Marketing with Facebook Video Ads

Introduction

• Presenter: Akvila DeFazio, President of Akvertise Inc.
• Session: Facebook Video Ads
• Focus: Setting metrics in motion for successful Facebook video ad campaigns

Why Use Video Ads?

• Stand out in the static news feed
• Higher engagement rates
  • Depends on the type of campaign: engagement, awareness, or video views
• Better conversion rates for conversion campaigns
• Videos are impactful and memorable
• Users retain 95% of messages in videos vs. 10% in text (Invisia)
• Product videos increase purchase likelihood by 85% (Internet Retailer)
• Executives prefer video over text

Goals for Video Ads

• Awareness Campaigns: Introduce brand, drive traffic
• Consideration Stage: App installs, app re-engagement
• Lead Generation: Bring brand, products, and services to life
• Post Engagements: Likes, comments, shares for remarketing
• Event Responses: Promote events or repeat conferences
• Messenger Campaigns: Interactive and engaging videos
• Conversion Campaigns: Encourage purchases, sign-ups, or downloads
• Remarketing: Target users familiar with your brand

Three Main Tactics for Success

1. Brevity

• Keep videos short (within 10 seconds)
• Test both short and long-form videos
• Facebook video length max: 240 minutes; Instagram: 60 seconds
• Showcase brand/product/service in the first 10 seconds

2. Captions

• 85% of videos watched without sound
• Ensure video conveys story visually, textually, and acoustically
• Use Facebook's automatic caption generation or upload SRT files
• Examples: HelloFresh, Donut Media
• Think like a silent film artist

3. Design

• Simple video production with phones
• Use effects like overlay text, slow motion, time lapse
• Explore cinemagraphs and stop motion videography
  • Cinemagraph: Static images with subtle motion (e.g., Flixel)
  • Stop Motion: Series of still shots creating motion (e.g., Yoplait Yogurt)
• Creative approaches for B2B and events

Equipment and Tools

• Use your phone or affordable devices like a GoPro
• Simple settings: clean spaces, natural or controlled lighting
• Video editing apps (free and premium):
  • Boomerang, Hyperlapse, Stop Motion Studio, Flixel, iMovie, Legend, Quick, InShot, Filmorgo, VidLab

Conclusion

• Test and iterate on video length and design
• Use video to enhance product visibility and consumer confidence
• Reminder: Videos make consumers 52% more confident in purchase decisions (Infoto)

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Key Takeaway

• Video ads are a powerful tool for both B2C and B2B marketing to enhance engagement and conversions. Utilize creativity, technology, and strategic planning for effective campaigns.