By Brett Loney
Surprise, delight, and convert with video
Mobile applications like Snapchat, Facebook, and Instagram have transformed user behavior. Now, at any given moment, people have an always-on outlet for recording and publishing videos of life moments as they happen.
This means that video-based content has taken over online posts that were formerly text-only. To stay relevant, brands need to transition to a mobile-video-first content and paid media strategy for a few reasons:
- Video is more engaging and performs better than static images
- In comparison to TV commercials, online video ads are cheaper, highly targeted, and measurable
- Video is a proven driver of direct response, not just brand awareness
Here are six tactics to improve your Facebook ad campaign performance with video.
1. Use text with your visual assets
The use of text is a great way to hook a person into your video—they’re probably discovering your content while swiping through their mobile news feeds, along with other messages competing for attention.
Overlay compelling copy on your video using neat, easy-to-read typeface and simple text animation. Chances are high that the sound will be muted, so be sure that the first text animation appears within seconds of the ad reel. This will ensure that Facebook impressions at least some element of your message.
2. Keep it short
Brands are discovering that short and sweet videos are oftentimes just at effective, if not more so, than longer form, complicated videos. More videos are competing for more people’s attention, so your video should be no longer than 30 seconds to maintain interest. If you don’t have an in-house production team, use Facebook’s slideshow ads to easily add animation to your ad creative.
3. Get personal with video Facebook Messenger ads
Facebook Messenger ads allow you to expand the reach of your campaigns to nearly 1.3 billion users on the most widely used messaging app in the world. Early adopters of Messenger ads are seeing better click-through rates and engagement than email. That’s because Messenger ads allow you to have a more personalized, one-to-one conversation with your prospects and customers.
Video is a great way to add even more of a human touch to your Messenger ads. For example, you could create a 30-second video introduction to your brand. Once you’ve hooked your audience into the Messenger app, be sure to use Quick Replies to streamline your customers’ experience and encourage next steps, e.g., click here to learn more, find nearby store, tell me more, etc.
4. Plot your story to the customer journey
The key to success is a full-funnel strategy that combines video ads with custom audiences. In other words, your video content should vary based on where your targeted audience is in the funnel.
For example, you may want to use educational videos featuring gurus, thought leaders, or celebrities to drive awareness. Or, you may want to incorporate elements that encourage people to share your video, such as hashtags, competitions, or challenges. At the bottom stages of the funnel, a video with a compelling demo of your offering would be a great way to drive conversion.
5. Collapse the funnel …read more
Read more here:: B2CMarketingInsider