When running your Facebook ads, think of it as a funnel, a process where you take people through that customer journey. Always remember that it is vital to have a process that you’re taking people through when running campaigns online. You must have an understanding, and a process to not only know where people are on the customer journey today but where they're going to be tomorrow as well. Let's break down how the utilization of videos works in that space.
Starting your ad with a Video
It's definitely helpful that you can start off your campaign with a video that is a little bit longer. By longer, I don't mean a 46-minute video. So, what can you do? How can you start right away? If you already have an existing video asset, you can always use that to get started. But, what would you do if you don’t have video assets and maybe you don’t have the budget, or, you don’t have the time to get that started.
Utilizing Facebook's Features
Let's talk about a couple of ways that you can do this that has really worked well for me when you don't have video assets. If you've ever heard of Facebook's slideshow feature, it is something that allows you to take up to ten images and create a moving video. It’s kind of an interesting way of doing it and you can choose how long you want between each image as it moves through. You can do one second or you can do two to three seconds in between. In my case, I usually choose the two-second in between as that works really well from an attention standpoint of keeping the images moving. Another way is by using carousel ads. When you can see it in the newsfeed and it will be like an image where there are more images after that, but you actually have to scroll through to see the images, that’s a carousel ad. A slideshow video is when you take all of those images but you create a video and Facebook does it for you. In comparison, the slideshow video resulted in a significant boost in engagement, boost in clicks, click through rates, and all of the objectives we're trying to accomplish as opposed to the carousel. I highly encourage you to test for both because the results can be pretty interesting.
Other Tools You Can Utilize
Now, if you want to take it a step further, there’s a really great tool called Animoto – you can search them through www.animoto.com. This tool will allow you to basically create a slideshow that you can overlay text, control the number of images and how long it’s going to be and they can really help you create some really cool slideshows. If you don’t have the ability to cut a video, you don’t have the resources to do a video, or you’re not sure what to do but you all have this great image asset then, by all means, utilize the tool like Animoto – I’m pretty sure they have a 2-week free trial.
Captions are really a big deal because there is a significant number of people who are going to watch your video and will watch it with the sound off. That is why you want to make sure if at all possible that you utilize the captions. It's super important to have the captions so that you can capture those people that are watching your video whether in an advertisement or Facebook Live. Obviously, you can’t do captions with the Facebook Live while you’re “live” but, you certainly can go and put captions on it after that. You definitely want to take advantage of captions and there’s a really great resource app called Rev that will allow you to send a video and then they will send you back an SRT file so you can upload the captions straight to the video. It can be time-consuming if the video is long so using a service like rev.com can really help you to be able to get that file.
Starting a Brand New Facebook Campaign
If you’re going to start out a brand new Facebook campaign, there’s a really simple 3-step formula that you want to use when creating a video ad.
- Intro – You want to have an Intro to somehow get people to stop to scroll and to get them to take action. If you have the ability to edit your video, having some slides at the beginning or having some kind of movement with your text overlay can be really helpful. You can even utilize the open space in your video for the text overlay.
- Middle Section if the video – This is like the meat of your video. There's a formula called EDIE which stands for Educate, Demonstrate, Inform, and Entertain – you don't have to use all four formulas. As long as you can do one of the four, that is fine. You want to make sure that the meat of your video does at least one of those things. It really is providing some kind of a value and if you can shoot for 46 minutes that’s great. Now, you might be, “46 minutes, people aren’t going to watch the whole thing!” No, they will not but don’t worry because there’s a strategy for furthering down your advertising funnel that you're going to want to use with that initial video.
- Call-to-action -The final piece of the video formula is to end it with the pivot. The pivot is essentially having a call-to-action. This is super important. It's having a call to action on every piece of content that you produce. Tell the viewer what you want them to do next. Every step in your marketing funnel should be driving that prospect to the next step. If you want them to click-through to a website to get more information, if you want them to sign up for a PDF or free consultation, that’s what you’re going to have them do.
A couple of mistakes I see with that whole call-to-action process is that it's either people forgot to do it at all or they give too many call-to-action. You just typically want one call-to-action. An ad that says too many things like ‘click the link to subscribe', ‘follow us over here', 'email me at this', ‘purchase this product'. That’s too much. Remember that a confused mind does nothing. At the end of your video, you need to pivot to have a single call-to-action and it should be to move that prospect to the next step in the process. You want to make sure that you are giving the next logical step in a customer's journey and you can use the video to do that.
Do not wait for perfection. It is more important that you take action and fix things down the road and along the way. You can always use your phone to create a video that way. Use that three-step formula after you create the video on your iPhone, then edit it so that you can have some text overlay. Remember to include either of the four formulas – educate, demonstrate, inform, entertain and then make sure to put a call-to-action for the next step. When you’re running your videos, make sure to keep in mind your objective, whether it's video views, conversions or clicks-to-website. A lot of it depends on your business and what you’re trying to accomplish. If you’re going after a lot of cold traffic and you don’t really have a big following, a great way to get started is to run those videos upfront for video views.
What Facebook will do is optimize your videos to get in front of the right people – the people who are most likely to watch your video. If you do have a 46-minute video, expect that your audience will not watch the whole thing. What Facebook does is it allows you to create custom audiences of people who watch different percentages of your video. You got people who watched 3-seconds, 10-seconds, 25%, 50%, 75%, 95% of your video. What you can do is you can actually create a custom audience through your ads manager that are compiled up of people who have watched specific parts of your video and can create the custom audiences based on how much time they watched it. Once you do that, you can then create advertising campaigns with a message that’s a little bit further down the customer journey targeting people that watched your video. This can help you move your audience to the next step.
You can also use this video upfront in your campaign not just to reach the right cold traffic but to eliminate people that you don’t want to work in the future, either because they are not good prospects for you or they’re not the right kind of people that you can help.
If you are going to run Facebook ads, I want to encourage you to figure out how you’re going to start using video in your ads right away. That’s going to be something that's really really impactful for your business. Make sure to test, just because something has worked for me and my client and my agency doesn’t mean it's going to do exactly for you. Good marketing is always gathering data, it's always testing, tweaking and making adjustments.