creative best practices for paid social...branding –have your brand and messaging appear in the...

Creative Best Practices for Paid SocialPresented by: Charlie Lozner, Partner at Backbone Media

April 24-25, 2019

2

We are a values-led media and public relations agency that specializes in the intersection of paid and earned media.

We amplify active lifestyle brands in order to expand their communities and cultivate lasting connections.

Public RelationsThrough custom experiences, impactful events, showrooms and targeting product seeding, Backbone’s PR team has been building industry-leading brands for 21 years.

PaidMedia

Backbone’s expertise in paid media extends across all of today’s platforms. We believe that having a well-balanced media mix allows us to deliver clients’ messages where they are most receptive.

PerformanceDigitalWe are experts at scaling a brand’s message to engage targeted markets and drive conversion. A certified Google and Facebook partner, we build high-performance digital campaigns.

AffiliateMarketing

Backbone Media has an in-house affiliate management service to tackle the complex intersection of editorial reviews and affiliate marketing, bridging the gap between paid and earned media.

About Backbone Media

3Social Media Platforms

4Social Media Advertising

Statista: “Most Famous Social Network Sites Worldwide as of January 2019” 2018

Active monthly users on top social networks (global)

2,271,000,000

1,900,000,000

1,000,000,000

250,000,000

0

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

Facebook YouTube Instagram Pinterest

5Social Media Platforms

Why does creative execution matter so much on these platforms?

6Social Media Advertising

Facebook IQ Source: “The Value of Video” by Nielsen 2017

67% of mobile-dominant video viewers surveyed across 10 countries say they use smartphones to watch online video for more than an hour per day.

7Social Media Advertising

Facebook IQ Source: Instagram data, 2018

60% increase in time spent watching video on Instagram from June 2017 to June 2018.

8Social Media Advertising

People are watching YOUR video on Facebook and Instagram everywhere…

9Social Media Advertising

Even here….

1.5b

10Social Media Advertising

people sign in and visit YouTube every single month – nearly half of the world’s internet users.

YouTube: Internal data 2016

95%

11Social Media Advertising

viewability on YouTube (industry average is 66%).

YouTube: Google and DoubleClick advertising platforms data 2017

75%

12Social Media Advertising

of Pinners say they’re likely to watch videos about topics that interest them.

Pinterest: “Pinterest Promoted Video” 2018

13Social Media Platforms

How do you build creative for the right audience?

Female-targeted

14Creative Considerations

Male-targeted

15Creative Considerations

Runner-targeted Surfer-targeted

16Social Media Platforms

Where does your audience see your ads?

In the Facebook Ecosystem

17Facebook Placements

In the Instagram Ecosystem

18Instagram Placements

SmartwoolSponsored

Learn More

x

Branding – Have your brand and messaging appear in the first 3 seconds.

19Facebook & Instagram

Placements

Branding

20Facebook & Instagram

Placements

Sound – Don’t rely on sound to convey your message.

21Facebook & Instagram

Placements

Sound

22Facebook & Instagram

Placements

Text Descriptions No Sound Necessary

Length – For feed placements, videos can run up to 30 seconds. For all other placements, keep videos to 15s or less.

23Facebook & Instagram

Placements

Length

24Facebook & Instagram

Placements

15 seconds 30 seconds

VS.VS.

Objective – Convey a simple message that aligns with the ad objective.

25Facebook & Instagram

Placements

Objective

26Facebook & Instagram

Placements

• Innovative materials and design

• High performance product

→ Buy Smartwool products

Facebook & Instagram Feed

27Facebook Placements

• Size: 1x1

• Duration: :07-:30s

• Format: .mp4

• Subtitles: yes

Facebook In-Stream

28Facebook Placements

• Size: 16x9

• Duration: :07-:15s

• Cannot be longer than :15s

• Format: .mp4

• Subtitles: no

Instagram Stories

29Instagram Placements

SmartwoolSponsored

Learn More

x

• Size: 9x16

• Duration: :07-:15s

• Cannot be longer than :15s

• Format: .mp4

• Subtitles: no

In The YouTube Ecosystem

30YouTube Placements

Visit Advertiser

Smartwool

Branding – Have your brand and messaging appear in the first 3 seconds.

31YouTube Placements

Branding

32YouTube Placements

Traffic – Drive traffic to your YouTube channel or website with additional video content to continue the consumer’s video experience.

33YouTube Placements

Traffic

34YouTube Placements

Length – For skippable ads, you only pay for a completed or 30 second view (if your video is longer than 30 seconds). Utilize every second to be effective and efficient.

35YouTube Placements

Length

36YouTube Placements

Sound – Build your videos to be watched with the sound on. 90% of users watch YouTube ads and content with the sound on.

37YouTube Placements

YouTube: Google and DoubleClick advertising platforms data 2017

In the Pinterest Ecosystem

38Pinterest Placements

Smartwool

Merino Sport

Promoted by

Smartwool

Conquer in comfort.

Breathable, quick-drying go-

to-layers for your most

strenuous workouts.

Smartwool Merino Sport

Promoted by

Smartwool

Aspect Ratio – Keep promoted pins vertically oriented to better integrate ads into the organic feed and utilize max width video for high-impact, eye catching placements.

39Pinterest Placements

Aspect Ratios

40Pinterest Placements

Smartwool Merino Sport

Promoted by

Smartwool

Promoted Pin Max Width Video

Smartwool

Merino Sport

Promoted by

Smartwool

Conquer in comfort.

Breathable, quick-drying go-

to-layers for your most

strenuous workouts.

41

Recommendations

&

Research

42Video & Motion

75% of all mobile data will be video by 2020.

Facebook IQ Source: ”Video in Mobile Feed” by Kantar Media 2016

43Video & Motion

3x more people were engaged with an ad when brand name and message were presented in the first 10 seconds of the ad.

Facebook IQ Source: ”Video in Mobile Feed” by Kantar Media 2016

44Video & Motion

5x Videos hold 5x more attention than static images.

Facebook IQ Source: ”Video in Mobile Feed” by Kantar Media 2016

45Video & Motion

Video is how our customers are consuming media. Video is necessary to bring people into the brand as well as educate users on product.

46Video & Motion

But, it’s important that we have a strategy that effectively balances video and still images that feature our product.

47Capturing Your Audience

+22%increase in Facebook ads attributed sales from brands that use a mix of video and stills in their marketing mix, not just one or the other.

Facebook: “Video Viewability and Offline Sales Research” Oracle Data Cloud 2017

48Capturing Your Audience

AttractAttract attention from the start. Have your brand and messaging appear in the first 3 seconds.

49Capturing Your Audience

Brand Integrate your brand naturally and meaningfully.

50Capturing Your Audience

Connect Connect with the viewer through emotion and storytelling.

51Capturing Your Audience

Direct Be clear on what you want people to do.

Nearly half the value of a video ad is delivered within the first 3 seconds.

52Capturing Your Audience

Facebook: Nielsen BrandEffect studies 2015

Duration

Value Over Time

53Capturing Your Audience

STORIESSKIPPABLESNON-SKIPPABLESFEED

All sizes

Sound optional

Massive scale

Relevant to me

Horizontal

Sound on

Relevant to what I’m watching

Horizontal

Sound on

Skipped by majority

Vertical full-screen

Raw

Sound on

Time

Facebook: Feed, non-skippable, and stories from Facebook Internal data 2017, skippable from Audience Network and YouTube data 2017.

54Capturing Your Audience

Give a user a reason to continue watching your video, getting users to the end of your video has proven to drive lift.

55Capturing Your Audience

1.6x Long view impressions are 1.6x more valuable* than short view video.

Facebook: “Video Viewability and Offline Sales Research” Oracle Data Cloud 2017

* Value refers to incremental in-store sales lift and is assessed on a per-impression basis.

56Which one is ready for Feeds?

57Which one is ready for Stories?

Good example

Lots before skip button – brand, logoDoes not rely on sound

Could use smartwool creative

YETISponsored

Learn More

x YETISponsored

Learn More

x

58Which one is ready for

YouTube?Visit Advertiser

YETI

Bad example

Visit Advertiser

YETI

00:11

59Still Imagery

One Focal

(High Product Use)

Many Focal

(High Product Use)

Many Focal

(Low Product Use)

One Focal

(Low Product Use)

High Product Awareness

60Still Imagery

Low Product Awareness

Low Brand Awareness

High Brand Awareness

61Social Media Platforms

How do you bring these different tactics together effectively?

+

62Best Practices

Video Focal still Product still

+

63

Approaching Creative At a

Segmented Level

64

Prospecting

Re-engagement

Conversion

Loyalty

Purchase

Using a full-funnel approach ensures we are relevant and timely in our messaging.

Audience Segmentation

65

Prospecting

Re-engagement

Conversion

Loyalty

Purchase

Facebook, Instagram, YouTube, and Pinterest are all platforms that provide ample opportunity for targeting the full funnel.

Our Approach to Audience

Segmentation

66Social Media Platforms

How do you build creative for each stage of the marketing funnel?

67

ProspectingProspecting

Re-engagement

Conversion

Loyalty

Bring people into the brand through storytelling and points of differentiation.

Prospecting

68Prospecting Creative

Motion + Brand + Flagship Products

69

ProspectingProspecting

Re-engagement

Conversion

Loyalty

Tell the product story – educate users on the brand through product attributes and aesthetic.

Re-Engagement

70Re-Engagement Creative

Proposition + CTA + Lifestyle w/ Focal Point

71

ProspectingProspecting

Re-engagement

Conversion

Loyalty

ConversionConvert new and existing customers through relevant product marketing.

Conversion

72Conversion Creative

Recent & Relevant Products + Upsell/Cross-Sell + Segmented Catalogs

73

ProspectingProspecting

Re-engagement

Conversion

Loyalty

Conversion

After 30 days, buyers go back into the re-engagement pool.

Loyalty

74Loyalty Creative

Brand Video

VS.

75Loyalty

Storytelling

76Social Media Platforms

It is important to keep your audience engaged at the loyalty stage without over-exposing

users to your brand and undermining advertising efforts. Be mindful, not creepy or irritating.

77

What’s Next for Creative

78Social Media Platforms

It is vital to be aware of creative trends and new offerings in order for your advertising to succeed.

79Social Media Platforms

What creative trends are gaining traction?

Instant Experience

80Interactive Content

Instagram Stories Interactive Poll

81Interactive Content

SmartwoolSponsored

Learn More

x

YOU KNOW IT!

WINTER, DON’T LEAVE!

82Interactive Content

81% of users agree that interactive content grabs attention more effectively than static content.

Content Marketing Institute: “Deliver Peak Experiences with Interactive Content” 2016

83Social Media Platforms

The creative landscape is constantly changing. Be educated on what consumers are

responding to and engaging with as well as any new opportunities that may influence

consumer behavior.

84

Thank

You!

Charlie Lozner

charlie.lozner@backbonemedia.net

970.963.4873