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The Ultimate Guide To Branding With Facebook Video

In the first part of this post, published last week, we discussed some strategies you can use to reach your audience. We discussed the advantages and disadvantages of Facebook and YouTube, as well as several different approaches you can take to creating a great video.

This week, we’ll get into the gritty details of video creation and how to use Facebook Ads to expand your reach, make an impact on your audience and track your video’s performance.

We’ll close with a breakdown on how you can use video throughout your sales funnel to increase conversions from the traffic you drive from your video ads.

If you’re eager to go to the new stuff, you can click here and go straight to the new content

If you missed the first part or want to refresh your memory, just keep on reading.

If you use Facebook frequently, you’ve no doubt noticed a lot more videos appearing in your feed over the past few years. Video has added a dynamic element to the Facebook feed that’s hard for marketers and consumers alike to ignore.

According to Adobe, shoppers that view videos are 1.81x more likely to purchase than non-video viewers. According to TechCrunch, 1.5 million small and medium-sized businesses shared videos on Facebook in September 2015. “Some likely paid to turn those videos into ads to get more views. And considering average ad revenue per user in the US shot up 50% this year, the video ad strategy is working.”

According to a joint report from Hubspot and Social Bakers, budget allocation for video ads has increased by 150% over the last year in North America. Though video ads are becoming increasingly popular with advertisers, currently the CPC the advertisers see is not increasing.

Which makes now a good time to take advantage of the rising trend in video ads.

For businesses targeting millennials, video is critical for your advertising campaign. According to a report by Animoto, almost half of millennials are only consuming video on their phone.

Using Facebook videos to build brand awareness

Video is a better medium for the phone because you can share so much more information in a short time compared to text. The mobile screen has never been good for reading, but it’s perfect for a quick glance at a video.

If you’re ignoring video, you may be missing out on a huge portion of your audience.


Image: Source

If you need any more proof of the emerging power of video, take a look at the growth of video-based social media platforms like Snapchat. Snapchat is growing twice as quickly as other platforms like Twitter, and in a few short years, has become the second most used social media app in the United States.


Source: Convince and Convert

Facebook has been aware of this trend toward video and is taking steps to make sure it maintains its dominance in the social media arena. In the last year, Facebook has made a major push toward video by allowing video ads and making videos play automatically in the news feed.

Videos have proven to have the greatest organic reach on Facebook.

According to Social Bakers, videos have nearly twice the organic reach as other forms of content on Facebook, and Facebook is surpassing YouTube for the total number of videos uploaded.

Facebook vs. YouTube

Until very recently, YouTube dominated video content online. But in late 2014, Facebook overtook them in videos uploaded each month. Both of these companies are locked in a rivalry to increase their share of video content.

(source)

It’s important to understand this rivalry and how each company is incentivizing users to upload content onto their platforms.

A strong video marketing strategy cannot ignore YouTube. Even if you plan to primarily focus on Facebook for your video content, it’s possible to use both these platforms simultaneously and enjoy the advantages that both offer.

Use Facebook for:

Relative to YouTube, Facebook has just barely entered the video scene. It’s doing everything it can to attract content and advertisers to the platform.

To give their videos an edge, native videos on Facebook get a larger thumbnail, autoplay (if the user has it enabled) and stick in the feed longer. Social Bakers reports that Facebook videos achieve 40% higher Engagement Rate than YouTube (source).

Facebook videos are great for telling a story that nobody is searching for. Things like brand videos that communicate your values and aim to create an emotional connection with your viewers.

Videos on Facebook rely on shareability and virality to spread. This usually leads to big traffic spikes, but it can be difficult to get consistent traffic organically.

In short, you should use Facebook video to:

Use YouTube for:

Youtube is owned by Google, and Google likes to take care of its own. So anytime you have a video that targets a certain keyword with high search volume, you’ll want to upload a copy of your video to YouTube to lock in the search engines of both Google and YouTube.

Also generally, YouTube videos are easier to share and embed. That, combined with the extra power in search, makes them perfect for embedding into blog content or on landing pages.

YouTube videos also have the potential to go viral but have the added benefit of consistent search traffic. If you can rank well for a keyword, you’ll enjoy a steady stream of traffic from your content.

In short, you’ll want to use Youtube for:

Why Not Both?

There’s nothing preventing you from uploading the same video to both platforms.

This also gives you the ability to test what platform your videos perform better on. A video that’s a hit on Facebook may be a dud on YouTube or vice versa.

Using both of these platforms for your videos is a good strategy to get benefits from both platforms.

The main purpose of Facebook videos

By now you can recognize the power of video and the potential reach, so let’s talk about how you can break into video with your brand.

To understand how we can make the most impact with our videos on Facebook, we must first understand why people are logging onto Facebook.

Compared to a platform like AdWords, buying intent is quite low on Facebook. Nobody logs onto Facebook hoping to see an ad for something they want to buy. People log on to connect with friends, get a sense of belonging, present themselves and their ideas. People want to share their interests, ideas and lifestyles with their friends. If you want successful videos on Facebook, you need to help users with these desires.

The New York Times did an incredible study on why we share content.

Here are 4 of the highlights from the report:

Your videos should aim for these results. In the next section, I’ll share examples for a few different video strategies. Take a look at each of the videos and see if you can identify how each video appeals to these actions.

Conversely, take a look at why people avoid liking a brand’s page according to an eMarketer poll. People are very sensitive to advertising; they don’t want to see annoying ads in their feed and they don’t want to expose their friends to ads either.

Choosing your video strategy:

Depending on your goals, you’ll want to use some different styles of video for your ads. Some will work better for different audiences and their level of awareness. Below is a list of a few good approaches you can use to create your videos.

Some strategies work better for cold traffic (people that don’t yet know your brand) or warm traffic (people who are familiar with your brand and are maybe on your list).

Branding

Branding videos are meant to build awareness with your audience and introduce you to new followers. Branding videos are best used to tell a story and create a good impression with your audience.

A good branding video targets an idea that resonates with their target customer and builds a compelling story around it. They focus more on the story and the feeling while subtly associating their brand with the idea. Branding videos can be inspirational, controversial or both.

A great example of this is Thrillist’s video of a grandpa at muscle beach. This is a long-form ad for Smith and Forge hard cider, but you only see the actual brand mentioned at the beginning and end of the video.

You may think this is crazy to have a 3-minute video with maybe only 5 seconds of talking about the product. But with nearly half a million shares, the gamble seems to have paid off!

*Note that though we discuss most of these videos and their presence on Facebook, we’ll be using the YouTube version of the videos to embed on this post and make it easy for you to watch them. We’ll include pics/links to the videos on Facebook as well so you can see the engagement.

So why is this video so successful?

Behind the scenes

If you are in the process of creating a new product or service, a “behind the scenes” video of the product development can be a great way to start to build buzz for the product.

These videos can show the process of creating the product (especially a physical product) or tell a story of the brand or individuals within the brand. These videos should put faces to a brand and showcase the people that make it happen.

RevoLights has a great behind-the-scenes video to tell the story of their road trip / tour visiting different bike shops and other locations. They show footage on the road and clips from many of their events. The music keeps the energy of the video high and meshes well with scenes of people spinning their bikes as their friends shout with excitement.


Click here to watch the video on Revolights Facebook page

Teach something

Educational videos are very powerful for targeting cold traffic and for organic reach. Create videos that help your target customers improve themselves and develop their interests. Educational videos are particularly powerful and effective for brands that focus on food and nutrition, fitness, crafts and DIY projects.

These videos are not only good for engaging content, but also demonstrate your expertise in an area and work to build trust with your visitors.

The Fit For Real Life Facebook page is filled with good examples of short educational videos on mobility. They focus on one simple movement or exercise, explain common misconceptions, and then demonstrate the exercises while giving cues on what to expect to feel and experience while practicing.


Click here to watch the video on FitForRealLife Facebook page

The Buzzfeed brand “Tasty” has mastered the educational video strategy with their recipe videos. The videos are almost always under a minute long and have a simple camera setup that quickly show the overview of the cooking process. Then a link for the full recipe is provided in the description to drive people to Buzzfeed.


Click here to watch the video on Tasty Facebook page

The comments in these videos are filled with pictures of people sharing their results on the recipes. Consider ways that you can encourage your viewers to share their results on your educational videos.

       

Introduction / Manifesto

Manifesto videos are emotive and passionate videos made to build an emotional connection with your audience. They are similar to a branding video, but instead of subtly positioning their brand in the video, the brand is up front and with who they are an a value they embody.

Manifestos should make your viewer the hero and give them an storyline or challenge to put themselves in. You want to communicate your values and your passions that resonate with your audience.

These videos are excellent for retargeting. They remind your audience about your brand without being overly invasive. They also are great for reinforcing a relationship with someone that already has some awareness of your brand.

A great example of a strong branding video is the Mod Notebook. The video narration discusses the process of developing an idea, from simple notes on a page to a collection of ideas that shape your future. It captures the excitement of the creation process, and then presents the product as the tool to start that process.


Click here to watch modnotebooks video on Facebook

The video is strong because it only openly discusses the product in the final third of the video. It spends most of its time building an emotional connection. Only the most engaged and interested viewers will get the messaging about the product itself.

Holstee is a brand that offers subscription based inspiration by delivering prints and checklists to their clients on a monthly basis. They created their manifesto to both inspire people to improve their lives and showcase how their products can be used as a tool to inspire others as well.

Re-Engagement

You can set up your targeting to only target people who have visited your site, but not returned in a while. It’s easier to re-engage visitors who know your brand than to acquire new visitors. So creating a video that is designed specifically to bring people back to your site may be worthwhile.

Point them to some of your best recent content, new downloads or lead magnets.

User generated content

User generated content in many ways is the holy grail of engagement online. Your audience takes it upon themselves to create content for you and promote your brand or cause. To have a successful user generated content campaign, you must have a very strong incentive to encourage the time investment necessary for your audience to start creating. You’ll need to have a mix of a good cause, something entertaining to share with your friends, or an opportunity to do something interesting or make an impact.

User generated content is usually a part of a contest or a challenge where there is a prize for the person who gets the most attention or some kind of penalty if someone does not participate when challenged.

Nike’s The Chance campaign is one of the greatest examples of how to encourage user generated content.

Nike used “The Chance” to give youth around the world an opportunity to participate in “Nike Academy,” an elite training camp for soccer players. Many of their recruits create tryout videos to send to Nike. Nike uses these videos to create montages and other content. At the end of the campaign in 2010, participants had created over 17,000 Facebook pages, and 2,000 user generated videos.

Even kids who don’t qualify for their different campaigns make successful videos, like this young Brazilian who was too young to participate created a video of him juggling for the brand.

Which strategy will work best for you?

Before you start spending with Facebook ads, it’s better to create content and see what videos are getting organic traction. Run your videos on multiple channels, send the content to your list, and see how your current customers respond.

The content that succeeds organically will likely perform better in paid traffic. If you don’t have a large following established, it may be difficult to get enough organic reach to get a clear idea what content is going well. If that’s the case, start with a very small budget and split test the performance of your videos. Target different audiences, test different messages, use different video strategies.

In the next chapter, we’ll take a deep dive into how you can make a great video on a shoestring budget as well as how you can use the Facebook Ads platform to expand the reach of your videos.

6 Tips for creating high-quality videos

You don’t need a film crew or expensive equipment to make a great video ad. There is a lot you can do to create a high-quality and successful video ads with a minimal budget.

The first step is to make sure that your video format fits within the recommended video specifications for Facebook.

#1 – Video length

Considering the heavy mobile usage of videos, it’s generally better to aim for short videos. According to Wistia video analytics, there is a correlation between the length of your video and the percentage it gets watched.

Generally for video ads, you’ll want to keep them as short as possible. Mobile audiences have a very short attention span, and you’ll want to get your message across quickly when targeting new viewers.

Keeping your video under 60 seconds also allows you to advertise on Instagram as well.


(Source)

Social Bakers recommends aiming for under 21 seconds if you want the highest completion rate.

“We found that videos that were less than ~21 seconds performed in the Top 25% for completion rates.” (Source)

For a more detailed look at how video length impacts completion rate, check out: Want to Succeed with Facebook Videos? Keep Them Short

#2 – Design your video to succeed without sound

Subtitles are crucial to successful videos. Most people when browsing on their phone will not be in a place where they can listen to your video. So if your video relies on sound to communicate the message, you’ll lose a lot of traction with viewers.

The easiest solution to this problem is to add subtitles to your video. Up until recently, adding subtitles to Facebook was a tedious process, but Facebook has added a new feature that automatically creates subtitles for your video.

When you upload your video in the ad manager, you’ll be able to create subtitles automatically. The subtitle tool is located underneath the video thumbnail tool in the ads manager.

Since the subtitles are generated automatically in Facebook, there’s frequent errors and misinterpretations. You’ll want to review these subtitles manually and iron out any errors you find before publishing your video

Editing subtitles is very easy. Once your track is created you can make small changes to the text inside the editor to match what is being said in the video. You can also modify the start and end time of each line that appears. This is good for making sure that all of the subtitles are easy to read and flow with the proper timing of the sound track. You can nudge the start and end time of the subtitles in the editor.

Subtitles can be very eye catching. The different words flashing on the screen grab your attention and are often processed by the brain without conscious effort. They can hook your viewer for long enough to let the power of your story set in.

“Internal tests show that captioned video ads increase video view time by an average of 12%,” Facebook reports.

#3 – Open strong on your videos

You’ll want to have movement in the beginning of your video. People browsing may not notice your video or mistake it for a static image if there’s no motion in the beginning of your video. Remember you won’t have sound either until they turn it on.

Also the first few lines of speech (if you have any) should be very powerful. Most users drop off after 3-5 seconds, so those first few words you say are the most important in the entire video.

Joni Ernst is has an incredible example of an opening line that absolutely hijacks your attention. Her line is so understated and nonchalant that you actually have to rewind the video a few times just to confirm, “Did she really just say that?

#4 – Have a great thumbnail

Some FB users may have autoplay disabled on the feed. The next best thing is to have a thumbnail that entices the visitors to click and learn more.

If you have used the image Facebook ads before, no doubt you have been frustrated once or twice by Facebook 20% rule. This rule means that an image can have no more than 20% text in it. If it breaks the rule, FB will take the ad down.

This also applies to video thumbnails.

There have been rumors that this rule has changed recently. But though it is partially true, it’s not what you were probably hoping for. Instead of pulling the ads outright, they simply diminish the reach of your ad if it breaks the 20% rule.

“To help advertisers achieve their business goals while providing people with an enjoyable experience on Facebook, we’ve had a policy limiting excessive text (more than 20%) on images in ads. We’re always looking for ways to improve the experience for people and advertisers, which is why we’re testing a new solution that will allow ads with text to run, but based on the amount of text in an ad’s image, the ad won’t reach as many people. We will continue to monitor how this test impacts advertisers as well as people and will iterate to ensure we are creating the best possible experience. We’re testing in certain situations but are not changing the policy across the board at this time.” (Source)

#5 Perspective

One of the simplest and most subtle ways to have an impact on the feeling of your video is to leverage the angle of the shot. The angle can naturally create different feelings, emotions and associations.

Here are a few different angles to experiment with.

Eye-Level

This is the most common view, being the real-world angle that we are all used to. It shows subjects as we would expect to see them in real life. It is a fairly neutral shot.

High Angle

A high angle shows the subject from above, i.e. the camera is angled down towards the subject. This has the effect of diminishing the subject, making them appear less powerful, less significant or even submissive.

Low Angle

This shows the subject from below, giving them the impression of being more powerful or dominant.

Bird’s Eye

The scene is shown from directly above. This is an unusual point of view which can be used for dramatic effect or for showing a different perspective.

Slanted

Also known as a Dutch tilt, this is where the camera is purposely tilted to one side so the horizon is on an angle. This creates an interesting and dramatic effect.

Image from the movie Inception

#6 – Think outside the video frame

When creating your video, be aware of how it will appear and the environment it will appear in.

For example, if you want someone to click the “like button” on your video, have a person in your video point at the like button and address it. For example, you know a call to action will appear at the end of your video, so why not dedicate the last few seconds of your video to encourage the viewer to take the action with a slide or by talking to the camera.

You can take this a step farther and come up with creative ways that people can interact with the video on their device. Take a look at how Lowe’s made a mirrored video encouraging people to flip their phones to examine two different sides of a video.

How to set up a video

I recommend using Facebook’s Business Manager to setup your ads. While it’s not required, using Business Manager will allow you to better manage your ads, your page and permissions of people who work with your page.

Even if you are just getting started with Facebook ads and you don’t expect to add more team members at the moment, getting started early with the Business Manager will make your life easier in the future.

Given that, the instructions for the video setup will be focused around setting up a video ad in the Business Manager.

Setting up a video ad

From the Ads Manager view in the Business Manager, click the Create Campaign button.

Choosing a goal

There are a few goals that are ideal for a video ad. Though these aren’t the only ones available, these tend to perform the best for the video strategies mentioned above.

Targeting and budgeting for your video

Once you have set up your campaign goal, you’ll be able to create an ad set. This is where you will define your target audience. This is also where you will define your budget you want to spend for this ad set.

You’ll be able to choose how you optimize your bidding in your ad set. To ensure that your videos are on auto play, you’ll want to optimize for impressions or video views (the default setting if you chose the video views goal in the previous step) rather than cost per click.

Targeting is a crucial element of reaching cold traffic with Facebook Ads, so here are a few basic tips to guide you.

For a great guide on targeting for cold traffic, check out: Why Retargeting Isn’t the End All to Facebook Ads (And How to Get Cold Traffic That Is)

Editing the ad

Once you have your ad set configured with a budget and targeting, you’re ready to upload your video and create your ad.

For a great post on this check out: Google URL Builder: How to Track Campaigns in Analytics.

Tracking your video’s performance

Once your video is set up and running, you need to track its performance. The most obvious place to start is to look at how many “views” your video is getting. But what is a view really? The answer may not be as obvious as you think.

For Facebook, a “view” is triggered if a person watched the video for 3 seconds. If you are using autoplay, then you are likely to trigger quite a few views and inflate your numbers, so this metric is not the most helpful.

When looking at the ad in the Ads Manager, you can get more in-depth data on how people are viewing your video.

In the “Video Engagement” view, you can get more detailed data on how people are interacting with your video.  You can get a breakdown of how many people watched 25, 50, 75, 95, and 100% of your video, as well as a cost breakdown for your views.

For branding videos that are meant to get a good organic reach to boost the ad, you should check the “Engagement” view to look at the number of likes, comments and shares a video is getting.

To examine an ad’s success at driving people to your site, how frequently people are seeing your ad and your ads “relevance score” (this is a measure of how well people that see your ad are responding to it), take a look at the “Performance and Clicks” view.

As you start to find some of the stats that are critical to your campaigns, you can create a custom report to see all your key stats in one place. Here’s a video tutorial on how to do it.

I recommend that when doing so you add the following metrics to your standard KPIs set:

Using breakdowns

You can get even more detailed information by using these column views combined with different breakdowns of the data.

Look for specific segments of your audience such as age, gender or location that are resonating well with your brand.

This can help you see who really is engaging with your video or converting with your ads. If you find an audience segment that is performing particularly well, try and create or modify an ad set to target that segment or exclude segments that aren’t performing well. All of these data segments that you can see in the breakdown column are ways you can target people.

Retargeting and videos

One of the most powerful features Facebook offers advertisers is the ability to create audiences based on how people engage with your videos.

This means you can retarget people who have watch or even completed your videos and segment them.

Creating audiences from your video is easy. In the Ads manager / Ad editor, simply check the box that says “Create audiences from people who view this video.” It appears underneath the “Call To Action” button menu in the Ad editor.

Once you start running your ads, you’ll be able to see your audiences start to appear and grow in the the Audiences tool. If you have the same video in multiple ad sets, then each will get it’s own audience, this can help you dial in your targeting and only focus on the audiences that are really performing well.

You can search for them by typing the first bit of text that you have in the description of your video.

This allows you to string your content together and get very specific on what your target sees. You could leverage this by creating a video that appeals broadly to your audience and gets good organic traction as well as paid traction (you collect audience data even when someone shares your video).

Anyone that finished your videos are people who likely enjoyed the content, so this is a perfect opportunity to send them an ad for an offer related to your video like a free download or coupon and capture their email address.

To use the video strategies mentioned earlier in this post as an example, you could create an interesting “how to” video that solves a problem your target audience has. Then once you build up an audience of viewers from that video, send them a video with “behind the scenes” information on how your new product will help them solve that problem more quickly/easily/better etc…

Videos in your funnel

Your video strategy should not just be on Facebook. Use videos throughout your sales funnel to create a consistent experience and encourage your visitors to continue to move up the value chain.

If you are using videos to drive customers from Facebook to one of your products, you should continue to use videos in your sales funnel. Try to maintain a similar look and feel with your videos, and repeat the copywriting on your landing pages in your video to make your messaging more persuasive.

Videos are powerful in funnels and on landing pages because you have more control over how your visitors receive your message.

Brady Shearer from Pro Church Tools used the delay timer feature in Click Funnels to create friction in his funnel and make his video the only thing that appears on the landing page until a key point in his messaging where he makes his offer, then the call to action and information appears.

Before CTA

After CTA

For more on Brady Shearer’s strategy to add friction and increase conversions in his funnel with video, check out: How Pro Church Tools Generated $25,865 in Recurring Revenue in 6 Months.

Conclusion

Video is a powerful tool that creates a deep emotional bond with your audience and can build followers quickly if you have the right strategy.

The trend toward video cannot be ignored by marketers trying to reach new audiences, especially on mobile.

Hopefully after reading this guide you should feel equipped to create some videos and take action on growing your brand and spreading your message. There has never been a better time to connect with your inner Alfred Hitchcock (or whichever director makes your favorite movies).

Kyle Gray is the founder of Conversion Cake, where he helps small businesses and startups with content marketing strategy and sales funnels. He is also the author of “The College Entrepreneur” a guide that teaches students how to build an entrepreneurial skillset while in school and use their university’s resources to help them build something amazing”.