Facebook Video: How Companies are Succeeding with Videos on Facebook

@TwitterHandle • #CMWorld
Social Video:
How Companies are Succeeding with
Videos on Facebook
Mari Smith
Premier Facebook Marketing Expert
@MariSmith
@MariSmith • #CMWorld

AGENDA
AGENDA
① Television vs. Digital Video
② Social Video Stats & Facts
③ The Facebook Organic/Paid Wave
④ Video Ad Call To Arms
⑤ Video Ad Best Practices
⑥ Case Study
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1 Television vs. Digital Video

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Facebook Television
Rebirth of Live

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Television vs. Digital Video
• Time spent watching…
• Digital = 47% (up from 32% in 2011)
• TV = 35% (down from 41% in 2011)
• TV watching, change by age group:
• Age 65+ = 7% increase
• Age 35-49 = 10% decrease
• Age 18-24 = 38% decrease

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Streaming Video
35%+
17%+
4%+
Double since 2015
% = 2016 share of downstream traffic on the Internet

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2 Social Video Stats & Facts

Social Video
generates 1200%
more shares than
text and image
combined.
~Brightcove

79% of all global
consumer
internet traffic
will come from
video by 2018.
~Cisco

96% of consumers
find videos helpful
when making
purchase decisions.
~Animoto
4x as many
consumers would
rather watch a video
about a product than
read about it.

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3 The Facebook Organic/Paid Wave

First, build organic traction
• Increased reach: organic & paid
• Your ad dollars go much further

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The ‘Mari Method’
• Publish content your audience feels
COMPELLED to share
• Make thumb-stopping content
• Minimize your ask
• Maximize organic, 1-24 hours
• Engage, acknowledge shares
• Include strategic promotion
• Boost some content
• Ride the wave
• Intersperse with your ask

$0.03 per share
All Things Gorgeous
• Passion Page
• Start up in direct sales
• Pre-launch
• 120k fans in four months
• 2M+ reach
• 3,500+ distributors

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@Mari Smith • #CMWorld

What worked?
• Compelling content
• Highly shareable
• Timely, relevant
• Promoted for $400
• 216k+ reach
• 47k+ video views
• 458+ shares

Which Type of Posts Get the Most Engagement
for Brands?
Video = 3x links, 2x photos

Video Posts On Facebook
• “Video is largely underutilized on
Facebook.” ~Buffer
• Video gets 3x engagement
• BUT, of 7 posts/wk:
• 80% links
• 19% photos
• <1% videos

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4 Video Ad Call To Arms

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2016 Internet Trends
81% of users mute video ads
Mary Meeker, Internet Trends 2016:
“Many online ads are ineffective,
especially VIDEO.”
“Online ad efficacy
still has a long way to go.”

“If there’s
ever been a
call to arms
to create
better ads,
this is it.”

Snapchat Ads
• Some of the BEST ADS are on
Snapchat
• Ads tend to be authentic,
entertaining, in context
and often brief.

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5 Video Ad Best Practices

Video ads have an
average CTR of 1.84%,
the highest click-
through rate of all
digital ad formats.
~Business Insider

Great Video Ads:
• Focus on quality from the first frame
• Authentic
• High energy, entertaining
• Evoke emotion
• Personal, relatable
• Useful
• Designed for sound off
• Add lower third highlights
• Add captions (SRT file)

Native Facebook Video Ads
are the perfect top of funnel
conversion asset.
~Ezra Firestone, Founder Smart Marketer
• Invested $500k in Facebook video ads
• 26M views per Facebook
• 1.3M ‘true views’
• = $0.36/view
VIDEO VIEWS:
• Facebook: 3 seconds
• Ezra: 75% of video (4 minutes)

Use Engagement Custom Audiences
• Choose 10 seconds or more

Facebook Live Video Ads
• Facebook is testing mid-roll
video ads in Facebook Live
• Ads appear 5 minutes in
• Ads are up to 15 seconds

Dedicated video tab
“Five years from now,
your News Feed will
be probably all video.”
~Nicola Mendelsohn,
Facebook VP for Europe, the Middle East and Africa

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6 Video Ad Case Study

West Virginia
Skydivers

Results
Before
• Calls: 20
• Bookings: 6
• Website visits: 205
(12% from FB)
After
• Calls: 94 (79 from FB)
• Bookings: 49
• Website visits: 1,267
(42% from FB)
5X increase in calls, 6X increase in website visits, 8X increase in bookings!
Skydive booking $220 x 49 = $10,780

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Special!
 20% discount
 Go to: www.animoto.com
 Use promo code CMW2016
Any Professional or Business plan | New subscribers only | Offer valid through 9.30.16

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Summary
 Create better video ads
 Design for sound off
 Study Snapchat 
 Develop Your Facebook Live plan
 Ride the wave of organic reach + paid
 Use great video tools!

Mari Smith
Premier Facebook Marketing Expert
Author, The New Relationship Marketing

Facebook Video: How Companies are Succeeding with Videos on Facebook

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