Facebook Video Ads – Best Practices from #DigitalOlympusChat

On February 14th, we fell in love with Ads! We’ve discussed Facebook Video Ads Best Practices at #DigitalOlympusChat with Akvile DeFazio, President of AKvertise. She shared her expertise and thoughts on the topic. We are also proud that Akvile took part in the latest edition of Digital Olympus, and the video recording is available here.

We decided to take the matter into our own hands and to invite the brightest minds for a conversation. This post recaps our Twitter Chat about Facebook Ads with different tips on how to improve your skills to target the right audience.

Q1: Are you actively testing video in your Facebook and/or Instagram campaigns? If so, what results have you seen? It not, do you plan to test video sometime soon?

We started our #DigitalOlympusChat by asking Akvile about her way of using A/B tests for Instagram and Facebook Ads. Testing is an extremely important part setting up your ads. By doing so, you can manage your ad campaign performance, improve your metrics like engagement, audience reach, and an average time your video was watched. Also, Alex confirmed that videos used in Facebook Ads perform better than other types of posts based on her extensive experience in testing Facebook ads.

Q2: What challenges do you or your clients face when it comes to creating video content for social ads?

When it comes to creating a brand video, marketing budget is something you have to keep in mind because video production can cost thousands of dollars. As you start the process, brainstorm different ideas with your team or an agency to see if you can come up with something creative without the need to shell out. Instead of producing hi-end video advertising content, try to keep it simple. For example, use your phone. Nowadays these gadgets can really surprise you. Also, you can use different tools that can assist you in shooting a video that will look very professional. Among these tools are Stop Motion Studio, FilmoraGO, Flixel, Boomerang, and iMovie.

Among the most Important things mentioned by our #DigitalOlympusChat participants were the following ideas:

  • It can take some time to storyboard and film, but video content doesn’t have to be long in duration to be effective. Run several tests to see what the optimal length for your videos is, which kind performs better, and what works best for your brand. In Facebook Report dashboard, we pay attention to impressions: 25%, 50%, 75% and 100% views help us determine when the significant drop off takes place so that we can optimize the length of our videos as soon as possible.
  • Add captions to your social media videos to improve the time your users send watching your video content. According to Natasha Woodford, auto captions make a difference on Facebook videos.
  • Post videos regularly.
  • Don’t be shy to use your tablet or phone. Even celebrities use them!

Q3: What mistakes do you see companies making with Facebook and/or Instagram video ads?

Akvile pointed out that the main problem for companies is that marketing and advertising teams make a final decision regarding content. They have different goals, metrics, etc. When you decide to craft a video, it’s best if you start by comparing all of your ideas, metrics, pros & cons of different approaches. Captions can be a struggle, too. But Facebook’s built in caption feature is a time saver and works very well. The only caveat is that you may have to do some manual revisions (which is simple) if there are any accents detected as it can sometimes select the incorrect matching word.

Q4: In effort of reaching your goals (views, engagements, traffic, conversions, etc.), what have you found works best when using video ads as it relates to your goals?

It always depends on your niche. Try to explain the benefits of using your product, tell more about its unique features, and how your product or service can make a user’s life easier.

Q5: In what way would you like to test Facebook and/or Instagram video ads, that you have not had the opportunity to do so yet?

Our conversation went beyond the questions. We came to the most annoying question about organic reach on Facebook. Sadly, Facebook’s organic reach has seen a steady decline for the past couple of years with only about 1−2% of followers being exposed to your posts. Basically, you’ll have to fork over some money as a brand on FB/IG to get visibility.

Good strategy is when you give away something valuable, however, be cautious about directly asking for comments as FB isn’t too keen with brands practicing link and comment baiting tactics.


You never know what’s going to happen tomorrow. But you can always make sure you are fully ready to face the challenges of today. Here is a brief checklist to help you kick off your new Facebook Ad campaign:

  • Brainstorm your thoughts with your team or your client
  • Set goals
  • Don’t be shy and create videos using your phone
  • Use tools to improve the overall quality of your videos
  • Use captions
  • Educate your team/ clients
  • Post short videos regularly

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