With over three billion videos being watched every day, Facebook is one of the most preferred advertising platforms. These videos are eye-catching, engaging, and give a new breathing experience to the content nested within. Facebook is also the most used social media platform with approximately 2.45 billion monthly active users. With such a vast number of people on the platform, understanding who is using the platform and why can make a difference in a marketing campaign.
With that being said, let’s have a look at what you should include as part of kick-starting your Facebook video campaign.
Setting the Primary Goal
The first step is to identify and understand your primary goal. What do you want to achieve through the campaign? Define whether you want to increase brand awareness, increase a new product, increase traffic on the website, increase engagement in the app, or drive some other action.
A straightforward, measurable objective can not only help you assess campaign effectiveness but also influence the material you post and who you target.
Creating Content that Delivers
With the growth in multi-tasking and the massive amount of content that captures viewers’ eye, the production of captivating, defining, and emotionally strong video content that resonates with the audience from the first frame to the last is more important than ever.
For Instance, Grammarly, the writing assistant’s goal was to increase branding. To meet their goal, they designed a campaign that depicted storytelling, and the video was set at 1 minute 53 seconds and ended with the message, “write the future”. What was the result? This campaign reached more than 5+ million people.
Keeping it to the Point
Facebook videos can go from 5 seconds to 120 minutes, which is quite long. While Grammarly’s long video worked out quite nicely, Wistia, however, reports that around 80 percent of people watch a video shorter than thirty seconds. Most companies have also reported that around 15 seconds mark videos perform the best.
Going Beyond Autoplay Feature
Research illustrates that around eighty-five percent of Facebook videos are watched in silent mode. As much as Facebook’s Auto-play media functionality is instrumental, it still relies on you to deliver quality content. Consequently, you must be artistic to get the message across. You can use text overlays, engaging thumbnails, subtitles, or clever CTAs to get creative with your content and cater to silent video marketing.
Mobile is the Way to Go
The fact that 65 percent of Facebook users are watching videos on mobile and about 94 percent of Facebook Ad revenue is from mobile speaks about the reach of video advertising. Hence, mobile advertising drives the most efficient video views. Furthermore, it also highlights a significant necessity; to optimize your content to be as mobile-friendly as possible.
Re-engaging Users and Driving Conversions
Build a Facebook community with people who have participated in your video:
- People who viewed at least 3 seconds of your video
- People who viewed at least 10 seconds of your video
- People who viewed at least 25% of your video
- People who viewed at least 50% of your video
- People who viewed at least 75% of your video
- People who viewed at least 95% of your video
Target committed visitors to these audiences. People who have finished your video will be more involved and will be more inclined to do what you intend to do.
Learning From the Stats
Once your Facebook video advertisements provide a vast range of views, you need to look back to decide if the invested money had returned. In each variation, you can test any ad variable. This involves many video edits, the video starter image, copy variants, including or without a copy link, and the call-up at the video finish.
Use the research outcomes to assess potential artistic iterations and concentrate both on and off Facebook.