Over three billion videos are watched on Facebook every day – and for good reason. Video is eye-catching, engaging and, when used properly, is the best way to bring life to a product or brand. Combine this with the lot of targeting options available on down and dirty fb ads, and advertisers hold the perfect opportunity to reach the right audience having a captivating message.
So, how will you create not simply a great video ad, but a great video campaign? We outline five pointers we notice as essential to any great campaign, associated with examples of real videos and copy which are driving users to never just watch, but click and be customers.
1. Set Clear, Measurable Objectives
Before you start a youtube video campaign it is essential to identify and understand your ultimate goal. Without one, you may as well be just posting a relevant video on Facebook. Establishing a target is the first step, step two is understanding what metrics to trace to have the required end goal. Here are the typical 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 plus suggests your audience is interested inside the new product.
Drive Action: Track towards clicks to site or on location conversions. The link to your website could be contained in the ad copy or like a CTA following the recording.
A specific, concrete goal will not only assist you to determine campaign effectiveness, but in addition directly inform the type of content you post and the person you target. Which leads us to our own next step…
2. Grab Their Attention with Concise, Informative Content
Together with the rise of multi-tasking as well as the sheer number of content vying for viewers’ attention, it’s more valuable than ever to create captivating, distinctive, and emotionally powerful video content that resonates along with your audience in the first frame on the last. Accomplish this by staying on several overarching rules:
Don’t Completely Recycle Video Assets. While it might be tempting to use your video assets from the TV spot or some other digital campaign, make time to evaluate if the existing content articles are suitable for the platform and definately will achieve your required goals.
Shorter is Better. Ads under thirty seconds drive the highest view rates and video completions. Peloton Cycle, creators of any indoor exercise bike that live streams cycling classes instantly to your bike, learned that their 15 second ads performed the best.
Squeezing everything you would like to show and say into a brief 15 seconds can be a challenge, but entirely possible. This is a video ad from Peloton Cycle that accomplishes this exceptionally well:
Be Informative, Concisely. Clearly communicate your message from screen one making use of the starter image, ad copy or, even better, both. The graphic and text should, in combination, explain what your business or item is, the way it works, and why the viewer needs it.
Use subtitles or text in the video to enhance your message when it isn’t clear by visuals alone (remember, audio won’t play unless the person scrolls within 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 inside the video alone.
Don’t Over Depend on Autoplay. In other words, don’t allow this to 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 make engaging content.
Pick an Engaging Thumbnail. Although video ads will automatically play automatically, Facebook users can disable the feature. Hedge for this particular by selecting a thumbnail which includes your merchandise 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 found out that images of any woman making use of the bike in her own living room area drove one of the most views (see the video above for a second example of this):
This can leave you with an advertisement optimized for down and dirty Facebook video viewing pleasure, ready to be put in the Facebook news feed. But where will it be probably to obtain watched?
3. Go Mobile to Pinpoint Video Viewers
With video ads, platform may be the game changer when it comes to performance. Mobile ads drive the most efficient video views – definitely – which happens to be no great surprise considering a lot more than 65% of Facebook users watch videos on their mobile phone. In Ampush-run tests, we’ve found that mobile ads can drive nearly 60% more video completions at a 40% less expensive-per-completed view compared to desktop ads.
Capturing video views must be your initial goal, but views don’t mean anything if 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 an ideal medium to increase brand awareness and pulling new people in to the funnel. But don’t permit the customer journey stop there – retarget video viewers with ads which feature sequential messaging to get them to take the next step to becoming a customer.
Here’s how: Use Facebook to make Custom Audiences of people that viewed your video (3 seconds or longer), and people who completed the recording. For best results, re-target users who completed the recording; 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. For 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 with a second video. Similarly, Facebook discovered that people that were shown a youtube video ad combined with an image ad were 31% more prone to convert.
Regardless of ad type, add a call-to-action that prompts users to accept next thing (Find Out More, Buy Now, etc.). For optimum results, include both a lttle bit.ly link from the copy as well as a call-to-action button following the video.
Your audience has seen your ad, dexopky18 they’ve even seen it twice. Now it’s dependent on finding 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 arranged a couple of variations of creative, now it’s time to discover which pairing is most effective to achieve your goals.
Test every part of the ad in every variation you could. This includes different edits from the video itself, the starter image for your video, copy variations, including or excluding the link inside the copy, as well as the call-to-action following the recording.
Understandably, the amount of ad variations adds up quickly, which is the reason bulk ad creation and testing tools, like those who work in Ampush’s AMP platform, be useful.
Utilize the results of your multivariate tests to dictate future creative iterations and hone your targeting both off and on Facebook. You may find the likes and interests targeting you used isn’t showing up in the targeted audience, or which a preview image which has a single product performs much better than a preview picture of people getting together with the merchandise.
If you’ve followed these steps, you will now discover youself to be having a goal-driven campaign with ads that does not only attract views, but in addition drive qualified leads to produce a transaction in your site. Can’t achieve that by using a TV ad now, is it possible to?
Regarding the Author: Kelly Lammerts van Bueren is a Media Analyst at Ampush where she concentrates on crafting and executing campaigns that will make advertisers successful on Twitter and Facebook advertising review. Kelly includes a PhD in Molecular Biology from University College London and spends her time beyond work exploring California, and reading celebrity gossip.