We all know by now that Facebook advertising is big business and brands are really starting to embrace the opportunity to reach out to customers through social platforms. Video has proven to be the most engaging form of content and its popularity is breaking through the stratosphere. In July this year alone 16 million videos were uploaded to Facebook directly generating over 232 billion views for around 3.5 million different creators (Tubular Insights).
So how do brands make the most of video on Facebook?
Firstly you need to nail down your campaign goal whether that be to raise brand awareness, drive sales or promote a service or product. Once this has been established you need to decide
what success looks like to you and how you will measure it (for example with click through rates, number of views etc)
The beauty of Facebook advertising is that you can really target your audience and get an insight into behavioural patterns and demographics. The more you understand your audience the more you can target your content and really engage them. You can access information such as what pages people like who also like your page, what device they use to browse, their purchase behaviour and interests as well as location. In addition you can target people who share your current customers demographics and behavioural traits.
The key to advertising success is to connect with your audience. You need to engage your audience with the right message at the right time. Customers engage with personal moments and enjoy being part of the conversation, its important to spark interest and not give the hard sell. Consistent visuals are also key to really emphasise your brands identity. Facebook suggest that adverts should be 80% visual and a max of 20% text. Its a ratio that works.
After analysing millions of videos, Wistia data showed that on average, people watch more than 80% of a video shorter than 30 seconds. Its clear that the message needs to be concise and simple. You have to get through to your audience in the first 5 seconds if you want them to watch the entire video. The frequency is also important, its not about video overload its very much quality over quantity. For a series of adverts its important to keep consistent but offer fresh content each time.
To reach out to different segments you need to customise your videos to each target audience. There is no point posting a generic video for everybody. When you are targeting new or potential customers you need videos that build brand awareness and are informative, however existing customers may prefer to see new products and offers. You can take this one step further by personalising by location, demographics and interests to really offer a personalised experience to your audience.
Photospire is a personalised video platform that enables brands to tell their story in the most engaging way across all digital channels. For Facebook brands can use our technology to create multiple custom audiences and target them with the content that is relevant to them. Contact us to learn more about what we can do for you.