Like it or not, videos are a major way to push the needle when it comes to marketing. They are far and away the most dynamic and engaging content type in ad creation.
Seems obvious, right? Well, the benefits might be further reaching than you think. While videos are great for the conventional use of ads (aiming to get someone to take an action such as click, sign up, purchase, or message), videos offer so much data that they can be useful without CTAs in the education phase.
A big reason for the benefit of video marketing is the Watch Time metrics that we have access to in Business Manager.
For any single video we upload to our page or as an ad, we can create custom audiences based on who watched 3 seconds, 15 seconds (ThruPlay), 25%, 50%, 75%, or 95% of our video.
This gives us the power to identify particularly engaged segments of our education audience based on how they responded to a particular video post.
This in itself is useful so that we have a temperature gauge of warmth coming from our Introduction audience, but there is a qualitative benefit to videos as well. Through video we are able to offer more entertainment at a glance, interface more complex sentiments, and tell more worthwhile stories. The nature of content we can provide in a video allows us to say a little bit more and kick off more useful conversations in the comments section.
Let’s look at a few different videos we could tailor make for the education phase:
- A “This is Me” Video
This video could involve you addressing the audience directly and introducing yourself as the person behind your fan finder. You can thank them for the great response on the Fan Finder video and let them know that you wanted to share a bit about yourself (and hope to keep seeing them around)
- “Behind the Scenes” Video
Since your retargeting video will occur after a fan catches your Fan Finder, you can expand on that original video by showing off some behind-the-scenes stuff such as outtakes, bloopers, “how it was made” content, etc. This is a great way to naturally start showing that you are an artist with a vision and motivations (and not just someone who made that ‘random’ Fan Finder)!
- A Second Performance/Music Video
If they liked one of your performance videos, chances are they’ll like another, right? You can run another video that showcases a slightly different sound or style, or you could intentionally create something of a ‘part 2’ video that picks up where the first left off.
Now, let’s go ahead and look at how we might create a campaign to deliver one of these videos to the right audience:
- In Facebook Ads Manager, click the green “Create” button on the left side of the screen.
- Select your campaign objective. If you have a large warm audience (perhaps an audience greater than 5,000), you may want to choose Video Views as your objective. If you have a smaller warm audience (<5,000) you may want to use the Reach objective.
- Turn Campaign Budget Optimization on and set a daily budget. For this type of campaign, a lower budget is recommended - perhaps $1 - $8 daily.
- Click over to the Ad Set tab. Edit the ad set.
- Select (or create) a Custom Audience that represents a watch time metric from a previous video (the video you want to retarget). In this example I chose 50% video views of any previous video.
- Select all of the currently approved Green Light Countries from this list courtesy of Corrin: https://docs.google.com/document/d/1x0yjAQ8r8W9-IzfmbTcBvrqvyoMk9os8qqwGw8LcfQU/edit?usp=sharing
- Widen age range to 13+.
- Click the Ad tab and edit the ad.
- Under ‘Ad Setup’, click “Create Ad” (or use existing post if you want to use a video you’ve already posted organically).
- If you’re creating an ad, click “Add Video” under the Ad Creative area and select (or upload) your desired retargeting video.
- Once uploaded, change the Primary Text to fall in line with the message you’re sending with the video.
Okay, so this is how we can set up a general retargeting video for whatever ideas you may have. You can even run a number of differently styled videos and see which ones provide the most on-point conversations.
We’ll be able to use campaigns in a variety of ways throughout the training, so keep this in your back pocket for now and let’s move on to our website to get a little bit broader in the story we’re telling.