— October 8, 2018
If you’re looking through your Facebook feed, what’s one of the first things that might actually get you to stop scrolling?
For many people, the answer to that question is “video.” Auto-playing video– even without sound-– pretty much demands attention long enough that it gets users engaged and wanting to watch. That initial ability to get a user to stop scrolling is important, and video ads have it in spades.
A lot of brands, however, still struggle when it comes to running Facebook video ads. They aren’t sure where to get started, are intimidated by video creation, or don’t think they have the budget for it. In reality, creating a high-performing video doesn’t have to be complicated as long as you have the right messaging and strategy to start with.
If you’re feeling a little intimidated or a little stuck (or a little both), check out these six incredible Facebook Ad examples for some inspiration. Examples on our list come from everything from small businesses to enormous corporations and include both B2B and B2C industries.
1. AT&T Business
This video ad screams storytelling, even from the still image before you hit play. There’s dark lighting, setting the tone before you start watching, and tense music. The short ad quickly takes you through one man’s transition from homeless to a business owner, and it does so simply. The message is simple: be agile, and nothing can stop you.
Though this video doesn’t promote AT&T’s products directly, this is a good campaign to get people to stop and watch, making it an excellent beginning-of-the-funnel ad. It features an “agility challenge” that can engage potential customers without pressuring for them for the sale, starting a relationship on the right foot.
Content marketing all works on a simple and incredibly effective premise. We provide content that our readers will find valuable so we can build a relationship with them, and eventually show the value of our product or service at the same time.
Camtasia’s video ad above does exactly this. It shows people how they can edit green screen videos with their software, demystifying something that would intimidate many people. This is something their target audience would absolutely be interested in, making it a fantastic choice. They make it look easy, and by using their software, they demonstrate value, too.
If you’re opting for a technical tutorial like this, this is one example of how you could go a little longer on video content and still get results.
Newfound green screen knowledge or not, many brands don’t necessarily have the time, money, or resources to shoot jaw-droppingly high-quality video content. That’s ok.
SkinnyMint’s video ad above is the perfect example of how you can take photos that you already have and repurpose them into a video ad that will do well. They use a simple checklist feature in order to turn a few still images into a sense of urgency, reminding women that bikini season is coming up and that it’s time to get ready. (Trust me when I say that this is something that many women will feel plenty of urgency about).
Fortunately, this kind of compilation is exceptionally easy to make with the right tools. Shakr’s video templates let you add in your own photos and video clips, customize the text, and then have an ad in five minutes or less.
This type of ad would work well as a retargeting campaign, trying to reach users who were already familiar with the brand and how it works but who just need a nudge (“it’s bikini season!” to actually convert.
4. Privacy Pop
This is one of those goofy products that you see and think “but why on earth would you need that?” The company likely knows this, because it immediately seeks to answer the question.
Through video, they show the product being set up and in use, going over different use cases. “Private oasis” may be a bit of a stretch, but “great for studying,” “reduces outside light for better sleep,” and “keeps bugs out” are all valid points that could have people a little more interested.
With an original product that people won’t be familiar with, showing video content of it in use is one of the best things you can do to really explain and showcase the product properly.
5. Holly Lane Christian Jewelry
This is another ad that utilizes storytelling and also really focuses on appealing to a very specific audience.
A lot of brands worry that niching down in any way will limit their audience and therefore potential sales. And realistically, it will. Anyone who doesn’t follow Christianity will immediately see the ad and think “eh, maybe it’s not for me.” But those who do may be more drawn to the company immediately, giving it an edge. This ad doesn’t shy away from that niche and instead embraces it and really highlights it. And if you’re going to niche down in any way, this is exactly what you should do. It will help you connect to your audience more.
Whether you’re niching down or not, this ad is still an excellent example of the power of your brand’s story and telling it well. Everyone comes into business with a story, after all, and very few of those stories are “I had a trust fund and this was easy and I don’t know it seemed like fun.” Tell your story and let it work for you because it’s a powerful asset that you should use to your advantage.
6. The Grommet
Want to sell your product or service as a gift? This is a good example of how to do it by focusing more on the emotional aspect of Father’s day and gift giving instead of necessarily the gift itself. For people looking for last-minute ideas, it’s pretty much guaranteed to get a click.
Gift-giving is more often much more emotional than it is practical, even if you’re buying a practical gift. When my dad bought me a tire pump for my car for Christmas, for example, it was practical in some ways, but it was also an emotional gift because it was his way of still taking care of me.
This is going to be true for pretty much all gifts. Focus on the emotion behind them, and get a little sentimental or sappy if appropriate. Remember, a tire pump was a sweet and touching gift so you can sell anything if you spin it the right away.
These Facebook video ad examples all feature different strategies, stylistic approaches, and even objectives. Together, they demonstrate how similar best practices can be interpreted in a number of ways to create creative, engaging video ads that will help your brand stand out.
They serve as a powerful reminder that you don’t necessarily need insanely expensive special effects or break-the-bank explainer videos to get the job done, as long as the videos utilize storytelling and demonstrate value however they see it.