Man typing on a laptop while standing in a parking lot.

Everything You Need to Know About Social Media Ads

The era of social media advertising is in its Golden Age. There’s never been a better time to start placing ads on platforms like Facebook, Instagram, and more, even if you’ve never done it before. But if you dive into social media advertising without knowing what’s what, you could potentially waste your marketing dollars and end up with a bunch of ineffective advertisements that don’t drive conversion or sales for your brand.

Fortunately, this guide can help break down everything important you need to know about social media ads, including the types of ads available, how to create engaging ads, and where you should place the ads after making them. Let’s get started.

The Purpose of Social Media Ads

Why advertise on social media?

There are many critical reasons. Social media platforms have several billion users shared between them, so odds are you’ll be able to reach your target consumers very easily just by leveraging these free platforms.

Additionally, social media platforms can help you reach various marketing objectives depending on the types of ads you create. For example, social media ads can help you:

  • Increase leads to your website or business or your conversion rate into paying customers/clients
  • Increase awareness of your brand, which can be helpful when you are trying to expand
  • Driving people to your website or online store
  • And more

Social media ads are accessible, effective, and can even be budget-friendly if you make the right ads for your brand and place them in the right spots.

Types of Social Media Ads

Social media ads are more varied than TV advertisements, which are video-only, and banner ads, which are image-only (with a few exceptions). There are three main types of social media ads you can create, each with distinct advantages and uses.

Video Ads

Video ads are the longest-form and most potentially valuable, although they may also be the most expensive. Video ads are close to classic television commercials in that they play a short video advertising your products or services to your target audience.

Depending on the platform you choose, video ads can be anywhere from as short as 15 seconds to as long as two or three minutes. Regardless, all video ads have to follow the same process of introducing a problem, introducing a solution, and providing a call to action for your target consumers.

Since making video ads that convert is difficult for brands without a lot of video marketing experience, partnering with a video marketing agency like VisCap Media may be helpful and allow you to reach your marketing goals more readily.

Image Ads

Image ads are classic Internet advertisements that have been around since the dawn of Google. Taking the form of banner ads, pop-up ads, and now single image ads on social media platforms, image ads consist of one or possibly two pictures and are very easy for your target consumers to digest.

Unfortunately, they are also easy to dismiss. Your target audience can simply scroll past image adds with a flip of their thumb. So any image ads you create have to be eye-catching, informative, and engaging enough to drive conversion with a single picture and some text.

The upside to these limitations is cost – image ads are often cheaper to produce than video ads – and versatility. It’s easier to fit a lot of image ads on social media platforms, as you aren’t necessarily limited by video content caps.

Text Ads

Text ads are technically a version of image ads, but they rely on getting your point across and engaging with your users through text alone rather than imagery or photos. Text ads work better for certain industries than others.

In general, you’ll want to stick with either video or image adds when marketing on social media platforms, as these types of advertisements are more interesting to scrollers.

Platform-Specific Ads

Alongside the three primary ad types mentioned above, you’ll also find that social media platforms sometimes have specific advertisement types that are unique to them.

Instagram Stories

Instagram, for instance, allows you to make “Stories” ads that slip in between Stories content generated naturally by the platform’s users. These ads only pop up for around 15 seconds unless clicked on, and then can be up to 120 seconds long (if they’re videos).

These ads, when carefully crafted to appear natural and to appeal to your target consumers, can be incredibly successful due to their non-intrusive nature. However, the first 15 seconds of your video content have to be top-tier in every way (engaging, informative, entertaining) in order to draw attention and get people to click on the rest of the ad.

Facebook Marketplace and Premium (Sponsored) Ads

Facebook Marketplace ads are advertisements that only appear on the Facebook Marketplace. These include several subsidiary types, including:

  • Sponsored stories, which are ads that leverage social context to increase marketing efficacy
  • Page posts, which take a part of a normal Facebook page and turn it into an ad
  • External website ads, which use ads on Facebook to divert traffic to external websites
  • Object ads, which drive traffic to another place on Facebook, such as your social media business page

You can also make/purchase Facebook Premium ads, which are more expensive. However, you can advertise in more potentially lucrative areas with these ads. For example, you can place premium ads on desktop and mobile News Feeds, the right-hand side of the screen for desktop users (giving you more space for larger images), or even Facebook log-out screens.

Because platforms have specific ad types available, this just makes it more important to determine the right platforms on which to advertise and why. 

Key Components of Social Media Ads

The types of social media ads you create are crucial. But regardless of whether you make an image ad, a video ad, or some amalgamation of the two, each ad your marketing campaign produces will need to include a few key components. As touched on earlier, these components are: 

  • An introductory hook that provides a pain point or problem that resonates with your target audience. Using a hypothetical video ad as an example, if you sell recycled clothing to apparel lovers who don’t want to spend money on wasteful clothing product, you would start your ad by introducing the problem of wasteful clothing manufacturing processes and high apparel prices
  • A solution immediately after the introductory hook that highlights your product or service as the go-to choice to alleviate the pain point. Following the above example, you would present your recycled clothing as an attractive and affordable alternative to normal wasteful clothing options
  • A call to action at the very end of your video ad. Finishing the above example, your video ad might include a link to your online store or website, or a telephone number ready for a viewer’s call

The same key components must be present in any image-based ads you create, although image ads are somewhat more limited. You have to include the pain point through either text or imagery, the solution through text but preferably imagery, and a call to action or link button at the bottom of the image.

These three steps are vital for every social media ad you create. They create a logical story that can potentially resonate emotionally with your target audience, leading them naturally to your app or store.

Without ensuring that your social media ads have these elements, you run the risk of wasting your marketing budget on ineffective ads.

Where to Post Social Media Ads

Now that you know the types of social media ads you can make, as well as what each social media ad needs, let’s look at the different platforms on which you can post ads. We’ll also go over why different platforms are better or worse for different goals than others.


Facebook has the most comprehensive advertising interface of all the social media platforms, including an API that lets you manage social ads through various third-party tools. Facebook also has the most monthly active users. Additionally, it’s the parent company of Instagram, so in many cases, making it out for one platform allows you to migrate it to the other with a minimum of fuss.

Video and image adds work particularly well on Facebook, and you can make a business profile page for linking to for added conversion efficacy.


Instagram ads are closely tied to Facebook ads. You can make both image and video ads on this platform, although the short attention span of most of its users means that your video ads have to be punchy and engaging from the get-go to be effective.

In many cases, you can advertise successfully on Instagram by creating engaging content related to your brand and simply gathering followers over time. These aren’t “ads” per se, but they work the same way by drawing people to your brand via good video content.


Twitter presents different challenges (and opportunities!) for marketers compared to either Facebook or Instagram. Remember, Twitter is a primarily text-based platform, so most of your ads here will focus on engaging text and quick links to your site or app store. There are three different Twitter ads you can make:

  • Promoted Tweets are great for promoting brand recognition or boosting engagement. These Tweets show up directly on users’ timelines or based on various search terms
  • Promoted Trends, which allows you to make an ad by choosing a hashtag topic and putting that topic on the list of trending topics. This type of ad can be great for generating new traffic, but only in certain industries
  • Promoted Accounts, which are better for finding and adding new followers. With these ads, you promote your Twitter account directly, so it’s best used if you have a social media manager who runs your Twitter account and posts new content regularly

Targeting and Social Media Ads

There’s one last aspect of social media ads to keep in mind: targeting.

Through targeting, you’ll both change where your ads are shown on a social media platform and help the platform’s advertising algorithms be more effective at putting your ads in front of those users most likely to visit your store or website.

Depending on the platform you use, different targeting controls may be available. But all platforms will at least allow you to target a few basic attributes:

  • Demographics, which are attributes like age and sex. Demographics can affect whether one group of people or another is more likely to be interested in your products. For example, women typically buy more nice apparel than men
  • Region, which helps you narrow down your demographics by location. This type of targeting can be especially helpful for local businesses that get most of their traffic from people near their geographic area, such as dental practices
  • Interests. Many social media users spend their time scrolling through pages or profiles related to their interests. Targeting people based on their interests can help you connect with consumers that would be a perfect match for your brand

When using targeting controls, be as specific as possible. In social media advertising, it’s better to be more specific than more generalized. You’ll never be able to advertise to everyone on Instagram or Facebook, but you may be able to advertise to most of the people in your brand’s specific niche.


Overall, social media ads are a complex and multifaceted topic. It’ll take a lot of time before your company generates top-tier ads that convert and raise revenue… at least if you try doing it all alone.

Your marketing efforts will be more successful if you partner with a skilled video marketing agency like VisCap Media: experts in social media video advertising for brands across many industries and niches. Contact us today to see the kind of video content we can make for your social media marketing campaign today!


Number of social media users 2025 | Statista

Most used social media 2021 | Statista

Online clothing purchasing by demographic Great Britain 2020 | Statista 


Two women looking through a camera at a man sitting on a bed holding a pillow.

Everything You Need to Know About Facebook Video Ads

Facebook has billions of monthly users and, combined with Instagram, is the most popular social media platform in existence. Any online business looking to drive conversions or improve engagement across the board should be advertising on Facebook, especially if they operate in a competitive or niche market.

But you can’t just place any old ads on Facebook and expect success. Facebook video ads are some of the most popular choices because Facebook users prefer video content to static content. Plus, videos allow you to get more information across to your users than images anyway and provide them with more entertainment.

If you haven’t ever used Facebook video ads before, you’re in luck. This detailed guide will break down everything you need to know about Facebook video ads, including where to place them, what you need to include in your ads, and more.

Requirements for Facebook Video Ads

Before making your own video ads or hiring a video marketing agency to create stellar content for your brand, you need to be aware of Facebook’s video requirements and recommendations. Failing to follow these requirements could result in your video being disapproved by Facebook (i.e., not being shown to your target audience) or looking odd when it is finally displayed.

Note that different types of Facebook ads (more on those below) have different requirements. Here’s a breakdown of the video specifications you should keep in mind:

  • You can use various file types on Facebook, but MP4, GIF, or MOV files are recommended due to their versatility.
  • If you decide to make an in-feed ad (see below), aspect ratios of 16:9 or 9:16 (also known as portrait mode) are supported. Facebook itself recommends a ratio of 4:5. However, this will prevent black bars on either side of your videos. Naturally, different ad placements may have unique aspect ratio requirements.
  • Videos can range in length from 1 second to 241 seconds, though it varies by video placement location.
  • 4 GB is the maximum file size for all ad placements.
  • All video ads must have a minimum resolution of 1080 x 1080.

These are only the most important specifications to keep in mind. Work within these constraints, and your Facebook video ads will look fantastic when you finally post them.

The Key Components of a Facebook Video Ad

As you develop the core concept of your Facebook ads and (maybe) work with a marketing agency to generate informative and entertaining content for your target audience, remember the major components that each Facebook video ad needs to include.

You’ve chosen to advertise on Facebook for a reason: The platform has arguably the most reach of any other social media platform. So you should take advantage of everything Facebook has to offer by including these core components in every video advertisement you create.


The headline, despite its name, is displayed beneath the bottom visuals of your video. Still, it’s the video’s title and can help give viewers a quick understanding of what your ad will be about and whether it’ll be relevant to their needs.

Headlines can be between 1 and 40 characters – if the headline is more than 40 characters, it may end up truncated or invisible. The beginning of your headline should be bold and attention-grabbing. Remember, Facebook users won’t wait around for you to convince them to watch your ad.

Account Link

Each video ad will also include a link to your Facebook account located at the top left and corner of the ad display. Since it’s an ad, it’ll also have a “sponsored” tag beneath it to inform users that they are watching an ad rather than organic content.

Be sure that the link accurately goes to your Facebook business profile so you can draw in traffic efficiently.


Each Facebook ad allows you to add some primary text above the main video view screen. The text can be up to 125 characters long before it gets truncated, after which point viewers have to click “read more” if they want to see more of your message.

For this reason, keep your ad length below 125 characters, if possible. If you can’t, include the most pertinent or attention-grabbing information in the first 125 characters, so you inspire viewers to read the full text and watch the entire video.

Video View

Naturally, each video has a main video view screen beneath the account link and primary text. Your Facebook video ad may play automatically or pop up as a still image depending on the preferences of viewers who get your ad.

Call-to-Action Button

Lastly, your Facebook video ad should include a call to action: a clickable button located in the screen’s lower right-hand corner. Facebook allows you to choose from a list of CTA options, making this aspect of ad creation quick and simple.

If you decide to use an “in-feed” ad, your ad will also show engagement metrics, such as likes or comments, in addition to the other aspects described above.

Placing Your Facebook Video Ad

We’ve talked a lot about Facebook video ad placements, but what exactly does that mean?

In short, your video ad’s “placement” is the location where the ad is displayed, which can also affect its overall type. Facebook provides five different placement options, which may be more or less effective depending on your marketing goals and the types of video ads you create.

  • In-feed ads are easily discussable as organic posts. As their name suggests, they pop up when someone scrolls through their newsfeed. Ads are recommended to different users’ feeds based on their activity, browsing data, and other collected analytics.
  • In-stream Facebook video ads are shown in the middle of other videos, like organic content provided by a user’s friends or family. These will only show up on mobile devices after around 60 seconds of primary video content. After the first 15 seconds of your ad, viewers are allowed to skip the ad entirely or watch it until completion. Because of this, your Facebook in-stream ads need to have exceptional quality for the first 15 seconds to get people to stick around for the duration of the video.
  • Facebook Marketplace ads are ads that show up when users are browsing the Facebook Marketplace. They typically show up on the right-hand side of the screen, and you’ll see the best results if your Marketplace ads have excellent imagery up front to draw the eye away from whatever a user is browsing for the first place.
  • Stories ads are posts that pop up between organic Facebook Stories. Much like Instagram Stories, Facebook Stories ads only run for 15 seconds before splitting into different ad “chunks” that play between separate story segments or cards. Ads are displayed for three cards before Facebook allows the viewer to return to organic Stories content or finish the ad. Again, frontloading the beginning of your video ad with the best content is vital if you want to keep a viewer’s attention.
  • Video Feed ads are video ads that display in between organic videos on the Video Feed. These are similar to regular feed ads and typically follow the same quality guidelines if you want people to engage with your ads as regularly as possible.

So, which placement should you choose? It all depends on the type of content you’ve created and where you are targeting your users.

All of the above placement options can be effective. But in-feed or in-stream ads effectively generate regular traffic or conversions, especially if your targeting data is on point. Stories ads can be excellent if you are targeting specific users in highly competitive industries, like apparel.

Meanwhile, Facebook Marketplace ads are suitable if you want more audience engagement and brand awareness–people on the Marketplace are in the mood to shop.

Ultimately, your video marketing agency or marketers in your company can help you determine which placement choices are best for your campaign or developed ads.

Facebook Video Ads Best Practices

Knowing the technical specifications for your Facebook video ads and where to place them is just the start. When you advertise on Facebook, you’ll be competing against hundreds or thousands of other companies in your niche, depending on how competitive your industry already is.

Your video ads have to stand out. To ensure that they do so, you’ll want to keep several best practices in mind to make your Facebook video ad content entertaining, informative, and memorable.

Always Add Captions

Always make your ads with captions. Why? Most Facebook users scroll through their feeds without having sound enabled. That means they will first see your ad without any vocal dialogue or music. You still need to capture these scrollers, so add captions so that people can understand what your ad is talking about before deciding whether they want to enable sound.

Close caption subtitles can be added relatively easily. As a bonus, doing this will enable you to convert users who may be hard of hearing anyway. So there’s no downside to adding closed captions beyond a little extra work. 

Optimize for Mobile Users

It’s also a good idea to optimize your Facebook video ads for mobile users. Most Internet traffic comes through mobile devices these days, so you need to take mobile users into account and predict that most conversions you get from your Facebook ads will be through a phone or tablet.

What does this mean for your video content? A few things:

  • Your videos should be as short as possible and deliver your message while being entertaining and memorable. Shorter videos are more manageable for mobile devices to load and also work well with the shorter attention span of Facebook users. 
  • Make your video with vertical orientation in mind. Most videos are viewed vertically on smartphones rather than horizontally. 
  • Add closed captions (again). Most mobile users do everything with sound off to avoid making a lot of noise in public.

The great thing about optimizing for mobile users is that desktop users will still get to see a high-quality ad without doing anything else. It makes no difference if your ad is optimized for mobile users when a desktop user views it, but the reverse is not true.

By optimizing for mobile users, you’ll cast a wider advertising net than you would if you optimized for desktop users.

Pay Special Attention to the Beginning of Your Ad

Earlier, we made it clear that many Facebook ad placement options put a lot of weight on the first few seconds of your video ad. Indeed, the beginning of your ad should be the section you pay the most attention to, as it’s what everyone who receives your ad will see before they choose whether to see the rest of the ad or move on to other content.

This isn’t to say that the middle and end of your ad can be junk. Those parts also have to be high-quality. But the beginning needs to have a big hook that builds a connection with your target audience and promises a solution to a pain point.


Facebook video ads could be a staple part of your marketing campaign. When leveraged correctly, they can potentially boost engagement and conversion for your brand far more than almost any other online marketing strategy.

It’s true, nonetheless, that making high-quality video content that converts is very difficult, especially if your brand has to juggle many other responsibilities. That’s why you might consider partnering with a real marketing agency like VisCap Media: media marketing experts that can help your brand achieve new success.

Check out our portfolio and contact us today to see how we can start helping your company ASAP!


Facebook Video Ad Specs for Facebook Stories, Brand Awareness ad objective | Facebook

About Placements in Ads Manager | Facebook

Mobile percentage of website traffic 2021 | Statista

Woman working at a desk being filmed by 2 man for an advertisement.

Understanding Instagram Demographics by Industry: Know How to Target Users the Right Way

Instagram is one of the most potentially profitable and effective marketing platforms any brand can use to expand brand awareness quickly. In all likelihood, there are millions of people on Instagram right now who might be perfect users for your product or service.

But the trick lies in targeting those users out of the over 1 million monthly active users on Instagram. After all, a generic ad campaign won’t draw attention to your brand and won’t get the people closest to converting into paying customers into your sales funnel at all.

With all this in mind, let’s take a closer look at how you can understand Instagram demographics in detail, as well as how you can leverage that information to target your ideal consumers with your ads most efficiently.

The Differing Demographics of Instagram

Instagram has over 1 billion mobile users worldwide. Instagram’s user base can be categorized into several valuable demographics. The trouble for businesses looking to create converting ads for their Instagram marketing efforts is determining which demographics to target.

In terms of age demographics, users between the ages of 25 and 34 are the largest potential advertising audience on this platform. Additionally, men outnumber women in the 24-35 age bracket, whereas women outnumber men in every other age bracket.

However, 67% of Instagram users are between the ages of 18 and 24 years old. It’s important to dive deep into the demographic data available to determine and develop your target audience as accurately as possible.

Key Demographics You May or May Not Target

For most companies, the demographics you’ll want to focus most on are age, gender, and interest. Most people use social media platforms like Instagram specifically to develop their interests and find products relating to those interests.

Perhaps unsurprisingly, the most popular interests on Instagram include travel, music, and food and drink at 45%, 44%, and 43%, respectively. The next most popular interests include technology, film, fashion, beauty, and parenting.

Therefore, one of the best ways to start developing your marketing campaign is to determine which demographic interest group your company or products fall into. For example, if your company offers a software solution for people who work from their home offices, the technology interest demographic is right up your alley.

On the flip side, if you sell makeup to women between the ages of 45 and 56, then you can simply target users whose primary interest is in fashion or cosmetics and who fall within the appropriate age group.

Sex is the same way. Even with today’s more egalitarian society, many interests and activities are still heavily sex-segregated. Additionally, your marketing efforts might be more successful with one gender or the other, depending on how segregated your industry normally is. A good example is car maintenance or accessories, which is usually a male-coded industry. On the other hand, makeup, as in the earlier example, is usually female-coded.

The bottom line is this: look into the available demographics Instagram has to offer carefully and determine which demographics most align with your company’s hypothetical target audience. You can then start specifically targeting users on a histogram.

Targeting Users on Instagram

How exactly do you target your ideal audience using the Instagram platform? There are two primary methods: using specific Instagram controls or tailoring your profile and ads to draw your target audience to your company naturally.

General Strategies/Ad-Based Methods

Let’s take a closer look at some of the more general methods you can use before diving into Instagram’s controls.

Create a Business Page Tailored to Your Target Users

For starters, make sure you have a high-quality business page that is specifically tailored to your target audiences’ interests or needs. This is common sense to some extent.

For example, if you have a company selling gadgets to tech-savvy college students, your business profile should be aesthetically linked to that idea. You should have a slick, cool landing page, excellent photos of your business or its products, and concise but explanatory text that can help explain what your brand is about and how you can help anyone who lands on your landing page with their needs.

Create Relevant Content

Your business page, and the rest of your Instagram content, should be relevant to your target audience’s interests. This holds true no matter which type of content you plan to create on Instagram, including image-based ads, video ads, or lengthier marketing stories.

Video advertisements can be particularly helpful for brands looking to convert lots of their target audience members on Instagram in the near future. The right video advertisement, crafted with attention to detail, excellent imagery, and charismatic messaging can show your brand in the best light can do wonders for your Instagram marketing campaign.

Since all the content you create has to be high-quality and relevant, you’ll likely want to partner with advertising firms or companies that can help create the content necessary for success. VisCap Media is one example: we’re a company that can craft video ads for Instagram, Facebook, or any other platform exactly as you need them.

If you create relevant content for your ads, your target audience will see the ads and be drawn to your business page. 

Research Competitors and Adapt

At the same time, you should regularly research any direct competitors in your niche or industry and see how they are trying to draw your shared target audience to their landing pages or conversion funnels.

By researching your competitors, you can take the best ideas from their marketing campaigns and integrate them into your own. In this way, you’ll adapt to shifting market challenges and be able to retain your core audience after drawing them in for the first time.

Remember, it’s usually cheaper in the long run to retain an existing customer than it is to get a new customer from scratch.

Instagram Controls

You will also be able to target certain users on Instagram through dedicated controls in addition to making your Instagram profile as attractive as possible.

Core Targeting

Instagram’s core targeting options are generalized but easy to use. They allow you to target specific people based on attributes like their demographic information, behaviors, interest, and location. As a result, these tools are best used before your demographic research is complete and you can’t narrow down your target audience to a more specific template quite yet.

These controls can be used whenever you create an ad campaign for Instagram through the Facebook Ad Manager. In a nutshell, it just informs the Instagram algorithm to show your ads more often to people in the demographics you select.

Custom Audience Targeting

Things are more complex and more effective with custom audience targeting options. These let you specifically target people for your ads if you already have their details.

Simply upload a list of cell phone numbers or emails to Facebook’s Ad Manager. This information will be matched against the platforms’ user databases. You can then target specific users over and over, helping to make sure that your ads reach the people most likely to convert into paying customers time and time again.

Lookalike Targeting

Instagram also has a third targeting option called lookalike audience targeting. These help you target customers that are similar to those you have already loaded on Facebook’s database. They can help you expand your target audience and paying customer list, drawing in new users or buyers based on similar interests or other demographic information.

These controls, along with the other two sets of controls, can all be managed through the Facebook Ad Manager. Combined, these specific Instagram targeting controls will help you to reach the people most likely to convert into paying customers.


Ultimately, you should use both approaches – the controls on Facebook Ad Manager and crafting your profile/content to be as attractive and relevant as possible – in order to effectively target your ideal audience or customers. Both approaches are necessary for you to reach as many people as possible and make as much of a profit as you can.

Fortunately, you can contact video marketing experts like VisCap Media for more information, both for planning an effective Instagram video ad marketing campaign and creating high-quality, relevant video ads. Check out our portfolio to see what we’ve already done and to get an idea of what we might be able to do for you!


Instagram monthly active users | Statisa

Instagram Demographics in 2021: Important User Stats for Marketers | Hootsuite

Why Demographics Matter to Small Business Marketing |

Woman actor sitting on the end of a bed on set.

How to Advertise on Instagram: A Step by Step Guide

Instagram is perhaps the number one social media platform you should advertise on. After all, over 1 billion people worldwide check out their Instagram feeds daily. If your content can be added to their feeds, you might just reach the biggest audience your brand has ever seen!

But how exactly do you advertise on Instagram? This step-by-step guide will break down precisely what you need to do to create an Instagram business account and start your first ad campaign on this popular social media platform.

Make an Instagram Business Account

Before you can start advertising on Instagram, you’ll first need to make an Instagram business account. You can do this in one of two ways:

  • Convert a regular Instagram profile into a business account through the Instagram app, or
  • Convert a regular Instagram profile into a business account through Facebook. Remember, Facebook owns Instagram, and you’ll create most of your ad campaigns through Facebook instead of through Instagram itself.

Either way, making an Instagram business profile is quick and simple.

For the Instagram profile path, simply log into your Instagram profile on any mobile device, navigate to your settings, and click “Switch to business profile” from the available options. You can then connect your Instagram to your Facebook page, provide a phone number, email address, and other personal information, and snap! Your Instagram account will now be a business account.

The Facebook version of this is pretty similar. Log into Facebook, click on Settings in the top right corner, and then click Instagram from the menu that pops up.

Log in to your Instagram profile through this portal to connect it to your Facebook page. You can again provide vital contact information that will be displayed on the business’s profile. The transition from a personal to a business account should be instantaneous.

Use Facebook Ads Manager

Once you’ve successfully transitioned your private Instagram account into a business account, you’ll be able to make advertisements for both platforms using the Facebook Ads Manager: a powerful and versatile tool that allows you to supercharge your business’s advertising efforts.

To get started with Facebook Ads Manager, simply log into your Facebook profile, then click Create Ads from the drop-down menu. This will open the primary ads manager.

  • Click Create New Campaign
  • Choose between Guided or Quick Creation. Guided creation is best if you’re new to creating ads for Instagram.

Choose an Ad Objective

Your next big step is to choose an objective for your ad campaign. Using the Facebook Ad Manager, you’ll be able to select from three broad categories:

  • Awareness ad campaigns are designed to generate more awareness or interest in your business or products. This can tie into objectives like reach or brand awareness. 
  • Consideration ad campaigns are designed to get people thinking about your business, specifically for objectives like generating views on your high-quality ad videos, website clicks, and general traffic generation. 
  • Conversion ad campaigns are designed to get people to make a purchase, install an app, visit your store, and more. In many ways, these ad campaigns are the most important and the most difficult to pull off.

Choose whichever broad objective seems to fit your marketing campaign’s goals. Remember, you can create an unlimited number of ad campaigns, so don’t worry if this one advertising campaign doesn’t hit all of your goals.

Set Up Your Account

Next, you have to set up a dedicated advertising account. This is pretty simple:

  • Choose the primary country of the account
  • Choose the applicable currency
  • Choose the time zone

You don’t normally need to mess with the advanced options. Once you’re done, you can progress to the next step.

Set Your Ad Audience

Now it’s time to choose your audience for your Instagram advertisements. Remember, the most effective ad campaigns target specific consumers rather than serve as catchall ads that connect to anybody.

Fortunately, Facebook Ad Manager gives you several targeting tools and options. These include:

  • Custom audience controls, which you can use to specify a consumer base. You need lots of information for this to work, including phone numbers, email addresses, or demographic information. If this is your first ad campaign, chances are you’ll need to use the other targeting tools below. 
  • Location tools can help you target consumers based on their location. Facebook allows you to target locations as small as single towns or as large as entire countries. 
  • Demographics tools allow you to select your audience based on aspects like age, language, or gender. 
  • Connections tools allow you to target people who already have a connection to one of your Facebook pages, apps, and more. 
  • Detailed targeting tools allow you to sort your audience even further. These tools are perhaps the most important since they allow you to exclude people, which prevents you from wasting time on demographics that don’t matter.

The Ad Manager interface is pretty simple to grasp. Tweak the settings until you are satisfied, then click Save Audience.

Customize Where Your Ads Will Show Up

You can now start to think about where your advertisements will show up. The Ad Manager allows you to either allow automatic placements or edit the placements yourself. Automatic placing of advertisements is recommended if this is your first time creating an ad campaign for Facebook.

But if you want to place ads on Instagram, you’ll need to dive into the Edit Placements tool.

Click on that button, then scroll down and find Platforms. Deselect the platforms that don’t apply to your advertising efforts, such as Facebook and Messenger. You can then select Instagram, which will tell the Ad Manager that you want your advertisements to show up on Instagram primarily or exclusively.

Set Ad Budget and Schedule

The next step is setting your advertising campaign budget and schedule. Fortunately, Facebook allows you to set a daily or lifetime budget, limiting what you can spend in a single day or over the course of the entire marketing campaign.

Work with your marketing team to figure out a budget that fits your needs.

Then choose a schedule for your advertisements. You have two options: running the advertising continuously from the moment it launches or setting a start and end date.

This factor can seriously affect the cost of your overall marketing campaign, so consider this heavily before finalizing the option.

Create the Ads!

Now comes the fun part – creating the advertisements!

The Facebook Ad Manager comes with some limited tools to create new ads within its interface. Still, you can also hire digital marketing agencies like VisCap Media or use your own internal team to create a truly stellar advertisement for your Instagram followers.

If you want to see the most success, you’ll click Existing Ad and use one of the ads you’ve previously made for your marketing campaign.

Add Customizations

Facebook Ad Manager will allow you to customize your ad by uploading additional images, adding a website URL, and writing more text. Once you’ve tweaked the ad and are fully satisfied, the Ad Manager will show you a preview before finalizing the design.

Crucially, you’ll be able to select whether you want your ad to be displayed in Instagram Stories or Instagram Feeds. Choose whichever works best for your marketing efforts on the Instagram platform, then click Confirm.

There you go! Now you’ve successfully started an Instagram ad campaign for Facebook. But what about doing ads through Instagram itself?

Instagram Post Promotion

You can technically advertise directly on Instagram without using Facebook at all. But this advertising method doesn’t have as much customization. It’s done for the so-called post promotion feature, so you can only make advertisements out of existing posts and artificially funnel them to the top of the Instagram algorithm.

Navigate to your Instagram app profile and select a post that you want to promote, then:

  • Click Promote, which should be right below the post’s main image
  • Click on any advanced settings you want to tweak for your promoted post, including the budget, duration, and audience
  • Click Promote again once you are satisfied with the ad

As you can see, this doesn’t give you nearly as many choices as Facebook Ad Manager. But it can still be a great way to drive traffic and improve brand awareness over time.

Keep an Eye on How Ads Perform

Regardless of which toolset you use to advertise on Instagram, be sure to keep an eye on how the ads perform over the long term so you can tweak future marketing campaigns and make the most of both platforms. Advertising on social media through Facebook and Instagram is a fantastic way to promote your brand and its products or services.

Of course, any marketing effort will see more success with top-tier video content created by agencies like VisCap Media. Contact us today and see how we can help your marketing campaign come to life with engaging, traffic-generating video ads!



Distribution of Instagram users worldwide as of January 2021, by age group | Statista

About Facebook Ads Manager | Facebook

How to Define Your Target Market |

two Woman pointing to her computer scree while sitting on a bed

What to Look for When Hiring a Social Media Marketing Agency

Social media marketing is more important than ever in our modern economy. But if you run your own business, chances are you don’t have the time to both create and run complex social media marketing campaigns by yourself in addition to your other responsibilities. 

The solution? Social media marketing agencies can help you create, edit, and tailor marketing campaigns specifically for your target consumers, plus manage those campaigns as they work to draw in new traffic and convert customers.

But how do you know what separates a great social media marketing agency from a mediocre one? Let’s break down what you should look for in a top-tier social media marketing agency now.

Does the Agency Have Specialists?

Here’s the truth: No matter how ostensibly skilled someone might claim to be, they can’t master every aspect of social media marketing. There are simply too many diverse niches to manage, ranging from graphic design to writing to search engine optimization to analytics and more.

Therefore, any social media marketing agency worth your time and money will have multiple specialists on hand who can tackle the various aspects of a successful campaign. In other words, make sure that any marketing agency has the staff necessary to do a great job. Check out their website’s staff list to see their talent for yourself.

Does the Agency Have Experience Marketing in Your Industry?

You’ll also want to consider whether a social media marketing agency has adequate experience in your industry. Social media marketing isn’t the same across industries or sectors at all; you wouldn’t want to hire a social media marketing agency specializing in IT technology to market for a baking company, right?

Similarly, you don’t want to hire an agency specializing in top-tier digital ads when you need social media posts. It’s all about matching the right agency to your job.

To this end, you can ask the agency directly about their prior experience or check out their portfolio for examples of previous jobs. Most agencies worth your attention will be upfront about what industries they specialize in.

An Excellent Website/Portfolio

Speaking of portfolios, a good social media marketing agency will have a fantastic website and demonstrative portfolio of their previous successful results. Navigate through their website and see if it has engaging copy, attractive graphic design elements, and more; this can serve as an unofficial test of their skills before speaking to anyone in the agency.

See if the website has a dedicated portfolio page. A portfolio page will advertise previous work and let you see what a marketing agency can do before you hire them. Newer agencies might have less successful work to showcase, but they should still have something. More experienced agencies ought to have plenty of work to show off.

Fast and Efficient Communication

In the modern, rapid-fire business environment, you can’t afford to do business with a company that gets back to you three or four days after you’ve emailed them initially. This is especially true given that social media marketing may require rapid adjustments or shifts in marketing strategy daily.

Therefore, if you write an email or otherwise contact a social media marketing agency, you should pay attention to how quickly they respond. Everyone gets busy, so don’t worry too much if the agency doesn’t respond in an hour or two. But if you contact them in the morning, they should respond to you by the end of the same business day.

You might think this is a petty thing to look for in a social media marketing agency. But it’s not— it’s a test to show how dedicated the agency is to new clients and allows you to gauge how efficient future communication will be with them should you decide to hire them.Check an

Agency’s Social Media Page

Social media marketing agencies specialize in generating traffic and converting customers through social media. So it stands to reason that you should check out any prospective agency’s social media page!

Navigate to their Facebook, Instagram, and other social media platforms and see how they have designed their own business profiles. Ask yourself whether you would be interested in doing business with them based purely on the social media pages they have set up.

A good social media marketing agency will make these pages top-tier in every respect: they’ll have engaging and connecting copy, witty or informative text, links that are optimized for search engine results, and fantastic graphic design so you flow to different pages and your eye is drawn to their imagery.

In a way, a marketing agency’s social media page(s) can serve as another kind of test. If their social media pages seem a bit disappointing, then you’ll probably be more satisfied working with another agency.

When in Doubt, Ask for a Consultation

Once you’ve narrowed down a bunch of different marketing agencies and want to contact at least one of them, speak with whoever you’re connected to about what they can provide to your business.

A free consultation can help you get an idea of the people who work for the agency, plus give you the chance to ask specific questions about how the agency works and what it can deliver. 

Does the Agency Promise Results Relevant to Your Needs? 

All social media marketing agencies will promise generally optimistic results, like improved traffic, more conversions, and more. But you need to dive deep into what an agency can truly provide, especially when it comes to your brand’s unique needs. Ask whether a marketing agency can:

  • Drive traffic from a particular demographic or consumer base
  • Boost conversion rates by a certain amount by a certain time – this is tricky, as no social media marketing agency should promise extremely positive results in a super short timeframe, like one week
  • Start and maintain a high-quality social media marketing campaign over a set timeframe, like several weeks, months, or even up to a year

Be frank about what you’re expecting. A good social media marketing agency will also be frank about what they can deliver. If it’s a bad match, there’s no problem if both parties are on the same page.

Also, be wary of social media marketing agencies that promise the world. Every agency wants to deliver great results for their client. Trustworthy marketing agencies won’t promise impossible results, like doubling the traffic to your website in 24 hours.

What Exactly Does the Agency Do?

Social media marketing is a pretty broad field. It involves multiple types of content creation and management, ranging from video ad creation, text ad creation, ad scheduling and analytics, and more.

Not every agency does every aspect of social media marketing. That’s okay! But be sure that a marketing agency you want to partner with actually does the stuff you need to do.

For instance, do you need a high-quality digital video ad campaign pumped out ASAP? In that case, you’ll want a dedicated digital marketing agency like VisCap Media. In some cases, you may need to combine the services of multiple advertising and marketing agencies, such as by taking the video ads made by a digital marketing agency and providing them to a social media marketing agency.

Is the Agency Using Industry-Leading Tools?

During your initial interview with an agency, be sure to ask specific questions about the kinds of tools that the agency uses. Any good agency should be using the right tools to make your partnership worth your time and money and ensure that they’ll deliver acceptable results within set time frames.

For example, if you need a social media marketing agency to also do some email marketing, they have to be using industry-leading tools such as MailChimp. Or, if the marketing agency focuses on SEO (which they should), they have to be using tools like SEMrush and Ahrefs, both of which help to track keywords and monitor search trends.

Ask about all the tools in marketing agency uses, and you’ll get a better idea of whether they can actually deliver what they promise.

Does the Agency Use KPIs?

Inquire about the KPIs or key performance indicators that an agency uses. Your business probably already uses several KPIs to track and measure your progress, both in terms of profits and in terms of marketing success.

As you exchange information with a prospective social media marketing agency, ask about the kinds of KPIs they use or what they might use for your business. A good agency should have several ideas about how to measure success for your brand or what KPIs to target to make sure they are addressing pain points and objectives.

Budget Considerations

Lastly, don’t forget to consider any budget limitations that may or may not exist. Marketing campaigns cost money, and it’ll take some time for even the most successful campaigns to generate a return on your investment.

Be upfront about the budget limitations you have and try to find the most affordable marketing agency for your needs without skimping on quality. Remember: overly cheap social media marketing agencies aren’t worth your time. You get what you pay for!

All in all, keep each of the above factors in mind in your search for the best social media marketing agency for your needs. You might hit a few duds here and there, and that’s all right. Even if it takes time for you to find the perfect social media marketing partner, keep at it, and you’ll eventually find success!



What is a Key Performance Indicator (KPI)? |

The Importance Of Social Media Marketing |

10 Marketing Strategies to Fuel Your Business Growth | Entrepreneur

Zoomed out image of a filming set

Digital Advertising 101: Everything You Need to Know About Online Marketing

Now more than ever, most business is done online. The old ways of advertising, including printing posters or spending exorbitant amounts of money on billboard ads, are fading away in favor of digital advertising and online marketing.

But what if you’re a newcomer to digital advertising overall and don’t know where to start?

No need to worry – we’ve put this detailed guide together to teach you everything you need to know about online marketing in a flash. Let’s dive in!

Goals of Digital Advertising

All digital advertising is primarily driven around accomplishing three different goals:

  • Inform – Informational ads are all about establishing awareness of your product or brand. People won’t know that they should spend money at your store if they don’t know you exist! 
  • Persuade – Persuasive ads are about converting traffic (consumers who reach your site or store portal) into paying customers. 
  • Remind – Reminding ads are those that keep your brand at the forefront of your target audience’s minds and make sure that your brand doesn’t fade into obscurity. They are heavily connected to customer retention.

All three types of advertisements are important but are necessary at different phases of your customer’s life cycles.

For example, informational ads are often used to draw in new customers or to establish brand awareness for the first time. These ads are most important for your target audience members who are not yet paying customers or loyal site visitors.

Persuasive ads are at the crux of all digital marketing; they involve convincing people to stop by your site and make a purchase. Naturally, these are the most important types of ads in many ways since, without effective ads in this area, you won’t have any conversions or any paying customers.

Reminding ads are also important at the end of the consumer lifecycle. Improving customer retention – which measures how well you keep customers coming back for more – is key to maximizing profitability, as it is almost always more expensive in both marketing dollars and other costs to get new customers than it is to keep existing customers.

You need to keep these goals in mind as you evolve your digital marketing campaigns and push for greater success.

Types of Digital Marketing

Just like there are different marketing objectives, there are also different types of digital marketing altogether. Your marketing campaigns will likely blend multiple of these ad types together for maximum efficacy.

Social Media Marketing

As the name suggests, social media marketing involves placing ads on social media networks like Facebook, Instagram, and Twitter.

Social media marketing can be effective and helpful because of a few key reasons:

  • It’s great for building brand awareness and connecting with customers, especially if your social media marketing manager communicates with them regularly.
  • It’s also good for customer retention since it can keep brand awareness at the forefront of your target consumers’ minds.
  • Social media marketing can generate significant traffic if your ads are crafted well enough – a single well-placed video ad can draw and convert a lot of people if the ad is placed on the feeds of your target consumers.

PPC Advertising

PPC or pay-per-click advertising is a kind of paid advertising where you or your marketers create an advertisement, then place a bid to have it shown to target consumers based on market research. Then you pay for any results that come from the ad.

PPC marketing relies heavily on using two specific types of ads: display ads and search ads (more on both types below).

Either way, PPC marketing can help you connect directly with people looking for your product or services and who already intend to make a purchase in the near future. Therefore, these ads are more often about convincing a consumer that your brand is the best choice out of all the others rather than introducing your brand or focusing on long-term retention.

SEM (Search Engine Marketing) 

Naturally, search engine marketing is crucial for all digital marketing as it affects how easily people can find your website or store through Google. This type of marketing heavily relies on search engine optimization or SEO and tools like Google AdWords.

SEM doesn’t involve paying for advertisements in most cases. Instead, it means leveraging smart SEO to make your website attractive for Google’s search engine algorithms and place links in key areas to help your site rank more highly and draw people through your site to different purchasing pages.

You or your marketers will need to learn a lot about keywords, content creation, and more to be successful with search engine marketing.

Content Marketing

Content marketing is a long-form type of marketing that uses content published online, such as video advertisements, blog posts, and lead magnets like e-books and case studies, to draw consumers and establish trust by offering value aside from a direct, paid product.

For instance, your website might sell cooking tools to a target consumer base of married women between the ages of 25 and 45. Therefore, your content marketing will involve things like:

  • Creating downloadable e-books they can use to get new recipes
  • Making blog posts with tasty recipes written by expert copywriters 
  • Making video tutorials showing how to use one of your cooking tools

Content marketing often takes more time and effort compared to the other types, but it can be well worth it in certain technical fields or in industries where acquiring and retaining consumers is of the utmost importance due to stiff competition.


Email Marketing

Email marketing is a direct and consistent way of nurturing leads, driving sales, and retaining customers over the long term. Through email marketing, you send regular emails to those who have given you their email addresses (usually through creating an account or a purchasing page), either recommending certain products or reminding them of upcoming special deals.

Lots of email marketing involves creating aggressive ads since you’ve presumably already gotten a purchase out of the recipient consumer at least once. Additionally, people already expect email marketing to contain offers or product announcements.


How Do You Measure Marketing Results? 

As you dive further into digital advertising, you’ll use a variety of tools to measure the results of your current marketing efforts, including:

  • Google Analytics, which can help you track the channels that are sending traffic to your site, narrows down who is visiting your site, and even figures out what specific aspects are encouraging conversion. 
  • Other on-platform analytics suites like Facebook’s Insights. These can also provide you with valuable marketing data you can use to further narrow down your target audience and refine your marketing campaigns. 

What Kinds of Ads Should You Use?

Digital advertising means leveraging a variety of different ads – you’ll have to become familiar with all of them to be successful.

Text Ads

Text ads are crafted using copy and minimal graphic content. They can be effective on some social media platforms like Twitter or Facebook. But they are not the best for building brand awareness – instead, they should be used to retain current customers, offer actionable value, or promote a big sale quickly.

Display Ads

A display ad is a very simplistic advertisement with a single graphic and a link to a shopping page or download. Display ads have to be short, sweet, and to the point while also being persuasive or eye-catching. Graphic design is a key skill for these.

Search Ads

Search ads are also simple – they show up at the top of search engine results pages and are attached to certain keywords. These can help generate and convert traffic, but they are limited to text only. So the copy in the search ads has to be persuasive and attention-grabbing at the same time.

Video Ads

Video ads are ideal for content advertising, as they combine copy, graphic design, storytelling, and all other aspects of marketing into a single, converting product. Video ads can be used to draw traffic to your site, convert that traffic into paying customers and even retain consumers over the long term through informative content.

Choosing a Marketing or Advertising Agency

It’s tough to run a successful, in-depth digital marketing campaign by yourself, especially if you already have other aspects of your business to manage. To make things easier, you should pick a marketing or advertising agency that can meet your needs and fully grasp your business objectives.

For example, if you need high-quality video ads made for content generation for your online store, look no further than VisCap Media: the number one video ad creation company on the web. With VisCap Media’s top-tier, highly converting video ads for your marketing campaign, you’ll bolster traffic generation and dominate the competition simultaneously.

Best of all, you can contact us today and learn exactly how we can help you with your digital advertising!



The Purpose of Advertising | Lumen Learning.

Why SEO is Important for Business | Search Engine Journal

Conversions vs Traffic | Neil Patel

Man in a jumpsuit being filmed by a large camera with a ring light.

Facebook Ad Creator: Agencies that Made Ads that Convert

If you want your business to be successful in the online marketing sphere, you’ll need to advertise on Facebook. But to advertise on Facebook, you need an agency that can make real ads that convert visitors into long-term traffic and paying customers.

But how exactly can you find a great agency for your business? That’s what this guide is here for! We’ll break down everything you need to know about Facebook ads, plus explain how to find an ad agency that can craft meaningful content for your needs. Let’s get started.

Why Are Facebook Ads Important?

Facebook’s ad program is undoubtedly the most sophisticated and effective out of all social media advertising networks. If you want to make sure your digital marketing is successful, you’ll want to create and launch at least a few Facebook ads that target specific demographics or consumers.

In other words, Facebook ads can revitalize your business or supercharge your traffic. The right Facebook ads sent to the right people and launched at the right time can double or even triple traffic and conversions, provided that an excellent marketing agency makes the ads.

It’s all because Facebook has billions of people on its social network when you factor in Instagram, which is another social media platform owned by Facebook. But if you want to take full advantage of the market reach Facebook can provide, you’ll need to find a top-tier Facebook ad creator. 

Why Not Make Your Own Facebook Ads?

It’s true that Facebook has its own Ad Manager, which is a built-in platform that allows you to create, customize, and launch ad campaigns straight from your business’s profile page. However, the built-in ad creator widget is not very in-depth or technical, nor does it allow you to create ads that truly stand out from the rest in your market.

Simply put, you cannot rely on Facebook’s own ad creator to craft meaningful and connecting ads to your target consumers. As with every other aspect of life, you get what you pay for. If you try to cheap out and make ads without the expertise and software tools necessary for success, your ads will just be money sinks.

It’s a much better idea to find a dedicated Facebook ad agency or any advertising agency that has experience making Facebook ads. With their help, your Facebook ads will connect with your target consumers more reliably, drive better conversion rates, and be memorable for better customer retention.

How to Find a Top Facebook Ad Agency

There are hundreds (if not thousands) of different online marketing and ad agencies to choose from. So how can you find the best Facebook ad agency that converts for you?

It’s simple: you can focus on the below factors and see if a given agency checks all these boxes before hiring them.

Can They Create Objective-Specific Ads? 

Good ads are not catchall or generic. Instead, they are objective-specific.

Each advertisement – and indeed, each broader marketing campaign – you create should be crafted with a specific goal or business objective in mind. For instance, maybe you want an upcoming Facebook ad campaign to increase leads or boost lead generation.

Other ads might need to be crafted to increase online store visits, increase visitor engagement, boost long-term customer retention, and more. As you can see, there are all kinds of different business objectives your ads might be designed to facilitate.

Therefore, a good ad agency for your needs should be able to create objective-specific ads. They should also be able to create ads specific to your objectives, not just some objectives. Be upfront about what you need and ask prying questions as you consult with an ad agency to ensure they can deliver the goods you need.

Does the Company Have a Diverse Portfolio?

One of the best ways to tell whether an ad agency can meet the above qualification is to check out their portfolio.

Any online ad agency worth your time and money should have a diverse portfolio with plenty of example work and successful jobs under their belt. A diverse portfolio shows you that the ad agency can handle all manner of business objectives with success.

On the flip side, a more focused or niche job portfolio might indicate that the ad agency in question is more of a specialized organization and may not suit your needs.

Does the Agency Have Experts?

Online marketing is an incredibly technical and complex industry. There’s no way that one person or even a small team of a few people will be masters at every aspect or facet of digital marketing.

So a good Facebook ad agency will have several experts across a variety of fields, like search engine optimization, writing copy for websites and blogs, graphic design, video ad creation, and more.

In other words, a good ad agency should have a variety of experts on hand so they can tackle any challenge you give them. Furthermore, you should check out an ad agency’s staff page to make sure that the experts on hand are perfect for your needs.

For example, if you need a high-quality video advertisement made for an upcoming Facebook ad campaign, a good ad agency for your business will have at least one top-tier video ad expert. In fact, they’ll have several handling different aspects of video advertisement creation.

Are There Real-Life Testimonials?

One of the best ways to check out the viability and quality of an ad agency is to look for testimonials. Reviews are also good resources, but sometimes they’re fake, and some ad agencies may not have a dedicated review page.

Testimonials are often better sources to get to the bottom line of the impression that an ad agency leaves on its clients. Are the real-life testimonials glowing and exceptionally positive? Are the agency’s past clients happy to come back time and again for more and more work? If so, it’s a great sign that the ad agency in question is a good fit.

On the other hand, if the agency doesn’t have any testimonials, you may want to move on, as they may not be proud enough of their work or confident enough in what people would say about it to have a testimonial page.

Does the Agency Use the Latest Tech and Strategies?

The digital advertising industry is constantly fluctuating, so the agency you hire must use the latest tech and strategies, not yesterday’s software and business tactics.

This is primarily important so that the agency doesn’t have to waste your time with a learning curve for different software tech. For example, the ad agency you hire should be fully experienced and ready to use Facebook Ad Manager, Facebook Pixel, and so on. They’ll also need to be familiar with power editor, video ad creation tech, and more.

Fortunately, most high-quality ad agencies will have pages detailing the technology and tactics they are used to dealing with and have lots of experience, allowing you to filter out different agencies according to your needs.

But you should still ask direct questions about what an agency can do and what technology they are comfortable with using. It’s better to be upfront and get clear answers than to be disappointed after hiring an ad agency.

Not Sure if an Agency is Right for You? Book a Consultation

Throughout this piece, we’ve mentioned asking questions to the advertising agency you want to hire. This touches on another major point: feel free to book a consultation with an ad agency before hiring them.

Any good ad agency will be happy to consult with you about your project, your business goals, and what you need out of future advertisements before signing on the dotted line.

A consultation can help you determine whether a marketing agency is a good fit for your company and whether they can deliver what you need to meet your business objectives. Plus, it’ll give you a chance to interact with some of the points of contact you’ll be speaking with over the future to see if you gel well together. 


Ultimately, you must take your time picking out a top-tier Facebook ad agency. Your marketing dollars are incredibly important for the success of your business, so you need to hire an ad agency that can make ads that convert rather than waste your time.

Of course, if you need any type of video advertisements made for your business, whether you need to post them on Facebook or another platform, you should check out VisCap Media: the web’s number one video advertising company.

With our specialists and drive to succeed, we can help your company capture more traffic and convert visitors into paying customers through our artful video ads. Contact us today for a consultation, and let’s get started!


Number of monthly active Facebook users worldwide as of 4th quarter 2020 | Statista

What Is Social Media Marketing? |

How to Use Facebook Power Editor: A Complete Guide |

Man and woman smiling at the camera next to a bathtub and ladder.

Video Advertising on Facebook: How to Use Video Media to Get Users to Convert

Any online business that wants to grow quickly needs to post ads on Facebook and Instagram: the two most popular social media platforms in existence, and the two best suited to video and image advertising by far.

But while posting video ads on Facebook can be beneficial, they’ll only increase your conversion rate over the long term if you create high-quality video ads. And to do that, you have to know how to make ads that truly connect with your target consumers.

So, how do you do that? Fortunately, you’ve come to this detailed breakdown, which will go over the basics of video advertising on Facebook and explain how video ads convert users in the first place. Let’s get started!

What Facebook Ads Are

Part of the difficulty many brands have in advertising on Facebook lies in understanding what these ads are and what they are designed to do. Facebook ads aren’t exactly like other ads you find. They’re designed to capture so-called “distraction traffic”. In a nutshell, many people scroll through Facebook looking for things to grab their attention.

They don’t go to Facebook to specifically look for videos or advertisements. As a result, making a video ad for Facebook relies on capturing user attention quickly and retaining it throughout the duration of the message, along with inspiring conversion into your company’s sales funnel before attention is lost.

Facebook ads are not the same as ads on other platforms like YouTube or TV. On YouTube, most media is either recommended by algorithms or searched for directly by users. TV ads are shown based on demographic interests calculated by likelihood based on the current program running. For example, advertisements for home cleaning products are more likely to be shown in the daytime, when stay-at-home mothers may be watching TV by themselves (though this is changing).

Grasping the score difference is key to understanding how to create an effective Facebook ad.

Why You Need to Research Your Target Audience Beforehand

Facebook (and its subsidiary platform, Instagram) both have several billion users each month between the two of them. That’s a ton of potential traffic, but you can’t have it all. In addition, making generic ads that don’t connect with anyone in particular will only make your marketing campaign less effective, even if you put the ad in front of millions of eyeballs.

Instead, it’s a better bet to research your target audience and craft your content to be relevant to that target audience, even if it reaches fewer people in a raw numbers sense. Research your target audience and you’ll be able to create ads that connect to the Facebook users most likely to engage with your brand in the first place.

What an Ideal Facebook Ad Should Have

When crafting a new Facebook advertisement – whether it’s an image ad, a video ad, or designed to be placed on Instagram as well as Facebook – you need to make sure that it has four primary components. If each ad has these components, your ad campaign will be more effective and you’ll be more likely to draw your target audience to your conversion funnel.

Attention-Grabbing Imagery

The first key aspect is high-quality, attention-grabbing imagery. Remember, most people on Facebook scroll through tons of content and only stop when something grabs their eye. You can’t rely on people searching directly for your ad, so it needs to be designed so that it captures any wandering scroller’s attention before they look away.

This isn’t to say that your video ad’s imagery should be obnoxious or garish, of course. Some artistry and elegance go a long way toward elevating your brand and making it seem like a better choice over your competitor.

But your ad should include things like:

  • Bright, attention-grabbing colors
  • Impactful and dynamic imagery
  • Big text (if applicable to your video or other ads)

By combining all of these elements, your Facebook ad will be more likely to draw attention to it as someone scrolls down their feed.

Address Pain Points

Your ad should also get straight to the point and address any pain points your target consumers might have. This is where things get more specific.

Say that your brand primarily makes high-quality car accessories for car owners who don’t like having to replace footpads, seat protectors, and window shields all the time. Your brand makes tough, durable car accessories designed to last a lifetime.

Your ad, whatever form it takes, should address the pain points associated with cheap seat protectors and similar accessories. You can even start your ad by asking a simple question: “Are you tired of buying a new seat protector every year, even though you take pains to avoid tearing it?”

In fact, starting your ad off with a question is a tried-and-true technique that can convert quite effectively if you know exactly how to connect to your target audience. But this isn’t the only strategy you can use.

You can also address pain points in other ways, such as by showing the solution your product represents right off the bat. That’s a great way to draw the interest of your target audience.

Bottom line: be sure that you show how your brand can solve a hypothetical problem quickly, as otherwise your target audience will simply scroll past to the next eye-catching content.

Connection Building

There’s another major aspect your ad should contain: a connection-building element that forges an emotional tie to your target consumer and your brand. This can be done in a number of ways.

For example, you might construct a hypothetical scenario as described above, illustrating a pain point and the easy solution that the target consumer can find by visiting your website. Or you can build a connection by demonstrating competence.

This method is particularly useful if your brand occupies a technical niche, such as selling software to other companies as a B2B brand. In these instances, anyone buying from your brand needs to know that you know what you’re talking about and that their time won’t be wasted by seeing what you have to offer. 

You can build a connection by demonstrating your expertise by using technical (though not too technical) terms, explaining your solution in detail in 30 seconds or less, and more.

Emotional connections can also be forged by clever use of artistic imagery, music, and facial expressions. In many cases, video marketing experts like VisCap Media will be able to help you craft high-quality video ads for your Facebook marketing campaign by focusing on building connections between your brand and your target consumers.

The most successful ads are those that are unforgettable, though not necessarily for their humor. Instead, you want your ads to be unforgettable because of the emotional connection a viewer gained after just 30 seconds of being introduced to your brand.

A Call-to-Action

Lastly, make sure that your Facebook ads have a call-to-action in the last couple of seconds of the ad. If you run an image ad, the call-to-action should be at the bottom of the image, though still visible for easy recognition.

The call-to-action can be as simple as, “Visit our website at”. Or it can be a call-to-action with your phone number. The point is to inspire whoever just viewed your ad to enter the sales funnel and either visit your Facebook business page or your off-platform business website.

If you fail to include even a basic call-to-action at the end of your Facebook ad, the odds of you converting a customer who might have otherwise enjoyed and connected to your advertisement go dramatically down.


In the end, there are many more factors than these that can affect whether your Facebook ads will be successful and effective for your marketing campaign. The best way to make sure your video ads don’t fall flat, by far, is to hire an expert video marketing agency.

VisCap Media has had years of success advertising on platforms like Facebook, Instagram, and more, working with brands in all industries and niches to create top-tier video content for their marketing needs. With our assistance, you’ll post high-quality, converting video ads on Facebook and dramatically increase the size of your consumer base in no time at all.

Contact us today and see how we can help your brand!


Most used social media 2021 | Statista

Daytime Video Usage is the New Norm Among Working Professionals | Nielsenl

What is a Pain Point? Read These 5 Widespread Pain Points Now! | Tony Robbins

What Is A Call-To-Action? | Digital Marketing