Facebook video ads in 2016 & how your business can benefit
It is in our nature as humans to be entertained. Whether it be by making us laugh, taking us into someone else's "world", or triggering our emotions to be inspired and motivated. One huge aspect to this, is that us humans do not ever want to feel like we just "wasted our time".
With so much noise in different markets, people are easily put off by obnoxious ads and by companies looking to sell with no presentation of real value initially.
This is why storytelling is so important (and always has been), and why your brand needs to be incorporating it into it's marketing strategy in 2016. Don't have a following yet or looking to have new customers discover you? This is where Facebook video ads can help. Video ads on Facebook allow you to put your business and message in front of users that may not know about your product or service... yet.
Facebook as a social platform receives 8 billion average daily video views from 500 million users. It’s a platform that allows a ton of leverage for storytelling through video and it’s only growing from here.
Here are a few reasons why Facebook video ads should be part of your marketing strategy.
Share Your Story with New Prospects
Storytelling is nothing new and at the end of the day, it is what drives successful advertising campaigns. It literally comes down to, “who told the best story that provided value, entertainment, and a clear message”.
People need a deeper reason as to why to choose you over the competition in your market other than your rock bottom deals. Tons of businesses claim to have the best deals, so for your business to be claiming to have the best deals, product, or service, becomes noise in the market.
With a great message and purpose, you have the opportunity to differentiate yourself from the competition and make your brand stand out. Using Facebook video ads will allow you to share your story with your specific market and/or audience who may not know about your product or service yet. Through this process, your ideal prospects/audience then "discover" your business, product or service, which in turn begins the relationship building process.
Product or Service Launches
Launching a new product or service can be an exciting time, with all the hard work put into it and anticipating how the market is going to respond, it can definitely keep you up at night.
Using Facebook video ads to market your new product or service allows you to present the value behind it with almost zero effort from the user. People who may not know about your new product or service can easily discover it by having your video shown to them in their Facebook news feed.
Focusing on making sure that your video creative is engaging, straight to the point, and bringing the most value possible to the user in exchange for their attention is critical in having successful video campaigns, so make sure to spend time and effort planning and producing your video creative.
By using Facebook video ads, you can target specific audiences that would have the most interest in your product or service, which in turn increases your chances of conversions.
Highly Targeted Audiences
Facebook’s targeting abilities are through the roof, which gives us marketers the leverage we need to run highly targeted video campaigns to people who are going to be most interested in what we have to offer.
From targeting broad demographic groups and interests to your own internal email lists, Facebook makes it very possible to run efficient video ad campaigns that work.
Content that Mobile Users Love
Lets start here - about 65% of video views occur from mobile users, and we anticipate this number growing as we enter 2016. Facebook has made great enhancements to its mobile app making it easier for users to consume content, and that makes video viewing even that much easier.
Since videos on Facebook mobile do autoplay, it allows a chance for the user to see a glimpse that may catch their attention, which can in turn, turn into an actual video view. Video views are not counted as a view unless the user reaches 3 seconds of viewing the video.
Analytics - Is Your Video Creative Working?
When running video ads on Facebook, you are not running them blindly by any means.
Video ads can be analyzed at great depth such as seeing how long people are engaged with your video or what actions are users taking next after viewing your video. Having access to this data is awesome, right? Of course, however if you don't use it to enhance your video creatives and strategy, then it's not serving much purpose.
This is why analyzing and ADJUSTING or AKA optimizing your video ad campaigns is key to a successful video ad campaign.
Through the numerous analytics that Facebook's video ad campaigns provide, we are able to make data driven decisions and track the ROI of your Facebook video ad campaign's performance.
Cost Effective - Get a Lot of Bang for Your Buck
Many clients ask us, “Ok, so how much does video advertising on Facebook cost?”. The answer, is whatever you want it to cost.
Ok, we’ll be a bit more specific.
Facebook’s advertising platform can be ran at a fixed cost or as an auction based cost model. The differences can become more in depth, so we'll leave that for another article. But the truth is, whether you have a small budget or a large one, it is possible to run video ads and get a good bang for your buck.
In many cases, we have seen video views as cheap as $0.02 a view.
Yes, $0.02 a view
Now if you receive 1000 views, don’t go thinking half of those are leads or sales, but what does exist there is a ton of potential to get your message out to the right target audience and begin to generate search interest.
Facebook video ads can be used at almost any scale. Since many of times video ad views are only 2 or 3 cents a view, it makes it highly manageable for small businesses to invest in.
A local small business can use Facebook video ads to generate awareness in their local area, run a sale, or even share an updated happy hour menu. Of course the video creative first needs to be created, but putting it in front of the right people in your local area could never of been easier and cheaper compared to running a commercial on your local tv network.
How about scaling? If you are a large business, Facebook video ads can (and should) be used at scale. Whether you are looking to drive sales or increase your brand awareness, Facebook video ads allow you to share your video and message with the people who will be the most interested.
Thats a Wrap
As advertising mediums keep evolving, there will always be new ways on how to tell your story as a brand, but the main variables in all of this is the story, the value, the message.
If you have a great story that provides value, then most likely, you will see the positive results.
Facebook video ads is only one channel out there, but it is one that offers insanely in-depth targeting capabilities and gives video storytelling a near-perfect environment for your brand’s message to reach the right people.