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Wellington Daily News - Wellington, KS
  • Digital Media Marketing: How to use Facebook video advertising

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  • Video is the wave of the future. With Vine videos taking over the scene last year and everything moving toward more dynamic, visual content, it only makes sense that the next evolution of digital marketing would be video advertising.
    Just a month into the launch of Facebook’s new video ads, we take a look at how they work and how to make them work for you.
    What are Facebook video ads
    You may have already noticed how shared videos changed in your newsfeed after Facebook debuted the autoplay feature last fall. As you scroll through your newsfeed, videos shared by your friends automatically began to play without needing a click or tap to start. In testing this feature, Facebook found a 10 percent increase in engagement with videos! That means 10 percent more watching, liking, sharing and commenting.
    Now Facebook has rolled out video advertising to a select few brands to begin testing the waters of well-crafted, dynamic, auto-playing video ads on social media. These ads will auto-play as you browse your newsfeed, just like any other shared video, broadcasting your vibrant brand imagery to an engaged audience. “Premium Video Ads” will utilize high-quality imagery, sounds, and movement designed to reach a broad audience.
    Facebook is calling this update a “richer storytelling format,” allowing businesses to promote their brands and products through the vivid and more-interactive tool.
    How do video ads work?
    How will Facebook Premium Video Ads work? Each 15-second commercial will appear in users’ newsfeeds like any other shared video. It will start playing as it appears on the screen, and stop if the user scrolls past - no clicking necessary. Tapping the video expands it into full-size view, and plays the audio.
    And if you’re concerned that consumers will be overloaded and turned off by too many auto-playing videos, don’t worry. Users will see up to three video commercials in a day, and no more.
    Facebook is working with a few third-party video companies to handle appropriate measuring and delivery, ensuring that video data is accurate and unbiased. Measuring and buying will be similar to traditional TV advertising. Additionally, video content will be assessed to ensure that the videos people see are high-quality, creative, and engaging. This step will help both consumers’ experiences and businesses in understanding what will deliver their best ROI.
    How can I make the most of video ads?
    Though Premium Video Ads are only available to select big brands at the moment, it seems inevitable that the day will come when smaller businesses with average budgets will be able to get in on the video game as well. And in the meantime, you can brush up on how to make your video ad work for you to get ahead of the game and hit the ground running when the time comes to take your business to the video frontier.
    Page 2 of 2 - First and foremost, make it engaging! According to Ace Metrix - the company handling screening of video commercials for Facebook - the social giant places heavy emphasis on content that is funny and/or meaningful. It is social media, after all, so it’s important to consider the environment of the ad.
    Your video ad should be eye-catching and entertaining in the midst of an entire newsfeed of information clamoring for the audience’s attention. On that same note, it’s important to watch your video without sound - as that’s exactly how viewers will see it first! Your video may start playing automatically, but it's your job to get the viewer to click for full-screen viewing with sound.
    Between active scrolling and limited attention spans, you have precious few seconds to hook your audience before they just roll on by. The opening of your video is crucial - focus on the first seven seconds to really grab a viewer’s attention and draw them in to watch the rest.
    Facebook users will begin to see video ads appear sometime this month. Though the rollout will likely be gradual, and initially limited to big brands with big budgets, the medium of video advertising will surely become more readily accessible to all businesses in the near future. Facebook believes video is the next evolution of digital marketing - what do you think?
    Propel Marketing is an online marketing company providing digital solutions to local small- and medium-sized businesses: www.propelmarketing.com.
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