Facebook video ads are still a heavily underutilized creative format for B2C and even more so, for B2B brands. Videos are not only effective in capturing the attention of potential customers, they more often than not, convert at higher rates over their static image counterparts. Looking to improve your campaign performance? Learn how to effectively and affordably create and utilize video in your Facebook campaigns to increase engagements, visibility, traffic, and conversions.   Key takeaways will include:  • Strategies for B2C and B2B brands on how stand out among the stillness of the News Feed and increase conversions. • Solid understanding of effective video tactics. • Tools to create video content for Facebook Ads.

1. Set Your Metrics
In Motion with
Facebook Video Ads
By Akvile DeFazio
April 18, 2018

2. Hi! I’m Akvile DeFazio
President and Social Media Advertising
Specialist at AKvertise, Inc., a social media
advertising agency in Paso Robles, CA.
10 years experience in the online marketing
industry, specializing in paid search and social and
organic social media marketing.
Connect with me:
@AkvileDeFazio AKvertise.com
@AkvileDeFazio | #SLCSEM

3. Our
Agenda
Why Use Video?
Goals
Tactics for Success:
 Brevity
 Captions
 Design
Equipment
Tools: Video Editing Apps
Q&A
@AkvileDeFazio | #SLCSEM

4. Why Use Video?
 Stand out among the stillness
of the News Feed
 Higher engagement rates
 Smaller attention commitment
for users
 Impactful and memorable
 Receive 10-30% more views
@AkvileDeFazio | #SLCSEM

5. @AkvileDeFazio | #SLCSEM

6. 95%
Viewers retain 95%
of a message when they
view it in a video
compared to 10%
when they read it in text.
– Invisia
@AkvileDeFazio | #SLCSEM

7. 85%
Visitors who view product
videos are 85% more
likely to buy than visitors
who do not.
– Internet Retailer
@AkvileDeFazio | #SLCSEM

8. 59%
59% of executives
would rather watch video
than read text.
– Forbes
@AkvileDeFazio | #SLCSEM

9. What Are Your Goals?
Awareness
 Brand Awareness
 Reach
Consideration
 Traffic
 App Installs
 Video Views
 Lead Generation
 Post Engagement
 Page Likes
 Event Responses
 Messages
Conversion
 Conversions
 Store Visits
@AkvileDeFazio | #SLCSEM

10. Tactics For Success
Brevity Captions Design
@AkvileDeFazio | #SLCSEM

11. Brevity

12. Brevity
 Keep it short.
 Facebook Video Length Maximum:
240 Minutes
 Instagram Video Length Maximum:
60 seconds
 Put your best foot forward in the first
10 seconds.
@AkvileDeFazio | #SLCSEM

13. Client Case Study:
Test: Video vs Static Image
Date Range: Q1 2018
Video Duration: 15 seconds
@AkvileDeFazio | #SLCSEM

14. Video vs Static Image
Creative
Spend
(Sum)
CTR
(Ave)
CPC
(Ave)
Leads
(Sum)
CPL
(Ave)
CVR
(Ave)
Engagement
Rate
Image $442.66 1.78% $0.90 16 $9.58 2.79% 2.98%
Video $5,240.64 1.14% $0.59 400 $3.24 1.95% 2.61%
TOTAL $5,683.30 1.46% $0.74 416 $6.41 2.37% N/A
DELTA 1083.90% -35.96% -$34.44% 2400% -66.18% -30.11% - 12.51%
@AkvileDeFazio | #SLCSEM

15. Captions

16. 85% of Facebook
videos are watched
without sound.
- DigiDay
@AkvileDeFazio | #SLCSEM

17. Is your video telling the story
both visually and
acoustically?
@AkvileDeFazio | #SLCSEM

18. Captions
@AkvileDeFazio | #SLCSEM

19. @AkvileDeFazio | #SLCSEM

20. Go Beyond The Caption
@AkvileDeFazio | #SLCSEM

21. “Think like a silent film artist.” – AdEspresso
@AkvileDeFazio | #SLCSEM

22. Design

23. Highly-produced in appearance
Low-cost and low-effort in execution
Use simple effects such as:
 Overlay text
 Slow motion
 Time-lapse
 Stop motion
 Cinemagraphs
Design
@AkvileDeFazio | #SLCSEM

24. @AkvileDeFazio | #SLCSEM
Slide courtesy of Flixel

25. @AkvileDeFazio | #SLCSEM

26. @AkvileDeFazio | #SLCSEM

27. @AkvileDeFazio | #SLCSEM

28. @AkvileDeFazio | #SLCSEM

29. @AkvileDeFazio | #SLCSEM

30. Equipment: What You Will Need
Equipment:
 Your phone
 Go-Pro
Area:
 Wall
 Table
 Table Cloth
 Clean and distraction-free space
 Environment where your product or service can
be seen in use
Lighting:
 Natural or artificial
@AkvileDeFazio | #SLCSEM

31. Tools: Video Editing Apps
Boomerang
FilmoraGO
Stop Motion
Studio
Hyperlapse
InShot
Quik
iMovie
Legend VidLab
Flixel
@AkvileDeFazio | #SLCSEM

32. Recap:
Brevity Captions Design
@AkvileDeFazio | #SLCSEM

33. 52%
52% of consumers say
that watching product
videos makes them more
confident in online
purchase decisions
– Invodo
@AkvileDeFazio | #SLCSEM

34. @AkvileDeFazio | #SLCSEM

35. Akvile DeFazio
President and Social Media Advertising Specialist
Thank You!
Questions?
@AkvileDeFazio
AKvertise.com