How to Create Facebook Video Ads: A Step by Step Guide

How to Create Facebook Video Ads: A Step by Step Guide

ak-facebook-video-ads-guide-480Interested in creating Facebook video ads?

Looking for an easy-to-follow guide?

Facebook video ads don’t require a lot of time or money. All you need is a script and some basic gear.

In this article you’ll discover how to design and record your own Facebook video ads.

Why Create Facebook Video Ads?

According to data from comScore, 64% of consumers are more likely to buy products after watching videos about them.

You can use the power of video ads to get more leads and sales for your business.

Here are some ways to use video ads:

  • Introduce your brand. This can be the type of video you would normally have on your home page, in which you share your company mission and story.
  • Give value upfront. Use a how-to or tutorial video as an ad. Or simply share great content and get people to click through to your website.
  • Build your email list. Create a quick video introducing your free ebook or upcoming webinar.
  • Share testimonials. If your customers record a video testimonial for you, ask them if you can use it in a video ad. This is a great way to retarget people who have visited your sales page.

For these videos, use animated text and images, a recording of yourself (or other people) or a combination of both. All of these options can work well, depending on your business and the goals for your campaign.

This article focuses on how to create your own video ad, with the goal of building your email list. Here’s an example of what this video ad might look like in a fan’s Facebook news feed. 

The goal of this video ad is to entice people to sign up for a free report, which is similar to the strategy that this article focuses on.

Here’s how to get started creating your own Facebook video ads.

#1: Set Up the Equipment

You don’t need a lot of fancy equipment to create a great-looking video. The most important thing is to be authentic and relatable in your video.

For the background, you can use a white wall or backdrop, or a nicely decorated room in your house, as long as it doesn’t distract too much. The example below uses a brick wall backdrop.

You can use your smartphone to record the video. If your phone isn’t older than three years, you probably have some great HD video recording options. If you want to turn the quality up a notch (and have the money to invest), the Logitech C930e webcam is a great alternative.

Good audio quality is essential for a great video. Consider using a Blue Yeti or Rode Podcaster USB mic.

Lighting is also important; however, you don’t need professional lighting equipment.

Simply use lamps from your living room or home office to light the area.

Or record your video in a room where steady sunlight is coming through the windows.

Avoid direct sunlight though, as this can overexpose your video and result in unwanted shadow effects.

#2: Practice the Script

Next, you need to practice your script. If you haven’t created one yet, follow the five steps to create the perfect script: grab attention, build interest, cultivate desire, create persuasion and end with a strong call to action.

Here’s a basic script example:

  • Struggling to eat healthily?
  • There’s a new method that makes it easy.
  • This free guide shows you exactly how.
  • 79,894 people have already tried it.
  • Click Download to get your free recipes.

This script is a great starting point for a talking-head video ad, but you’ll likely feel like a robot when you say these words on camera. To make it flow better, say the script out loud a few times, and add some words that make it feel more natural to you. Also, consider introducing yourself to add a personal touch, especially if you’re targeting a new audience.

After some tweaking, the basic script above looks like this:

  • Hi, do you ever struggle with eating healthy?
  • My name is …. and I’m the founder of ….
  • I’ve created a new method that makes eating healthy very easy, and I’m offering a free guide that shows you exactly how.
  • 79,894 people have already tried it, so make sure you don’t miss out.
  • Just click the Download button in this post to get instant access to your free recipes.

A simple video script like this will likely result in a video between 30 and 60 seconds long. If you’re targeting the right audience with the right message, that’s usually long enough.

Practice and planning make the video creation process less intimidating.

Especially if you’re not used to being on camera, prepare your script in advance.

#3: Record the Video

When you’re done fine-tuning your script, it’s time to hit the Record button. And yes, this is often the hardest part of the process.

Gideon Shalwick, who knows the ins and outs of online video content marketing, shares his best video recording tips:

  • Record each sentence separately. You can easily edit everything in your software later, and it’s much easier to get one line right at a time, rather than five.
  • Dont try to make it perfect. It’s okay if you stumble over a word, or have other imperfections in your videos. One of Gideon’s most popular videos is one that has a silly mistake in it. People relate more to imperfection than to perfection.
  • Talk into the camera as though youre in love with the person on the other side. This is a great antidote to the anxiety you feel when you record your first video. Even though this approach can feel odd in the beginning, it can give your video a fun and spontaneous energy.

Remember that it’s normal to cringe at your first videos. The more you do them, the more natural the process will become. It’s a matter of practice.

#4: Edit the Video

In the editing phase, there are some additional strategies you can use to create a more branded look and increase engagement.

To edit the video on a Mac, try software such as ScreenFlow or iMovie. For Windows, consider Movie Maker or Camtasia (also available for Mac).

One way to create a branded look is to add a lower third (a graphic overlay placed in the lower part of the screen) in the introduction.

You can do this with an animated clip, or add your logo and some text on the screen in the part where you introduce yourself.

To keep viewers’ attention and increase engagement, consider changing the screen periodically.

You can do this by zooming in or out, using different recording angles or switching to a screen with text and images.

For example, for the call to action, include a preview of which button viewers need to click when the video ends.

Visually explaining what action you want people to take can make a big difference in your click-through rate.

Finally, use music to create the right energy. Of course, make sure that you have the right to use it for commercial purposes. Also, keep the volume fairly low so that the music enhances your video rather than distracts from it.

#5: Create a Thumbnail

On Facebook, video ads often start playing automatically with the sound off, but this isn’t always the case.

Depending on the user’s personal settings, Internet connection or your bidding type, people might have to click on the video first for it to start playing.

Your video thumbnail is a great way to grab viewers’ attention. Facebook will automatically suggest stills from your video to use, but you can also upload a thumbnail yourself.

Consider taking a separate picture during your recording session, or use one of the video stills and add text to it. You can use a tool like Canva to upload images and add text and other decorations.

  1. Remember how the purpose of the first line was to grab attention?
  2. Use that same line for your thumbnail as well.
  3. That way people will be able to identify with your message immediately.


Now all you have to do is upload your video to Facebook, and start running it as an ad.

Remember that you can use video ads in lots of different ways, and being featured in your video isn’t required to create an effective video ad. You can get started with a short script and basic gear and improve as you go. And don’t forget that people relate more to authenticity than to perfection.


By Anja Kicken

How to Create Facebook Video Ads: A Step by Step Guide

5 Ways to Dramatically Improve Your Facebook Engagement

5 Ways to Dramatically Improve Your Facebook Engagement

About to abandon Facebook marketing?


Given up hope of ever reaching your target audience?

I know how you feel!

Capturing the attention of your audience is increasingly difficult — whether because of Facebook's latest algorithm changes or the constant uptick of shared content in the news feed.

Not long ago, writing a Facebook post & asking for a LIKE, share or comment was all it took to maintain an active business page.


Today it takes far more than that. To capture your audience’s attention, you have to get creative.

The good news? It's not that hard!!

You can beat Facebook’s algorithm changes & position your page for optimum exposure.

Below are 5 ways to dazzle & delight your fans — and keep them engaged & coming back for more!

5 Ways to Dramatically Improve Your Facebook Engagement

1. Ask Thought-Provoking Questions

boost-facebook-engagement-questionsTo gain audience attention & get them interacting with your page, you need to give people something to talk about.

While your goal is to provide an entertaining space, it’s also to make your audience think & want to respond.

Ask your audience questions about current events or important changes within your industry.

>> Click to Tweet <<

This creates a more intimate relationship between you & your audience. It also offers valuable insight into what matters most to your fans.

As Robert Half, founder & president of Robert Half International, once said:

Asking the right questions takes as much skill as giving the right answers.

And if you need help brainstorming ideas for good questions, try the “Questions” category in Post Planner's awesome Status Ideas Engine.

2. Post Timely Content

boost-facebook-engagement-clockThere are 3 reasons to stay on top of current events in your industry & then share that information on a consistent basis.

  1. Sharing a hot news story capitalizes on the conversations happening right now in your field or niche

And just like a water cooler, Facebook acts as a virtual way for your fans to discuss their thoughts with others.

This translates into relevance — and a relevant Facebook page is more likely to show up organically in the news feed.

  1. Sharing trending or hot topics, lets you add context around the content

Adding your thoughts around a particular topic is a great way to establish expertise.

Here’s an example of using timely content in an effective way. The folks at National Geographic share mind-blowing photos from firefighters on the front lines of wildfires raging around the world.

The images provide an intimate look at the life of a firefighter, putting fans in the middle of the action.

And lastly:

  1. When you post timely content your fans find interesting, they’re more inclined to share

>> Click to Tweet <<

Sharing, just like commenting or Liking a post, can increase your reach & page engagement.

3. Make Your Content Ridiculously Valuable

The single most effective way to build loyalty & trust is to share a ridiculous amount of valuable information!

This is content that you freely share with a no-strings-attached policy.

Make use of your skills & experience by giving away a series of useful tips. Whether it’s a video tutorial or a simple how-to, share what you know & share it often.

While it’s important to create a fun atmosphere, it's also critical that you provide value.

Take past newsletters, emails & other marketing collateral & turn them into quick tips. Whether it's information that saves your audience money, helps them make money or win in a negotiation, keep them tuned in & coming back for more.

4. Make Use of Visual Content

boost-facebook-engagement-eyeIf Facebook, Pinterest & Instagram have proven anything, it’s the power of visual content.

Don’t miss the opportunity to light up the news feed & increase engagement through eye-catching images.

Whether it’s a quote from your latest blog post or a hot tip, pair that text with a beautiful graphic. Fans casually scrolling through their news feed will be drawn to your image & will be more likely to engage with your page.

Are you out at an event or enjoying one of your favorite spots in the community? Capture that image & share it!

Give a behind-the-scenes look into your business or an insider perspective on what makes your business tick. And don't forget to brand it. Use a similar look & feel across all your graphics to create brand awareness & easy recognition.

Constant Contact uses templates across all their social networks that create a streamlined look. No matter where you connect with them, their content is completely recognizable.

facebook constant contact

And if you need more ideas for how to post awesome photos, you can always dive into Post Planner's Viral Photos tool. 😉

5. Create a Strategy, System & Schedule

You can’t build engagement without one key ingredient: consistency!

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Create a Facebook strategy that includes a posting calendar.

This lets you plan ahead, rather than hopping on at the last minute desperately looking for content to share.

And don’t forget to schedule your posts to publish regularly throughout the week.

Post Planner makes it easier than ever to stay consistent & change up the content you’re sharing — helping you keep it fresh & interesting.

By: Rebekah Radice

Facebook 360-degree Videos

Facebook 360-degree Videos

Starting today, Facebook 360-degree videos will begin rolling out in News Feed.

Our goal at Facebook is to connect you with the people and things that matter, every single day. Over time, we’ve seen that people enjoy more immersive content in their News Feeds. This is one reason video has been so successful on Facebook, and we’re excited to take it a step further with 360 video.

To create 360 videos, a special set of cameras is used to record all 360 degrees of a scene simultaneously. This means that when the video is playing on Facebook, you can choose what angle you want to see it from. On the web, you can do this by dragging around the video with your cursor, and on mobile devices, you do it by dragging with your finger — or even just by turning your device. You’ll be able to hold up your phone and the 360 video will follow you as you turn, looking around, to experience things from all over the world like never before.

In the future, imagine watching 360 videos of a friend’s vacation to a small village in France or a festival in Brazil — you’ll be able to look around and experience it as if you were there. Along with updates from your friends and family, you will also be able to discover amazing new content on Facebook from media companies, organizations, and individual creators.

There are a number of publishers sharing new 360 videos on Facebook today, including Star Wars, Discovery, GoPro, LeBron James & Uninterrupted, NBC’s Saturday Night Live, and VICE. These videos help show the range of possibilities with this new medium. For example, Disney and Lucas film are debuting an exclusive 360 experience from its upcoming movie Star Wars: The Force Awakens, bringing fans inside the beloved Star Wars universe.

There’s also a whole world of video creators and storytellers who are at the cutting edge of exploring this medium, and over the coming days, they too will be able to upload their 360 videos to Facebook. We’re excited to see more innovative and compelling 360 videos being shared from these publishers.

If you’re using Facebook on the web or on Android, you should be able to see 360 videos in News Feed soon. We plan to roll this out for iOS in the coming months.

It’s early days, but we’re excited about the possibilities for 360 video and hope it helps people explore the world in new, immersive ways.

By Maher Saba, Engineering Director, Video