Introduction
Facebook has become a powerhouse for video advertising, offering businesses a powerful way to reach their audience, boost engagement, and drive conversions. Video ads on Facebook outperform static image ads, grabbing attention faster and keeping users engaged longer.
However, many businesses make avoidable mistakes that can lead to wasted ad spend and poor performance. If your Facebook video ads aren’t delivering results, chances are you’re making one (or more) of these common errors.
Here are five critical mistakes to avoid when running high-performing Facebook video ads—and how to fix them.
1. Ignoring the First Few Seconds
Why this is a mistake:
The first three seconds of your video ad determine whether viewers will continue watching or scroll past. If you fail to grab attention immediately, your ad will struggle to perform.
How to fix it:
- Start with a bold visual or an intriguing question.
- Use text overlays to highlight the key message right away.
- Keep branding subtle in the beginning—your goal is to hook the audience first.
Example: Instead of starting with a slow logo animation, begin with a high-energy scene showcasing the product or solution.
2. Not Optimising for Mobile Viewers
Why this is a mistake:
Over 90% of Facebook users access the platform from mobile devices, yet many advertisers still use horizontal videos that don’t fit mobile screens properly.
How to fix it:
- Create vertical (4:5 or 9:16) or square (1:1) videos that take up more screen space on mobile.
- Make sure text is large and readable on small screens.
- Keep videos short and engaging (15-30 seconds works best).
Example: A vertical video naturally fills the screen, making it more immersive and less likely to be skipped.
3. Forgetting to Add Captions
Why this is a mistake:
More than 80% of Facebook users watch videos with the sound off, meaning if your ad relies on audio alone, your message could be lost.
How to fix it:
- Add captions to every Facebook video ad—either manually or using Facebook’s auto-caption tool.
- Use on-screen text to reinforce key points.
- Keep captions clear and concise for easy readability.
Example: If your ad features a spokesperson talking, include subtitles so viewers understand the message even with sound off.
4. Failing to Include a Strong Call-to-Action (CTA)
Why this is a mistake:
A great Facebook video ad may attract views, but if you don’t tell viewers what to do next, you’ll miss out on conversions.
How to fix it:
- Add a CTA in the video itself (e.g., "Sign up now," "Shop today," "Learn more").
- Use Facebook’s CTA buttons (Shop Now, Download, Get Offer).
- Reinforce the CTA in the video description.
Example: If your goal is lead generation, your ad should end with "Click the link below to get started today!"
5. Targeting the Wrong Audience
Why this is a mistake:
Even the best video ads on Facebook won’t work if they’re shown to the wrong people. Poor audience targeting leads to high costs and low conversions.
How to fix it:
- Use Facebook Audience Insights to understand your ideal customers.
- Test Custom Audiences, Lookalike Audiences, and Interest-Based Targeting.
- Exclude irrelevant audiences to refine your reach.
Example: If you’re selling high-end landscaping services, avoid broad targeting and focus on homeowners interested in outdoor renovations.
Conclusion
Avoiding these five critical mistakes can drastically improve the performance of your Facebook video ads. By grabbing attention early, optimising for mobile, using captions, including strong CTAs, and targeting the right audience, you’ll see better engagement, lower costs, and higher conversions.
Need expert help with Facebook video ads? At Grid 3, we create high-impact video content designed to convert.
