Over three billion videos are watched on Facebook each day – and even 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 lot of targeting available choices on down and dirty Facebook advertising, and advertisers hold the perfect opportunity to achieve the right audience by using a captivating message.
So, how will you create not just a great video ad, but an excellent video campaign? We outline five pointers we have seen as essential to any great campaign, associated with samples of real videos and copy which are driving users never to just watch, but click and grow customers.
1. Set Clear, Measurable Objectives
Before starting a relevant video campaign it is important to identify and understand your primary goal. Without one, you could too be just posting a youtube video on Facebook. Establishing a target is the first step, step two is knowing what metrics to monitor to get the preferred end goal. Allow me to share the most popular goals of video campaigns with guidelines for measurement.
http://www.youtube.com/watch?v=hs0ZAo-l8sM
Increase Brand Awareness: Track towards video views and different reach. Remember, Facebook records a view if the user has watched for 3 or maybe more seconds.
Introduce a brand new Product: Track towards completed video views. A completed video view confirms your audience has heard and seen your message as well as suggests your audience is interested inside the cool product.
Drive Action: Track towards clicks to site or on-site conversions. The link aimed at your website may be included in the ad copy or as being a CTA at the conclusion of the recording.
A precise, concrete goal will never only assist you to determine campaign effectiveness, and also directly inform the kind of content you post and that you target. Which leads us to the next step…
2. Grab Their Attention with Concise, Informative Content
With the rise of multi-tasking and also the sheer volume of content vying for viewers’ attention, it’s more essential than ever before to build captivating, distinctive, and emotionally powerful video content that resonates with your audience through the first frame towards the last. Do this by sticking to several overarching rules:
Don’t Completely Recycle Video Assets. While it might be tempting to use your video assets from the TV spot or other digital campaign, take time to evaluate if the existing content articles are appropriate for the platform and can achieve your desired goals.
Shorter is preferable. Ads under thirty seconds drive both highest view rates and video completions. Peloton Cycle, creators of any indoor exercise bike that reside streams cycling classes right to your bike, found out that their 15 second ads performed the best.
Squeezing everything you would like to show and say right into a brief 15 seconds is a challenge, but possible. Listed here is a video ad from Peloton Cycle that can this exceptionally well:
Be Informative, Concisely. Clearly communicate your message from screen one utilizing the starter image, ad copy or, better still, both. The image and text should, in combination, explain what your organization or product is, how it works, and why the viewer needs it.
Use subtitles or text in the video to boost the message when it isn’t clear by visuals alone (remember, audio won’t play unless the person scrolls on the ad). Note how Peloton Cycle calls out “Live as well as on Demand” and “Silent Belt Drive” to convey what can’t be shown from the video alone.
Don’t Over Depend upon Autoplay. Quite simply, don’t allow this to be your 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 automatically, Facebook users can disable the feature. Hedge with this by deciding on a thumbnail that has your products or services or main message front and center.
Peloton Cycle tested multiple starter images in the bike on its own, bikers in a cycling class, and instructors, and ultimately found that images of your woman utilizing the bike in the living room drove one of the most views (see the video above for a second example of this):
This will likely leave you with an advertisement optimized for down and dirty fb ads review viewing pleasure, willing to be put from the Facebook news feed. But where would it be almost certainly to acquire watched?
3. Go Mobile to Pinpoint Video Viewers
With video ads, platform is the game changer in terms of performance. Mobile ads drive the most beneficial video views – clearly – that is not surprising considering over 65% of Facebook users watch videos on his or her mobile phone. In Ampush-run tests, we’ve discovered that mobile ads can drive nearly 60% more video completions with a 40% more affordable-per-completed view in comparison to desktop ads.
Capturing video views must be your initial goal, but views don’t mean anything when they aren’t driving toward your profits. 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 ideal medium to improve brand awareness and pulling new people in the funnel. But don’t enable the customer journey stop there – retarget video viewers with ads that come with sequential messaging to get them to take the next thing to being 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 video. For the best results, re-target users who completed the video; they represent a far more engaged audience that is 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% with a 40% cheaper-per-completed view when viewers were retargeted having a second video. Similarly, Facebook learned that people who were shown a video ad followed by a picture ad were 31% prone to convert.
No matter ad type, add a call-to-action that prompts users to accept next step (Find Out More, Buy Now, etc.). For best results, include both somewhat.ly link within the copy plus a call-to-action button at the conclusion of the recording.
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 across the funnel and that happen to be falling flat.
5. Test Every Variation, Measure, and Optimize
You’ve chosen your targeting and arranged a number of variations of creative, now it’s time to discover which pairing is most effective to obtain your goals.
Test every element of the ad in each and every variation that you could. This includes different edits of your video itself, the starter image to the video, copy variations, including or excluding a web link from the copy, and the call-to-action at the end of the recording.
Understandably, the quantity of ad variations adds up quickly, which explains why bulk ad creation and testing tools, like individuals in Ampush’s AMP platform, come in handy.
Utilize the results of your multivariate tests to dictate future creative iterations and hone your targeting both off and on Facebook. You will probably find that this likes and interests targeting you used isn’t hitting the targeted audience, or that a preview image which has a single product performs superior to a preview image of people interacting with this product.
If you’ve followed these steps, you are going to now find yourself operating a goal-driven campaign with ads that does not only attract views, but in addition drive qualified leads to make a transaction in your site. Can’t do this by using a TV ad now, could you?
About the Author: Kelly Lammerts van Bueren is a Media Analyst at Ampush where she focuses 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 beyond work exploring California, and reading celebrity gossip.