Over three billion videos are watched on Facebook each day – and for good reason. Video is eye-catching, engaging and, when used properly, is a great way to bring life to your product or brand. Combine this with all the great deal of targeting available choices on down and dirty Facebook advertising, and advertisers possess the perfect ability to get to the right audience using a captivating message.
So, how would you create not just a great video ad, but an excellent video campaign? We outline five pointers we notice as vital to any great campaign, combined with instances of real videos and copy which are driving users to never just watch, but click and be customers.
1. Set Clear, Measurable Objectives
Before starting a relevant video campaign it is essential to identify and understand your ultimate goal. Without one, you might as well be just posting a youtube video on Facebook. Establishing an objective is step one, step two is knowing what metrics to trace in order to achieve the required end goal. Listed here are the normal 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 even more 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 on-site conversions. A link aimed at your website might be within the ad copy or being a CTA at the end of the video.
A specific, concrete goal will not only allow you to determine campaign effectiveness, but in addition directly inform the kind of content you post and who you target. Which leads us to our next step…
2. Grab Their Attention with Concise, Informative Content
Together with the rise of multi-tasking and the sheer number of content vying for viewers’ attention, it’s more significant than ever to generate captivating, distinctive, and emotionally powerful video content that resonates with your audience through the first frame towards the last. Do this by sticking to a number of overarching rules:
Don’t Completely Recycle Video Assets. While it can be tempting to use your video assets from a TV spot or any other digital campaign, remember to evaluate if the existing content is appropriate for the platform and definately will achieve your required goals.
Shorter is preferable. Ads under thirty seconds drive both the highest view rates and video completions. Peloton Cycle, creators of an indoor exercise bike that reside streams cycling classes straight to your bike, found out that their 15 second ads performed the very best.
Squeezing everything you want to show and say in a brief 15 seconds is really a challenge, but possible. Here is a video ad from Peloton Cycle that performs this exceptionally well:
Be Informative, Concisely. Clearly communicate your message from screen one while using starter image, ad copy or, even better, both. The image and text should, in combination, explain what your business or product is, how it works, and why the viewer needs it.
Use subtitles or text in the video to further improve the content if it isn’t clear by visuals alone (remember, audio won’t play unless an individual scrolls on the ad). Note how Peloton Cycle calls out “Live and also on Demand” and “Silent Belt Drive” to convey what can’t be shown in the video alone.
Don’t Over Rely on Autoplay. Put simply, don’t allow this to 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 generate engaging content.
Pick an Engaging Thumbnail. Although video ads will automatically play by default, Facebook users can disable the feature. Hedge with this by selecting a thumbnail that includes your product or service or main message front and center.
Peloton Cycle tested multiple starter images from the bike itself, bikers in a cycling class, and instructors, and ultimately learned that images of the woman using the bike in the living room area drove by far the most views (start to see the video above for the second demonstration of this):
This will likely leave you with an advert optimized for more info fb ads viewing pleasure, prepared to be put in the Facebook news feed. But where is it more than likely to get watched?
3. Go Mobile to Pinpoint Video Viewers
With video ads, platform may be the game changer with regards to performance. Mobile ads drive the best video views – clearly – which is not surprising considering over 65% of Facebook users watch videos on their mobile device. In Ampush-run tests, we’ve discovered that mobile ads can drive nearly 60% more video completions with a 40% lower cost-per-completed view in comparison to desktop ads.
Capturing video views should be your initial goal, but views don’t mean anything should they aren’t driving toward your financial well being. Take these views and turn them into paying customers with retargeting with – you guessed it – more video.
4. Re-engage Viewers to Drive Additional Actions
Video is the perfect medium for increasing brand awareness and pulling new people in the funnel. But don’t let the customer journey stop there – retarget video viewers with ads which feature sequential messaging to get them to take the next step to being a customer.
Here’s how: Use Facebook to create Custom Audiences of folks that viewed your video (3 seconds or longer), and people who completed the video. For best results, re-target users who completed the recording; they represent a more engaged audience that is certainly prone to convert.
Video ads, link ads, and photo ads can be used effectively for retargeting. As an example, a travel brand that partnered with Ampush saw view completions increase 50% with a 40% less expensive-per-completed view when viewers were retargeted by using a second video. Similarly, Facebook found out that people who were shown a youtube video ad followed by a picture ad were 31% very likely to convert.
No matter ad type, incorporate a call-to-action that prompts users to accept the next thing (Find Out More, Buy Now, etc.). For the best results, include both a lttle bit.ly link from the copy along with a call-to-action button at the end of the video.
Your audience has seen your ad, dexopky18 they’ve even seen it twice. Now it’s dependent on identifying which ads are moving viewers across the funnel and which are falling flat.
5. Test Every Variation, Measure, and Optimize
You’ve chosen your targeting and lined up a couple of variations of creative, now it’s time to discover which pairing is most effective to accomplish your goals.
Test every aspect of the ad in every single variation that you can. This can include different edits from the video itself, the starter image for the video, copy variations, including or excluding the link from the copy, and the call-to-action at the conclusion of the video.
Obviously, the quantity of ad variations adds up quickly, which is why bulk ad creation and testing tools, like those who are in Ampush’s AMP platform, come in useful.
Take advantage of the outcomes of your multivariate tests to dictate future creative iterations and hone your targeting both on / off Facebook. You might find how the likes and interests targeting you used isn’t hitting the targeted audience, or that a preview image which has a single product performs better than a preview image of people interacting with the merchandise.
If you’ve followed these steps, you are going to now realise you are running a goal-driven campaign with ads that not only attract views, but additionally drive qualified leads to make a transaction in your site. Can’t achieve that having a TV ad now, is it possible to?
Regarding the Author: Kelly Lammerts van Bueren is actually a Media Analyst at Ampush where she specializes in crafting and executing campaigns that make advertisers successful on Twitter and click here. Kelly features a PhD in Molecular Biology from University College London and spends her time beyond work exploring California, and reading celebrity gossip.