1. Define your goal.
Before you start your campaign, it’s essential to understand what you want to achieve. Are you looking for brand awareness or to drive action? First and foremost, getting eyeballs on your videos should be your initial goal, but don’t stop there. You have a wealth of customer data itching to be used. Take these video viewers and turn them into actual customers (which we’ll chat about in a moment).
- Drive brand awareness: Tracking video views and unique reach is important to you. Remember that Facebook considers a “view” someone who’s watched three or more seconds of your video.
- Drive action: Clicks to your website or conversions are important to you. Be sure to add a clear call to action to your ad.
2. Decide on your target audience.
In general, Facebook recommends defining an audience of over 10,000 people for the best ad performance. You need to make people stop to view your video ad instead of scrolling past, so choose carefully. The more relevant your audience is the more video views you’re likely to get. We recommend creating buyer personas to identify who your ideal customers are, and then using these to define your campaign’s target audiences.
Be sure to tailor your creative for each respective persona. This also goes for separate target audiences and brand awareness versus re-engagement campaigns. Be creative and experiment with different targeting options to find the one that suits you best.
3. Go mobile.
Video ads are available across desktop/mobile news feeds and Instagram. Mobile drives the most effective video views, with 65% of Facebook users watching videos on their mobile device. With mobile effectively becoming the core of Facebook’s business—having grown 82% year-over-year and accounting for 80% of its total ad revenue—it continues to attract more and more people on mobile devices. This is only set to increase with its Instagram offering.
4. Don’t over-rely on autoplay.
Create engaging videos that make people want to hit that “play” button. If your ad receives high negative feedback, your video is less likely to autoplay. Have visually engaging content in the first few seconds of your video to catch a user’s attention. Sell without sound—85% of videos on Facebook are watched on silent mode, so use text overlays and a clear CTA to get your message across. Get creative with your content and cater for silent autoplay.
5. Optimize for video views for maximum reach.
Allow Facebook to identify users who are more likely to watch your video, which in turn will help increase the reach of your campaign. By choosing video views as your objective, Facebook will look for people who are more likely to watch your video in full. This will then let you generate much more effective custom audiences for your retargeting campaigns.
6. Re-engage users and drive conversions.
Video is the perfect mode for prospecting, but don’t let your strategy stop there. Take your viewers on a journey through your funnel and convert them into actual, paying customers. How, you ask? Create a list of people who’ve engaged with your video on Facebook and choose from several options:
- 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
Use these audiences to retarget highly engaged users of your brand. People who’ve completed your video will represent a more engaged audience and will be more likely to take your desired action. Get your messaging right, and as we mentioned above, take your viewers on a journey through the funnel.
If you’ve shown them generic messaging in your first touch point, be sure to follow up with specific product messaging followed by an incentive to purchase if they haven’t already done so. The goal of retargeting is to place your brand at top of mind while customers are still deep in their decision-making process.
Marin launched exactly this strategy with a leading technology brand and achieved a 30% lower CPA and 11% higher CTR, plus generated the highest number of sales for the campaign overall.
7. Monitor, adjust, and optimize.
You’ve followed all of the above steps and now you want to actually figure out what’s working for you. Test, test, and test some more! Ensure to test all the creative elements of your ads, including different video variations and text overlays. The number of ad variations will add up quite quickly, so it’s best to create these in bulk to save you time.
Narrow your targets based on your key objectives and buyer personas. You can break down your audiences by location, demographics, interests, and behavior specifics.
For example, if your audience size is large enough and you want to target multiple locations, run them in separate campaigns—making it easier to optimize—and see what’s working best for you. Are you targeting fans versus non-fans? Consider using different creative for each. You should always have different messaging for people who are already familiar with your brand, versus people who may have never come across you prior to your campaign.
8. Use Captions
Did you know according to recent studies 85 percent of Facebook video is watched without sound? 8 billion video views are hosted on Facebook per day, but most of those views are occurring in silence.
Because of this, subtitles make a massive difference in your video views. They make the videos easier to consume. For example, if you are browsing Facebook while in the waiting room at your doctor’s office, would you crank up the volume to watch a video? Most likely not. However, you may watch it in silence if captions are included.
The format in which Facebook presents your videos favor captions, too. Autoplay is excellent and brings eyes to your video, but you can’t rely on fun music or an eyebrow-raising statement to draw users in. You must rely on compelling video and engaging captions.
Additionally, if you are a global business and executing a Facebook marketing strategy, captions will be greatly appreciated by anyone watching your video whose first language is not English! Remember, it is all about creating content that will be consumed by your audience easily.