Template for Planning the Timing of a Facebook Video Ad

The first 10 seconds of any video are critical for getting your message across. That doesn’t seem like much time, does it?

But compared to the 2 seconds that visitors to your website give you before they decide to read on or click away, 10 seconds is an eternity.

Those 10 seconds are especially important when you’re planning a video ad that’ll display on Facebook or other social channels.

Timing Template for Video Ad Script

Side note: I’m pretty sure the following information is from Rick Mulready’s excellent podcast, The Art of Paid Traffic. But I was rollerblading while listening and taking notes — a dangerous multi-tasking feat — and I forgot to write down the episode number of the podcast.

Here’s another episode you’ll want to listen to: Rick interviews video expert, James Wedmore, about the anatomy of a highly converting video ad (episode #59).

Here’s a guide for the type of content you should include at specific places in your video ad.

0-10 seconds:

Get the viewer’s attention visually and teach something.

During the first 30 seconds of a Facebook video ad, use a maximum of 20% text on the video frames.

Another side note from Laura:

Facebook has a “20% text” rule on print ads, and this likely also applies to videos. In other words, when your ad image has more than 20% text on it, the ad doesn’t get distributed widely.

Facebook used to completely reject ad images with more than 20% text on them. Now, they allow them, but a warning message alerts you that your ad may not get distributed.

I have experimented with this, and Facebook does penalize ads with more than 20% text on them. Why bother attempting to put too much text on your ad if they’re going to penalize you?

For practical purposes, stick with the 20% text rule.

10-15 seconds:

Introduce yourself, establish your credentials, and help the viewer understand why they should watch this video.

15-45 seconds:

Address the viewer’s problem or challenge. Solve the fear they may have.

Include a video testimonial from one of your customers.

45-90 seconds:

Tell about your offer and explain what you want to viewer to do (call-to-action)

90+ seconds:

Continue transitioning to your call-to-action by explaining how you will solve the problem, and helping the viewer know where to click or what to do next.

How Long Should Your Video Ad Be?

Your video can be any length, as long as you’re adding value.

If someone watches your video for 4 minutes, consider them a “qualified lead.” Translation: They’re probably interested in buying from you.

Facebook says that videos of 15 seconds or less get more completed views.

I agree with this. In my experiments with video ads, videos of 10-12 seconds get the most completed views. However, it is challenging to sell something in only 10 seconds.

If you prefer to use a longer sales video, pack a ton of value into the first 10-15 seconds. And don’t forget to mention what you’re selling during the first 10 seconds!