Last week we hosted a webinar with ELEMENT Productions that discussed how to make the most of video advertising on Facebook and Instagram. Attendees learned:
- Best practices for high-performing video ad creative
- Strategies for boosting engagement and conversions
- Video ad examples and why they work
We received quite a few thought-provoking questions from our audience so we thought it would be beneficial to share the questions for those who weren’t able to attend.
What are the factors that determine whether a spot should be introduced as a conversion ad vs. website click ad vs. page like ad vs. video view ad?
This ultimately depends on your goals. If your focus is on branding or introducing a new company/product, you may want to consider optimizing for website clicks or video views. If a conversion action is your goal and your buying cycle is relatively short, we typically recommend optimizing for conversions. However if the volume of conversions is low, Facebook can’t optimize as effectively, and we would recommend changing your defined conversion to be higher up the funnel (ie. add to cart) or test optimizing for clicks or impressions.
Does the 20% text rule apply to the thumbnail?
The 20% text rule is actually going away. Moving forward, Facebook will allow ads or video thumbnails to have more than 20% text, but will penalize the ad’s performance based on the amount of text used. The less text the better.
How often do you need to update your video/creative so that performance stays strong?
This really varies per campaign depending on the size of your audience, the length of the buying cycle, the tolerance of your audience, as well as other factors. In general, we recommend paying close attention to frequency and conversion or engagement KPIs, and not when you start to see diminishing returns. Some campaigns require new creative as frequently as every couple weeks, others can perform well for months.
Regarding testing, how long (generally speaking) should you put a video up to make some conclusions on the success/failure of it?
If you have benchmarks to compare to, like traditional static ad campaigns, you should very quickly know if a video performs better or worse when comparing your main KPIs. If you are launching a video ad as your first test in a campaign, you want to make sure it has enough reach to give it a fair chance. This will really depend on the size and specifics of your audience, and ultimately your budget. It’s also helpful to look at your relevance scores. If these are really low, there is a chance that your audience is not finding value in the videos you are running.
I run multiple video conversion campaigns at the same time on Facebook. Do they compete against each other and raise cost? Also, why does Facebook play one more than the other?
If you are running separate conversion campaigns with the same objective to the same audiences, then yes you might have some self competition. Sometimes this is ok if you want to have better control over the exposure of your ads. The reason Facebook would show one over the other is because the ads you are using might be more relevant to the audience in one campaign versus the other.
What are your thoughts on producing Facebook Live video elements as paid ads?
This would seem like a great idea specifically for a buying or conversion cycle that is longer than normal. As Facebook Live continues to gain traction, I’d expect to see more and more of this approach.