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Set Your Metrics In Motion with Facebook Video Ads - Akvile DeFazio - SLCSEM

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Facebook video ads are still a heavily underutilized creative format for B2C and even more so, for B2B brands. Videos are not only effective in capturing the attention of potential customers, they more often than not, convert at higher rates over their static image counterparts.

Looking to improve your campaign performance? Learn how to effectively and affordably create and utilize video in your Facebook campaigns to increase engagements, visibility, traffic, and conversions.
 
Key takeaways will include: 
• Strategies for B2C and B2B brands on how stand out among the stillness of the News Feed and increase conversions.
• Solid understanding of effective video tactics.
• Tools to create video content for Facebook Ads.

Published in: Marketing
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Set Your Metrics In Motion with Facebook Video Ads - Akvile DeFazio - SLCSEM

  1. 1. Set Your Metrics In Motion with Facebook Video Ads By Akvile DeFazio April 18, 2018
  2. 2. Hi! I’m Akvile DeFazio President and Social Media Advertising Specialist at AKvertise, Inc., a social media advertising agency in Paso Robles, CA. 10 years experience in the online marketing industry, specializing in paid search and social and organic social media marketing. Connect with me: @AkvileDeFazio AKvertise.com @AkvileDeFazio | #SLCSEM
  3. 3. Our Agenda Why Use Video? Goals Tactics for Success:  Brevity  Captions  Design Equipment Tools: Video Editing Apps Q&A @AkvileDeFazio | #SLCSEM
  4. 4. Why Use Video?  Stand out among the stillness of the News Feed  Higher engagement rates  Smaller attention commitment for users  Impactful and memorable  Receive 10-30% more views @AkvileDeFazio | #SLCSEM
  5. 5. @AkvileDeFazio | #SLCSEM
  6. 6. 95% Viewers retain 95% of a message when they view it in a video compared to 10% when they read it in text. – Invisia @AkvileDeFazio | #SLCSEM
  7. 7. 85% Visitors who view product videos are 85% more likely to buy than visitors who do not. – Internet Retailer @AkvileDeFazio | #SLCSEM
  8. 8. 59% 59% of executives would rather watch video than read text. – Forbes @AkvileDeFazio | #SLCSEM
  9. 9. What Are Your Goals? Awareness  Brand Awareness  Reach Consideration  Traffic  App Installs  Video Views  Lead Generation  Post Engagement  Page Likes  Event Responses  Messages Conversion  Conversions  Store Visits @AkvileDeFazio | #SLCSEM
  10. 10. Tactics For Success Brevity Captions Design @AkvileDeFazio | #SLCSEM
  11. 11. Brevity
  12. 12. Brevity  Keep it short.  Facebook Video Length Maximum: 240 Minutes  Instagram Video Length Maximum: 60 seconds  Put your best foot forward in the first 10 seconds. @AkvileDeFazio | #SLCSEM
  13. 13. Client Case Study: Test: Video vs Static Image Date Range: Q1 2018 Video Duration: 15 seconds @AkvileDeFazio | #SLCSEM
  14. 14. Video vs Static Image Creative Spend (Sum) CTR (Ave) CPC (Ave) Leads (Sum) CPL (Ave) CVR (Ave) Engagement Rate Image $442.66 1.78% $0.90 16 $9.58 2.79% 2.98% Video $5,240.64 1.14% $0.59 400 $3.24 1.95% 2.61% TOTAL $5,683.30 1.46% $0.74 416 $6.41 2.37% N/A DELTA 1083.90% -35.96% -$34.44% 2400% -66.18% -30.11% - 12.51% @AkvileDeFazio | #SLCSEM
  15. 15. Captions
  16. 16. 85% of Facebook videos are watched without sound. - DigiDay @AkvileDeFazio | #SLCSEM
  17. 17. Is your video telling the story both visually and acoustically? @AkvileDeFazio | #SLCSEM
  18. 18. Captions @AkvileDeFazio | #SLCSEM
  19. 19. @AkvileDeFazio | #SLCSEM
  20. 20. Go Beyond The Caption @AkvileDeFazio | #SLCSEM
  21. 21. “Think like a silent film artist.” – AdEspresso @AkvileDeFazio | #SLCSEM
  22. 22. Design
  23. 23. Highly-produced in appearance Low-cost and low-effort in execution Use simple effects such as:  Overlay text  Slow motion  Time-lapse  Stop motion  Cinemagraphs Design @AkvileDeFazio | #SLCSEM
  24. 24. @AkvileDeFazio | #SLCSEM Slide courtesy of Flixel
  25. 25. @AkvileDeFazio | #SLCSEM
  26. 26. @AkvileDeFazio | #SLCSEM
  27. 27. @AkvileDeFazio | #SLCSEM
  28. 28. @AkvileDeFazio | #SLCSEM
  29. 29. @AkvileDeFazio | #SLCSEM
  30. 30. Equipment: What You Will Need Equipment:  Your phone  Go-Pro Area:  Wall  Table  Table Cloth  Clean and distraction-free space  Environment where your product or service can be seen in use Lighting:  Natural or artificial @AkvileDeFazio | #SLCSEM
  31. 31. Tools: Video Editing Apps Boomerang FilmoraGO Stop Motion Studio Hyperlapse InShot Quik iMovie Legend VidLab Flixel @AkvileDeFazio | #SLCSEM
  32. 32. Recap: Brevity Captions Design @AkvileDeFazio | #SLCSEM
  33. 33. 52% 52% of consumers say that watching product videos makes them more confident in online purchase decisions – Invodo @AkvileDeFazio | #SLCSEM
  34. 34. @AkvileDeFazio | #SLCSEM
  35. 35. Akvile DeFazio President and Social Media Advertising Specialist Thank You! Questions? @AkvileDeFazio AKvertise.com

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