how to build your brand on facebook using video format
TRANSCRIPT
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Facebook VideoSight, sound and mobile
Facebook Preferred Reseller in Russia and participant of Facebook PMD accelerator program
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Trends
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Evolution of media consumption
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Leading mobile video platform
532%growth in global mobile and tablet
viewing in the last 2 years
More than 65% of Facebook video
views are happening on
mobile>3b viewsevery day
76% of people say
Facebook is where they discovered
the last video they watched
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Video landscape is changing
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Brand marketers are turning to Facebook
Source - Social Bakers, January 2015
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Video ad format
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News about video
Auto-play as people scroll through their News FeedPublicity displaying a video’s view countVideo ranking in News Feed was improved Additional related videos when someone finishes watching a video
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For publishersA “video view” is defined as a view of three seconds or more and will appear for all videos
More detailed metrics - real time for more comprehensive reporting
Call to action - tool, allowing content creators to invite people to visit a destination, such as a website, after the video ends to learn more, watch more or make a purchase.
Sequences - remarket people who have watched your video
Reach and frequency tool / optimize for video views helps to deliver right stories to the right people at the right time
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Video outside Facebook
With the Embedded Video Player you can easily add Facebook Videos to your website. You can use any public video post by a page or a person as video source.
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The value of video for brands
Nielsen analyzed data on how video ads affect brand metrics.
Some people see the video but don’t stick around to watch it. Others watch part of the video and move on. So how do you quantify the total value of a video ad online, where reach and views are often different?
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Substantial lift in all metrics
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74% of total campaign value - people who watched under 10 seconds
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Combinations that workEvaluate the “right” combination for your brand and key business outcomes.
Prioritize overall campaign objectives for creative impact: before creating a campaign, marketers identify the metrics that matter most to business objectives.
Measure, learn and evolve your marketing by testing and iterating.
Combine creative for impact: video has a role in telling your brand story, but the strongest campaigns use a combination of relevant ad formats, such as static and moving imagery, to drive key business objectives.
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Case study
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McdonaldsMcDonalds used a unique World Cup targeting cluster to promote its play-of-the day French fry videos to people most likely to engage with the content
125m unique people reached
100m people on mobile
150 countries reached
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BorjomiTool: optimize for video views
Cost per video view 0,013$
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What fits you?
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Drive awareness
Drive consideration
Drive Action
Advance people through marketing funnel
Optimize for views or optimize for predictable reach and controlled frequency.
Move people who watched your initial video toward consideration by showing them a second or third video.
Include a call-to-action inviting people to interact further with your brand
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How to buy video on Facebook
Objective Tool
Reach Reach and frequency tool
Viral video Optimise for video views
Direct Response Video + call to action tool
App Downloads Video + Install now button
Driving conversions Video + Static image
Storytelling Video sequences
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Facebook ads works!
There is no better way to
check, than try.www.aitarget.com