With commerce moving more online and companies wanting to stay competitive, advertisers need to up their game when it comes to ad content. One effective way to do this is by using customer video testimonials as part of you Facebook lead ad campaigns.
Video is now the most popular format on social media. Featuring one of your satisfied customers is more likely to build trust with potential buyers. And thanks to smartphones it’s easier than ever to produce decent videos.
Keep reading below to learn how you can shoot an effective customer video testimonial and then how to set it up as a Facebook lead ad. We’ll also offer some tips on maximizing your conversions.
What Are Customer Video Testimonials?
There’s no better way to build trust with potential customers than by presenting a testimonial. Before purchasing products or services, customers want to hear from people who found success with what your company is selling.
Today’s buyers conduct a ton of research online before spending their money. This includes reading reviews, checking social media posts, and consulting sites like Yelp.
Company advocates or satisfied customers can recommend your products or services in a short video. But why video? It’s the most preferred format online. YouTube, for example, has over two billion users.
Here are four reasons you should be making and using customer video testimonials as part of your Facebook Lead Ad campaigns:
- They build credibility for your brand
- Viewers are more likely to remember what they see in a video versus long written reviews
- Videos are more likely to be shared across social media networks
- Data has shown that videos convert more customers than other formats
If you’re interested in using customer video testimonials, then you’re on the right track! But, even though these videos are less formal than other types of marketing videos, there is an art to getting it right.
Let’s take a look at some tips on producing testimonials.
Tips for High-Performing Testimonial Videos
Making customer testimonial videos tends to be easier because they can be shot on a smartphone or a less complex digital camera. You don’t need to hire an expensive production company. Some customers may even record their own testimonial and send it to you to use.
With that being said, you do want to ensure that your videos have a clear picture and sound. It doesn’t need to be award-winning, yet you don’t want it to frustrate potential customers.
Most importantly, these videos should only be 30 seconds or less. The average attention span is about 10 seconds so you need to grab their attention early.
Focus on telling a great story and making a real human connection. People learn best through storytelling and they’re more likely to remember videos that made them feel something.
Another suggestion is to take a mobile-first approach. Most people are accessing your company’s information on a smartphone.
Do you not have the time to make your own videos or you’re worried about making them the best they can be? There are applications such as Vidmat that make collecting video testimonials from your customers easy and affordable.
How To Use Videos in Facebook Ads
Once you’ve recorded your customer testimonial videos and you’re happy with the finished product, now it’s time to set them up on Facebook.
The first step is making sure you have an account in Facebook’s Ad Manager. You’ll need to create one if you’ve never done a social ad before.
While you can post a video and promote it from your news feed, this isn’t the most effective way to get leads.
Once in the Ad Manager, you’ll want to create a new ad and select the lead generation objective. Inside of the manager you can set your overall campaign and individual ad sets.
From this point, you’ll upload your customer testimonial video and provide any text. The key here is to make sure your video is the right size and that your target audience is optimized. This could take some trial and error.
Advertisers also have the option of doing A/B tests before investing more money in specific ads.
Turning Facebook Leads Into Conversions
Before launching those Facebook lead ads, you need to ensure you have an effective means of following up.
If your lead ads aren’t performing as strongly as they did in the beginning, think about making these changes:
- Change your form type to “higher intent” to let people review submissions
- Make sure you’ve filled out the headline and written description boxes
- Use custom questions on any submission forms
- Ask your customers specific questions that aren’t required in the ad
As part of an overall marketing campaign, you may consider using these same videos on your website or in e-mails. The Facebook Ad Manager also gives you the option of having the ad appear on Instagram as well.
The more places your customer testimonial videos appear, the better effect they’ll have on your brand.
Ready To Launch Your Video Lead Ads?
After reading this article, we hope you have learned more about using customer video testimonials as Facebook lead ads. Having these videos is a wise business decision, but you can also make them work for you by generating leads on the world’s largest social media app.
You can handle shooting the video and uploading it to Facebook yourself. Of course, there are companies with affordable platforms to help you get the job done quickly and easily.