Over three billion videos are watched on Facebook daily – 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 great deal of targeting available choices on down and dirty fb ads, and advertisers hold the perfect chance to achieve the right audience with a captivating message.
So, how will you create not only a great video ad, but an incredible video campaign? We outline five pointers we notice as vital to any great campaign, associated with types of real videos and copy that are driving users never to just watch, but click and become customers.
1. Set Clear, Measurable Objectives
Before you start a youtube video campaign it is recommended to identify and understand your primary goal. Without one, you could as well be just posting a youtube video on Facebook. Establishing an objective is the first step, step two is understanding what metrics to track to experience the desired 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 once the user has watched for 3 or even more seconds.
Introduce a fresh 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 from the new product.
Drive Action: Track towards clicks to site or on site conversions. A hyperlink to your website may be in the ad copy or as a CTA after the video.
A specific, concrete goal will never only allow you to determine campaign effectiveness, but additionally directly inform the type of content you post and who you target. Which leads us to our next step…
2. Grab Their Attention with Concise, Informative Content
With all the rise of multi-tasking along with the sheer amount of content vying for viewers’ attention, it’s more significant than ever before to produce captivating, distinctive, and emotionally powerful video content that resonates along with your audience from your first frame for the last. Achieve this by staying on several 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 time to evaluate if the existing content is appropriate for the platform and may achieve your desired goals.
Shorter is Better. Ads under thirty seconds drive both highest view rates and video completions. Peloton Cycle, creators of your indoor exercise bike that reside streams cycling classes straight to your bike, found that their 15 second ads performed the ideal.
Squeezing everything you would like to show and say into a brief just a few 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 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 within the video to boost the content whether it isn’t clear by visuals alone (remember, audio won’t play unless an individual scrolls within the ad). Note how Peloton Cycle calls out “Live and so on Demand” and “Silent Belt Drive” to speak what can’t be shown in the video alone.
Don’t Over Depend upon Autoplay. Put simply, don’t let this 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 create engaging content.
Pick an Engaging Thumbnail. Although video ads will automatically play by default, Facebook users can disable the feature. Hedge for this by selecting a thumbnail that includes your product or service or main message front and center.
Peloton Cycle tested multiple starter images in the bike on its own, bikers in the cycling class, and instructors, and ultimately found that images of a woman using the bike in her own living area drove one of the most views (view the video above for any second illustration of this):
This will leave you with an ad optimized for down and dirty Facebook video viewing pleasure, able 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 will be the game changer with regards to performance. Mobile ads drive the most beneficial video views – clearly – that is no surprise considering greater than 65% of Facebook users watch videos on the mobile phone. In Ampush-run tests, we’ve found that mobile ads can drive nearly 60% more video completions in a 40% lower cost-per-completed view in comparison with desktop ads.
Capturing video views ought to 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 perfect medium to improve brand awareness and pulling new people into the funnel. But don’t enable the customer journey stop there – retarget video viewers with ads that feature sequential messaging to encourage them to take the next thing to being a customer.
Here’s how: Use Facebook to make Custom Audiences of individuals who 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 a far more engaged audience that is certainly prone to convert.
Video ads, link ads, and photo ads can be used effectively for retargeting. For example, a travel brand that partnered with Ampush saw view completions increase 50% at the 40% less expensive-per-completed view when viewers were retargeted using a second video. Similarly, Facebook discovered that those who were shown a relevant video ad then a picture ad were 31% more prone to convert.
No matter what ad type, add a call-to-action that prompts users to take the next step (Find Out More, Buy Now, etc.). For best results, include both a lttle bit.ly link inside the copy as well as a call-to-action button after the recording.
Your audience has seen your ad, dexopky18 they’ve even seen it twice. Now it’s a point of identifying which ads are moving viewers down the funnel and that are falling flat.
5. Test Every Variation, Measure, and Optimize
You’ve chosen your targeting and lined up a few variations of creative, now it’s time to learn which pairing is most effective to obtain your goals.
Test every part of the ad in just about every variation you could. This consists of different edits from the video itself, the starter image for your video, copy variations, including or excluding a link within the copy, and the call-to-action after the recording.
As you can imagine, the amount of ad variations adds up quickly, this is why bulk ad creation and testing tools, like those in Ampush’s AMP platform, be useful.
Use the outcomes of your multivariate tests to dictate future creative iterations and hone your targeting both on and off Facebook. You will probably find the likes and interests targeting you used isn’t showing up in the targeted audience, or that a preview image having a single product performs better than a preview image of people getting together with the product.
If you’ve followed these steps, you will now end up running a goal-driven campaign with ads that does not only attract views, but also drive qualified leads to make a transaction on your site. Can’t do this having a TV ad now, could you?
In regards to the Author: Kelly Lammerts van Bueren is really a Media Analyst at Ampush where she specializes in crafting and executing campaigns that will make advertisers successful on Twitter and Facebook advertising review. Kelly features a PhD in Molecular Biology from University College London and spends her time outside work exploring California, and reading celebrity gossip.