Informative

4 Essentials for Great Facebook Video Campaigns

Sanne Kruis

The Marketing Manager of The Next Ad.

May 4, 2015

4 Essentials for great Facebook video campaigns

Over four billion videos are watched on Facebook each day. Video is an excellent way to reach your target group with sound, visuals and motion. Today we’ll give you 4 ways to create a great Facebook video campaign.

1. Set clear, measurable objectives

Define your own goal for you video campaign before you start. Do you go for awareness or do you want people to click to your website?

Facebook video campaigns are excellent for creating and increasing brand awareness. A great metric you can use here is the amount of video views. A view in Facebook means that someone has watched your video for at least 3 seconds.

You can also set call to actions at the end of your video. So people will get to see a button to take a required action at the end.

2. Content: grab the attention with concise, informative content

With the addition of video ads Facebook adds another challenge for you as a marketer. Tradionally created videos will not work as well as you would expect. Imagine yourself scrolling through your newsfeed. A video will start playing as soon as you see it. However if it is not engaging enough you will continue to the next message in your feed. Create a successful video keeping these rules into account:

• Your first 3 seconds matter most. What are you going to show in those first frames? Would you stop yourself to check out the rest of the video? If not, go back to editing and repeat.
• Does the content match your goal? This sounds like an open door, however it’s often done wrong. If you want to engage with your audience make sure your video demands this from the viewer. If you want to increase awareness, make sure that every scene or frame is teasing the viewer to watch more.

Is the content relevant to your audience? Relevancy is a big thing as we’ve said many times before. This also goes for videos. Are you targeting women? Then you could use a thumbnail with a shot from your video displaying a woman for instance.

3. Re-engage viewers to drive additional actions

Facebook offers a great way to retarget video viewers. People who’ve viewed your video are an essential part of your campaign’s targeting funnel. So create a new audience with new relevant content to reach out to your viewers and guide them towards your desired conversion.

Fact: “Facebook found that people who were shown a video ad followed by a photo ad were 31% more likely to convert”.

4. Test multiple variations, measure and optimise

After chosen the targeting and creatives, it’s time to find out which pairing works the best to achieve your goals. To figure this out: test every component of the ad in every variation that you can. The starter image for the video, copy, a link or excluding a link in the copy and a call to action. The Next Ad can create all these variations and select which is the most effective.