Use Video Instead Of Clicks For Facebook Ads
If you’ve read my previous blog on the principles of marketing and advertising you’ll have seen me talk about traffic warmth and how to guide someone towards a product or a service instead of shoving into their face.
A lot of marketers will use a strategy of using Facebook Ads to send people to a blog post to ‘pixel’ you.
That’s worked fantastically over the last few years and for sure it still has value but I believe it’s been overtaken thanks to Facebook opening up the way audiences can be tracked when people consume video content on the platform.
Facebook have made it quite clear that video is the way forward. They think they are around 75% video content now and are aiming for 100% video content over the next few years. When you think how far Facebook has come it’s clear to see why Facebook keep winning – because they keep innovating!
What marketers and advertisers can do now is track who has watched the video AND for how long.
When a brand or business posts a video either from their Facebook Business Page as a piece of normal content or whether it’s an Ad built through Ads Manager, Facebook can now track consumer behaviour.
You can ask Facebook Ads Manager to create an audience based on people that watched 3 seconds, 10 seconds, 25%, 50%, 75%, 95% or the whole video.
Why is that so useful?
Well the previous tactic that involved using a blog was so that you could create an audience of people that had engaged with your brand and depending on your Customer Journey you could show them an ad to move them to the next stage.
With these video audiences you can do exactly the same. Except it’s a LOT cheaper to get someone to watch a video than get them to click to a blog (it’s why this blog is also a video!) so you can choose those that watched 50% or more, which is a pretty good indication they may have been paying attention but maybe they got distracted?
You can then create an advert and ask them to take the next sensible step in their journey to becoming a paying customer.
If you need help setting this up then we have a video up on our Facebook page that shows you exactly where to find all this in the back of Facebook Ads Manager.
If you’re reading this and thinking “Mark, my Facebook Ads person has not got this going in my business and I love being in front of a camera. Can you help?” then please head to our contact page, complete the form and lets talk