Video innovation on Facebook is shaping the way businesses generate leads. Now, you can utilize customer testimonial videos in your Facebook marketing campaign in a bid to connect your brand to more people. But, how do you get in granular with your target customers? How do you customize your video for ads to stand out from those of other brands? While there are myriad of options available, a video testimonial communicates with prospects the worth of your product.

Why Use Customer Video for Ads to Generate Facebook Leads 

Customer video testimonials provide you with the chance to demonstrate the success of your product. It provides you with a unique opportunity to impact a customer’s purchasing decision. As a lead generator, the video automatically supercharges your Facebook page, which catches most users’ attention. As a marketer then, you should not look at video for ads as a hassle. The benefits of said video innovation include:

1. Video for ads to generate leads is an unexplored niche

Most marketers consider the creation of video ads as a hassle. Using testimonials from previous clients is even rarer. This makes Facebook Video Ads an even more significant opportunity for you.

2. Video testimonials build trust with potential customers

By customizing your testimonials and marketing cycles to reach the target audience, you might effectively build trust with potential customers. This appeals to your potential client as they can get reviews from an independent source.

3. Customer video testimonials are social proof

Testimonials endorse your services better than any other marketing strategy. It showcases what a customer has been able to achieve with your product. It is a great avenue to show how you provide value from a different source other than yourself.

4. Customer video testimonials lead with emotion

In any marketing campaign, you aim at skewing your potential client’s feelings towards purchasing your product. Video testimonials deliver just that. These often create an emotional pull to your brand, which significantly increases the chances of lead conversion. To take full advantage of this effect, you should feature different customers, which gives your video different perspectives.

Tips for the Best Customer Testimonial Videos for Ads to Generate Leads 

1. Find out what your audience likes to watch

For the best customer testimonial videos, consider tailoring your testimonials for different personas. You should figure out what traits and characteristics your ideal customer has. After that, you should feature your best-fit customers, which makes them more relatable to prospective buyers.

2. Focus on the customer’s journey

To best generate a Facebook lead from customer’s video testimonial, really focus on the customers’ interaction with your product. This highlights how the product will effectively solve the potential customer’s problems. You can cleverly insert some of your product’s selling features without necessarily making the video a narrative of the product.

3. Utilize CPM bidding

This build-in feature ensures that your video ads are on auto-play, which in turn ensures that your advertisement reaches a broader audience.

4. Get to the point quickly

You should seek to have the testimonials be straight to the point without any vagueness or fluff. By cutting the clutter, you save on the cost of running the Facebook ad. Besides, you get to engage your audience on the parts that matter the most.

5. Benchmark your Facebook ads

You should pay attention to how each video performs in any advertisement cycle. By utilizing an engagement matrix, you can decipher what appeals to your audience the most. This ensures that you are then able to maximize your Facebook ad campaign.

6. Focus on the tangible impact

Customer testimonial videos are a third-party validation for your company. Have these customers provide specific results by asking them specific questions on the effectiveness of your product. Consider showing your potential customers more results of your work across different media.

7. Capture a real moment

To make your testimonial video stand out, and to ensure that you have captured the lead, incorporate varied customer reactions to the product. On the other hand, you can go for a single customer testimonial, which will then provide your prospective client with a more detailed review.

8. Intercut the testimonials with results

As your customer expresses their unique experience with your product, you can insert slides of the results they have had. This change of media from the video to photos, for instance, keeps the viewer engaged. This seals the deal when it gets down to skewing your potential purchasing decision.

9. High-quality production matters

Any marketing campaign and more so customer video testimonials are a representation of your brand. As such, you should invest in having higher quality videos, which shows the prospective the care and detail you put into your brand.

Video testimonies are gold, especially when it pertains to the generation of Facebook leads. Your potential customers are more likely to trust your brand if they are preview to what others experience with your product has been. When done right, customer video testimonials are a sure way of showcasing the value of your service, which will, in turn, ensure you have higher conversions of Facebook video Ad campaigns.

Although a significant number of digital marketers now use digital ads as part of their marketing strategy, only a handful ever generate an ROI – and it has a lot to do with CTAs.

Consider this report by Invesp, for instance. The stats show just how popular digital ads have become, with marketers sending out 1,700 ads per month, on average, to every internet user in 2019. Indeed, a separate report by eMarketer shows that digital advertisers spent over $330.35 billion on ads in 2019, a 17.6% rise compared to 2018. This represented 50.1% of all media ad spending (including TV commercials and billboards).

However, you quickly realize that not everything is well. The Invesp report also shows that 8% of brands account for over 85% of all ad clicks on the internet. This is in line with a recent Medium contributor’s analysis which shows that 79% of digital advertisers struggle to prove ROI.

The CTA (Or Lack of One) is a Major Contributing Factor

The way you set up your ad campaign is obviously crucial, with targeting and ad optimization often ranked top of the list. However, just below those two is the CTA.

It doesn’t matter how well you can reach your target audience and how optimized your ads are; if you don’t have the right CTAs, your goose is cooked. Where the CTA is missing altogether, that ad campaign is good as dead.

Why You Need a Call to Action for Your Ads

  1. Consumers want and expect them

The digital user is so accustomed to how the internet works today that they can predict what will (or should) happen next. The CTA is one of the “standard” expectations. Whenever a consumer comes across an ad on the internet, they expect to see an accompanying CTA.

An ad without a CTA, therefore, can significantly confuse the consumer. A missing CTA might even be seen as a red flag; a sign of malice!

  1. CTAs destroy decision fatigue

The internet is saturated with blogs and articles, not to mention the 17,000+ ads that users come across every month. It’s exhausting to comb through this heap of information when looking up something online. As a result, the modern digital consumer is always looking for the shortest route to their solutions.

The CTA is one of the best ways to tell the consumer; “You’ve arrived. Here’s what you’ve been looking for.” It brings them to a “happy ending.”

  1. CTAs get consumers through the door

At least 31% of the people who respond to a digital ad do so by clicking directly on the CTA. They don’t need further convincing.

Another 48%, meanwhile, won’t click-through, but depend on the CTA for their next action. Up to 27% eventually search the product or service online while a further 21% end up searching the company website. But, they need the CTA for direction.

Call-To-Action Best Practices; How to Create Killer CTAs

Now that we’ve established the value of calls to action, it’s time to learn how to create strong CTAs.

Remember that you can’t get away with just any CTA. The wrong CTA can be worse than having no CTA at all. If your CTAs are offensive or spammy, for example, it quickly erodes your brand credibility and trust, resulting in reduced traffic and conversions.

So, how do you create compelling CTAs that convert?

  1. Open with a strong command verb

A CTA doesn’t offer much space to explain all your offers. You need to get straight to the point – by letting your audience know exactly what you want them to do. Opening with a strong command verb such as “Buy,” “Shop,” or “Order” will help get the point across right away.

  1. Evoke emotion with heart-warming words

The easiest way to connect with people is to appeal to their feelings. Phrases such as “Get 50% Off” immediately resonate with an audiences’ innermost feelings. Another phrase that works like magic is “Dream Vacation/Home.”

  1. Give them a reason to take action 

Why should they click on your CTA? Of course, you’re selling a product. But, so are many other marketers. What’s different about your offer? Will it help them save money? Do their jobs better? Or lose weight? Spell it out without mincing words.

  1. Leverage FOMO for more conversions  

Finally, Fear of Missing Out (FOMO) is an extremely effective marketing technique. Up to 69% of millennials report that they fear missing out on deals and offers. Ways to use FOMO in ad CTAs include creating urgency e.g., “Buy Now,” leveraging scarcity, e.g., “Only 10 Units Left,” and practicing exclusivity e.g., “No Girls Allowed”

Now, Your Ad is Ready!

As long as you pair the ads (bearing powerful CTAs) with engaging content on your site and landing pages, you can rest assured of plenty of traffic and conversions.