step formula to help marketers improve their Facebook video ads.

Marshall says, “When we create Facebook video ads for clients, we follow this three-step formula:

1. Stop the scroll

This goal is clear. Facebook autoplaying the audio as well as the video when a user opens their news feed provides a huge opportunity, but it’s only an opportunity. It’s not a guarantee of anything because while you can easily grab a viewer’s attention, they can just as easily snatch it back. Those first three to 10 seconds are vital, then, especially when the video appears as an ad in a news feed. There are some pretty simple things that you can do to halt the scroll.

One strategy that we use is blatant hand motions. It’s a direct appeal, and it can be a bit annoying, but it does still work. Give the viewer a wave. Pull them toward you in the same way that a good store demonstrator will pull passers-by into their display. Attract attention before the crowd scrolls past. It’s not subtle but sometimes, simple and bold are enough to do the job”.

The 3-Step Formula for Successful Facebook Video Ads

Entrepreneur

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