It is no wonder that videos became a key player in Facebook marketing activities of all organizations. When people on Facebook actually became aware how useful videos can be,they made great efforts to improve and add features to their video platform such as insights and video metrics, video rankings and auto play option.

If you are still not sure weather you should add videos to your marketing activities, here are some statistics that will make you reconsider your approach:

• Facebook users look over 4 billion videos a day
• BuzzFeed's videos have had more then half a billion views in one month (April 2015)
• There was an almost 50% of rise in Facebook video uploads to the site in just 12-month period-from February 2014 to February 2015
• Subsequently, Facebook users watch over 70% more vides than 12 months ago (in the USA this number has increased almost 100%)
• eMarketer states that USA users have increased investments in video ads over $2.5 billion this year, which is over 70% more than in previous years.
• By 2019, eMarketer believes that mobile ads will be almost half of entire digital video production.
• Americans will spend approximately 39 minutes a day watching videos on mobile devices

##Facebook video ads have certain characteristics you need to know:
• all ads that show in the News Feed start with sound off and play automatically
• a video play is considered a view if played for 3 sec
• in order to hear the sound, user has to click on the video to turn sound on
• watching video will put you into a marketing target audience
• Facebook video ads have predetermined settings: Thumbnail size: 1200 x 675 px; Video: 1080 px; Ratio: 16:9 ratio; File Size: 1 GB max; Length: 20 min max; and
Text: 90 characters,

The best use of Facebook Ads

It is very important to develop your video marketing strategy, taking into account your target audience an. Testing is a great way to determine which type of ads are the best for your audience, i.e. which videos get the most views. Experiment with different types of formats and content. You can post educational videos, videos presenting your webinar, new product or a podcast, entertainment and inspirational notes. There are many different ideas to test and check which will achieve most success.

Upload the video directly to Facebook

Facebook does not recognize this fact, but videos uploaded directly to facebook have much more exposure, that the ones from YouTube. Videos can be uploaded to Facebook directly from your mobile device, through Facebook application or by e-mail. You can add tags, call to action or a button with a hyperlink that will take people directly to your website after they see your Facebook video.

Short videos

In order to make the most from Facebook marketing, you don't need highly professional, long and detailed videos. It has been proven across social media that shorter videos get more views and cause more interest that longer video with more details. If you want to deliver more detailed message and if your marketing strategy is more elaborate, it would be better to create several videos in a sequence.

The sound!

Considering the fact that videos show in news feed without sound, you should create your video ads with the idea that they will always play silently. Focus on transferring your message through graphics and text instead of sound. With this approach, you will get viewer's attention and provoke them to click on the video and turn the sound on.

Share worthy!

In order to cause interest and to provoke users to share your video further and engage additional audience, it is important to create just the right content for the viewers that will see it in their news feed. You must develop catchy story, one that will present your products or services appropriately, but that will also cause certain emotional reaction in viewers, spark their interest and make them pass it on. You must create content that will make Facebook user stop and watch it. Be direct and provoke reaction fast. This is the way to grab user's attention and keep it for the necessary amount of time.

The importance of thumbnail

The thumbnail of your video ad is important because it will affect video prominence, i.e. visibility and this definitely affects user's attention. A screenshot of the video may be a good idea. In order to scale well in different news feed (on desktop, on mobile device and in sidebar) the width of your thumbnail should be 1.91 x its height. Keep this in mind.