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Meta Shares Video Ad Tips, Based on 70 Campaigns
Looking for tips to help improve the performance of your video ads?
This could be worth a look – Meta recently partnered with Analytic Partners to analyze over 500 ads, across 70+ campaigns, in order to glean insight into key best practices, strategies and tips to help improve your video marketing approach.
You can download the full 12-page report here, but in this post, we’ll take a look at some of the highlights.
First off, the research underlines a key point that you’ve likely heard and read many times before – return on investment for video ads is over 5x higher when a brand logo is used in the ad, and is highest when the logo is shown within the first two seconds.
That’s even more important with short-form video clips, highlighting the need to make your branding known quickly, in order to establish connection, and professionalism, in your approach.
There are, of course, always some variances in this, depending on the format you choose to go with, but visible branding is important.
As is showing the product:
“ROI was 2.3x higher when the product appears in the ad within the first two seconds [while] ROI was 36% higher than when the product is easily noticed but not the primary focus.”
So the product you’re advertising needs to be shown, and it should be present in much of your video ad. Again, the presentation format will play a role here, but showcasing your brand and product is key.
The research also shows that placing your products within lifestyle situations, such as sporting events or celebrations, saw ROI increase by 26%.
Consumers want to see the practical value of your product in their daily life, which basic promotions cannot do. Worth factoring into your planning.
The data also shows that mobile-optimized campaigns deliver 1.9x the ROI of non mobile-optimized assets, while creating ads for a sound off environment leads to a 4.8x improvement over ads not built for sound off.
TikTok has flipped this, at least in some ways, with the majority of TikTok users scrolling through the app with sound on. But it is worth considering the context within which your ads will be viewed, and how building for sound off is important to ensure maximum engagement.
The research also shows that enabling additional placements for your video ads (i.e. Facebook Feed, Instagram Stories, in-stream and Reels) can help you reach more people, with campaigns that include more than eight placements being 3x more effective than those with between one and three.
The data also suggests that exposure frequency is another important element:
“ROI is highest when a campaign has an average weekly frequency between 1 and 1.5 – for example, a six week campaign that had a frequency of between 6 and 9. An average weekly frequency of one achieves ROI 22% higher than a campaign with a frequency between 0.5 and 1.”
These are some interesting pointers to consider in your campaign planning – and while there are always exceptions, again, dependent on your presentation format, these notes could help to point you in the right direction, in order to get more for your video ad spend.
You can download Meta’s full ‘Video Advertising Essentials: Best Practices For Boosting ROI’ report here.
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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
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Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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