Facebook Best Practices
A platform dedicated to creating communities by connecting users through shared interests, Facebook has become the blueprint for what we expect from the social media experience. With its advanced targeting capabilities and a suite of features to make videos pop, Facebook has thrown open the doors for users to do more with video content than ever before. As of January 2024, Facebook is still the most popular social media platform with more than 3 billion monthly active users around the world.
When creating a Facebook video ad, you should aim to capture attention within the first three seconds with a thumb-stopping hook. An enticing, bite-size hook will ensure your viewers watch your ad until the very end.
Once you’ve used a hook to get their attention, you need to maintain it throughout the video. Here are a few ideas to get started:
- Use movement — like moving text, people on screen, or some type of animation — in the first three seconds of your ad.
- Frontload any unique features of the product or service you want to highlight.
- Keep text short. The clearer and more concise it is, the better.
The first instance of brand messaging, logo, and/or product visuals should be shown within the first few seconds of the video. You should maintain branding throughout the ad with a logo or URL to make sure the name of the business stays top of mind for viewers.
Although some placements play sound by default, you should prepare for a sound-off experience with captions and other accompanying text options. Still, you’ll want to include trending audio or a voiceover for viewers who watch with the sound on.
Include a clear, direct call-to-action (CTA) in every spot to encourage your viewers to take action, like visiting a website or social profile. Examples include:
- Learn more
- Shop now
- Request a demo today
Instagram Best Practices
While Instagram was once our favorite photo-focused platform, it has expanded to include an incredible digital video experience, too. Instagram is the gold standard for other social platforms with a similar creative ethos. With more than 2 billion monthly active users around the world, Instagram provides brands with an incredible opportunity to connect with their mobile audiences.
Think of Instagram as a scrolling billboard. By this, we mean your first frame (and thumbnail) needs to have an enticing hook, critical information, and/or branding.
The popularity of the sound-on experience fluctuates often on Instagram, so create your assets with this in mind. Though you’ll want to include music, a voiceover, or a similar audio feature, be sure to also include captions, especially when your video features testimonials or actors speaking directly into the camera.
When viewers are watching videos and ads in the Reels tab, there are platform-specific on-screen elements to consider. These include the profile name, image, and caption at the bottom of the video, in addition to the like, comment, and share buttons on the right side. Keep these elements in mind during video production so you can avoid leaving text, graphics, or important information in these areas where your audience can’t see them.
The first instance of brand messaging, logo, and/or product visuals should be shown within the first few seconds of the video. You should maintain branding throughout the ad with a logo or URL to make sure the name of the business stays top of mind for viewers.
Include a clear, direct call-to-action (CTA) in every spot to encourage viewers to take action, like visiting a website or social profile. You can also use the caption to share insights and other actionable information, including asking viewers to visit the link in an Instagram bio.