If you haven't heard yet, Facebook is testing a new source for advertising: Facebook video. These videos will be on auto-play, which means that they will immediately start playing when you see them. If the user is interested in the video, they can click it for full screen and audio.
Facebook's idea of auto-play ads isn't the WORST idea ever; however, it is guaranteed that brands that have NO reason to be buying these advertisements will, of course, be buying them in bulk.
But first, let's go to some good reasons Facebook points out for buying video ads:
1. You want to be where people are.
2. You want to reach all of the people who matter to you.
3. You want to be in the most engaging digital real estate, which is Facebook's new feed.
These are good points, but not specific to video, or even to buying advertising. Simply putting out good content from your Facebook page and having a dedicated and interactive fan base will help you achieve these goals.
Facebook's Video Ad pitch also goes into the changing landscape of media in general:
1. Families are no longer watching T.V. together.
2. TV and YouTube do not have the same ability to target users by demographic, behavioristic, and psychographic information that Facebook has.
3. Digital and mobile trends are skyrocketing
What businesses forget is that no one wants to be forced to watch a video. For consumers, deciding to watch a video is a huge commitment. People love watching videos; they don't love videos being pushed in their face. Unless your video wholeheartedly represents a cultural niche that your target market can relate to, they are going to scroll past your ad without a second glance.
Let's say that you absolutely capture your audience perfectly. At the very least, Facebook video ads are going to give your brand awareness. They are not going to increase your online conversions or your advertising ROI. Which brings me to my final point:
Facebook video ads aren't going to work for every business, particular small businesses. While video ads are great for awareness, your business isn't going to see much (if any) return on its investment. These ads are great for a movie trailer and animal videos (videos that people would watch anyways) or a humorous video or meme, if your company can pull it off right.
Finally, before you drive right into Facebook ads, think about this: what is a video ad going to do for your video that simply posting the video it is NOT going to do? All the investment does is increase your reach. Before you invest in a greater reach, think about investing in better content, and the impressions for your video will come naturally without having to pay for the audience.
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