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 the lot of targeting available choices on down and dirty fb ads, and advertisers hold the perfect chance to make it to the right audience by using a captivating message.
So, how will you create not simply a great video ad, but a great video campaign? We outline five pointers we percieve as necessary to any great campaign, associated with types of real videos and copy that are driving users to not just watch, but click and become customers.
1. Set Clear, Measurable Objectives
Before starting a youtube video campaign it is important to identify and understand your goal. Without one, you might as well be just posting a youtube video on Facebook. Establishing a target is the first step, step two is understanding what metrics to monitor to get the desired end goal. Listed below are 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 maybe 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 as well as suggests your audience is interested inside the new product.
Drive Action: Track towards clicks to site or at your location conversions. A link to your site can be contained in the ad copy or as being a CTA at the conclusion of the video.
A clear, concrete goal will never only assist you to determine campaign effectiveness, but also 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 the sheer number of content vying for viewers’ attention, it’s more important than before to build captivating, distinctive, and emotionally powerful video content that resonates along with your audience in the first frame on the last. Do this by sticking with a couple of overarching rules:
Don’t Completely Recycle Video Assets. While it may be tempting to apply your video assets from your TV spot or some other digital campaign, make time to evaluate if the existing content articles are appropriate for the platform and can achieve your desired goals.
Shorter is Better. Ads under thirty seconds drive the highest view rates and video completions. Peloton Cycle, creators of your indoor exercise bike that reside streams cycling classes instantly to your bike, found out that their 15 second ads performed the most effective.
Squeezing everything you would like to show and say right into a brief 15 seconds is actually a challenge, but entirely 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 picture and text should, in combination, explain what your company or item is, the way it operates, and why the viewer needs it.
Use subtitles or text inside the video to enhance your message when it isn’t clear by visuals alone (remember, audio won’t play unless the consumer scrolls on 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 from the video alone.
Don’t Over Rely on Autoplay. To put it differently, don’t allow this to become the perfect 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 automatically, Facebook users can disable the feature. Hedge with this by choosing a thumbnail that features your products or services or main message front and center.
Peloton Cycle tested multiple starter images in the bike itself, bikers in the cycling class, and instructors, and ultimately found that images of a woman using the bike in her own living room area drove the most views (see the video above to get a second demonstration of this):
This can leave you with an ad optimized for how to do fb ads viewing pleasure, ready to be put from the Facebook news feed. But where will it be probably 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 best video views – hands down – which is no surprise considering a lot more than 65% of Facebook users watch videos on their own mobile device. In Ampush-run tests, we’ve found that mobile ads can drive nearly 60% more video completions at a 40% lower cost-per-completed view compared to desktop ads.
Capturing video views ought to be your initial goal, but views don’t mean anything when they aren’t driving toward your main point here. 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 an ideal medium to increase brand awareness and pulling new people in the funnel. But don’t allow the customer journey stop there – retarget video viewers with ads that feature sequential messaging to encourage them to take the next phase to being a customer.
Here’s how: Use Facebook to produce Custom Audiences of people who viewed your video (3 seconds or longer), and those who completed the recording. For the best results, re-target users who completed the video; they represent a far more engaged audience that is very likely 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% lower cost-per-completed view when viewers were retargeted using a second video. Similarly, Facebook found that people who were shown a relevant video ad followed by a photograph ad were 31% more likely to convert.
No matter ad type, add a call-to-action that prompts users to accept the next phase (Learn More, Buy Now, etc.). For the best results, include both a lttle bit.ly link within the copy plus 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 matter of finding 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 lined up a number of variations of creative, now it’s time to discover which pairing works best to accomplish your goals.
Test every aspect of the ad in every single variation that you could. This includes different edits of the video itself, the starter image for your video, copy variations, including or excluding a link from the copy, and also the call-to-action after the video.
As you can imagine, the amount of ad variations adds up quickly, this is why bulk ad creation and testing tools, like individuals in Ampush’s AMP platform, prove useful.
Make use of the outcomes of your multivariate tests to dictate future creative iterations and hone your targeting both on / off Facebook. You might find that the likes and interests targeting you used isn’t striking the targeted audience, or that the preview image with a single product performs a lot better than a preview image of people interacting with the item.
If you’ve followed these steps, you may now end up having a goal-driven campaign with ads that does not only attract views, but also drive qualified leads to make a transaction on the site. Can’t do that using a TV ad now, is it possible to?
About 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 review. Kelly features a PhD in Molecular Biology from University College London and spends her time beyond work exploring California, and reading celebrity gossip.