-
7 Critical Tips To Get The Most Out Of Facebook Live And Video Ads
March 13, 2018
-
As we work smarter in the social space - - whether it's using our social assets to create actionable impact for our advertising partners, or increase revenue for our own brands, it's important to pay attention to the (often fluid) insight and data helping to shape content that connects.
With Facebook Live or video, hold your phone horizontally and adhere to the following:
Creative Must Be An Experience (Not Feel Like A Repurposed TV Ad)
User action (or as I call it, "touched content" - content that is "liked," commented on, shared, etc...) determines the greater amount of awareness and impressions generated. If people aren't "touching" your content - it's not an experience. Refine and reset immediately.
Every Second Matters
People move quickly on mobile - giving you on average 1.7 seconds to hold their attention with video on their phone; 2.5 seconds on desktop
Be The 30%
Facebook revealed we miss 70% of content meant for us each day. This means - of all the content posted by friends, family, Facebook Pages we've "liked," and ads targeted at us - we only see 30% of content every day.
Don't get lost in the sea of sameness.
Stop Being So Wordy
Facebook asks for images to have little or no text because images with too much text create a lower-quality experience in the News Feed.
Visual Cues
While Facebook prefers no text on the actual visuals, always create videos with caption by transcribing the audio of the video.
Videos are often viewed with the audio off. Captions pull the viewer in and create an easier way to process the video when we can't turn the sound on.Money Quote; Money Shot
The text component of your video/Facebook Live can be as important as the actual content.
Use a powerful line from your video or add a relatable line like this from Annie at WPLJ/New York:
And Finally - Where We Place Ads
Facebook mobile web accounts for less than 5% of total impression traffic. You don't need to avoid Facebook mobile web, but it's smart to focus on Facebook's app for ad placement.
When done well, Video and Facebook Live can:
- Boost brand perception
- Excite fan expectations
- Create listening occasions
Which in return:
- Stimulates revenue
- Extends reach
- Builds on the brand's long-term health
Your station is in the hands of fans. At any given moment, you are inches away from their face as they watch you on their device.
Be careful with that privilege.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
Please enjoy MERGE archives here.