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Facebook Provides Effective Video Content Strategy Tips

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For years now, video has been the best performing content type on Facebook, generating better results in terms of engagement, interaction and overall response.

With technological advances facilitating more ways for consumers to watch video, it’s become the preferred option, enabling faster message delivery, with increased entertainment value – and for those creators can do it well, a whole range of new monetization options.

But doing Facebook video well isn’t as simple as shooting a simple iPhone clip and uploading. Sure, that might work in some cases, but the best way to approach Facebook video, or really, content on any platform, is with a defined strategy. And this week, Facebook has provided some tips on just that, looking at the success of Art All the Way, a DIY arts and crafts Page based in India.   

Over on the Facebook Creator blog, Facebook has provided a simple overview of how Art All the Way has evolved its process in line with its video performance – and the notes include some great tips to keep in mind in your own Facebook video approach.

As explained by Facebook:

“The Art All the Way team decided to focus on video content early on. With consistent daily uploads, they hope to keep fans engaged and entertained with high-quality videos that show fun, do-it-yourself arts and crafts projects.”

Art All the Way Facebook

The key elements here being ‘quality’ and ‘consistency’. The videos that Art All the Way creates are fairly basic, but they maintain a consistent color palette and presentation style, while they also stick to a set schedule for their uploads, ensuring Page followers know that there’ll be new content coming through regularly.

Both of these elements are often overlooked – if you’re going to use video as a key part of your Facebook marketing approach, it’s worth taking a moment to consider how you want your videos to look, and sticking with a consistent color theme and/or presentation style. Maybe invest in a simple background card that you can use for your presentations, or build a mini-studio, with your camera set-up on a tripod to maintain the same aesthetic. 

Consistency, in this respect, is a branding element, and it’s definitely worth taking the time to plan out your approach ahead of time to align with such.

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Eventually, after creating videos for some time, Art All the Way looked to monetize their video content with in-stream ads. This meant that they needed to create longer videos – in order to be able to use in-stream ads on Facebook, Pages need to have at least 10k followers and be creating 3-minute videos “that have generated more than 30,000 1-minute views in total over the past two months”.

That consideration again changed Art All the Way’s approach – now, all of their videos needed to meet a certain time threshold, another planning element. For marketers, this likely won’t be as significant a consideration – but the additional benefits that this longer run-time facilitated could be worth the extra thought, even if you’re not necessarily seeking to run in-stream ads.

As explained by Facebook:

Once they started using in-stream ads, Art All the Way gave more thought to their content strategy and devised a framework for their videos.”

Facebook says that each of Art All the Way’s videos now feature a sequence of predefined segments, generally in this format:

  • The Art All the Way logo
  • A shot of the finished craft with the title of the craft
  • A list of the materials used
  • The step-by-step method to make the craft
  • A final shot of the finished craft

That, again, adds to the consistency – which is also important, not just from an audience perspective, but in terms of repeatable practice. If you have your one social video person who creates your content, and he or she so without a documented strategy, if that person was to one day leave your company, or go on extended leave, would you be able to re-create the same, and maintain content consistency?

By having a documented, detailed content creation approach like this, Art All the Way can ensure ongoing transition and adaptability. They now have a set of defined steps to follow, every time, which will ensure their presentation remains consistent, and that the process can be taught to others.

Here’s an example of that content process in action:

There are obviously some extra video editing tricks in there, like text on screen. But as you can see, this is a simple, consistent, video format, which has helped Art All the Way grow its Facebook Page following to close to 3.4 million people. 

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In addition to this, Art All the Way has also moved to re-post its content on Instagram:

“In addition to Facebook, Art All the Way also uploads videos to Instagram, where they tailor their content to the platform. For Instagram, Art All the Way edits videos down to one minute while maintaining the essence of the arts and crafts project and the instructional nature of the content.”

Again, simple, repatable process, providing more opportunities.

As noted, not all of these tips will apply to your video efforts, but if you’re looking to get more out of video content in 2020, these are some basic, key tips, which could help to maximize your performance.

Socialmediatoday.com

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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