Facebook recently announced changes in the way they will send you updates. They want you to see more posts from your friends, family, groups, and other people you have meaningful conversations with. Content that is shared and inspires conversation will grow. Comments will be more valuable than likes. You will also see less Facebook video.
Facebook is going to push out less from publishers, businesses and the celebrities you follow. It’s a ranking change, according to Adam Mosseri, Facebook’s vice-president in charge of newsfeed. The newsfeed was founded to connect people and they want to do better.
This latest move will also de-emphasize organic videos and many think will subsequently reduce the time people spend on Facebook. Our passive interaction with videos is the root cause for de-emphasizing videos, but it doesn’t change the fact that people love to watch videos. According to Mosseri, the newsfeed shift will not apply to advertisers because that is a separate system.
Video ads then, designed to build your brand and create new demand for your products and services, will be especially appealing because people like to watch them, and the audience targeting and per view pricing are really attractive.
If you want to build name recognition, traffic, leads, sales, and a customer following for your business, you’d still be foolish not to try Facebook. Here are three of the best reasons Facebook paid video ads will help make your business super successful in 2018.
- Paid Video Ads Will be Seen More than Organic Posts
Business owners will be more frustrated in the coming days by the reduction of their organic posts being seen in people’s newsfeeds. You may not realize that only about 16 percent of your Facebook business page fans actually see your posts. Under the new plan, this number will probably sink even lower. The reality though, is that Facebook still needs to generate revenue and paid ads, both static and video, deliver income. The good news is that you don’t need a huge budget to have your brand shown more than your organic posts.”The new Facebook algorithm is more reason to create and pay for video ads,” sums up Leslie Lopez, our digital specialist, “but I wonder if and when we will see an increase in cost. Facebook may see users spend less time on their platform, but I believe they will continue to be the biggest share of all social media platforms.”
- Both Static Ads and Video Ads Allow for Targeting Leads
One of the best aspects of Facebook ads is the custom audience feature. We select specific groups and custom design ads that speak just to these select people. Sadly, even when we target specific demographics or interests, not everyone is going to pay full attention to your ad. Sure, they’re scrolling through their newsfeed and maybe see the first couple seconds as it autoplays on their phone or computer. Some people however, will actually watch the whole thing—and even click your call-to-action. They may be so hooked by your message that they even went to your website. These are warm leads.Custom audience segments have a retargeting feature. That means you can send a paid ad to people who have responded to your call-to-action. You’ll get more bang for your buck advertising to these warm leads than from people who just breezed past your ad.What’s more, reports about video views are now dynamically updated every day. You can easily tell who’s responding to your ad—in real time.
- People Like Watching Video
Under the new algorithm, Facebook is reducing the visibility of posts from businesses. It will be better to pay to push your content, and it will ensure an even broader viewership.Very few marketers hope to create a Facebook video ad that performs really well on the first try. In fact, they like to test different ad strategies to find the ones that will work best for you.One of the most telling statistics about the success of Facebook video, is that 44 percent of small and medium-sized businesses plan to pay for Facebook videos in 2018. If your brand isn’t invested in video on Facebook, there’s a good chance your competitors are, which will put you at a significant disadvantage.
Facebook is by far the most popular social media advertising channel. According to Social Media Examiner’s 2017 Social Media Industry Report, 93 percent of social media advertisers use Facebook ads. The next network that’s even close is Instagram with 24 percent. This is just more proof of how popular and in-demand Facebook ads are for B2B and B2C brands.