Episode 38: How to Use Different Facebook Video Formats
Facebook now has several different video formats you can use in ads - which ones are best for your business?
00:03 Announcer: You're listening to The Spend $10K a Day Podcast, brought to you by the performance marketing experts at MuteSix. This is your source for cutting edge insight into the world of online advertising, from the team with more Facebook case studies in 2016 than any other agency on the planet. Here are your hosts, Steve Weiss and Stewart Anderson.
00:26 Stewart Anderson: Welcome back to The Spend $10K a Day Podcast. After a brief hiatus, we are back, Steve Weiss, Stewart Anderson. We're talking Facebook ads today. Specifically, video, our favorite topic.
00:35 Steve Weiss: So, what's up? Welcome back everyone. Sorry for a bit of hiatus. I've been traveling the world, doing some interesting speaking gigs at conferences. And living and breathing the Facebook ad lifestyle every minute of the day. When I'm at this crazy office, We're talking strategies and tactics to help us grow on the platform. So, today we're gonna be talking about video, more or less crafting a video strategy. I spoke about this at Ezra Firestone's Smart Marketer conference, about mainly coming up with a video strategy around different types of video on the platform.
01:11 SW: Next week, you're gonna start to see... Actually, two weeks from now should I say, you're gonna start seeing that in your mobile app Facebook's gonna have a whole new video tab that they're gonna be releasing where you could actually see... You actually search all types of exclusive content to Facebook. And Facebook is really going after YouTube pretty hard. They wanna be the hub for video, for watchable, long-form video, as well as short-form video.
01:37 SW: And with that said, I wanna really get into a strategy for producing video, all the different types of video that you could produce. There is the short-form video, which I'm sure a lot you are very familiar with. There are the Cinemagraphs, the GIFs, vertical video, ads, and Instagram Stories, and carousel. That's kinda what Facebook considers short-form video. And it's very important to start thinking of crafting your videos for a specific platform. So, if you want to do engagement type campaigns or more brand-focused, bring new people in the funnel, building an ad inside of Instagram Stories is very important. If you wanna do more direct response-type marketing, vertical video and GIFs work really, really well. So, number one, short-form video. Short-form video is very direct response, very focused on driving and action, putting text overlays on top. I talk about in the... My last talk about how to do text overlays. Stewart, I know we're always talking about that.
02:40 SA: Yeah. It's a big, big focus for us, man. And we've seen so much success overlaying text in videos. And even for videos that don't have high budget, you add some text, you can make something that looks pretty simple, very, very effective. I think our video that we did for PreHeels, the one that we had the write up in Forbes for, there was pretty good use of overlay text there. And that one has, I think, between 15 and 20 million views, at this point.
03:06 SW: The thing to remember about text overlays, you don't wanna be too wordy. You wanna keep your words at a minimum. Remember, Facebook doesn't have any sound yet. They are experimenting with sound on your mobile news. But right now, they don't have it. So, you really wanna start doing few texts as possible. Also, when you cut up your video, you want your text as far up the video as possible. Right a couple of seconds after the video starts, you wanna get that text in there, you wanna get your call to action. I see so many video marketers on Facebook, on the newsfeed, who will put their text way back. People are gonna watch five, 10 seconds before they see any CTA which is just not gonna happen. So remember, number one, video strategy. Start thinking of all the different types of video that you could be doing to engage your audience. If you email us, we actually have a slide that we got directly from Facebook that we could send you on all the different types of video. Stewart or myself.
04:08 SA: Yeah.
04:09 SW: And number two, for text overlay, remember keep your words very small and make sure you get your text on top of the video. Make sure you get your text in the first two or three-second stanzas.
04:22 SA: Yeah. You gotta deliver that hook. But also, the main thing is for the use of text and how much, you always wanna think about the user experience. If you're watching a video and you see a whole bunch of text come onscreen, you're gonna stop really focusing on whatever else the video's showing. You're gonna start reading. You're distracting people what you want. You want a combination of visual imagery and short text so they read it, but they don't have to spend time and attention reading a bunch of text. You want them to consume the whole video.
04:52 SW: Cool. So, the last part about this podcast is we're gonna start to talk about something kinda new to Facebook, which is the long-form video. This is what we call the 360 video, the ad breaks and the Audience Network video.
05:08 SA: Yeah. And I think ad breaks are the ones where you have a video and then there's a video that plays in the middle of it, like a video ad. I believe is what's with that format.
05:16 SW: Yeah, exactly. So, it's almost like Facebook took the ad spec from the podcast ads, where you have the mid-roll ad in the middle of a podcast, for those of you that listen to podcasts. And they put a video right in the middle, it's called an ad break, right in the middle of a video. So, these ad break videos are gonna be a little bit longer. They're gonna be 30 to 60 seconds, actually, kinda long. But your goal for these ad break videos is to make them engaging, make people watch. And I think Facebook's gonna have probably a 10-second clip in there where you have to watch for x period of time. So, these ad break videos are what Facebook looks at as a longer-form video. So, it's very important to start thinking of strategies around ad breaks, then Audience Network. Audience Network is growing immensely. Very soon you're gonna see Audience Network has its own placement. Literally, you just wanna do Audience Network, boom, just Audience Network. And you're gonna see that Audience Network videos are gonna... You're gonna have to do longer-form videos to engage people inside of both apps and content sites on mobile.
06:22 SA: Yeah. I think that's huge 'cause I think right now, Audience Network you need to do a you a Newsfeed placement, as well. You can't just send dedicated to Audience Network, I believe.
06:29 SW: Yup. And one last tidbit. I gave everyone this advice when I was speaking on stage at a Smart Marketer, is always listen to Facebook's earnings call. On the earnings call, they always discuss what they're working on, what's in their head, what they're trying to figure out. This as all really key intel as a Facebook marketer, to really show what you should be doing to prepare yourself for the future. I think a lot what we do is we're always trying to prepare ourselves for the future of what's coming up next, what is Facebook working on, and how can we align with Facebook to really deliver a solution for our partners. What can we do to continuously work toward that. So, highly recommend always listen to that earnings call. You can listen to the earnings call online, it's public information. And they were... On the last earnings call they talked a lot about video and they talk a lot about Messenger. Messenger is the biggest, probably the biggest opportunity over the next year or two, is Facebook is gonna figure out how to monetize Messenger. But those four key points, the key take aways on this. Number one, the different types of short form video. Number two, text overlays, really focus on that. Number three, longer form video, ad breaks, Audience Network, even 360 videos. And number four, always, always listen to the earnings call and always, always, always test out the new ad specs.
07:56 SA: Awesome. Well, I mean if you're not using video on Facebook for your ads, which let's be honest you really, really should be, this is a pretty good primer into the world of opportunities and possibilities. You have a ton of different ads to choose from. So, Steve, do you wanna get the last word in?
08:12 SW: Overall... Yeah, overall, I want people to stop thinking of, "Oh, I'm using video already, what should I do next?" I want people to start thinking of engaging users differently with video on every part of Facebook. So, start thinking of how to build content to engage people in different areas of Facebook. Everyone's doing video, that's a given. Every semi-experienced Facebook marketer right now is doing video. I think where most people that listen to this podcast are advanced enough and already are doing videos. So, what I want everyone to think about, and that who's listening, is to really craft the video strategy for all of Facebook's placements. And that's kinda what I wanna really talk about, just that and Q4's coming.
09:00 SA: Well, lots of content for that. This has been another episode of the Spend $10K a Day podcast. We will see you again soon for more great Facebook ads content.