Ever wonder if your ads are competing for visibility in the Facebook auction? Or how much they’re competing against each other?
There’s a lot that goes into determining who sees which ads on Facebook. Put simply there’s too much content available to be able to show people everything they could potentially see on Facebook, every day.
Well Facebook took some big steps toward providing more campaign transparency and predictability with Delivery Insights.
Facebook Redesigned Delivery Insights Dashboard
Back in early April 2017, Facebook announced on their blog a newly redesigned Delivery Insights dashboard as a way to help advertisers better understand the performance of their ad sets. It shows you metrics about your ad delivery, the dynamics of our ad marketplace and how the two are related to each other.
This tool isn’t exactly new though. It’s been around for over a year. However, with the redesign, Facebook dropped the tool from the Ads Manager menu tab in favor of being available in the UI.
Early feedback from advertisers is positive highlighting how actionable the data was been for investigating issues.
“Delivery Insights and notifications have empowered our team at Smule to be proactive in investigating campaigns that display sudden shifts in performance. The Audience Overlap and Audience Saturation tabs, in particular, give us actionable data which contribute to spend allocation and campaign optimization decisions. These tools have become part of our daily process in User Acquisition.”
Eugenia Kovalenko, Senior Marketing Manager, Smule Inc.
How to Access Delivery Insights
Finding your Delivery Insights is an unpredictable challenge. All Delivery Insights metrics apply at the ad set level (rather than the campaign or ad levels). They will appear in the Delivery column under Active for Ad Sets that meet these three requirements.
- Have been running for at least five consecutive days
- Have at least 500 impressions
- Have experienced a sudden shift in performance
Then each qualifying Ad Set will have a See Delivery Insights link you can click to go to the Delivery Insights dashboard. Note: this is not a tool you can navigate to from the Business Manager tool menu.
You may also receive a business notification when a qualifying ad set experiences a performance shift that you can follow to go to the dashboard. It’s always available and can be tricky to find if you’re not in Ads Manager frequently.
Interpreting the Audience Saturation Dashboard
Once you click through to Delivery Insights this is the what the dashboard will look like.
Audience saturation is the point at which your performance starts to drop as your ad frequency rises. If your First Time Impression Ratio is low, and the outcomes you care about are declining (conversions, for example), it may be time to change your creative or targeting. Note: Auctions occur at the ad level, but Facebook shows you aggregated data for the Ad Set, because that’s where audience targeting is selected.
The number of times your ads were viewed. Good to understand at a daily view over seven days looking for any highs or lows and trends. For example, 5/08/2017 has nearly double the amount of impressions compared to the day prior. Now I can review audience saturation, auction overlap, and activity history to find out why.
First Time Impression Ratio
The percentage of your daily impressions that comes from people seeing this ad set for the first time. It is calculated as a percentage of the new impressions that your ad set got in the past day.
The number of people who saw your ads at least once over the lifetime of your campaign.
Audience Reached Ratio
The percentage of your potential audience you’ve reached so far. Your potential audience is based on who fits the audience criteria you specified, such as location and gender.
Interpreting the Auction Overlap Dashboard
Facebook auction overlap is when you have multiple ads that are eligible for the same auction. This is caused by audience overlap between ad sets in the same account. When your ads are in the same auctions, we prevent you from bidding against yourself and remove all but the most competitive ad in the auction.
Ad Sets with high auction overlap are more likely to under-deliver because they have fewer opportunities to be shown to people.
Audience overlap means you’re targeting multiple ad sets to different audiences that contain some of the same people. This is not necessarily a negative situation, but because we try to avoid showing individuals too many ads from a single advertiser in a short period of time, it could make it more difficult for each of those ad sets to spend its full budget.
Auction Overlap Rate
The percentage of times that this ad set overlapped in the auction with another of your ad sets, causing it to be removed from the auction. This number refers only to the percentage an ad set contributes to your total overlap, regardless of how much or little there is. For example, if your ad set’s Auction Overlap Rate is only 10% overall, one ad set could be contributing to 60% of that overlap.
Overlapping Ad Set 1, 2, & 3
This shows how a particular Ad Set overlapped in the auction with the Ad Set you’re viewing, causing the Ad Set you’re viewing to be removed from the auction. When your Ad Sets are eligible for the same auction, due to audience overlap, Facebook leaves the best performing one to keep you from bidding against yourself.
This number can be useful when figuring out how to merge Ad Sets. For example, it’d probably be more effective and efficient to merge a poorly performing Ad Set into one that’s leading to 75% of its auction removals rather than one that’s only leading to 5% of them.
This is why it’s important to ensure that the right Ad Set is shown to the right audience by campaign objective. If one Ad Set is optimizing for conversions and another is optimizing for Link Clicks, you’ll want to ensure that each one is getting the best possible audience by reducing the auction overlap.
How to Reduce Auction Overlap and Avoid Audience Saturation
Audience overlap is not an inherently a bad thing. For example, if you have two Ad Sets with broader audiences that overlap a lot but have low budgets, they may never end up in the same auctions. Audience overlap always precedes auction overlap, but doesn’t necessarily lead to it. Auction overlap is what’s actually problematic, not audience overlap. If your strategy involves audience overlap, monitor these metric to ensure it doesn’t become a problem.
Follow these best practices to set your ads up to win more auctions, get seen by more people, and maximize your results.
To avoid or reduce audience overlap, first try refining your audience targeting at the Ad Set level. If it keeps happening, try consolidating some of your overlapping Ad Sets. If some are targeting very similar audiences, you could potentially see better results by consolidating them into one bigger Ad Set with a larger budget.
Relevance is an estimate of how interested we think a person in your target audience will be in your ad compared to others targeting the same audience. Negative feedback means people who are seeing your ad are saying they don’t want to see it. Since we want to show people ads that resonate with them, an ad with a higher relevance score and lower amounts of negative feedback should reach more people in your target audience for less money.
If an ad’s relevance score is low or its negative feedback is high, first try adjusting your targeting.
The Facebook auctions are dynamic marketplaces. To sustain good performance and consistent delivery, you may need to continuously tweak your ad sets. However, also keep in mind that it takes Facebook some time to register your changes and adjust how they’re showing your ads. Because of this, they discourage making too many changes too quickly. If you make a change, give it time to take effect so you can see how it changes ad performance, then make more changes if necessary.
Delivery & Budget Pacing
As you increase your budget, you have to win more auctions to spend it. There are only so many auctions with the same cost per result that you’ve been getting. Because of this, as your budget increases, you increasingly have to go for higher cost results. Therefore, Facebook will enter you into auctions with more expensive results. This obviously raises your average cost per result. Keep in mind Facebook is still trying to get you the cheapest results available, given your budget and market dynamics.
Changes to an ad set require Facebook’s system to re-learn how to best deliver it, which can lead to temporary suboptimal delivery. This could also be a factor in increased costs when increasing your budget. However, that learning should take place within 24 hours, so if the cost is still higher after 24 hours, the increase is likely not related to this phenomenon.
We love the new Delivery Insights dashboard as it shines a light on the Facebook auction never before seen. However, we wish this tool was available on all Ad Sets so advertisers can better understand how much audience overlap there is across all their Ad Sets.
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You adjust copy when you’re running ad testing. You change social media copy based on the platform it’s running on. And I’m guessing you switch up the copy for various customer profiles when you’re running a new nurture campaign. But are you writing different ad copy for AdWords and Facebook?
The goals of each platform are very different. We’ll take a deep dive into those differences below, but here’s a high level overview (for the skimmers among us). Ads on Google are meant to target those with strong intent to purchase, while, more often than not, the goal of Facebook ads is to bring about awareness, rather than a concrete purchase.
Still not convinced it’s worth the extra time? Allow me to persuade you …
With AdWords, you’re reaching people who have exhibited a strong intent to purchase. This means you’re a little more inside their head. It also means your copy can and should be more direct. Don’t introduce the pain point that your product or service solves for. Your audience already knows what their pain points are because they’re searching for a solution. All you need to do is tell them how you can solve that problem for them.
Facebook ads, on the other hand, should be viewed as a way to raise awareness for your brand. While the goal of an ad on AdWords is to trigger a specific action you know your consumer is ready to make, Facebook ads may be the first introduction a consumer has to your brand or the pain point your brand solves for.
Most consumers aren’t heading to Facebook to search. So the key here becomes targeting the right audience on Facebook. Putting the right message in front of them. And doing it all at the right time.
Your goals for engagement on each of these platforms will be different as well. AdWords engagement goals are generally measured in clicks, impressions, and CTR while Facebook ads have variety of engagement metrics that have nothing to do with the number of click throughs or conversions a single ad receives. For AdWords, you’ll want to communicate your message as quickly and meaningfully as you can with the limited character count your alloted. Communicate your solution or offer in a way that entices qualified clicks, and hopefully, conversions.
As previously mentioned, however, the customer seeing your Facebook ad may not have known you existed five minutes ago, so a brisk call to purchase (or even click your ad) may not be realistic or appropriate. This means how you measure engagement will be different for these ads.
Instead of “buy now,” your CTA may shift to “like if you agree,” “share with a friend,” or “click to learn more.” Your engagement goal may just be to hear from your audience on the ad. Asking them a question, interacting with them, or asking for their feedback is something you would never do on AdWords, but it’s a great way to build trust and value with a new audience, and lay a foundation for a purchase later on.
Your AdWords mantra? “Tell, don’t show.” Ad copy in AdWords deserves the bulk of your brainpower. You don’t have images or every marketer’s new best friend, video, to set your brand apart from the crowd. Offer a clear, targeted solution and lead with your strongest tagline as your headline.
While AdWords may be black and white, everything’s technicolor over on Facebook. This doesn’t give you a hall pass to write lackluster copy, but you should let your image do the heavy lifting. Swap your mantra to “show, don’t tell” and let your copy act as a complement to strong imagery.
While stock photos are better than no photos, try producing or sourcing imagery that tells a story to your customer. Images can say just as much as copy, so make sure they say the right thing, and fill in the gaps with your words.
Facebook ads allow you to create copy for specific audience behaviors and interests that align with your business or campaign goals. This means that you can get equally as targeted with your ad copy.
Would users interested in PowerPoint also be interested in what your company has to offer? Write ads that call out that interest and tell your audience how well your software pairs with Adobe Creative Cloud.
AdWords offers you a more specific type of targeting, keywords. We’ve already outlined that this audience is more ready to make a purchase, so this makes things a little easier for you. You’re audience is already pretty targeted, so your copy should also be targeted towards a specific action, instead of an interest.
If you know that people searching for this particular keyword are ready to buy, put ad copy in front of them that pushes them to purchase. If your keyword indicates early-stage research, pull out your most persuasive argument in 30 characters or less.
Ah, the magic keyword. It rules supreme in the world of AdWords and needs to feature prominently in your ad copy while maintaining a conversational tone. Write copy that meets the pain points of your target audience and you’ll set your ad apart from other brands targeting the same keyword or using dynamic keyword insertion.
Facebook is free from the shackles of the keyword, but your ad copy should still be focused on one goal or a main point that acts as a kind of keyword. Identify this word or phrase before writing your ad to ensure that your message remains clear, concise, and valuable to your audience.
The Key Takeaway Here? Don’t Be Lazy
Yes, writing two versions of copy means more time, but the payoff will be worth the extra effort. Like ads themselves, the more targeted you can get with your message, the better the results. In a marketing landscape where competition has never been so fierce, it’s crucial to give your customer the best experience possible, and that starts by tailoring your copy to every stage of the buyer journey on every platform.
Attribution is one of the toughest parts of the marketing cycle to measure (we’ve even proposed ways to help solve the problem). According to attribution software company Bizible, 74.6% of marketers use some attribution model, but only 27.6% say they chose their attribution model specifically to measure ROI by channel. Those stats go to show you that marketers are still trying to figure out the best way to connect what’s effective.
When it comes to offline conversions, the puzzle gets even more complicated. Facebook’s Lead Ads were created to help marketers acquire leads on mobile easily. But until now, it was hard to track if the lead acquired through Facebook ever resulted in greater business impact – such as becoming a customer.
Facebook Launches CRM Sync and Offline Tracking for Lead Ads
This week, Facebook announced Offline Conversion, which allows you to connect your CRM, Marketing Automation, POS, or call center system to your Facebook ad campaigns, essentially closing the loop between a digitally-captured lead and a non-digital conversion such as a sales conversation. With this information, marketers can finally give attribution to the ads that are driving business results.
Offline Conversion works for all advertising objectives, so you can implement it across the board immediately. No slow roll outs for this one! The most obvious application includes uncovering the actual performance of lead-focused ads and adjusting your strategy based on results, but marketers should also consider the ability to target high-value customers by creating Custom Audiences and Lookalike Audiences based on who converted previously. Finally, marketers should test running retargeting campaigns to existing customers and present them with additional products or services that complement their past purchase.
How to Set Up Facebook Offline Conversions
As we mentioned before, Offline Conversion capabilities are available to everyone now. There are three ways to connect your data to Offline Conversion:
- Use Facebook’s native offline event manager and upload the outcome of your leads, as tracked and recorded by another applicable platform. This process is also how you’ll upload information from your POS or call center systems.
- If you use Salesforce, Marketo, or Zapier you’re in luck – these Facebook partners participated in the beta test and have built a direct integrations with Offline Conversion offering. These links will get you started: Marketo, Leadsbridge, Zapier.
- Though more complicated, you can also use the Offline Conversion API to connect your CRM.
Setting Up Offline Event Manager
Step 1) In the Business Manager menu, select Offline Events to go to Offline Event Manager
Step 2) Click Create Offline Event Set to create a new offline event set (see top right hand corner)
Step 3) Enter a Name and Description for your event set, and then click Create
Step 4) Upload Offline Events
Step 5) Select your Data Source
Step 6) Edit your data mapping. Make sure you have columns for the Event Name and Event Time or else it won’t work. See here on how to properly set up your file.
Step 7) Facebook Hashed Upload and Creation
Step 8) Use Offline Events. Once you’ve completed the upload process, Facebook will show you the results of your manual uploads. In this example, we uploaded our Q1 blog subscribers as an offline event. As you can see, we had a 46% match rate. It’s actually a little higher, because of the 13,800 emails only 10,535 of them are mailable. So the match rate is closer to 60%.
Step 9) Use Offline Events to evaluate performance. Head back over to Ads Manager and select the preset columns called Offline Conversions.
Step 10) Analyze your performance! It will take a few minutes to populate the data, but if there are any leads that can be attributed back to your Facebook campaigns this is where they will show up. You can also add in custom columns if you have a particular way you want to see the metrics.
Results and Expert Opinions
Here’s how Offline Conversion has already proven its worth – Marketo, which builds marketing automation software, used Offline Conversion to adjust campaigns in real-time according to downstream results and saw a 15% cut in their cost per qualified lead.
Soso Sazesh, Founder and CEO of Growth Pilots had this to say about Facebook Offline Conversions,
“We’re excited about this feature as we’ve already been leveraging offline conversion tracking for a number of our clients and have seen promising results. The single largest challenge for B2B companies that we’ve worked with when it comes to Facebook advertising is attribution. Facebook is such a different type of advertising channel that many B2B companies don’t know how to interpret or even assess results. These new integrations will simplify an advertiser’s ability to make sense of how Facebook is impacting their entire sales funnel and I expect more B2B companies will get comfortable leveraging Facebook and making it a scalable customer acquisition channel.”
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The concept of sequential advertising first started buzzing in 2013 but failed to gain momentum. That could be changing as platforms finally begin to build ways for marketers to more effectively deliver the right message, to the right person, at the right time.
What Is Sequential Advertising
But first, let’s take a small step back and look at what sequential advertising is. Essentially, it’s a way to show your targeted audience a group of ads by step, with the goal of one day following consumers’ eyes as they jump between devices. It’s different (and more advanced) than rotating ads in that it uses technology to determine which ads someone has already seen and automatically serves up the next one in the series.
So instead of running the risk of someone seeing the 4th ad in your campaign multiple times (hello, ad fatigue), sequential advertising guarantees a person will see Ad 1, then Ad 2, then Ad 3, and so on, even if they’re switching between many devices.
It’s a complicated process, which is why advertising platforms have been slow to implement it. But progress is being made, like Snapchat now allowing marketers to run sequential video ads in its Discover hub. And consumers like what they see.
Facebook, Refinery29, and Adaptly held a study that found campaigns that tell a brand story before presenting a CTA were more effective than ads that only focused on a CTA. In fact, according to the study, view-through rates for sequenced ads were 87 percent higher than standard ads.
Now we’ll go over when’s the best time to use sequential messaging, how to get a campaign going on Facebook, and how to tailor your ads to this new medium.
When To Use Sequential Advertising on Facebook
The best time to start testing a new ad unit is before the rest of the digital marketers catch on, right? But seriously, sequential advertising is proving itself to be a means to forge deeper relationships with customers thanks to the storytelling structure it provides. Even if you’re just running some light tests, early adoption could give you a huge leg up.
Sequential also works exceedingly well for less well-known brands who need to build awareness before serving a CTA, and companies that are selling a complicated product or service that’s difficult to sum up in one ad. Instead of having to jam everything into one ad for fear it may be your only chance to catch someone’s attention, sequential ensures your messaging is guiding consumers down a natural funnel.
Advertising often is too focused on acquisition and ignores lead nurturing. Sequencing helps here by providing a way to better pair blog posts and email campaigns with advertising to offer more helpful, relevant ad messaging based on where a prospect is within the buying cycle.
One example is taking low friction content such as a blog post, which often doesn’t introduce your product or service, and moving on to items like a gated whitepaper, case study, then a webinar or demo.
How To Get Started Using Facebook Sequential Advertising
Facebook is slowly rolling out access to sequential within reach and frequency campaigns, but there’s no word on when it might be more widely available. To check if you have access to sequencing, see Facebook’s step-by-step instructions and note “sequencing isn’t available until after you’ve reserved and uploaded your reach and frequency ad set.”
Because Facebook and Instagram share data, sequencing is available on both platforms, and your ads will show up on both, but you cannot control which ads are delivered to which platform.
If you don’t yet have access to sequencing directly through Facebook, AdStage recently introduced a new Flighting Feature that gives all customers access to sequencing! It includes funnel-based storytelling and prime-and-remind storytelling, discussed in more detail below, as well as progressive promotions, which allows you to run a promotion with different percentages off per week. For example, 10% off the first week, 20% the second week, and so on.
Facebook digs in deeper on funnel-based and prime-and-remind storytelling in this great overview and data booklet on tests they conducted for sequential:
Funnel-based storytelling = messages guide consumers down the purchase funnel:
Priming-and-reminding storytelling = multiple ad formats “prime” people with the brand’s story via video ads and “remind” people of the info in the video with display ads:
In the funnel-based test, Facebook used Refinery29’s conversion rates for email sign-ups. One set of ads used direct-response messages, while the other set used sequential storytelling. There was a 49% greater conversion rate using a funnel-based marketing approach. And for the priming-and-reminding test, Facebook looked at a nonprofit advertiser that used a video ad with a display ad to return a 5.97% better rate of donations. Approaches and ad combos will work differently for every brand, so test small and tweak.
Tips to Tailor Ads to Sequential
Sequential offers many more options for creative than standard ads. Because it effectively guides consumers along the funnel, test different ad formats at each point – brand awareness, consideration, conversion.
Video can help deliver more info upfront, and carousels can showcase multiple products before you serve up a simple CTA. Also, test the pacing of your ads. You don’t want to move too quickly for larger purchasing decisions, or too slowly for low price points that don’t need much consideration. Always print and lay out your creative to ensure it tells a cohesive story.
For years, marketers have talked about the possibilities and implications of sequential advertising but had no way to execute. If advertising platforms continue with the progress they’ve already made, 2017 could be the year we finally have a way to form deeper and richer relationships with customers.
If there’s one thing any PPC marketer should know in 2017, it’s this: video marketing works.
Since people spend one third of their online time watching videos, it’s understandable it influences their behavior. Videos influence viewers into taking action, whether that is visiting a page, giving their email address to a company, or buying a product.
Companies understand this. According to a study carried out by Ascend2, 69% of companies report their video marketing budget is increasing.
Still, video marketing isn’t enough. If you don’t have a large enough social media following or email list, you may not get enough views to bring the desired results.
Build Trust with Video Ads
That’s why you need to use ads. Ads can help you increase the distribution of your videos.
What’s surprising is people like video ads more than they like regular ads. A Nielsen report from 2012, showed that 36% of people trust video ads. Not only that, but the people who enjoy watching video ads increase their purchase intent by 97% and brand association by 139%.
Considering that few people trust advertising these days, video ads become a highly effective way to reach new audiences and influence their behavior.
If you still want to know more about video ads and how they impact consumers, read the rest of this article.
People Prefer Video over Text
The power of video marketing starts with the fact people like video over text. It’s human nature: it’s easier to watch something that’s both entertaining and easier to understand than to read something.
According to Animoto, there are 4 times more consumers who would rather watch a video about a product than reading about it. At the same time, if a consumer has the option to choose between text and video on the same page, 69% of them would prefer to watch a video to learn about a product or service.
This is especially true if the video content is an ad. Who has the time to read an advertisement when they could simply watch it?
Video also affects the way people use a website. Wistia, a video hosting company, found people who watch a video, on average, spend 260% more time on pages with video than those without them.
You don’t need to fully discard your text for your advertising campaigns, however. Since video has a long-lasting effect in how people consume content, you should combine your videos with full-page ads, as it has been shown that boosts engagement by 22%.
Key Takeaway: Add videos to your ad campaigns and to your landing page as that increases time on page and boosts engagement.
People Remember Video Ads
The key to an effective ad isn’t just to get lots of impressions at a low cost. You create an ad so people take action on it, whether that is to remember your brand, go to your website, or buy a product. What matters, therefore, is to make people remember your ads so they can then take the needed action.
A study done by Lab42, a research firm, found that 71% of consumers like funny ads, as they make them more likely to remember a product. Below funny ads came educational ads (12%), sexy (8%), serious (4%), and finally patriotic (3%).
One of the best recent examples of a fun video ad is “This is Virgin Fibre” by Virgin. I’m not a potential customer of Virgin, but I can still remember the main idea of that ad weeks after I’ve watched it. That’s the power of a video ad.
There’s a second and more powerful reason why video ads are so powerful: viewers retain 95% of a message when they watch it in a video compared to a mere 10% when reading it in text. Also, 80% of consumers recall a video ad they viewed in the past 30 days.
Key Takeaway: People remember video content better. Funny ads also help a lot to achieve this result.
Videos Influence the B2C Purchase Cycle
One of the biggest questions most B2C marketers ask is “How do I make people buy my products?“. They try many different tactics to achieve that: enticing copy, high-quality images, optimized product pages, and many more things.
Videos, as it turns out to be, are one of the most powerful tactics they could use to persuade their visitors to convert.
Wyzowl, a video marketing company, found that 77% of consumers say they’ve been convinced to buy a product or service after watching a video. Another study made by Animoto, found something similar: 73% of people are more likely to buy a product online after watching a video.
Video doesn’t just make people want to buy a product, it also influences them throughout the whole decision process: 90% of users say product videos are helpful in the decision process.
This doesn’t just affect consumers in a product or service page, this also includes video ads. According to Online Publishers Association, 46% of users take some sort of action after viewing a video ad.
Finally, a study done by the Aberdeen Group found that companies which use videos in their marketing strategy enjoy 27% higher CTR and 34% higher web conversion rates than those which don’t. This can help reduce the cost per acquisition in social media sites such as Facebook, in which the CTR affects the relevance score, which affects the bid and, therefore, the cost.
Key Takeaway: Videos influence people take some kind of action, including a visit to a page or buying a product. Also, it influences the whole purchasing cycle, from awareness to the final sale. This works both for videos in product pages as well as in ads.
Video Ads Work for B2B As Well
So far you’ve seen how videos ads affect consumers and B2C companies. This doesn’t mean video ads don’t work for B2B companies. Most, if not all, of the previously mentioned facts apply for B2B marketing funnels. That’s why 96% of B2B organizations use video in some capacity in their marketing campaigns, while 73% of them report a positive ROI.
Most B2B organizations find video effective mainly to the fact 50% of executives look for more information after seeing a product/service in a video, while 65% visit the marketer’s website and 39% call a vendor. What’s more, executives behavior regarding video is similar to the ones of regular consumers: 75% of executives watch work-related videos on business websites at least once a week.
In contrast with B2C sales, where the videos are mostly about a specific product or service, there are many types of videos B2B marketers can use. A study done by Ascend2, discovered that B2B marketers the following video marketing types have a positive result to their bottom line:
- 51% customer testimonials
- 50% tutorial videos
- 49% demonstration videos
Just like with B2C sales, videos positively affect the whole buyer’s journey. 70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. That explains why Tubular Insights found 73% of B2B marketers find video positively impacts their marketing ROI.
Key Takeaway: Executives like watching videos and are influenced by them as most consumers. B2B marketers find video and video ads powerful and effective.
Video Works in Every Marketing Channel
Video influences the behavior of consumers not only in landing pages, ads, or articles. It works in every marketing channel, including email and social media.
For some reason, 53% of businesses who use video say they struggle to promote the video content they produce. That’s because they tend not to promote it through their other marketing channels. If they did, not only it would increase the channel’s effectiveness, it will also help them promote their video.
Those companies who do use video in other marketing channels:
- 47% do so in their email campaigns with an 80% effectiveness rate
- 87% do so on social media, with a 78% effectiveness rate
Using video marketing for your social paid ads is where you can harness the power of the former.
To start, Facebook is rated as the most social channel with the highest impact for video. That’s 840% higher impact than any other social channel. In contrast with a photo, a Facebook video receives, on average, 135% more organic reach.
That’s why 39% of marketers plan to add Facebook video to their content strategy and 44% of small business owners plan to invest in video content on Facebook in 2017.
Facebook video ads may be powerful, but Twitter has nothing to envy them. Video views on Twitter grew 220x from December 2014 to December 2015. This explains why 82% of Twitter users watch video content, 93% of which are in mobile.
What’s more, video ads are nearly 2x as memorable on Twitter than skippable pre-roll ads on premium sites. Also, Twitter videos drive high engagement, with 250% more replies, 280% more retweets, and 190% more favorites than third party players.
Twitter users think video ads are 10% more relevant, 8% more favorable, and 8% less intrusive, compared to similar ones on publisher sites.
Key Takeaway: There’s no reason why you shouldn’t reutilize the videos you create in your other marketing channels, including email and social media.
Today you have learned the power of video ads for your marketing strategy. You have seen how much people like consuming video and how it makes them remember an ad’s message. You’ve also seen both B2C and B2B business alike can foster its power.
Now it’s your turn. Do you use video for your advertising campaigns? If not, did you learn something that changed your mind about video ads? Share your thoughts in the comments below.
Influencer marketing is hot right now. It should be because it works. It’s not just hot because people are talking about it – it’s because it’s a way to reach audiences who are traditionally tricky, and in markets where competition is strong.
Millennials (those allegedly elusive and ad-blocking folks reaching young adulthood in the early part of this century) being a prime example. Nearly a quarter of them view well-known vloggers (video bloggers) and content publishers as unbiased role models, and 44 per cent of internet users (53 per cent) of 16-24 year olds) watch vlogs each month.
Social influencers are creators of content on their own terms, and because of this they add ‘intimacy’ to a brand. Video platforms like YouTube allow viewers to feel closer to the personalities with whom they engage from the safety of their own mobile device or bedroom – making these platforms the largest, most trusted, easy to access, searchable resources for information around any given topic.
Potential Influencer Investment
Some of the upper echelons of internet celebrities can command six digit figures for showcasing brand products to their millions of followers. The ‘going rate’ depends on the number of committed viewers, and the following can act as a basic guide of what a company might conservatively expect to pay for endorsement.
For a single post on the likes of Instagram or Snapchat, for example, the digital pr agency I work for arranges deals with social influencers around the following:
3-20K followers: $65-$250
20-100K followers: $250-$500
100-250K followers: $500-$650
200-500K followers: $650-$850
500K+ followers: $1,000+
Find the Next Wave
The key to not paying a fortune here is to do the research and to hunt out the next wave of social influencers that are growing online followers relevant to the brand in the right territories (US, UK, etc.), and to recruit them from emerging social sites still in their infancy.
Within Instagram, Snapchat, Musical.ly and Periscope there is still a healthy supply of budding social influencers with large and growing followings. Contacting these people directly through their chosen platforms (especially if they’re at the stage where such offers from brands aren’t common and they haven’t yet secured the services of an agent) can be an easy way to get their rate card, discuss an offer and make first contact.
The Channels are Wising Up
Social networks are wising up to this. Snapchat now plans to pay content creators a guaranteed amount in advance for a licence for the content they produce, giving it exclusive rights to sell advertising against the content and retain any revenue generated.
Last year a Snapchat patent also hinted at a “revenue-sharing” model, where a brand could pay Snapchat content creators for their content. It specified: “A user image may be added to a gallery sponsored by Coca Cola and in return for contributing to Coca Cola’s gallery, a user may receive compensation on a flat-fee, per view or revenue share basis.”
While not part of the platform yet, this could well be the future. Let’s not forget that Instagram belongs to Facebook, which is proactive and passionate about a revenue-generating ad model to keep Mr. Zuckerberg in grey t-shirts and vegetarian ready meals.
It Pays To Be Quick
The message we can take from this is to strike while the iron is hot – looking at those that have the audience you are looking for and have a growing and dedicated crop of followers early on. Ask your target audience who is hot and who is not.
Klout for Business now provides functionality to segment, explore and deal with influencer lists. Influencer management tools like Trackr and performance monitoring tools like Buzzsumo are emerging that offer a strong first port of call, but there’s no substitute for water cooler discussions with the more web-savvy members of our team.
What You Can Do
Asking customers who they follow in focus groups and in polls can produce enlightening results, as well as offering insight into the topics of genuine interest to them. Reaching out to up-and-coming content creators can be surprisingly cost effective with genuine measurable ROI.
After all, those posts have longevity and will be part of their stream when their following grows further, and the very act of sponsoring them can be a boost to their presence. Listen to the millennials (or other target groups) in your company and invite them to brainstorming meetings – you’ll be pleasantly surprised at what they have to contribute.