During the last couple of years, Facebook has emerged being a real contender for the on the internet video platform throne. In wake of several brand new video features being released and a heavy video concentrate from Mark Zuckerberg, the particular social media giant has over 500 million people viewing Facebook videos every day.
Facebook’s increased focus on video isn’t very only because users like to watch it (although these people clearly do) — it is . because more marketers are shifting their budgets through TV to mobile video clip. The allure for advertisers lies in Facebook’s hyper-surgical focusing on possibilities and the results Fb videos can deliver.
If you’re one of those marketers who wants to dive into advertising with Facebook videos — but isn’t really sure where to start — continue reading.
Below we’ll review the types of Facebook video clip ads and how to create a highly effective ad with tips through HubSpot advertisers. Then, we will look at some examples to put everything into practice.
1 . Video summary
You might think that recording plus creating a video for a Facebook ad is a daunting job. However , with slideshow ads, all you need to do is build a video using only photos and text.
Whether you use your own personal photos or stock images, slideshow ads are simpler to put together and don’t take too much time.
This is a great way to engage viewers without spending time and money on developing a video.
2 . Stories
When you have created a video for your Fb feed, you can repurpose the same content as an ad that will play in Facebook stories.
Story ads are a great way to reach your audience where they may at.
In-stream ads are the closest way to replicate traditional TV advertising on social media.
For this kind of ad, you’ll create a video that will play when people are watching Facebook videos. If you’ve ever watched native content material that was interrupted by a good ad, that was an in-stream ad.
Now that you know the kind of ads, let’s discuss just how you’ll create and start an effective Facebook video.
1 . Set your objectives.
The first step of any marketing effort is to decide what you want to achieve. In your Facebook video ad campaign, are you trying to increase brand awareness or drive conversions? Choosing what you’re going to prioritize should affect what kind of video you should create and how you need to distribute it.
So select your KPIs and program accordingly. Below I’ve organized some common KPIs around three categories: engagement, audience reach, and brand lift.
- Revenue Created
- Engagement (Share, likes, comments)
- Audience Retention (How a lot of your video the viewer watch)
- Relevance Score (How relevant your video is to your audience)
Audience Reach KPIs
- Opinions (How many people viewed your video)
- Percent of In-Target Audience (What percent of the target audience you reached)
- Brand name awareness
By choosing which metrics you want to track and what objectives you’re trying to reach before you actually start creating your video, you’re more likely to achieve success.
2 . Choose your audience.
Who are you targeting together with your video ad campaign? Yankee followers between 30-40? Newlyweds that shop at Costco? Millennials who play Minecraft? Or the people who already like your Facebook page?
The true power associated with video advertising on Facebook is the targeting capabilities. Overlook spray and pray — you need a hyper-targeted group of people for your ad’s audience. Narrowing your own target group will give you less overall views, but due to the fact you’re reaching only the those who are relevant, your CTR is likely to be higher.
Leticia De Bortoli, a principal video editor at HubSpot, says, “Think like a user. People avoid go on Facebook to watch advertisements, and most people actually want to prevent ads at all cost. With that in mind you need to invest in your ad. Take the time to create something very persuasive that can act as a thumbstopper, otherwise people will scroll right by your ad. ”
She adds, “Take you a chance to learn about your target audience. You might find specific interests and actions that can inform your innovative and help you develop a lot more compelling ads. ”
Which usually targeting options you should have is dependent on what target audience you have, but here are some key targeting choices for an effective Facebook video ad-campaign:
- Relationship status
- Work (Job title, Office type)
- Monetary income
- Home (Type, Value, Ownership)
- Market segment (Ethnicity, Generation, Household composition)
- Mom and dad (Age of children)
- Life events
- Device owner
If you go to the “Audience Insights” page in the Facebook Ads Manager, you are able to play around with the different options to define your target audience. Ideally you have a pretty good idea about who your target market is based on your buyer persona research, but finding the best market for your video ads may need a few attempts.
This is a primary opportunity to really confirm your optimal target audience. What customers has the highest CTR? Exactly what target audience has the highest LTV? Use the data you get from the campaigns to evaluate both your Facebook campaigns and your larger marketing strategy.
3. Program the video creative.
With your KPIs and target audience decided, do you know what you want to accomplish and the individuals you want to reach. Now it’s time in order to plan your video creation. A good, solid plan for your own video will increase the chances of it coming out looking good. Here are the things you should decide before you even touch a camera.
- What is your own topic? For example , if you’re in the boat paint business, you may choose a topic like “How to buy the right environmentally friendly motorboat paint. ”
- What will your key takeaway be? Exactly what message do you want to convey for your audience? For example , “Our metal-free bottom paint lasts longer compared to normal paints and is more environmentally friendly. ”
- What is your CTA? For example , “Use this particular code to buy our metal-free bottom paint for twenty percent before August 1st! inch
De Bortoli says to keep in mind that less is more.
“In social media advertising, one second is a lot of your time. Have one clear message and one clear story that will center all the other elements of your advertisement, ” she says. “Focus on delivering that main message in a very interesting way, instead of having multiple communications fighting to coexist in a few seconds. ”
Megan McCall, a motion designer on HubSpot, agrees.
“Make the first 5 seconds the most convincing part of the ad. It’s appealing to leave the pay-off of the ad until the end, but it’s likely a person will catch your advertisement while scrolling, so you want to appeal to them early and make it clear what your company is all about, ” McCall adds. “That’s why we often try to put the UI early, along with a reference to our brand and a obvious value prop. ”
Keeping all this in mind, it’s time for you to write the script. Write up what you want to say, how you are going to say it (if you will absolutely doing a voice-over), and what graphics and text you need. Make sure that your message is upon point and not too long. It should sound natural when study aloud. And try to keep what you say to a minimum — when it comes to online video ads, “less is more” is a better approach.
4. Create the video.
This is where things can get a bit complicated. What kind of gear you need all depends on your experience level and how often you’re planning to complete videos in the future.
For most newbies, a good smartphone and a mic could be enough to get a few decent photos or movies. But if you are devoting a lot more resources to video, you might consider trading up to a few higher quality gear and considering lighting and studio setup.
McCall says, “When a person create a video, include your logo or a mention of your brand name in the first 5 secs. Monday. com does a great job at this here. inch
Additionally , she says to consider adding burned in captions for viewers who avoid the use of sound.
Rex Gelb, the director of acquisition analytics and paid advertising at HubSpot, says, “The best video clip ads on Facebook often grab people’s attention within the first couple of seconds. People are active and scrolling through their own feeds fast — you have about 2 seconds and 2 inches of real estate to engage them before these people fly by. Make it rely! ”
If you are looking to easily develop videos from the product pictures you’ve already got, check out this guide. And if you’re looking to up your video game, check out Wistia’s DIY office studio information.
5. Set up your Facebook campaign.
Once you’ve created your own video, it’s time to set up your Facebook video ad-campaign. Setting up a video ad on Facebook is relatively straight-forward process, especially if you’re used to establishing normal Facebook ads. Facebook does a good job of walking you through the procedure for setting up the campaign via either the Ad Supervisor or the Power Editor. Listed below are the basic steps you need to undergo:
- Start creating an ad plus choose “Video Views” as your objective. You could choose to “Boost Post” as well, but choosing “Video Views” will give you a lower cost per view.
- Choose your audience. Like We mentioned before, you have a wealth associated with targeting options at your disposal. You can even retarget previous website visitors or use any of the Custom Audiences you might already have, like your e-mail list or app users. You can also target the enthusiasts of your Facebook page.
- Fixed budget and pricing. Select how much you want to spend, more than what time, and what you would like to optimize your ad for.
- Upload your video. Be sure to choose your video thumbnail carefully — it could influence your views.
- Edit your ad copy. Add the text copy and your CTA. Select where you want your advertisement to be served, on web or even mobile or both.
6. Monitor your campaign.
Here are a few methods to track the different metrics I actually mentioned earlier in the article.
Use a WEB LINK with UTM codes to the traffic from the advertisement to your website. Your marketing software program should make it easy for you to track incoming traffic and subsequent conversions, and compare your own video campaign to other campaigns you’ve run.
You can also make use of Facebook Conversion Pixels to see the long-tail effect of your video campaign. For example , if somebody visits your site after watching an ad, leaves, after which comes back, that information would be shown in the conversions line of your Facebook ad analytics.
Tracking your own engagement KPIs is a fairly straightforward process. Just go in to the Ads Manager, choose “Campaigns, ” and click on your own ad to see how this performed.
Audience Reach KPIs
Similar to engagement, audience achieve is simple to track on Facebook. On the “Campaign Report” page, see how many people viewed your own ad and what your Meaning Score is. The Importance Score will help you evaluate if your target audience actually liked your own video. If your Relevance Rating is poor compared to ratings for other ads proven to your audience, Facebook can limit the reach of your video. The better the video and the better the targeting, the greater your Relevance Score is going to be.
7. Evaluate your marketing campaign.
After your video campaign is over, it is time to take a take a step back and evaluate how productive your campaign was. Return and check your KPIs and find out if you hit your targets.
How many conversion rate did you get from your video clip campaign? Did people who clicked through to your website bounce rapidly, or did they convert on your content? Did retargeted visitors convert at a afterwards stage?
Did people who saw your movie engage with it? How many shares, likes, and comments did you get? How many of those had been from organic sharing?
Market Reach KPIs
Did you plan on reaching 10, 000 people with your video/budget, but only reached 7, 500 people because your Relevance Rating was too low? You might want to think about how good your video is usually and how well it is aligned with your audience’s wants. A good suggestion is to keep track of your videos’ performance in a spreadsheet — Social Media Examiner has a great template you can use. That way, you are able to compare and evaluate your own different campaigns, and figure out what kind of videos actually when calculated resonates with your audience.
8. Sum up.
After you’ve evaluated your movie campaign’s performance, it is time to try it again! Think about what went properly and what you could improve. Could be the video content you’re placing out good enough? Is your targeting on point? When you have sufficient data from previous strategies, you can easily compare them to discover what works and what doesn’t — and then make changes on upcoming ads.
To really dive within deep, you might consider getting some lessons or classes on Facebook video ads, like the one HubSpot provides.
Examples of Compelling Facebook Movie Ads
1 . Monday. possuindo
This is a great Facebook advertisement because it mentions the brand/logo in the first few seconds. As a user, you immediately know what you’re getting.
Additionally , the particular script is easy-to-understand. There are plenty of quick cuts, which makes it a lot more interesting to watch.
2 . Colgate
This is one of the best ads I’ve seen on Facebook. Colgate chose a very compelling topic, “What could you do with your Tooth Fairy money? ” In the first few seconds, occur to be introduced to an engaging question and you can see that kids will be the ones answering the question.
Besides puppies, showcasing wholesome content material is a great way to get individuals to stop and watch your movie.
This Squarespace ad is compelling because the company showcased a celebrity companion. When you’re fighting in the initial 2 seconds to get people to stop scrolling, showcasing their favorite celebrities is a great tactic.
Eventually, creating Facebook ads is a crucial marketing tactic to consider. You are able to reach a lot of people in your viewers, because most people watch video clips on the social media site every single day.
Editor’s note: This awesome article was originally published in July 2015 and has been updated for comprehensiveness.