Get Seen, Get Heard, and Improve Your Conversion Rates
Developing a video marketing strategy is an incredibly effective way to dramatically increase exposure, memorability, and conversion for your brand. If you’re thinking you don’t have enough resources or budget to develop video content, you should be thinking about how you can’t afford not to. Once you’ve got your video content, there’s a variety of options available to you. Among our top picks are Facebook’s In-Stream videos and Audience Network.
First, What Is a Facebook In-Stream Video?
Facebook in-stream video allows advertisers to deliver 5- to 120-second video ads to people watching videos on Facebook from familiar publishers and digital-first creators that tailor their content to Facebook audiences.
Advertisers like you can select specific targets you’d like to reach and what devices you want to appear on. These ads can be used to optimize views, brand awareness, engagement, reach, increasing app installs, and inbound traffic to your website.
The Value of Time: Quality Over Quantity
Although Facebook offers up to two minutes of runtime for in-stream videos, your best bet is to stay somewhere under 15-30 seconds. This may seem like a short time to get your message across, but this is a circumstance of “less is more.” According to AdAge, 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. If you have longer video content, consider splicing it up into shorter clips. Use these clips to micro-message, hyper-target, link to longer content within your website, or run a messaging test.
Impact That Can’t Be Ignored
Facebook in-stream video ads have a 70% average completion rate and resonate with an 89% target efficiency rate. These high success metrics paired with a 95% marketing message retention rate (compared to static text ads) make a strong case for blending video into your current marketing strategy.
95% of viewers of your video ad will retain your message when they watch it in a video, compared to just 10% when reading it in a text post.1
Targeting Out of the Feed with Facebook Audience Network
You already know that Facebook has the reach of all age groups, demographics, and interests you’re looking to target. But, when you use in-stream ads, you’re also gaining the advantages that come Facebook’s Audience Network.
This network gives you the ability to communicate to your ideal targets within videos they are already watching on third-party websites and apps. This means you won’t be advertising just on Facebook. Your ad will appear in highly relevant moments throughout your target’s online journey. These videos are a little different from in-stream ads in that they are shown for 30 seconds at the beginning or the end of another video. Also, these ads can be displayed on desktop or mobile devices, which increases your audience reach.2
One Thing Is Always Certain: Marketing Will Continue to Evolve
With more priority placed on streaming content than ever before, marketers will find themselves in the inevitable position of requiring video to compete in an ever-evolving marketplace. Facebook is just one of many platforms growing their video content and putting extra emphasis on streaming. With that, advertisers and marketers can take advantage of the new spots and new ways to strategize how to reach Facebook’s billions of users.
Overwhelmed? Outsource It.
You know you need marketing strategy that includes video, but you might not know where to start or have the resources you need. Our expansive, seasoned team of strategic, creative, media, and data analyst professionals were born to do this for you. Seriously… it’s our passion. Whether you need the entire strategy from ideation to launch and maintenance, or you just need a little help here and there, we’re your team!