creative best practices for paid social...branding –have your brand and messaging appear in the...
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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
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Prospecting
Re-engagement
Conversion
Loyalty
Purchase
Using a full-funnel approach ensures we are relevant and timely in our messaging.
Audience Segmentation
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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.
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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.