October 6, 2016
Supercharge your Facebook marketing with videos
We all know videos obtain high organic reach and boost the reach of Facebook marketing campaigns significantly. But is that the case for all video content?
What can we do to improve the reach of the videos we post to achieve better results for our social media campaigns? Here are our top 4 tips for making videos work on Facebook.
1 – The content must be easily shareable
Videos should inspire sharing; either by tagging friends or sharing the content on newsfeeds. This will occur only if fans find a video useful, interesting or ‘cute’. Shareability is a key component for increasing Facebook reach.
As getting Facebook users to ‘click to play’ a video is rare, the message should be transmittable without sound. Thus, subtitles are extremely useful or animated text within the video is also effective.
2 – The video must be short and catchy from the start
Users of Facebook typically scroll through their newsfeeds and don’t spend a lot of time on any one piece of content; retaining audience attention for longer than 30 seconds for an advert is challenging to say the least!
Additionally, attention spans tend to be shorter on mobile, so story-telling should ideally be told ‘back to front’, revealing the key message in the opening 3-6 seconds. That way a user can see the beginning of a video only and extract what they need without watching to the end.
3 – Offer fans an immersive experience
Even though you may have caught a user’s attention, keeping that attention can be challenging.
In order to retain your audience, showing videos that are quick and original, contain smart video editing, and / or tell a story can accomplish this. The video has to give something back to the user such as: relevant knowledge, an emotional feeling, an explanation or a sense of community.
4 The message must speak to a specific audience and build on the power of targeting
A message resonates best when it is told to a clearly identified subset of the target audience. Establishing a feeling of affinity within this subset will allow the audience to then be expanded via advert targeting abilities.
For example, if the message of the video is geared towards mums of infants using emotional content, then tailoring this content specifically to this audience will improve its relevancy. The video’s likeliness to go viral will also then increase, as that audience is much more likely to share the content, and so on, and so on.
5 Need to increase traffic and conversion rates? add a call to action button
If you follow the steps above, you will generally find your cost per view decreasing and your view-through-rate increasing. In addition, the videos can then also be very suitable to drive traffic and conversion by adding a call-to-action button. Facebook has recently changed the CTA button placement for videos, making it visible at all times – as a result, we have seen CTRs increase from 0.01% up to 3.95%. It seems the days where video can only be used for generating awareness are in the past – at least on Facebook.
agency:2 has been working with video content across global brands for years; we believe in the power of this type of content for successful Facebook marketing and anticipate seeing videos grow rapidly in use over time.
June 9, 2016
With the advent of Netflix and Amazon binge-watching, gone are the days of water cooler conversations discussing the latest finales or releases. Instead, daily chatter is focused on social media conversation: who’s tweeted what, broken up with whom and what’s featured on the trending stories on Facebook.
It even goes one step further. Brands are now expected to keep up to date with reactive marketing, the practice of tailoring your content to the topics of the day, hour or even minute. Keeping up is essential to remain current and relevant. If done well, reactive marketing can vastly improve your target reach and audience engagement.
Reactive posts are a great way to make some noise and show that a brand is listening to the social conversation by providing relevant content to its communities. Reactive posts show brands getting involved in the dialogue around particular issues / stories in an interesting way.
However, brands must be careful not to overstep or mis-step. Reacting can often be a knee-jerk reaction, and runs the risk of not being aligned with brand philosophy, creating a social media firestorm or creating bad publicity for a brand.
Reactive posts should be:
- Timely e.g. same day as trending
- Relevant to the brand e.g. consistent with brand values
- Engaging e.g. interesting to the community
- Avoid being too political or controversial in any way (unless this is part of a brand’s strategy, tone of voice or guidelines)
- Have a clear objective for posting e.g. should not be random or look like the brand is jumping on a bandwagon
If you follow these guidelines and keep on top of your reactive marketing, your brand is sure to shine on social.
How will you be part of the #moment?
April 19, 2016
View the video below to see how our social ad technology achieved £10 Revenue on every £1 spent on Facebook Advertising, through the following advanced targeting:
- Reached a larger, more active audience
- Included advanced audience interests
- Utilised trending content
- Implemented demographic social data into the campaign
If you’d like to speak to one of our social media specialists today, why not get in touch on 0203 567 1380.
April 7, 2016
Yesterday Facebook announced a dedicated video space on its mobile app in the hope that brands and consumers will broadcast and watch more videos live.
With Facebook Live you can use your phone to share a moment instantly with friends, family, colleagues, consumers and fans all over the world.
So how will this help Brands as well as consumers?
agency:2 believe live video will transform the relationship between brands and their consumers. The power of Facebook Live is colossal, with endless opportunities for brands to capture the here and now.
It will allow brands to promote their products and services by broadcasting a live stream, to tap into the consumer’s emotional and psychological motivations.
We’ve compiled a small list of how we see brands adopting Facebook Live in the future:
- New product launches and demos
- Consumer video testimonials
- Live international sporting events
- Fashion catwalks
- Property viewings
- 360 views inside retailers shops
- Holiday destinations and hotels
- Live showcase events
- Live corporate conventions and exhibitions
We’d love to hear your opinions on how your brand will be adopting Facebook Live streaming.
February 25, 2016
Mattel | Barbie
In January 2016, Mattel revealed the evolution of their iconic doll Barbie with the announcement of three new body types – tall, curvy and petite. The response has been exceptional, with social media leading the conversation.
Having worked with Mattel for over a year establishing their social media presence on Facebook across seven European countries, agency:2 was responsible for activating the social campaign for the launch of the new range, providing responsive and always-on social advertising, community management and sentiment reporting.
To elevate the campaign, agency:2 promoted content on Facebook across relevant markets, using their proprietary Social Insight Engine ad technology to hyper-target specific audiences and extend reach.
Joel Davis, Director of agency:2 says ”agency:2 prides itself on pushing boundaries and leading the way in social media. My team and I are proud to be part of this momentous moment for the Barbie brand, supporting the next innovative step in the brand’s evolution.”
February 25, 2016
Everyone’s had that post show up in their News Feed where they think “I want to respond in some way, but ‘like’ doesn’t feel appropriate at all”. Until now, there’s been no other option on Facebook, something which has changed as of yesterday (24/02/2016).
After a lengthy period of planning and development, Facebook has finally released their expanded ‘Like’ button “reactions” to much excitement. Although there is no dislike button as was once predicted, these new Emoji icons are more expressive and show a wider range of response.
To bring up the new reactions, “love,” “haha,” “wow,” “sad,” and “angry,” users can hover over the traditional like button and the 5 emoticons will appear as choices. While a total number of likes appears for each post, there is the option of establishing which reactions have been chosen, again by holding the mouse over the reaction.
At agency:2, we feel this is a positive step forward and expect to see richer user engagement rates resulting from our clients’ Facebook activity.
What’s your reaction to the new reactions?
December 4, 2015
Mobile video is set to become a key investment opportunity in 2016 due to the high promise it offers; we have seen video budgets increase by over 18% since 2014. (Source: aol.platforms)
The following chart highlights how different social networks have adopted video promotional content in the last year and how they plan to run video campaigns in the forthcoming year.
Source: Mixpo Survey – 2015
You can see from the data, it is predicted that advertisers plan to run video ads on Facebook more than on any other networks.
According to a report by Cisco, video will account for over 80% of global Internet traffic by 2019.
With online video quickly becoming key towards social media users obtaining information and fulfilling entertainment needs, our social display media planners at agency:2 are of the opinion that businesses failing to include video in their marketing strategies correctly will do so at their peril.
When it comes to potential reach, video is unrivaled. Will your marketing strategy include more video content in 2016?
November 13, 2015
Our founder Joel Davis spoke at the DMA offices about applying social data for brands. Key take home points included: 1) Facebook pushes brands to pay for increased reach; this is made more significant as bigger pages experience lower organic reach 2) 62% of CMOs rate creating more engaging, high quality content as extremely important and high up on their marketing priority list 3) Creating brand loyalty is essential and can be increased through driving engagement, encouraging consideration, high levels of support and driving conversion
July 29, 2015
Mothers aren’t just active users of social media; they live and breathe this form of networking. They use it for a variety of functions beyond entertainment and are a valuable commodity when it comes to marketing through social.
High level research from Pew Research Center(Sept 2014) shows just how invested US mothers are in social media; they use it for:
– to gain information
– to contribute by responding to questions
– as a method of responsiveness to both good and bad news
What this data reveals is that mothers are active on social media and that it is meaningful to them. They are not ‘passing through’ as mere observers; rather, they are active participants in this life stage and use social media platforms to remain connected within motherhood.
Brands can utilise this info by focusing their marketing on mothers and their activity. Content should be focused and resonate strongly, tapping into the purpose and function of social media in a mother’s life.
Furthermore, Facebook tops the list for percentage of parents who use social media, by quite a large margin. Although other platforms have gained in popularity, Facebook should remain a priority within marketing plans as it has the highest reach by a long shot.
What the research highlights is that mothers are active users on social media, but utilise it for various reasons. Often the goal is to spend time in a leisurely fashion and alternatively it is more purpose driven. At agency:2, our secret is to hone in on the motivation behind social media use and thus connect brands to parents’ Facebook activity through smart content and clever targeting.
July 16, 2015
Social media trends are continuously changing. Reactive content is on fire, videos are taking the lead and Instagram is the new black.
Brands are constantly trying to maintain their social currency, by creating strong communities of like-minded fans who engage with their content.
In some scenarios, we need to consider what’s more powerful…content or community?
Communities move on
Think about new mums. Early motherhood is lonely and mums often find support in the mummy community. But, babies are small for a very short time. What happens when they move on from their current stage? They need something new to engage them, something new to talk about other than nappies and baby food. A mum engaged may leave the community to find something else.
Contrast this with book lovers. They will always be book lovers. A passion doesn’t usually fade; in contrast, it may grow over time. These fans are likely to stay part of a community that they engage with. Unless, the content grows stale and doesn’t keep them there.
How to keep fans engaged for longer
So where does this leave a brand’s marketing strategy? Is it better to focus on building the community or producing high quality content? The answer is balancing the business objectives with the audience’s needs – strategies that encompass the proper use of social media and are aligned with business goals, will be more successful towards building communities and keeping them.