Emarketing & content performance
16 May 2015

Social selling : how to create a fruitful Facebook video campaign ?

How to run a goal-driven campaign that not only attract views, but also drive qualified leads to make a transaction on your site ?

100 millions of videos are posted every month on Facebook. The giant of social media revealed that the number of videos in the newsfeed of an user, published by a person or a brand, has been multiplied by 3.6 in 2014 (+260%).

These last months, Facebook’s video integration and autoplay have broken into the video marketing market, and keep on redifining the rules of digital branding, and social selling. Combined with the wealth of targeting options available on Facebook, the video platform becomes a perfect opportunity for advertisers to reach the right audience with a captivating message.

Now, how to transform the viewers into consumers ? How to turn a facebook video campaign into a call-to-action item ? In this article for KISSmetrics, Kelly Lammerts van Bueren defines 5 steps.

Identify your goal

Set clear, measurable objectives. What metrics are you going to use ? Generally, a video campaign is launched in order to increase brand awarness, or to introduce a new product. Some metrics allow to analyse if a video has been completely viewed by a user (a view is counted after 3 seconds of running).

Grab the attention

Users are constantly provided with contents on their newsfeed. To stand out of the crowd, you have to generate a creative and emotionally powerful video. Kelly Lammerts van Bueren gives some advices about it.

Try to make a short video, with impactful message and demonstration. The shorter the better.

Don’t automatically recycle content. Are the format and the message adapted to the platform, and the targets ?

Be informative, concisely. Clearly communicate your message from screen one using the starter image, ad copy or, better yet, both. The image and text should, in combination, explain what your company or product is, how it works, and why the viewer needs it.

Pick an Engaging Thumbnail. Although video ads will automatically play by default, Facebook users can disable the feature. Hedge for this by selecting a thumbnail that features your product or main message front and center.

Pull your viewers into the sale funnel.

Retarget video viewers with ads that feature sequential messaging to encourage them to take the next step to becoming a customer. Use Facebook to create Custom Audiences of people who viewed your video (3 seconds or longer), and those who completed the video. Video ads, link ads, and photo ads can all be used effectively for retargeting.

Regardless of ad type, include a call-to-action that prompts users to take the next step (Learn More, Buy Now, etc.). For best results, include both a bit.ly link in the copy and a call-to-action button at the end of the video.

To discover the next steps, you can go read the full article here.

Image credits: BigStock

Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients. 

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