Videos are entertaining, informative, and require minimal effort to consume. That’s why they’re proving to be effective in social media advertising.
After a long day of work, after the kids have been put to bed, and the kitchen cleaned up, when your brain is done for the day and you just want to chill, what do you do?
If you’re like most people, it’s not pick up a book and read a few chapters, it’s snuggling up on the sofa, turning on Netflix, and making the pledge to yourself that you’ll only watch two episodes tonight.
Videos can be entertaining, informative and educational, and require minimal effort to consume. They’re a great way to pass the time on your commute, or while waiting in line.
All this explains why Facebook video ads are proving to be the most effective approach to social media advertising.
What are Facebook video ads?
Facebook video ads are paid posts on Facebook that feature videos rather than the traditional picture and copy posts we’re used to seeing.
Where your post is placed on Facebook feeds depends on your budget and your marketing strategy.
Video is more engaging
They say a picture tells a thousand words. Well, if that’s true, a video tells a million.
Movies uplift us; they make us cry; they stay with us long after the credits roll. When was the last time you cried over a blog post?
Video engages on a deeply emotional level. We identify with the people we see; it feels like a conversation. Facebook video ads reach potential customers on an audio and a visual level, in a way the written word is unable to.
From a marketing perspective, Facebook video ads have been proven to grab the attention of possible leads and stop them from scrolling further, providing an opportunity to address the three questions all marketing campaigns must address: What is the issue the viewer is experiencing? How can your business help? And why is your business the one to resolve the problem?
Video ads can reach a bigger audience
While most businesses say that Facebook is an important part of their marketing strategy, did you know that organic posts only reach about 16 per cent of your followers?
Paid Facebook video ads allow you to put a figure on how many people you want your post to reach. It also allows you to specify what area they live in, their gender, and even their interests.
That means more viewers, and the viewers most likely to be interested in your product or service.
Video ads double results
Of course, getting your post in front of eyes is only the first step – what you want is to convert viewers into customers.
There’s been a mountain of research done into the conversion rates of images versus video, and the staggering result across the board is that video has double the click-through rate (CTR) of images. Think about that for a second.
And it gets better – companies are reporting conversion rates of 20-30 per cent more with video ads. That’s a 20-30 per cent increase in actual sales.
You’re missing out if you don’t use video ads
Facebook video ads feed every level of the sales funnel – from interest, to awareness, to consideration, to sale – and not seizing this opportunity means you’re missing out on attracting leads to actual sales conversions.
Assemblo is a full-service marketing agency based in Melbourne, that understands the nuances of social media marketing, and how to leverage them by creating assets that increase lead generation and sales conversions.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.
It could be called Facebook TV, but instead it’s called Facebook Watch – and it’s going to make watching and sharing videos on social media that much easier.
Watch is Facebook’s new tab, which will house original video content or TV shows produced exclusively for it by partners who will share in the ad revenue.
“We’ve learned that people like the serendipity of discovering videos in News Feed, but they also want a dedicated place they can go to watch videos,” said Daniel Danker, Facebook’s Director of Product.
“That’s why last year we launched the video tab in the US, which offered a predictable place to find videos on Facebook.
“Now we want to make it even easier to catch up with shows you love.”
Watch will be available on mobile, desktop and laptop and will feature a range of videos of varying lengths, including scripted series, live shows that feature hosts responding in real time to viewer questions, and sporting events.
Users will be able to keep a Watchlist, which will help them keep track of new episodes.
Watch can also be personalised around what your friends and communities are watching.
There will be sections like Most Talked About, which features shows most commented on by your friends, and What’s Making People Laugh, which includes clips where many friends have used the ‘haha’ reaction.
There will also be a What Friends Are Watching section featuring shows they are following.
“We’ve learned from Facebook Live that people’s comments and reactions to a video are often as much a part of the experience as the video itself,” said Mr Danker.
“So, when you watch a show, you can see comments and connect with friends and other viewers while watching, or participate in a dedicated Facebook Group for the show.”
From a marketing perspective, Watch will be a platform for companies to find an audience and build a community of passionate consumers, allowing them to communicate directly with the audience.
For example, author Gabby Bernstein uses a combination of recorded and live episodes to connect with her fans and answer their questions in real time.
Watch will also provide online publishers with a new outlet to build their audience and publish their work.
Facebook Watch is currently being rolled out in the USA, with the rest of the world to follow.
When was the last time you watched a video on social media in complete silence?
It was probably this morning when you woke up and scrolled through your Facebook or Instagram feed on your phone, stumbled upon a video and wanted to watch it without making any noise. Or perhaps it was during your commute to or from work – again, you watched on in silence so not to disturb fellow passengers or draw attention from them.
Whatever the circumstance, silent video is on the rise.
Is this growing trend due to the autoplay feature on Facebook and Instagram, and the ability to mute sound on Snapchat videos, or a user preference? Perhaps a mix of all of the above.
Speaking at the 2016 Interactive Minds Digital Summit in Melbourne, Director of Audience Development at TechCrunch, Travis Bernard, said few users turned on the sound when watching videos.
“As much as 85 per cent of videos on Facebook are watched without sound,” he said.
And you may have noticed that brands are jumping on the bandwagon and finding new ways to deliver video content that conforms to this silent trend.
More and more videos on Facebook now include explanatory captions or subtitles as a way to captivate users quickly, even in a silent environment.
Mr Bernard said TechCrunch had adopted this approach and that captions were key to their video strategy.
As mobile, social media and video content continues to increase, it’s no wonder users are gravitating toward the autoplay feature. It makes it easier to absorb video content as a user scrolls through their social media feed because when the sound is muted, the disruption is minimal.
But this is not to say that you should ignore sound in video altogether – some platforms, such as YouTube, play videos with sound by default. Rather, pay attention to the platform and tailor your video content to suit the way users prefer to consume it.
Why silent video should be part of your marketing mix
When you create video content specific to the platform, your efforts will be rewarded because you’re putting your audience first. For Facebook, users don’t have to turn on the volume to enjoy videos and a constraint of the platform is that videos autoplay silently in the news feed.
To make the experience engaging for Facebook users, consider tailoring your video to perform well on this platform – upload it directly to Facebook rather than sharing the same video from YouTube, use striking visuals and include descriptive text or subtitles. Think of tailoring your video content to suit Facebook’s user trends as one part of your social media strategy.
As marketers, it’s vital to pay attention to consumer behaviour and work within the limitations of specific marketing channels or, in this case, social media platforms. There’s no denying that consumer behaviour drives marketing so as user attention shifts, so too should your approach to content creation.
Since its inception, Facebook users have changed their behaviour a great deal – from simple text updates, to a strong focus on imagery and now silent video dominating the platform.
What will come next? Only time will tell. But, for now, it seems silence is golden.