Editorial-Style Facebook Ads

These article-esque Facebook ads blend in nicely with other article content that is natively shared on Facebook. Also by leading with a quote from a known publication (in this case, Nylon) it lends authoritative credibility to a little known startup making an expensive investment to prospect for customers.


And to wrap it up, an example of what not to do. Quote a source that is absolute shit with no credibility whatsoever, even in the eyes of the common consumer:

Video Captions on Facebook Video Ads

Assume consumers will watch video ads on mute, especially on Facebook mobile app, as they scroll down through the feed. Facebook is now selectively and automatically adding captions to advertiser videos. Their monetization team claims that adding captions increases view time by 12 percent, which is likely understated since most advertiser video assets are poorly executed.

Capture and engage attention in the first three seconds by frontloading compelling script.

According to Facebook, 65% of the people that watch the first three seconds of a video end up watching at least 10 seconds of it.

Facebook video ads shouldn’t be an afterthought distribution. Plan and produce them with the context of the news feed, and especially how the user is consuming and perceiving, in mind.

We don’t want captions of existing videos that were designed for a longer view duration environment or a sound-on environment to be moved over to mobile feeds

Harry’s Founders Video Humanizes The Brand

Harry’s highbrow tone can come off as pretentious and elitist. Especially when contrasted with its lighthearted, more approachable competitor Dollar Shave Club, which appears more as a people’s razor company, Harry’s is a more aspirational brand and honeypots as a “cool kids club”.

With that as context, this founders video previews an intimate connection with the founders Andy & Jeff. The webcam scene with the elderly parents shows some vulnerability: Andy & Jeff are biting off something huge (disrupting the goliath Gillette). This video shares the narrative of their hero’s journey.

The video highlights what Harry’s believes as their primary differentiation: they bought their own factory. They want to take full credit for it. And they rightfully should—that deal cost their investors $100 million. The video gives personality to the German factory, and manages to share the crafting story without coming off righteous or artificial. Even the factory owner plays his character. He deadpans to usher in the new era of razor merchants.