Is your Facebook video ad just not getting the traction you hoped for? If this is you, don’t worry, it’s a common problem. It’s not that your budget is too small or your production capabilities aren’t strong enough. What makes a strong video isn’t the flashiness or the cool visuals, It’s a simple concept that most people know, but forget to implement—the sales funnel.
And yes, videos have a part to play in sales funnels. The sales funnel model of marketing is the perceived journey an online user will take before ultimately making a purchase. A properly optimized funnel moves prospects and customers down the funnel by providing the right information at each stage. It prioritizes and organizes content based on where a prospect is in the funnel.
Most entrepreneurs are already familiar with sales funnels, however there is still a disconnect between using them properly in marketing or advertising campaigns. Most ad campaigns are created without the sales funnel in mind.
Facebook video ads are no exception, which is why we are going to focus on them today.
Video Ads are the Highest Performing Facebook Ad
Facebook video ads have had a meteoric rise as a marketing asset that companies and entrepreneurs are adopting. They are the most interacted-with types of content advertisers can use. In fact, Facebook video ads receive 20% more clicks than Facebook images.
In addition, EMarketer found that the average Facebook video engagement rate is 6.3% as compared to 3.2% for YouTube, and 0.2% for Instagram. That’s conscious interaction, such as comments, likes, and clicks to outside links, coming from a social platform that is all about connecting with people.
What People Get Wrong with Facebook Video Ads
Increasingly powerful smart phones and cheaper camera equipment are making it is easier to create videos today. This low barrier to entry allows many to create videos. It also means there are a lot of mistakes to be made.
The main issue is people overlooking how their videos fit into their sales funnels. Many Facebook videos are created to be all encompassing, high-performing videos that should work for everybody in the pipeline, and bring sales in droves.
Videos like these have big dreams but usually end up becoming too long, too ambitious, and come across as thinly veiled sales pitches. This is a recipe for video marketing failure.
You need to make sure that when creating Facebook video ads, you properly optimize for the sales funnel and strategically guide prospects to conversion.
Quick Breakdown of the Sales Funnel
The broad opening of the funnel, top of funnel, is about creating awareness and discovery of your brand to suck consumers in. This takes the form of a concise, interest-piquing video to sum up who you are and what you’re selling. Easier said than done. While the subject matter is very general, this video should be short and to the point.
The middle of the funnel represents users who’re no longer at risk of scrolling past your video. They have instead gone “down the rabbit hole,” and are conducting further research on your company’s product or service. This could look like clicking links, reading reviews, or watching further videos detailing why they should purchase. This can take the form of multiple videos.
The bottom of the funnel is make or break. This is where users will choose whether or not to make an educated purchase based on your persuasive video content, or lose sight of their intentions and take no action. The final step here is all about confirmation for the skeptics.
How to Tie Your Facebook Video Ad Strategy Into Your Sales Funnel Strategy
Given that your brand is probably already out there on Facebook, but isn’t quite getting the hits you’d hoped for, you’re likely ready to rework your game plan to include the sales funnel marketing model.
A few tips for how to set up your Facebook video ad strategy along a properly devised sales funnel:
- You cannot use one video to cover every stage of the funnel. The information has to be unique and directly address the concerns people will have according to where they are in the funnel.
- You’ll have to put in the work to create specific content aimed at each level of prospect. Think of it as “more videos equals higher conversions,” if you optimize for each stage of the sales lifecycle. Just like any other marketing materials, video targeting should change with audience knowledge every step of the way.
Videos for Top of the Sales Funnel
Facebook Ad campaigns built for the top of the funnel will be targeting consumers based on interests, demographic attributes, location, or affiliation with some brand or page (not yours). The ad campaign is purposefully targeting consumers and a market that may look like your existing clientele or one that the brand believes is the target market.
This kind of Facebook ad audience has all the attributes to be a great match for potential customers. The targeted Facebook audience at this point are a great match for your product/service but most likely are unfamiliar with who you are and what your value proposition is.
When creating a Facebook video ad for the top of the funnel, make sure you state the name of the brand, drop a line or two detailing what you’re all about behind the scenes.
Remember, your Facebook audience most likely does not know what you’re selling. Take time in the first, introductory videos to let people know what you do best. Fill a hole in their lives with your latest and greatest product or service.
Most of all, these top of the funnel videos are meant to grab attention, and keep it, long after the video is over and the scrolling continues. This is the largest your audience will be, and you are trying to see who is interested enough to keep digging.
Your goal for your Facebook video ads at this point is explaining the common problem your product or service solves. Then, introduce your brand-specific product or service and how it solves that problem. Hopefully, this will click in the minds of viewers, leaving them wanting more.
Explainer videos are a very popular video type that when executed well, work wonders. They are instantly engaging and perfect for those who might otherwise be unaware of your product.
Use explainer videos to lay out conceptual problems happening in your industry to alert top of funnel viewers that an issue exists. Even if you have a product or service that is not new to the market, many consumers may not understand your industry’s background, what your business is involved in, or why you’re necessary.
Explainer videos like this one use colorful, action-packed animations to cut down on the number of words needed. They keep users intrigued with fun characters and fun animations, while still communicating the core message. The video doesn’t go too much into detail about the rules or why of the contest, it just makes you intrigued. “Why does that roll or sushi and bowl of ramen have eyes? Oh it’s a contest!”
Brand videos can introduce who you are as a company without asking the prospect to buy anything just yet. It is only meant to build awareness of who you are in a memorable way.
Take the time to tell your brand story from vision to fruition. Give insight to your brand’s values and speak to how you’re relevant in the greater industry, or local community.
First American does a good job expressing their mission without mention of product or service for sale.
Similar to the corporate/brand video, lifestyle videos take on a lighter, more casual tone focusing on a specific type of person who may benefit from the product or service you’re providing. These videos also introduce the company, but more importantly, show how the company associates with a certain lifestyle. But again, there is no real call to action to buy.
It is only meant to frame the brand as a part of a bigger community. Lifestyle videos can convey authenticity and make an audience feel heard and represented.
The vibes in this sample surely communicate a brand-associated lifestyle through a consumer testimonial.
Other subtle things to consider are connecting with your ideal demographic. It is OK to aim the video at audiences if that’s who your product or service is intended for. Remember to also build brand awareness throughout the video with aspects like color, logo, and showing actual product look, feel, and use.
Also, introduce your product or brand early on. You don’t want users leaving the video before it even truly begins. Track views and partial views on these ads so you can learn from the results and retarget more precisely in the future. Drive all web traffic to “learn more” on your brand’s website or mobile app. You don’t need to sell them in this first, initial interaction.
Don’t be afraid to be bold and stand out. This is the first touch point with potential buyers, so you’ll need to grab their attention and keep it in the backs of their minds.
Finally, give your video subtitles or make sure the message can be received without sound. So many Facebook users view videos in public with their phones on mute, therefore it is best practice to make sure the video is understandable sans voices.
Still feeling stuck? Here are some other great examples for top of the funnel videos.
Videos for Middle of the Funnel
During this stage of your ad campaign, you have reached your first level of success. The audience has engaged with your top of funnel ads and interacted with your brand. This can be the fact that they have liked your page and engaged with your content. This can also mean that they have visited your website and browsed through some pages on your website.
You now have a hunch that the consumer is not only demographically a good match, but they also have intent/need for your product/service.
Now, your middle of the funnel Facebook ad strategy revolves around building on that next level of interaction.
The audience will now be checking for any red flags or concerns about your product or service. They want a quick reason to turn you away. This could be a bad review or comment, or information missing in videos. Consumers who are in the middle of the funnel will be comparing you to your competitors. They want to establish a short list and quickly get rid of anyone who will waste their time.
You need to stand out from the crowd.
Does your product or service offer a feature others do not? Are you the least expensive without compromising quality? These are things you’ll want to address in these ads.
Successful middle of the funnel videos aim to build trust with their newest critics, who are on the fence about buying in. Without coming off as distastefully denouncing competitors, make sure to show off your key differentiators in the best light possible. Let them know why you are better than competitors or alternatives. Expand upon anything from previous top of funnel video topics.
Tips and Tricks Videos
Helpful and entertaining tips and tricks videos can come in the form of weekly or monthly (or anything in between) episodes providing quirky uses, benefits, or lesser-known tips for your product or service. These videos seek to educate your middle of the funnel viewers and demonstrate value. The key here is to be consistent and to build trust through multiple videos. Don’t get overwhelmed, each one doesn’t have to be a masterpiece.
Watch this example to get a feel for how to incorporate the many possible functions of your product through demonstrations:
How-to videos can supplement your timeline of tips and tricks videos, or can stand on their own. These instructional videos typically address a very specific issue, covering topics that many consumers may come across, and will have in common.
These videos can be a bit longer than tips and tricks in runtime. How-to videos should address overall usage and problem-solving specifics, not necessarily always having to be focused on how your product or service solves the problem.
Pick issues that clients have reported that you can help them fix even before reaching customer service. Set out to become a trusted solutions provider. This helps ultimately sell the product later when consumers already trust your expertise.
See it in action with this example that breaks down a complex concept into palatable and user-friendly content:
Last, but certainly not least in the middle of the funnel are product videos. You’ve taken the time to introduce yourself as a brand, now it’s time to introduce your product or service the right way. Using product videos can ensure that consumers understand the physical look, proper use, and value the product or service will add to their lives. Rather than forcing a sale in this phase, these videos should be thought of as an unveiling of a product, explaining all the key benefits and why it’s so amazing.
Check out this video ad that takes an extreme approach to introducing a product that is the ultimate solution to the shocking problem.
Creating middle of the funnel Facebook video ads should seem simple enough, spilling out all the extra information you were ushered away from in the initial phase. We recommend using multiple videos to clearly define the problem your business addresses. The clearer the problem is, the more effective the rest of the video sequencing. And with more videos, you can continue to stay top of mind.
The viewer must feel the pain of the problem, if not relatable to their daily lives, then through an example in the video. Then, the viewer must also feel the relief of the solution you’re providing. Try to show how it works in action, instead of just telling.
This set up of conflict and resolution goes back to all forms of storytelling, but can be tricky to nail down. Here’s our recommended structure for individual advertisement videos on Facebook:
- Hook – You’ll still need to catch the attention of those on Facebook
- Problem – What life is like without your product or service
- Solution – What life could be like with your product or service
- Call to Action – Drive traffic to check out more on your website, app, or store
- Overcome any doubts or provide credibility via statistics or reviews
- Call to Action – Why buy now?
You can see this type of specialized targeted marketing in these example videos for middle of the funnel consumption.
Here are some more examples of great middle of the funnel videos:
Videos for Bottom of the Funnel
Here is where the most exciting part of Facebook ads come in. The audience has filtered itself down to a small group of prospects who have not only interacted with your ads, but they have also visited your website and important product pages and maybe even downloaded some white paper or signed up for your blog.
In the final stage of the sales funnel, the customer is still hanging around, likely leaning towards your company’s product or service for their needs. All you need to do is give a final nudge to close the deal. This is where we finally get to see those beautiful ROI numbers validate your effort!
But before we get ahead of ourselves, we need to make sure the video ads you put out properly close the deal.
The last of the videos within your Facebook video sales funnel should concentrate on overcoming any lingering concerns or doubts the consumer might have. Address what you know to be your biggest drawbacks, and clarify how your product or service offsets them.
Do not just reuse videos that you have been using at the top of the funnel. This is where we see many Facebook ad campaigns drop the ball. Users who are at the bottom of the funnel are just blasted with the same ads they saw at the top and middle of the funnel.
Ads like these fail the funnel because they don’t mature alongside the audience. They answer old questions that bottom of the funnel audiences had. Emphasis on the past tense.
They are at the bottom of the funnel now, they have different concerns/questions. So provide new information! Show the positive effects of joining forces with your brand. Do you recycle packaging or donate a product to those in need? Tell possible buyers how you radiate impact. Crowd source current customer reviews or testimonials as back up.
Now is also the perfect time to deeper explain the process of ordering, setting up, or installing your product or service. To drum up interest in this video, if your brand has unique qualities (not directly related to the product or service) that you can show off, now is the time to do so.
Testimonial videos provide social proof from peers, and unlike sites like Yelp or Google, video testimonials allow you to show the emotions and facial expressions of a real reviewer. These types of bottom of the funnel videos humanize the voice of consumers and relate the clientele of the brand to each other, building a community around your company. Testimonials provide the final buffer of trust because viewers can put a genuine face of a person to the opinion on the product or service.
This example makes use of a prominent figure in their industry to add even more legitimacy to their product testimonial.
Case studies are a great way to connect with a wider audience via word of mouth and information. Potential clients can often think their problems are unique to them, and case studies allow for comradery among purchasers who want to become part of the study themselves. Showing a live example of successful use of your product will help calm last-second concerns about buying from your company.
This company took the time and effort to explain their research and how it all connects back to serving the customer.
Demo videos are great because they aim to show your service or product in action. They force you to prove that your product or service actually works the way it’s intended to.
These videos can and should be longer, to really immerse the client. Think of it as almost like an online class in your product or service. These videos work very well because you’ve already gained the trust of clients as an expert in the field, but need to grow trust of the product/service itself.
This video takes you on a virtual tour of their product, detailing how it works, down to the very buttons to click.
With all of these bottom of the funnel videos, you want the advice to be authentic. Your audience can see right through an ingenuine sales pitch, and this is your last chance to make a good impression.
Reinforce all the major informative bits from the first two phases of the sales funnel to drive home the need for your product or service. These videos can be a bit longer.
Take extra care to make sure there is nothing contradicting the first two stages of the sales funnel within the final video segment. This kind of inconsistency will turn the audience off and betray the trust they’ve invested in your brand. Try using real customers or real employees to tell a story of how you’ve made a big impression on their lives.
And I feel that it is worth saying again: Reusing an old video or ad from the top/middle of the funnel is not genuine.
Below is a personal favorite example that makes the leap from viewer to consumer seem effortless.
Creating and organizing optimized Facebook video ads paired with your sales funnel marketing strategy will take time and effort to perfect. You have to test different videos for each part of the funnel. But the outcome in clicks and sales will be greater than any other method.
If you haven’t already done so, try evaluating your existing Facebook video ad strategy against the criteria listed above. Are you reusing videos throughout the funnel or are you just using one video for the entire strategy? It may surface an issue of contradictory information, or you might only need to shuffle the order of your videos to make the most of their impact.
Now I’m interested to hear what you think. What videos do you think did an amazing job at nurturing leads at the top of the funnel? Which videos do you remember watching before finally making a big purchase? Comment your favorite videos! I’d love to see them!