Facebook has rolled out various new video creation tools and options to help advertisers create video content from text and video. The tools help them take advantage of the tips its Creative Shop we shared in a post last week.
One of the best ways to connect with audiences and capture their attention on mobile is to use video. Facebook found that “mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile.” That’s why it’s so critical to adopt a mobile-first strategy for Facebook ads these days.
Last week Facebook’s Creative Shop team gave us a look at its ‘Create To Convert’ framework to help advertisers turn still image ads into video ads, but didn’t give us the tools to take advantage of its methods. Now, Facebook has announced a range of new video creation tools and options that make this possible.
Video Creation Kit
The Video Creation Kit allows advertisers to turn their existing image and text assets into videos that are optimised for mobile in 1:1 feed environments or 9:16 for stories on Facebook and Instagram.
The Kit has four templates that are separated into various uses for different goals. They can be found in Ads Manager in the single video and slideshow formats. They are also available under Publishing Tools on a brand’s Facebook page. These templates make it easy for advertisers to create the most effective mobile video ads “that follow a performance-optimized story arc.”
They can choose to:
Promote a product (6 seconds): Focus on a key product to generate interest and sales.
Sell multiple products (6 seconds): Show a selection of products, promote a special offer and drive sales.
Show product benefits (15 seconds): Highlight product features, use case studies or explain how a product works.
Drive product discovery (15 seconds): Bring their brand to life and share what makes their product unique.
The new video cropping tool allows advertisers to optimise the framing of their video ads by cropping videos to Facebook’s recommended aspect ratios right from within the ad creation flow.
Advertisers can crop their video ads to 1:1 and 4:5 for feed, 16:9 for in-stream, and 9:16 for stories.
Simple Video Creation Tools
For advertisers creating ads directly from their business Page on mobile, Facebook’s new video creation tools help them create templated videos from Page assets like photos and brand logos.
The tool allows them to create “eye-catching video ads that look great on mobile, without major investment, in-house skills or additional assets.” All they have to do is choose the “animate” option when they boost a post, and the tool will automatically create a video. The video can be created as is, or customised further.
Find out more about these tools and get started using them here.