Over three billion videos are watched on Facebook each day – and for good reason. Video is eye-catching, engaging and, when used properly, is the best way to bring life to your product or brand. Combine this using the wealth of targeting possibilities on down and dirty fb ads, and advertisers hold the perfect ability to reach the right audience having a captivating message.
So, how can you create not only a great video ad, but a great video campaign? We outline five pointers we have seen as essential to any great campaign, coupled with examples of real videos and copy that are driving users to not just watch, but click and be customers.
1. Set Clear, Measurable Objectives
Before starting a video campaign it is essential to identify and understand your main goal. With out them, you could as well be just posting a video on Facebook. Establishing an objective is step one, step two is understanding what metrics to follow in order to achieve the specified end goal. Here are the common goals of video campaigns with guidelines for measurement.
Increase Brand Awareness: Track towards video views and different reach. Remember, Facebook records a view if the user has watched for 3 or 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 plus suggests your audience is interested in the cool product.
Drive Action: Track towards clicks to site or on-site conversions. A link to your web page can be contained in the ad copy or like a CTA at the conclusion of the video.
A definite, concrete goal will never only assist you to determine campaign effectiveness, but additionally directly inform the type of content you post and whom you target. Which leads us to our own next step…
2. Grab Their Attention with Concise, Informative Content
With all the rise of multi-tasking and also the sheer number of content vying for viewers’ attention, it’s more important than in the past to build captivating, distinctive, and emotionally powerful video content that resonates together with your audience in the first frame towards the last. Do this by staying on a few overarching rules:
Don’t Completely Recycle Video Assets. While it can be tempting to use your video assets from the TV spot or another digital campaign, take time to evaluate when the existing content is ideal for the platform and may achieve your desired goals.
Shorter is preferable. Ads under thirty seconds drive both highest view rates and video completions. Peloton Cycle, creators of an indoor exercise bike living streams cycling classes right to your bike, learned that their 15 second ads performed the most effective.
Squeezing everything you wish to show and say right into a brief 15 seconds is really a challenge, but entirely possible. Listed here is a video ad from Peloton Cycle that accomplishes this exceptionally well:
Be Informative, Concisely. Clearly communicate your message from screen one using the starter image, ad copy or, better still, both. The graphic and text should, in combination, explain what your organization or product is, the way it works, and why the viewer needs it.
Use subtitles or text from the video to improve your message if it isn’t clear by visuals alone (remember, audio won’t play unless the user scrolls over the ad). Note how Peloton Cycle calls out “Live as well as on Demand” and “Silent Belt Drive” to talk what can’t be shown within the video alone.
Don’t Over Count on Autoplay. To put it differently, don’t let this become the perfect excuse for 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 just for this by selecting a thumbnail that has your product or main message front and center.
Peloton Cycle tested multiple starter images of the bike on its own, bikers inside a cycling class, and instructors, and ultimately discovered that images of any woman making use of the bike in the family room drove by far the most views (view the video above for the second illustration of this):
This may give you an advertisement optimized for more info fb ads viewing pleasure, willing to be put within the Facebook news feed. But where could it be probably to acquire watched?
3. Go Mobile to Pinpoint Video Viewers
With video ads, platform is definitely the game changer in terms of performance. Mobile ads drive the most beneficial video views – without doubt – which is no real surprise considering more than 65% of Facebook users watch videos on their mobile phone. In Ampush-run tests, we’ve discovered that mobile ads can drive nearly 60% more video completions at a 40% lower cost-per-completed view in comparison with desktop ads.
Capturing video views needs to 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 get Additional Actions
Video is the perfect medium to improve brand awareness and pulling new people in 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 thing to learning to be a customer.
Here’s how: Use Facebook to create Custom Audiences of folks that viewed your video (3 seconds or longer), and those who completed the recording. For best results, re-target users who completed the video; they represent an even more engaged audience that is certainly prone to convert.
Video ads, link ads, and photo ads can all be used effectively for retargeting. As an example, a travel brand that partnered with Ampush saw view completions increase 50% at a 40% more affordable-per-completed view when viewers were retargeted by using a second video. Similarly, Facebook found out that people that were shown a video ad combined with a picture ad were 31% very likely to convert.
No matter ad type, include a call-to-action that prompts users to take the following step (Learn More, Buy Now, etc.). For optimum results, include both somewhat.ly link within the copy along with a call-to-action button at the conclusion of the video.
Your audience has seen your ad, dexopky18 they’ve even seen it twice. Now it’s dependent on figuring out which ads are moving viewers on the funnel and which are falling flat.
5. Test Every Variation, Measure, and Optimize
You’ve chosen your targeting and lined up several variations of creative, now it’s time to find out which pairing works best to attain your goals.
Test every element of the ad in just about every variation you could. This can include different edits in the video itself, the starter image for that video, copy variations, including or excluding a web link inside the copy, and also the call-to-action following the video.
As you can imagine, the number of ad variations adds up quickly, which explains why bulk ad creation and testing tools, like those who are in Ampush’s AMP platform, come in handy.
Use the outcomes of your multivariate tests to dictate future creative iterations and hone your targeting both off and on Facebook. You might find how the likes and interests targeting you used isn’t showing up in the targeted audience, or that a preview image featuring a single product performs much better than a preview image of people getting together with this product.
If you’ve followed these steps, you will now discover youself to be managing a goal-driven campaign with ads which not only attract views, but in addition drive qualified leads to create a transaction on your site. Can’t do that by using a TV ad now, are you able to?
In regards to the Author: Kelly Lammerts van Bueren is really a Media Analyst at Ampush where she concentrates on crafting and executing campaigns that make advertisers successful on Twitter and Facebook advertising reviews. Kelly includes a PhD in Molecular Biology from University College London and spends her time away from work exploring California, and reading celebrity gossip.