Why Video Ads Are Crucial for Marketing in 2016


Important Links

Facebook Video Setup Guide

YouTube Video Ad Guide

Our Attention Span

Hey Digital Fam, my name is John D Saunders, in today’s Digital Block we discuss one of the best ways to hold a user’s attention in the digital age.I can’t tell you how many times I’ve walked into a room just to forget the reason I went in there in the first place.

As a society, our attention spans have continued to dwindle, especially with the emergence of smartphones.  According to research, our attention spans have dropped from 12 seconds in 2002 to an insane 8.25 seconds in 2015. So, to put that in perspective, the average attention span of an adult is NOW identical to a goldfish. I know, crazy.

However, it’s not the worst thing as a marketer to experience. It just means we have to be concise in our messaging, utilizing one of my favorite marketing mechanisms: VIDEO. In today’s Digital Block, I want to talk about a few examples of video and how to leverage visual content to hold the attention of consumers and increase engagement using Facebook & YouTube Video Ads.  

So first and foremost, what gave me the idea for this specific video blog was just how influential video has been especially since our attention spans have really dropped. So this article or infographic by Wise Al provides some really cool information about how forgetful we are and how our attention span is just so low. So you could check out some of these stats here.

Basically, an average office worker checks their e-mail 30 times an hour. The average user picks up their phone more than 1,500 times a week so we’re always mobile, we’re always using this content and this technology to expedite our lives and help us but it’s also taking away from our attention span. Also, the average page visit lasts less than a minute now and users often leave webpages in just 10 to 20 seconds. So, they’re not getting what they need, instantaneously, they’re leaving. That’s why video has become such a big, big tool in 2016 for holding attention and getting people to engage and convert on your website.

So the average length watched on a single Internet videos is 2.7 minutes. Fifty-nine percent of senior executives would rather watch a video than read text when both are available. So what does this tell us? That we need to use video to get to people, to get their attention and keep holding their attention long enough to engage and convert them to a lead.

Okay, so our first stop is Facebook video ads. Now, Facebook video ads are super important because one, they are extremely cheap. We’re paying about a penny per review on Facebook for individuals to watch our content. So, we’re targeting people specifically entrepreneurs, business owners, people that want to learn online content in digital marketing to help them with their jobs and their careers.

Now, it’s crazy because there are 500 million users watching about 8 billion videos daily on Facebook. Seventy-five percent of that traffic is mobile. So that tells us that we need to dedicate a lot of our video content to mobile users who are on Facebook about 40 minutes a day to get our content out there.

So for example, if you look at this ad, right? You got 1,600 views on one of our videos called “7 Essential Apps for Entrepreneurs and Business Owners.” Right now, our budget is $30. We spent $21. Our schedule was just February 8 to March 9 so we wanted to do a small test campaign to run this. We reached 8,300 individuals and 1,600 video views. Now, this is pretty awesome, right?

One thing with Facebook, if you’re scrolling through a video on Facebook, for example, and the video autoplays and it autoplays more than 3 seconds, Facebook counts that as a view so the results can be somewhat skewed. However, if you’re paying about a penny per view, regardless if they’re watching 30 seconds or 3 seconds, you’re still getting enough bang for your buck to warrant this a small campaign for your social media page.

So first thing, let’s take a look at our performance. As you could see, we’ve had 2,500 video views in total for this campaign. Cost for result was about a penny and the result rate is 17 to 20 percent depending on what link you’re looking at the campaign. That was pretty amazing because 1 out of 5 individuals getting served our ads are actually watching and viewing it so those are astronomical results. That’s about 1 in 5 which is great.

If we look at the audience, we can see that it’s pretty even, 49% women, 49% men and the average age is millenials about 18 to 34. Now, if you look at placement, this is the part that’s really important. Most of it is mobile news feed so for us, anytime you place ads, we always do either desktop news feed which is the main news feed which is the main news feed on your computer when you’re exploring through Facebook or mobile news feed. As you can see, mobile is 90% of the traffic so everybody’s watching videos on their phones.

Now, if we go into the actual ad, we get a little bit more information. For our targeting, we targeted individuals in the U.S., 18 to 48, who have interest that includes smartphones and in business owners’ mobile apps or entrepreneurs. Our estimated daily reach was 1,300 to 3,400 people on Facebook. So for $30 in 30 days, we’re reaching between 1,300 and 3,000 individuals on Facebook seeing our content. I mean, this is huge.

Okay, guys, I want to show you one of the most important metrics for your Facebook video ads. If you highlight your mouse over performance and go to video engagement, this will show you how much of the video content individuals actually watched. So Facebook recently released this data. This is important for framing your work and seeing how long your video should be, how long you can keep people engaged. So for example, the average amount of people that viewed the video is 24%, right, which is great. But people that viewed the video up to 50% was 358. So of those 1,600 results, 358 people watched it 50% which isn’t bad. That gives you enough information to either click through and engage.

Now, if I looked at the numbers even more, 354 individuals watched video content up to 75%, 351 up to 95 and 149 individuals watched our videos 100%. So, 150 people for $30 watched 4 minutes of video consistently without leaving the page. This content gives us the metric of, hey, our video was about 4 minutes, maybe we can shorten it a bit to get into this frame right here, maybe keep it 2 to 3 minutes. So this gives us some analytical data that we can use in creating our next video. Creating video ads is super easy. You can do it the same way that you create Facebook ads. I’m including this link to the guy in the blog below so you guys can check that out in detail to get started on your video ads.

Next stuff I want to talk about Google AdWords specifically video ads and true view ads. So, for example, if you’re on YouTube, let’s say you do a search. I’m searching for one of my favorite YouTubers, Marques Brownlee. He has a tech blog, right? So if I search for his YouTube channel, I get a few ads. I get one ad here which is only targeting banner and then I get two ads here. So these are actually ad positions that companies pay for that position.
Now, I’m not a big fan of these because I wanted to be more organic. I want people to be able to see the content before a video plays. So for example, if I click one of his videos—now, once I click one of his videos, Samsung Galaxy S7 Edge, an ad pop ups before. As you can see, this is in line with his brand. He’s talking about technology. He’s talking about phones so the action served up an ad in comparison to what he offers.

Now, the video starts up. So the video you saw prior is an ad based on categories that you choose in AdWords for who you you want to target specifically. Those ads pop up before videos and they work really well because they’re in line with people and what they’re searching for. Now, if I go back to campaign management, I can go to video targeting. I can show you guys an example of who I’m looking to target with my video content with those true view ads.

So demographics are 18 to 24 and 25 to 34. Interests, for example, are techno files of investors, social media enthusiasts, entrepreneurs. Those are all the individuals I’m targeting with my content. Now, if I go back to my campaign, my budget is $4 a day and my ads, right now, I’m pushing 2 videos, our 100 marketing tools and our camera bag giveaway. If you look at the upper right hand corner, you can actually enter that contest as well.

So right now, we have about 2,500 impressions and 500 views. The view rate is 22%. So, anytime you see video promotion or video ads, it’s super inexpensive, about 11 cents, a little bit more than Facebook but it’s more laser targeted and the view rate is 20% so 1 out of 5 individuals are seeing these ads. We also found a great guy for setting up your video ads via YouTube. This link is also in the blog as well and I think using YouTube video and Facebook video in tandem to promote your content whether it’s testimonials or a video showcasing your product or video blogs that you can convert to blog and podcast, video is just super influential in 2016 and I think everybody should be checking it out.

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