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Facebook video experiments results from Wave.video

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Results of our various video marketing experiments on Facebook and Instagram.
What makes a great video ad?
How to create great video ads?
Which aspect ratio works best?
What is the perfect video length?
Does music make any difference?
Does the gender of the characters in the video matter?
Do people respond better to personalized video ads?
Carousel vs. single video, which is better?
Do animated stickers boost video ad performance?
This presentation was created by Alyona Chernyaeva at wave.video https://Wave.video

Published in: Marketing
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Facebook video experiments results from Wave.video

  1. 1. FACEBOOK & INSTAGRAM VIDEO AD EXPERIMENTS DANIEL GLICKMAN, CMO WAVE.VIDEO 🔍
  2. 2. 87%of online marketers use video content Video generates 12x more shares than text and images combines x12 of online shoppers say video is the best medium for discovering new products 30% Data sources: Renderforest, Oberlo, Social Media Today, OptinMonster. WHEN IT COMES 
 TO VIDEO, THE DATA SPEAKS FOR ITSELF: of consumers want to see more video content from a brand they support 54% WHY VIDEO?
  3. 3. WHAT MAKES A GREAT VIDEO AD? 🤔
  4. 4. Design for sound off, but delight with sound on Optimize for different platforms and devices Capture attention in the first few seconds Showcase your brand – early and often Make it as long as you need to convey the message Include a clear and engaging CTA HOW TO CREATE GREAT VIDEO ADS: ⏱ 👁 🏃 🔊 📱 💬
  5. 5. BE CREATIVE TEST, LEARN AND ADAPT EXPERIMENT 🧪
  6. 6. 01. INTRO OR NO INTRO? 👉
  7. 7. INTRO Same testimonial, different presentation NO INTRO Platforms: Facebook 
 & Instagram Feeds Objective: Video views 📱 🔍
  8. 8. NO INTRO🥇 ⬆ ⬇ 7% Higher reach ⬆ 26% More clicks ⬆ 8% More ThruPlays 8% Lower cost per ThruPlay
  9. 9. MORE VIEWERS START DROPPING OFF AFTER THE INTRO
  10. 10. 02. WHICH ASPECT RATIO WORKS BEST? 🖼
  11. 11. Platforms: Facebook 
 & Instagram Feeds Objective: Traffic 📱 🔍
  12. 12. VERTICAL🥇 ⬆ ⬇ 27% Higher reach ⬆ 30% More engagement ⬆ 51% More clicks 29% Lower cost per click
  13. 13. FACEBOOK DESKTOP FEED FACEBOOK MOBILE FEED INSTAGRAM
 FEED VERTICAL🥇 VERTICAL🥇 SQUARE🥇 ⬆ 40% Higher reach ⬆ 78% More clicks ⬇ 40% Lower cost per click ⬆ 42% Engagement ⬆ 28% Higher reach ⬆ 147% More clicks ⬇ 59% Lower cost per click ⬆ 27% Engagement ⬇ 18% Lower reach ⬆ 7% More clicks ⬇ 7% Lower cost per click 13% Engagement⬇
  14. 14. 4:5 VERTICAL VIDEO ON FACEBOOK DESKTOP FEED
  15. 15. 03. WHAT IS THE PERFECT VIDEO LENGTH 📏
  16. 16. Platforms: Facebook 
 & Instagram Feeds Objective: Traffic 📱 🔍 10 SEC 30 SEC 2 MIN
  17. 17. 30 SEC🥇 ⬇ ⬇ 2% Lower reach ⬆ 7% More engagement ⬆ 16% Lower cost per click 1% Less ThruPlays ⬆ 18% More clicks
  18. 18. 10 SEC😕 ⬇ ⬇ 14% Lower reach 7% Less Engagement ⬆ 23% Higher cost per click 2% Less ThruPlays ⬆ 18% Less clicks ⬇
  19. 19. THE LONGER THE VIDEO, THE LONGER THE WATCH TIME. THE 2 MIN VIDEO GOT 2% MORE THRUPLAYS THAN THE 10 SEC ONE.
  20. 20. 04. DOES MUSIC MAKE
 ANY DIFFERENCE? 🎸
  21. 21. EPIC Same video, different music JOYFUL Platforms: Facebook 
 & Instagram Feeds Objective: Video views 📱 🔍
  22. 22. JOYFUL🥇 ☑ ⬆ Same reach ⬇ 38% Lower cost per click 4% More ThruPlays ⬆ 38% More clicks
  23. 23. JOYFUL MUSIC
 ON INSTAGRAM STORIES 🥇 ⬇ ⬆ 3% More ThruPlays 7% Lower Cost Per ThruPlay ⬆ 48% More clicks
  24. 24. 05. DOES GENDER MATTER? 🧔👩
  25. 25. Platforms: Instagram Stories, Facebook Feed Objective: Traffic 📱 🔍
  26. 26. NO WINNING AD FOUND❌ FACEBOOK FEED
  27. 27. INSTAGRAM STORIES MEN FEMALE CHARACTER👩 WOMEN MALE CHARACTER🧔 ⬆ 10% Higher reach ⬆ 10% More clicks ⬇ 6% Lower cost per click ⬇ 11% Lower reach ⬆ 20% More clicks ⬇ 16% Lower cost per click ⬆ 48% More ThruPlays ⬆ 7% More ThruPlays
  28. 28. MEN WERE 43% MORE LIKELY TO WATCH THE AD WITH A FEMALE CHARACTER TO THE END WOMEN WERE 10% MORE LIKELY TO WATCH THE AD WITH A MALE CHARACTER TO THE END 👩 🧔
  29. 29. PEOPLE WERE 15% MORE LIKELY TO RESPOND TO ADS WITH A CHARACTER OF THE OPPOSITE GENDER ON INSTAGRAM STORIES. 💖
  30. 30. 06. DO PEOPLE RESPOND BETTER TO PERSONALIZED ADS? 🕵
  31. 31. NEW YORK SAN FRANCISCO Same ads, different target audiences Platforms: Facebook 
 & Instagram Feeds Objective: Conversions 📱 🔍
  32. 32. NEW YORKERS NY AD🍏 SAN FRANCISCANS SF AD🌯 ⬆ 40% More clicks ⬆ 18% More signups ⬆ 5% More clicks ⬆ 45% More signups ⬇ 16% Lower cost per signup ⬇ 31% Lower cost per signup
  33. 33. 07. DO CAROUSEL VIDEO ADS PERFORM BETTER THAN SINGLE VIDEOS? 🎡
  34. 34. Platforms: Instagram Stories, Facebook 
 & Instagram Feeds Objective: Reach 📱 🔍 SINGLE VIDEO
  35. 35. Platforms: Instagram Stories, Facebook 
 & Instagram Feeds Objective: Reach 📱 🔍 CAROUSEL
  36. 36. SINGLE VIDEO🥇 ⬆ ⬇ 44% Higher reach ⬇ 41% Lower cost per result ⬇ 23% Less clicks 21% Less ThruPlays ⬇ 30% Less engagement
  37. 37. SINGLE VIDEO Less clicks26% Less ThruPlays35% FACEBOOK FEED INSTAGRAM STORIES SINGLE VIDEO Higher Reach4% Less clicks13% More ThruPlays12% Higher Reach149% Lower cost per result3% Lower cost per result 60%
  38. 38. 08. WILL PEOPLE CLICK MORE ON AN AD WITH ANIMATED STICKERS? 😃
  39. 39. Same ad with and without stickers Platforms: Instagram Stories, Facebook & Instagram Feeds Objective: Landing page views 📱 🔍
  40. 40. WITH STICKERS🥇 ⬆ ⬆ 30% More landing page views ⬇ 6% Lower cost per result ⬆ 6% More clicks 18% More ThruPlays ⬆ 11% Higher reach
  41. 41. Personalize your visuals to get the best ROI Use a single video for best brand awareness Hook your audience right away – no time for intros Create more vertical videos – they show the best performance across platforms and devices Add animated stickers to your video to boost traffic! Use cheerful and positive music, especially on Instagram Stories Create carousel video ads to maximize engagement and clicks Keep experimenting to find what works best for your business KEY TAKEAWAYS ⏱ 👌 🕵 📱 🎡 😃 💬 1⃣
  42. 42. MAKE ENGAGING VIDEO ADS WITH WAVE.VIDEO

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