Over three billion videos are watched on Facebook on a daily basis – and for good reason. Video is eye-catching, engaging and, when used properly, is a wonderful way to bring life into a product or brand. Combine this with all the great deal of targeting options available on down and dirty Facebook advertising, and advertisers hold the perfect ability to get to the right audience using a captivating message.
So, how can you create not just a great video ad, but an excellent video campaign? We outline five pointers we percieve as vital to any great campaign, paired with instances of real videos and copy that happen to be driving users to never just watch, but click and turn into customers.
1. Set Clear, Measurable Objectives
Before starting a video campaign it is important to identify and understand your ultimate goal. Without one, you could possibly as well be just posting a youtube video on Facebook. Establishing an objective is the first step, step two is understanding what metrics to monitor to get the specified end goal. Allow me to share the common goals of video campaigns with guidelines for measurement.
Increase Brand Awareness: Track towards video views and unique reach. Remember, Facebook records a view if the user has watched for 3 or higher seconds.
Introduce a whole new Product: Track towards completed video views. A completed video view confirms your audience has heard and seen your message and also suggests your audience is interested in the cool product.
Drive Action: Track towards clicks to site or at your location conversions. A link aimed at your website could be in the ad copy or being a CTA following the recording.
A precise, concrete goal will not only help you determine campaign effectiveness, and also directly inform the type of content you post and who you target. Which leads us to the next step…
2. Grab Their Attention with Concise, Informative Content
Using the rise of multi-tasking and the sheer level of content vying for viewers’ attention, it’s more valuable than in the past to produce captivating, distinctive, and emotionally powerful video content that resonates along with your audience in the first frame for the last. Achieve this by sticking with a couple of overarching rules:
Don’t Completely Recycle Video Assets. While it might be tempting to apply your video assets from the TV spot or another digital campaign, take the time to evaluate in the event the existing content articles are suited to the platform and definately will achieve your required goals.
Shorter is way better. Ads under thirty seconds drive both highest view rates and video completions. Peloton Cycle, creators of the indoor exercise bike that reside streams cycling classes directly to your bike, discovered that their 15 second ads performed the ideal.
Squeezing everything you need to show and say in a brief 15 seconds is actually a challenge, but possible. This is a video ad from Peloton Cycle that does this exceptionally well:
Be Informative, Concisely. Clearly communicate your message from screen one using the starter image, ad copy or, better yet, both. The graphic and text should, in combination, explain what your enterprise or product is, the way it works, and why the viewer needs it.
Use subtitles or text in the video to boost your message if this isn’t clear by visuals alone (remember, audio won’t play unless the consumer scrolls over the ad). Note how Peloton Cycle calls out “Live and on Demand” and “Silent Belt Drive” to speak what can’t be shown from the video alone.
Don’t Over Count on Autoplay. Quite simply, don’t let this be your excuse because of not personalizing video content. Facebook’s autoplay functionality is instrumental in driving video views, but it’s still your responsibility to create engaging content.
Pick an Engaging Thumbnail. Although video ads will automatically play by default, Facebook users can disable the feature. Hedge with this by picking out a thumbnail that features your product or main message front and center.
Peloton Cycle tested multiple starter images of the bike itself, bikers in the cycling class, and instructors, and ultimately learned that images of your woman using the bike in the living area drove one of the most views (view the video above to get a second example of this):
This will leave you with an advert optimized for more info fb ads viewing pleasure, able to be placed in the Facebook news feed. But where would it be probably to acquire watched?
3. Go Mobile to Pinpoint Video Viewers
With video ads, platform is the game changer in relation to performance. Mobile ads drive the most beneficial video views – definitely – which happens to be no real surprise considering a lot more than 65% of Facebook users watch videos on his or her mobile device. In Ampush-run tests, we’ve discovered that mobile ads can drive nearly 60% more video completions at the 40% lower cost-per-completed view when compared with desktop ads.
Capturing video views needs to be your initial goal, but views don’t mean anything if they aren’t driving toward your main point here. Take these views and turn them into paying customers with retargeting with – you guessed it – more video.
4. Re-engage Viewers to operate Additional Actions
Video is the perfect medium for increasing brand awareness and pulling new people into the funnel. But don’t permit the customer journey stop there – retarget video viewers with ads which include sequential messaging to encourage them to take the next step to becoming a customer.
Here’s how: Use Facebook to generate Custom Audiences of people that viewed your video (3 seconds or longer), and those who completed the recording. For optimum results, re-target users who completed the recording; they represent an even more engaged audience that may be prone to convert.
Video ads, link ads, and photo ads can be used effectively for retargeting. By way of example, a travel brand that partnered with Ampush saw view completions increase 50% at a 40% lower cost-per-completed view when viewers were retargeted using a second video. Similarly, Facebook discovered that individuals who were shown a relevant video ad then a picture ad were 31% more prone to convert.
No matter what ad type, include a call-to-action that prompts users to take the next thing (Learn More, Buy Now, etc.). For best results, include both somewhat.ly link inside the copy and a call-to-action button following the recording.
Your audience has seen your ad, dexopky18 they’ve even seen it twice. Now it’s an issue of determining which ads are moving viewers across the funnel and that are falling flat.
5. Test Every Variation, Measure, and Optimize
You’ve chosen your targeting and lined up a number of variations of creative, now it’s time to find out which pairing works best to attain your goals.
Test every aspect of the ad in every variation that one could. Including different edits of your video itself, the starter image for the video, copy variations, including or excluding a web link inside the copy, along with the call-to-action at the end of the recording.
Understandably, the number of ad variations adds up quickly, which is why bulk ad creation and testing tools, like individuals in Ampush’s AMP platform, prove useful.
Make use of the results of your multivariate tests to dictate future creative iterations and hone your targeting both on / off Facebook. You might find that the likes and interests targeting you used isn’t striking the targeted audience, or that the preview image with a single product performs much better than a preview picture of people interacting with the product.
If you’ve followed these steps, you may now end up having a goal-driven campaign with ads which not only attract views, but additionally drive qualified leads to create a transaction on your own site. Can’t do this using a TV ad now, is it possible to?
In regards to the Author: Kelly Lammerts van Bueren is really a Media Analyst at Ampush where she is an expert in crafting and executing campaigns that can make advertisers successful on Twitter and Facebook advertising reviews. Kelly has a PhD in Molecular Biology from University College London and spends her time outside of work exploring California, and reading celebrity gossip.