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Video Killed the Image Ad Star

How to create profitable Facebook video ads

What’s the first thing you do after you wake up in the morning? Nowadays, the majority of us immediately check our messages and social media. Studies show 61% of us reach out for a mobile soon after we wake up. Almost everyone – 96% of people – checks their phones within the first hour of the day, and 90% of us use social media at work.

We spend on average of 50 minutes per day on Facebook-owned social media (WhatsApp excluded), which day after day after day all adds up to a good chunk of our lifetime.

Social media has become an integral part of our daily routine, and insidiously applies various tools to hold our attention for as long as possible. Facebook’s hooks include its sophisticated algorithm-based News Feed, Friends Days, Your Memories posts, automatic location identification, photo tagging, and its currently highest priority: videos.

More specifically, mobile-first videos.


The Cult of Video


“Over the next three years, the biggest trend in our products will be growth of video,” said Mark Zuckerberg back in 2017.


There is plenty of data to support Facebook’s decision to prioritise dynamic formats like video over static images. Native videos on its platform perform better than any other format. Facebook native videos can get an astounding 10 times higher share rate than YouTube videos. Users are seven times more inclined to share captivating videos than links. Video ads are more likely than static ads to increase brand awareness and intent to purchase.

Facebook predicts that by 2020 there will be a “solely mobile” global generation shaping the world. It’s high time brands got well acquainted with these consumers.

Considering the projected total shift towards video content and the fact mobile-first video is 27% more likely to increase brand awareness than videos optimised for mobile format, you have to start incorporating mobile-first videos.

If you’re looking for a sign to help increase your video-making efforts, look no further.


Aitarget’s Personalised Video Creation Tool

What’s one thing people like even more than dynamic ad content?Personalisation of those ads (71% of people prefer ads tailored to them and their interests, as this Adlucent study shows). However, if you want to create personalised videos for different targeted audiences, you will face a major roadblock: video production is expensive and time-consuming.

That’s where Aitarget’s expertise comes in handy. To support brands our company invented the Aitarget Video Creation Tool, technology which won the 2016 Innovation Spotlight.

Aitarget’s Tool automatically creates and customises videos depending on your intended targeting. It gathers information from an automatically updated product feed and adds specific item details (names, prices, discounts, etc). Users won’t see out of stock products.

As you may know, vertical videos create a much better user experience on mobile, and can do wonders for brand awareness. Yet many brands are still trying to either launch ads with horizontal video, or crop pre-made creatives to make them work as vertical videos. Do not do that! You will only lose your time and break creatives. Our technology will automatically create vertical videos according to all mobile requirements, including a full screen format.



Our tool adds personalisation according to, for example, the destination of delivery.


Discovering the best route

Let’s have a look at some results using our video creation tool from one of our clients, MAPS.ME, a free map and navigation app for iOS and Android that works online and offline.

The table below shows the difference between ad campaigns made by our client and ones created with our Aitarget tool. The CPI of our personalised ads is 13% lower (only $0.11), and the number of app installs has doubled compared to the non-personal ones.



Here’s an example of automatically generated video made at the client’s request.



The picture gets clearer

Facebook is prioritising video over any other format. By investing in video ads, you will increase your engagement and conversion.

A final note: when creating video campaign, take into consideration your intended moment of communication with users, and select your video ad formats accordingly. Users on the go quickly scroll through their feeds and will not pay attention to anything complex. This is when you should push short, snackable videos. On the other hand, “lean back” relaxed users are more receptive to complex messages. That’s the time to tell them your product story.


Source: Facebook Blueprint, Winning With Video on Mobile course


Patrick Luk
December 4, 2017

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