Over three billion videos are watched on Facebook every day – and for good reason. Video is eye-catching, engaging and, when used properly, is a wonderful way to bring life to your product or brand. Combine this with the great deal of targeting possibilities on down and dirty fb ads, and advertisers hold the perfect possibility to make it to the right audience by using a captivating message.
So, how do you create not just a great video ad, but an incredible video campaign? We outline five pointers we notice as vital to any great campaign, associated with instances of real videos and copy that happen to be driving users never to just watch, but click and be customers.
1. Set Clear, Measurable Objectives
Before starting a relevant video campaign it is very important identify and understand your primary goal. With out them, you may as well be just posting a relevant video on Facebook. Establishing a target is step one, step two is understanding what metrics to follow to have the preferred end goal. Allow me to share the most popular 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 higher seconds.
Introduce a fresh Product: Track towards completed video views. A completed video view confirms your audience has heard and seen your message and also suggests your audience has an interest in the new product.
Drive Action: Track towards clicks to site or on-site conversions. A link aimed at your website might be included in the ad copy or like a CTA at the end of the video.
A precise, concrete goal will not likely only enable you to determine campaign effectiveness, but additionally directly inform the particular content you post and that you target. Which leads us to our next step…
2. Grab Their Attention with Concise, Informative Content
With all the rise of multi-tasking and the sheer amount of content vying for viewers’ attention, it’s more essential than ever to build captivating, distinctive, and emotionally powerful video content that resonates together with your audience from your first frame to the last. Make this happen by sticking to a number of overarching rules:
Don’t Completely Recycle Video Assets. While it can be tempting to use your video assets from a TV spot or another digital campaign, take time to evaluate when the existing content articles are suitable for the platform and can achieve your required goals.
Shorter is much better. Ads under thirty seconds drive both highest view rates and video completions. Peloton Cycle, creators of the indoor exercise bike that live streams cycling classes straight to your bike, found out that their 15 second ads performed the very best.
Squeezing everything you want to show and say in a brief just a few seconds is 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, much better, both. The photo and text should, in combination, explain what your business or product is, the way it operates, and why the viewer needs it.
Use subtitles or text within the video to improve the message when it isn’t clear by visuals alone (remember, audio won’t play unless an individual scrolls over the ad). Note how Peloton Cycle calls out “Live and so on Demand” and “Silent Belt Drive” to communicate what can’t be shown within the video alone.
Don’t Over Rely on Autoplay. To put it differently, don’t allow this to become your 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 just for this by selecting a thumbnail that includes your merchandise or main message front and center.
Peloton Cycle tested multiple starter images of the bike itself, bikers in a cycling class, and instructors, and ultimately learned that images of a woman utilizing the bike in her own living room area drove probably the most views (start to see the video above for any second instance of this):
This will leave you with an advertisement optimized for down and dirty Facebook video viewing pleasure, able to be put in the Facebook news feed. But where would it be almost certainly to obtain 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 – definitely – that is no real surprise considering greater than 65% of Facebook users watch videos on their own mobile phone. In Ampush-run tests, we’ve learned that mobile ads can drive nearly 60% more video completions in a 40% less expensive-per-completed view in comparison with desktop ads.
Capturing video views must be your initial goal, but views don’t mean anything should they aren’t driving toward your bottom line. Take these views and turn them into paying customers with retargeting with – you guessed it – more video.
4. Re-engage Viewers to Drive Additional Actions
Video is the perfect 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 which feature sequential messaging to encourage them to take the next step to becoming a customer.
Here’s how: Use Facebook to generate Custom Audiences of folks that viewed your video (3 seconds or longer), and people who completed the recording. For optimum results, re-target users who completed the recording; they represent a more engaged audience that is more prone to convert.
Video ads, link ads, and photo ads can be used effectively for retargeting. For instance, a travel brand that partnered with Ampush saw view completions increase 50% with a 40% less expensive-per-completed view when viewers were retargeted by using a second video. Similarly, Facebook learned that individuals who were shown a video ad followed by a photo ad were 31% more likely to convert.
No matter what ad type, incorporate a call-to-action that prompts users to take the next step (Learn More, Buy Now, etc.). For best results, include both somewhat.ly link from the copy along with a call-to-action button following the video.
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 along the funnel and which can be 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 determine which pairing works best to attain your goals.
Test every aspect of the ad in just about every variation that you can. This consists of different edits in the video itself, the starter image to the video, copy variations, including or excluding the link from the copy, along with the call-to-action following the recording.
Obviously, the amount of ad variations adds up quickly, which is why bulk ad creation and testing tools, like those who are in Ampush’s AMP platform, prove useful.
Utilize the outcomes 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 striking the targeted audience, or that a preview image which has a single product performs superior to a preview picture of people interacting with this product.
If you’ve followed these steps, you can expect to now discover youself to be managing a goal-driven campaign with ads which not only attract views, but additionally drive qualified leads to produce a transaction on your site. Can’t do that having a TV ad now, is it possible to?
In regards to the Author: Kelly Lammerts van Bueren is really a Media Analyst at Ampush where she is an expert in crafting and executing campaigns that will make advertisers successful on Twitter and more info. Kelly has a PhD in Molecular Biology from University College London and spends her time outside of work exploring California, and reading celebrity gossip.