Unlock the Secrets to Facebook Ads Video Success with Claire Sharp's Expert Tips

Whether you're deep into the Meta Ads game or just dipping your toes into the pool of advertising, I've got some tips that have worked wonders for my clients that will help you to improve your Facebook ad campaigns.

You’re going to hear this from me a lot - there is nothing more important on Meta Ads than testing! With video creatives, there are literally limitless elements you can test and it can be extremely daunting when you’re first starting out your advertising. This is why you need a clear testing strategy in place, as well as knowing what to look for in the data!

So, you might be thinking... “What does Claire Sharp do to find her best-performing video ads?!”

Well, you’re in luck! Today, I’ll be sharing with you a couple of things that I test and look for in my Meta Ads data.

Your video ads success isn’t just defined in how many conversions you’re seeing in Facebook ads. To really understand what your target audience is engaging with (or isn’t), then it’s time to start looking into your video hook and hold rates.

What are video hook and hold rates?

Your video hook is not just the opening clip of your video; it's the key to capturing your audience's attention in a split second. The first clip holds the power to make or break the entire performance of your ad, and it determines whether users stop to look at your ad or if they carry on scrolling through their newsfeed. That's why it's absolutely crucial to keep an eye on the percentage of users who hit the brakes and engage in those first 3 seconds of your video.

PRO TIP: To be able to monitor your video hook rate you will need to create a custom metric in Meta Ads. The formula for this is 3-second video plays ÷ Impressions.

The video hook rate is the key to understanding the percentage of users who've stuck around for at least 15 seconds of your video. These are engaged users who have shown a real interest in your brand (they’re also a great audience to retarget). This is why it’s extremely important to create video ads that users want to keep watching. By monitoring this rate, you will be able to understand exactly what does and doesn’t interest your target audience.

PRO TIP: The formula for your hold rate custom metric is ThruPlays ÷ Impressions.

Video hook and hold rates aren't a one-size-fits-all, it can differ from audience to audience. Remember to dive into the data for each audience you are targeting - not everyone will show the same interest in your videos.

If monitoring video hook and hold rates isn’t for you, or you feel as though you’ve hit a creative block with your Meta Ads advertising, then maybe it’s time to reach out to a paid advertising expert. Contact me today for your free Meta Ads account audit.