The social media game is ever changing and diverse, trends are catching on here and falling out, but one marketing initiative via Facebook has stood throughout the test of time, yes, we are talking about video ads. Videos are very effective when you are trying to reach out to your target audience base, they are highly engaging and have a much higher probability of getting shared as compared to photo-based ads. In fact, Facebook video ads have been found to achieve 135% more organic reach on Facebook on an average (The term organic reach refers to unpaid reach). In fact, Facebook itself claims that people around the world spend 100 million hours watching videos on Facebook every day. Brands are increasingly using video ads with Facebook to garner more revenue and more engagement from their target audience and are being successful at it as well.
Regardless of whether you are a new startup looking to promote your new startup explainer video or a large consumer brand in need of showcasing your new product, using video ads with Facebook can be advantageous to businesses of all sizes and types. So without further ado, we would like to talk to you about how you can setup your video ad today and how to make it engaging to your target audience base:
(1) Creating a Buyer Persona
The first thing that you need to do when creating a video ad with Facebook is to create a Buyer Persona- it’s the same as giving a semi-fictional representation of your ideal customer base. It’s essentially like describing your target audience base, the key difference being, a target audience base may be a range of people of varying age groups, gender, work titles, etc- a buyer persona is more specific. For example, in the case of a burger joint, a buyer persona may be an 18-year-old male student who likes cheese, goes to classes five days a week and is looking for a place for quality burgers between classes. A business usually has multiple sets of buyer personas.
(2) Creating the Content for your Advertisement:
Once you have set out your buyer personas, you are well on your way to get them hooked to your new video ad, but wait, to set a video ad on Facebook, you need to make a video first. Don’t frown, you don’t need to make a super expensive Television styled commercial to reach out to your audiences on Facebook, in fact, you need to do the exact opposite. Videos that do well on Facebook are traditionally mostly videos captured with mobile phones. I can see that you are raising your eyebrows a bit there, don’t worry, let me explain. See more often than not, people on Facebook are not looking forward to being getting sold by a brand with a uber new video, quite the contrary, in fact, if your video has an authentic look, it has more chances of getting sold as compared to an expensive looking, professional video.
With that in mind, let’s take a deeper look on how you can integrate your buyer persona with your content and be on your way to setting an unbeatable campaign using video ads with Facebook:
- Relate to your Audience: To ensure that you get maximum engagement, you need to make a video that adds value to your buyer persona. Going back to the example of the burger joint and the 18 year old male student, as a business owner, if you realize that such a buyer persona makes up a big proportion of your target audience base and that they all love a lot of cheese in their burgers, you can just make a video that illustrates how much cheese goes into the making of one of your burgers and get countless hits.
- Be Specific, keep it short and sweet: Be very specific on the message that you want to send out to your target audience base, and make sure that you keep the video short. Using video ads with Facebook can be very useful if your audience watches it to completion, not if they lose interest and close the window. In the 21st century, most people on social media have short attention spans so long videos are an absolute no-no. When it comes to setting out the ideal length for Facebook video ads, we can resort to research-based data, according to a research conducted in 2016, 30 to 60-second videos have the highest completion rate of videos on social media channels.
- Try to bring value to your Audience Base: If you are offering a product or service that can bring value to a lot of people and make their lives easier. You may want to make the video based on the problem that your service offers or showcase how your product may go on to solve various problems that your audience may face in their day to day lives.
(3) Creating the Perfect Advertisement for your Audience:
After you are done creating the content that you want to advertise, you need to set it up on Facebook for the world to see, and sure enough, the buyer persona comes into play here as well. Successful video campaigns on Facebook involve setting them up for the right audience of your business. If you have been using Facebook for your business, there’s a good chance that you already have a business manager account on Facebook. If you don’t, just click on the link and find out.
Through the help of your business manager, you can identify your buyer persona on Facebook, additionally, you can even make your buyer persona detailed. To identify your buyer persona on Facebook, you need to go through the following steps:
• From the main navigation menu of your business manager, select audience insights
• Once you select the option, Facebook will ask you to choose an audience. Move forward with ‘Everyone on Facebook’ for now.
• You will now need to input a few information in the ‘create audience’ panel found on the left panel of your business manager account to identify your desired audience.
(i) In the location bar, set out the city where your business is present. If your business operates across multiple cities, you can set up multiple cities; if your business is a nationwide business, set up the country of your business.
(ii) If your business is an age specific business or if the content of your advertisement is not suitable for kids or if your product itself is for a certain age range- set up the age range. If not, do not make any changes.
(iii) If your business is a gender specific business or if the content of your advertisement is gender specific- setup the desired gender. If not, do not make any changes.
(iv) Coming to the interests, here’s where you need to make a few changes. Setup the interests based on the type and service of your business.
Here are three examples of searching for audience insight demographics on Facebook:
• Marla runs a florist shop and she sends fresh flowers to her clients every morning. Recently, she is looking to open an online flower delivery service. She now wants to promote her new service using video ads with Facebook to people who are looking for online florists in her area (Downingtown Pennsylvania). She wants to find out who she needs to target with her ads to get the maximum engagement. So she inputs the following data when she is looking to create an audience.
• John delivers sports equipment through his e-commerce store to customers all over the country. He has recently introduced a new line of bodyweight improvement equipment for men and is looking to spread his ad to fitness conscious males throughout the country. He knows that people over 40 never order his products and that people who are interested in these equipment are also interested in fitness supplements, workout techniques, etc.
• Michael runs a burger joint in downtown Chicago and has recently introduced a new line of extra cheesy burgers that he knows people are going to line up for. He is looking forward to using video ads with Facebook in order to popularize his new burger, he creates the following audience base.
Once you have setup the audience that you want to target with your business. Facebook will show a detailed analysis of who your target audience is and where they are concentrated. You can find out the peak age group who are interested in your product, their job titles, their other interests, their income level (Which may even help you come up with a better pricing strategy), and other data that can help you target the prime audience for whatever you are looking to promote. This step is often the most crucial stage in promoting your business or services using video ads with Facebook.
Going back to our example, Michael finds that his target audience base mainly consists of people mostly in the age range of 25-34, the majority of them being women. He also finds that the total number of people who fall within his target audience base is around 300-350,000 people.
With Facebook, he can also find what his target audience is mostly interested in. He can use this information to specify his target audience base to a greater extent.
Their income level can also come handy for Michael when setting out pricing strategies for the new burger.
So Michael finally makes an informed decision that with his limited budget, he will only set out his advertisement targeted to women in the age range of 25-34 who are interested in pages such as Tasty, Chicago Bulls, ABC 7 Chicago, and who are interested in Cheeseburgers, bacon cheeseburgers, and cheese.
It’s important that you analyze the audience data well, sort out your best possible audience from this information to target out your advertisement towards them.
(4) Setting Up the Advertisement
To create your ad, go to your ads manager, and click on the button marked ‘Create Ad’ on the top-right corner of the page.
From the list of objectives, choose the option called Video Views:
For using video ads with Facebook, you need to set your objective as ‘Video Views’ on Facebook. Once you are through, you need to set the target audience base for the ad based on your findings from the audience insight tool.
After you are done, you need to set your budget.
(5) Setting the Budget for your Campaign:
Setting the budget for your video campaign can be a tricky affair for most people if you are using video ads with Facebook; however, you follow these simple steps, you can make sure that you are only spending to reach out to the right kind of audience for your business.
Set your budget accordingly, like post engagement objectives, you can either set a daily budget or a lifetime budget and also set a schedule. You can either optimize the advertisement for Video Views or Daily Unique Reach, but we suggest you go for video views as you are just starting out. For bidding options, set a manual budget of 0.05 cents to start off. You can raise the amount later on to get more desirable results.
(6) Uploading the Video
The last and final step to using video ads with Facebook is uploading the video which you are going to be advertising. It’s actually super simple to do, you just need to upload while conforming to a few rules on Facebook.
After uploading, choose a thumbnail which will be featured in the ad. You can also upload your custom image as a thumbnail for the video. After you are done with all that, you can go on and place your order.
Using video ads with Facebook can be a great way to reach out to your target audience base and a great way to garner a great amount of engagements.