Three Tactics To Drive Video Conversions On Social

Three Tactics To Drive Video Conversions On Social
SHARE
THIS



Facebook has seen phenomenal growth in video usage in just a year, and it now serves a staggering 8 billion video views per day. How can brands get noticed in a sea of content? MD at Marin Software APAC, Jay Revels, investigates.

Facebook’s acquisition of Instagram has created even more opportunities for brands to reach new and prospective customers through Instagram’s expanded 60-second videos and the introduction of the Snapchat-esque ‘Instagram Stories’.

In a split second, a potential customer makes a decision as to whether or not your brand is worth engaging with.

So, for many marketers, it’s now a race— who can make the flashiest, most outrageous, captivating content, and how can we best condense it into highly consumable 60-second bites?

Putting creative aside, there are a number of strategies that brand managers can use to ensure their video content gets noticed and remains front of mind for consumers.

Get the basics right on mobile

Yes, it’s obvious—but you’d be surprised how many brands don’t consider mobile in their strategy.

These days, 85 per cent of videos on Facebook are watched on silent mode. Take the time to ensure your campaigns can play in the hands of consumers—literally and cater for silent autoplay. Mobile drives the most effective video views, with 65 per cent of Facebook users watching videos on their mobile device.

As mobile becomes the core of Facebook’s business—having grown 82 per cent year-on-year and accounting for 80 per cent of its total ad revenue—it continues to attract more and more people on mobile devices.

This is only set to increase with its Instagram offering.

Re-engage users and drive conversions

Video is the perfect mode for prospecting, but don’t let your strategy stop there. Take your viewers on a journey through your funnel and convert them into actual paying customers. The goal of retargeting is to place your brand front of mind while customers are still deep in their decision-making process.

Marin launched exactly this strategy with a leading technology brand and achieved a 30 per cent lower CPA and 11 per cent higher CTR, plus generated the highest number of sales for the campaign overall. The trick here is to create a list of people who’ve engaged with your video on Facebook and choose from several options:

  • People who viewed at least three seconds of your video
  • People who viewed at least 10 seconds of your video
  • People who viewed at least 25 per cent of your video
  • People who viewed at least 50 per cent of your video
  • People who viewed at least 75 per cent of your video
  • People who viewed at least 95 per cent of your video

It’s important to always take note of the data. People who’ve completed your video will represent a more engaged audience and will be more likely to take your desired action.

Vary your testing to optimise

The number of ad variations can add up quite quickly. Offset this by narrowing targets based on your key objectives and buyer personas.

Creating buyer personas to identify who your ideal customers are will help define your campaign’s target audiences. Tailor your creative to each respective persona. This also goes for separate target audiences and brand awareness versus re-engagement campaigns.

Be creative and experiment with different targeting options to find the one that suits you best. You can break down your audiences by location, demographics, interests, and behavior specifics.

If your audience size is large enough and you want to target multiple locations, for example, run them in separate campaigns—making it easier to optimise—and see what’s working best for you. Consider different creatives and narratives for each.

You can also combat ad fatigue by refreshing your creative every one to two weeks for best performance. When people have seen your ad multiple times, it can become more expensive to achieve your desired results. By implementing all of the above, you’re sure to generate conversions from your efforts.

 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]