Personalized and dynamic video (Ads) on Facebook

January 4, 2018

Facebook is a great channel for distributing personalized and dynamic video (ads). With two billion users, it is the most widely used social media channel in the world. Users spend more than 100 million hours per day watching videos. Facebook has an insane amount of user data, with video advertising and auto play. In addition, Facebook discloses the number of times the video has been viewed. Therefore, it’s not that surprising that it is a popular channel among marketers. But how can you get the most out of it? How can you achieve your goals in the most efficient way? In this article we show the possibilities of personalized video on Facebook, via a social video marketing campaign and dynamic advertisement. We give you some cool examples and we’ll share the don’ts – so you can skip past mistakes!

1. Organic personalized video via Facebook

You can gain massive reach without advertising spend by letting users push their personalized video of your brand to their own Facebook timeline. Via a domain of your choice, users can give their permission to use their profile data for a personalized video. Based on that data, we then generate a personalized video and push this to the users timeline. This will look like an organic post by the user, generating, on average 300 views per video. With little budget, you can reach lots of people. Also known as the famous snowball effect. This is often used to create awareness and buzz, boost your brand, or introduce a new product. Do you already collect data from your users in an app? Integrate Facebook with your app, this way you can create even more personal and more relevant videos.

Example: Samsung Valentines Campaign

Excellent results right? Here are the learnings:

1. Modular it is

Think carefully about how you are going to personalize your video. In addition to processing personal data, such as profile picture, interests, etc., it is an absolute must to make your videos modulare. Uhm, what? A video consists of a number of scenes and by producing different versions of one scene, you can surprise the user with content. This allows you to vary scenes based on the users data, such as relationship status, age, etc. In this way, the user does not know in advance which video he or she will get. So you can come up with awesome concepts, more on that later. The StoryTEQ software automatically creates the right combination of scenes that suits each individual and places them on the user’s timeline.

2. Make customer effort low

Make the threshold to create a personalized video for the user as low as possible. And with that we mean; make sure they have to fill in/click on as little as possible. In fact, make it as easy as possible. Let users create the personalized video with one clear button. By automatically loading profile information in the video, we’ll make sure it is not difficult for the user at all. Our experience with previous video marketing campaigns show that the less activity of the user is required, the more personalized videos are created.

3. Don’t forget the channel

Do not forget about the channel the content is placed on, namely Facebook. Therefore, keep the video short and make sure the video is standing or square. This way you can fit as much of the content as possible. Also, do not forget the sound of the video is initially muted on Facebook. Did you know that no less than 85% of videos on Facebook are viewed without sound (Unruly Mobile Video Survey, 2016)?! Make sure that the personalized video is clear enough or use captions.

Make customers effort low:

 2. Dynamic video advertising

Do you already actively use video advertising on Facebook? Or are you planning to? Make sure you get the most out of it. By using dynamic video advertising, instead of one video to many, you can provide each individual with a personal and relevant ad. Dynamic video ads help you achieve higher engagement (view time and completed views) and higher conversion (CTR). And one big advantage of this tool is that you can get started with existing content! How this works? Simple; you already have a video, but you want the video content to match the interests and needs of the viewer. Adding an intro, outro, or overlay to existing content can easily add relevant information (scenes, texts, audio and video). In addition to being able to work with your existing content, we can also apply personalization from scratch.

Example: Porsche

Really cool right? How do I ensure a successful case?

1. Integrate the brand

It often happens that you’ve seen an amazing (online) commercial, but can’t remember the brand shown in this commercial. A shame, because if the viewer does not know the video is yours, they cannot make a connection between your brand and the emotions they feel. Too little branding can also confuse viewers because they try to find out which brand is shown in the video, instead of being conveyed by the emotions that the brand presents to them. In short: make the brand integral to the video and preferably to the concept. So the advertisement no longer works for another brand. In any case, use big and clear logos as they boost the brand awareness. In addition, take into account the visibility of brand iconography on smartphones. Get maximum exposure by showing it early in the video. Because if a viewer drops out after three quarters of the video – which is a pretty good completion rate, he did not even get to see the brand: a missed opportunity!

2. Deliver the message directly

Do you have an important message? Tell your viewers immediately. The first three seconds make or break the success of a video. So integrate captivating images and content in the first seconds. Make sure the intro makes an impression, and provide relevancy throughout the dynamic video ad. The beginning must attract attention; win the viewer’s favor with a strong message or beautiful images, and immediately make clear what it’s all about.

3. Think mobile, think multiscreen

Half (!) of all video views worldwide take place on mobile devices (eMarketer). In addition, a quarter of consumers watch more than 10 videos on their smartphone weekly (Unruly). So make sure your videos are mobile-friendly! In fact, make sure your video marketing content is suitable for all potential screens, whether it’s a smartphone, tablet or desktop. You do this by going ‘mobile first’. Because content created for small screens works great on a large screen, but content created for a large screen is often not suitable for smartphones. So: start with mobile and work your way up!

 

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