Why Your Facebook Video Isn’t Working

Remember how excited you were? You created your first Facebook video ad, set your budget and duration, and prepared for the onslaught of orders you were sure would follow. Except they didn’t follow, did they? Now, with less money than you had 2 weeks ago, you’re left to wonder why your Facebook video isn’t working. Frustrating, isn’t it?

Before you give up on social media advertising and declare that it “just doesn’t work in my industry”, take a look at these 5 common mistakes. Correct them, get brave, and invest one more time. The results may shock you.

5 Reasons Your Facebook Video Isn’t Working

1. Not Professional

If you’re going to launch a Facebook video ad campaign, don’t go it alone. If the video you’re using looks like you recorded it on your iPhone during your lunch break, customers won’t take you seriously.

Costs are the #1 driving factor for using unprofessional videos in ads. Since a 1 minute professional video costs $5,000 and up, who can blame you? The good news is there is a more cost effective alternative and it happens to be one of the hottest trends of 2017: animated explainer videos.

We created this explainer video for our clients at Sortis to get users to signup for their Bitcoin auction platform

Solution 1: Get an animated explainer video.

2. Not Targeted Correctly

The second largest reason your Facebook video isn’t working is because you failed to target your market correctly. Just throwing a video out into the wild on Facebook is a waste of advertising dollars.

So who should you target with your video? Research by WebTrends shows that video ads targeting current fans receive 700% more clicks than videos released to the wild. Going even further, targeting current fans increases conversions, (not just clicks), by up to 400%.

Of course, you want to reach beyond your current fan base to reach more people, right? Research also proves that the best way to do this is to get your fans sharing, which brings us to #3.

Solution 2: Target Fans

3. Not Shareable

Yes, we know, your ad ran with the share option available, all Facebook ads do. But there is more to creating a shareable ad than just having the share option. In general, Facebook video ads do not earn shares because they are:

  • Unprofessional
  • Boring
  • Too Long
  • No one asked them to share

The solution provided above to the “Not Professional” dilemma resolves the first 3, so let’s just jump to that last one: no one asked them to share. How do you ask fans to share your video without making “share this video” your entire CTA?

It’s simple. In the description of the video that will appear with your ad, include something like this: “Remind you of someone? Tag them and share.” or “Know someone who would love this? Tag them and share.”  Yes, this tactic-  the simple ask – works.

Solution 3: Ask viewers to share the video.

4. No Value Proposition

Did you forget to mention the value of your product or service in your ad? Believe it or not, this is a common mistake. Without a value proposition, you’re basically just asking potential customers to add your product to their pile of stuff or service to their pile of bills. You might attract hoarders, but that’s about it.

An easy way to include a value proposition in your video is to present your product or service as the best solution to a problem they have. If they believe your product or service will solve their problem then it is valuable and they will buy it.

It’s often said that selling is really just giving people permission. By showing how your product or service is valuable and a solution to their problem, you are giving customers permission to make the purchase.

Solution 4: Include a value proposition.

5. No Clear CTA

What did you hope your Facebook video ad would accomplish? More sales, fans, or website views? Whatever it was, did you make that clear in your Call to Action (CTA)? Even if you have an entertaining, professionally made, animated explainer video, you will still fail to achieve your goals unless you specify what action you want the viewer to take.

Solution 5: Include a clear CTA


6. Your Landing Page is a Mess

We know we said 5, but we would be remiss if we didn’t mention the importance of your landing page. Read more about landing pages here and if you have any questions about how to improve your landing page, we’re happy to help.

Facebook Video Ads Work

Facebook video ads work for all industries, yours included. Now you know why your Facebook video isn’t working. So, pull up that failed campaign and eliminate these common mistakes. When you do, you’ll be ready to launch your successful Facebook video ad campaign. Now go get ’em!