1 00:00:00,250 --> 00:00:05,580 In this video you're going to learn about Facebook video that's why you should be using them as part 2 00:00:05,580 --> 00:00:08,180 of your Facebook advertising campaigns. 3 00:00:08,220 --> 00:00:14,580 You're going to learn three tips to create powerful videos the use cases for them and step by step how 4 00:00:14,580 --> 00:00:18,980 you can create a video ad very very quickly and easily. 5 00:00:19,090 --> 00:00:26,190 Now the first question you might have is why should I be using video ads as part of my Facebook advertising. 6 00:00:26,470 --> 00:00:28,200 And the reason is very very simple. 7 00:00:28,200 --> 00:00:34,690 There has been an explosion in the consumption of video content on both Facebook and Instagram. 8 00:00:34,710 --> 00:00:38,790 And the proof of that is right inside of your Facebook news feed. 9 00:00:38,850 --> 00:00:45,230 If you come into your Facebook news feed you're going to see that almost every second post is now a 10 00:00:45,240 --> 00:00:45,860 video. 11 00:00:45,870 --> 00:00:50,740 This is the format of content that people are consuming on Facebook. 12 00:00:50,760 --> 00:00:57,550 Now this is the big trend and the reality is is that a lot of advertisers haven't caught up with this. 13 00:00:57,570 --> 00:01:03,690 So if you want to get ahead of the competition using video ads is a very good way to do that. 14 00:01:04,140 --> 00:01:10,980 So key question you might have as well is how to create powerful video ads in a great place to really 15 00:01:11,010 --> 00:01:16,690 understand what is inside of the insides of your Facebook page. 16 00:01:16,710 --> 00:01:24,060 So to get here just come into the insides of your Facebook page and down into this tab which shows the 17 00:01:24,060 --> 00:01:27,390 metrics related to videos. 18 00:01:27,390 --> 00:01:33,450 Now you have to have a couple of videos on your Facebook page in order to see these but I'll show you 19 00:01:33,450 --> 00:01:38,460 through a couple of mine samples so you can understand three things that are really important to do. 20 00:01:38,790 --> 00:01:45,350 So once you're in your insides tab you can click in here to an individual video. 21 00:01:45,460 --> 00:01:51,720 And one thing you want to look down on straight away is in the video views here. 22 00:01:51,720 --> 00:01:59,280 And one important thing to look at is the sand off or sand on now watch you can see here is that this 23 00:01:59,670 --> 00:02:09,960 video has got around 1400 views on 78 percent of those views 1200 views were watched with the sound 24 00:02:10,050 --> 00:02:10,630 off. 25 00:02:10,650 --> 00:02:16,470 So you probably noticed this from being on your Facebook feed that a lot of videos now how captions 26 00:02:16,530 --> 00:02:21,620 on them and from this example as well you can see the importance of that. 27 00:02:21,870 --> 00:02:29,850 So my recommendation is that if you are creating a video ad you'd be wise to put some captions on to 28 00:02:29,880 --> 00:02:36,210 the video in order that people can really understand the content when they have the send off. 29 00:02:36,210 --> 00:02:39,960 Now the great news is it is very easy to add captions. 30 00:02:39,960 --> 00:02:47,450 You can just come back to your post edit the post you'll see the option here for captions. 31 00:02:47,460 --> 00:02:51,270 You can order generate the captions just by clicking on a button here. 32 00:02:51,270 --> 00:02:57,510 I've done an already certain that says edit captions and you can watch the captions that are auto generated 33 00:02:58,170 --> 00:03:01,230 and really edit them to make sure that they work there correct. 34 00:03:01,230 --> 00:03:09,150 So if you have a video on your Facebook page and you want to promote it best good action to take straight 35 00:03:09,150 --> 00:03:18,030 away is to come in update those captions make sure they're all OK and then save them to the video. 36 00:03:18,120 --> 00:03:25,290 Now the second tip is to really understand the average watched time of videos so you can see here that 37 00:03:25,290 --> 00:03:31,220 this video is one minute and thirty four seconds and the average watch time is just 12 seconds. 38 00:03:31,230 --> 00:03:38,370 If you click through here you can see a chart for audience retention which is really how long the average 39 00:03:38,370 --> 00:03:45,980 person watched the video and you can see here as I move down 100 people watched the first two seconds. 40 00:03:46,170 --> 00:03:54,330 But as I go down to say 10 seconds here you can see that already 60 percent of people have stopped watching 41 00:03:54,900 --> 00:03:55,760 the video. 42 00:03:55,950 --> 00:04:03,990 So watch this show be signaling to you is that the first five seconds 10 seconds are critical if you're 43 00:04:03,990 --> 00:04:10,770 creating a video and you're not capturing people's attention or to quite question or a fact or some 44 00:04:10,770 --> 00:04:12,730 figures or something. 45 00:04:12,780 --> 00:04:14,170 Nice imagery. 46 00:04:14,370 --> 00:04:20,610 Then you are going to lose because a lot of people watch past that and you probably know this from your 47 00:04:20,700 --> 00:04:28,530 own Facebook browsing that you will see a video coming up maybe in the news feed you might watch a couple 48 00:04:28,530 --> 00:04:32,130 of seconds with the sound off if it doesn't look interesting. 49 00:04:32,130 --> 00:04:35,180 You're not going to continue on if it does look interesting. 50 00:04:35,320 --> 00:04:40,660 Might read the captions or flick the sound on and that is generally more people do. 51 00:04:40,800 --> 00:04:46,920 So having a powerful first five 10 seconds and putting some thought into that or if you're cutting down 52 00:04:46,920 --> 00:04:51,600 a video make sure that you're coding it in a place where the first couple of seconds are really going 53 00:04:51,600 --> 00:04:53,140 to capture attention. 54 00:04:53,400 --> 00:04:58,460 So the second tip make sure those first five ten seconds really grab attention. 55 00:04:58,780 --> 00:05:05,910 Then the final tip is in terms of targeting to look at who's already engaged with existing videos so 56 00:05:05,910 --> 00:05:14,250 I can see for this particular video the top audience was men of this age group here and I can even see 57 00:05:14,250 --> 00:05:16,020 a breakdown of it. 58 00:05:16,220 --> 00:05:19,500 And if I go back as well I can see the top locations as well. 59 00:05:19,500 --> 00:05:25,800 So a lot of people watch this from the U.K. and I can see the other places where it is popular so far 60 00:05:25,800 --> 00:05:30,620 I want to use this video to broaden the reach and put it into Facebook. 61 00:05:30,660 --> 00:05:35,340 I can use this information in order to inform those decisions. 62 00:05:35,340 --> 00:05:42,440 So Tip Three is use existing demographic information to help target your ads. 63 00:05:42,510 --> 00:05:46,410 Now that you understand those three tips to create powerful video ads. 64 00:05:46,620 --> 00:05:50,850 Let's look at the use cases for videos in Facebook advertising. 65 00:05:50,930 --> 00:05:59,130 Now you can use videos in a variety of different campaign objectives in Facebook as you can use videos 66 00:05:59,370 --> 00:06:00,570 to help get up in stores. 67 00:06:00,570 --> 00:06:03,330 You can use videos Helka clicks to Web site. 68 00:06:03,570 --> 00:06:10,710 But the primary objective and the primary use for them is to simply get video views and raise awareness 69 00:06:10,800 --> 00:06:12,270 about your brand. 70 00:06:12,270 --> 00:06:19,740 That's the primary objective for a lot of people when they use videos in their Facebook ads and in terms 71 00:06:19,740 --> 00:06:24,390 of how we can target these ads to where you can use interest demographic targeting. 72 00:06:24,390 --> 00:06:30,810 You can target existing Facebook fans you can remarket to Web site a mobile app for visitors you can 73 00:06:30,810 --> 00:06:37,050 use video views custom audiences and target people who have watched previous videos you can use look 74 00:06:37,050 --> 00:06:38,340 like audiences. 75 00:06:38,340 --> 00:06:41,670 You really have all of those targeting options available to you. 76 00:06:41,820 --> 00:06:47,830 It's really going to depend on your own needs and goals which targeting option that you use. 77 00:06:48,030 --> 00:06:53,730 Now in terms of what content can you use in your video as well you can remix content. 78 00:06:53,940 --> 00:07:00,450 Think one common thing and barrier to making people use videos is they think they need to create something 79 00:07:00,450 --> 00:07:01,770 completely new. 80 00:07:01,950 --> 00:07:08,610 Well if you've a longer video or a longer promotional video or sales video or whatever it is you can 81 00:07:08,610 --> 00:07:14,910 cut that down into smaller videos that you could use as part of your video ads. 82 00:07:14,910 --> 00:07:20,470 So in terms of just raising awareness cutting up bite size videos putting them out. 83 00:07:20,640 --> 00:07:21,850 That's something you can easily do. 84 00:07:21,850 --> 00:07:24,620 You don't have to create brand new content. 85 00:07:24,660 --> 00:07:30,540 You can also use behind the scenes footage stuff that would help your product launch raise awareness 86 00:07:30,630 --> 00:07:33,060 updates on how your product launches going. 87 00:07:33,140 --> 00:07:35,240 You can use customer success stories. 88 00:07:35,250 --> 00:07:41,940 So really there is a huge amount of variety in the types of content that you can use now that you understand 89 00:07:41,940 --> 00:07:43,190 the use cases. 90 00:07:43,230 --> 00:07:47,010 Let's have a look at how you can create a video views campaign. 91 00:07:47,010 --> 00:07:54,300 First step is to log into your ads manager and come up and click on create ad you want to select select 92 00:07:54,300 --> 00:07:57,740 your marketing objective and maybe just start over. 93 00:07:57,750 --> 00:08:04,110 If you have any previous campaigns popping up so in terms of remarketing objective you want to see like 94 00:08:04,110 --> 00:08:08,470 the video views option here and click on continue. 95 00:08:08,850 --> 00:08:16,970 Now in terms of setting up the targeting for your audience here for your placements for your bhajans 96 00:08:17,160 --> 00:08:22,860 and schedule that is all going to be the same process as we've learned previously. 97 00:08:22,860 --> 00:08:28,170 What is a little bit different to where there are some other options are down here at the level of a 98 00:08:28,170 --> 00:08:36,300 video views campaign and I want to point at some of these for you see have the option to use a carousel 99 00:08:36,300 --> 00:08:41,460 here so you can add have an ad with two or more scrollable videos in here. 100 00:08:41,760 --> 00:08:47,100 You can use a single video which is probably the easiest option to use. 101 00:08:47,100 --> 00:08:51,630 You can use a slide show option and this is worth having a little bit of a look out here because you 102 00:08:51,630 --> 00:08:57,750 can create a slide show very very easily and this is perhaps maybe one of the easiest ways that you 103 00:08:57,750 --> 00:09:05,580 can create a video for your Facebook site so you can use 9:57 images to create a slide show and you 104 00:09:05,580 --> 00:09:12,720 can see Facebook is walking you through the process here you click on Slide Show you can select the 105 00:09:12,720 --> 00:09:14,880 image to ration how long you want to last. 106 00:09:14,880 --> 00:09:17,310 One second is probably a good idea. 107 00:09:17,310 --> 00:09:23,790 You can maybe select the fade you can and the photos then using your own images that youve uploaded 108 00:09:24,270 --> 00:09:29,870 or from your own image library or you can use this free stock images once again. 109 00:09:29,870 --> 00:09:36,240 So even if you don't have any good photos you can put together one of these slide show video ads very 110 00:09:36,240 --> 00:09:38,160 very easily. 111 00:09:38,160 --> 00:09:43,440 Now once youve got that done you can just create the slideshow and that is the video you can use for 112 00:09:43,440 --> 00:09:45,570 your campaign. 113 00:09:45,570 --> 00:09:50,370 Now you can also use an existing post has a video. 114 00:09:50,550 --> 00:09:56,580 So just make sure that your Facebook page is connected and then you can scroll down and select any of 115 00:09:56,580 --> 00:09:59,060 these videos for your video. 116 00:09:59,070 --> 00:10:05,410 Once again you might want to just check that you've got those captions on the video before you hit the 117 00:10:05,410 --> 00:10:07,190 publish button. 118 00:10:07,210 --> 00:10:13,110 Finally let's have a look for a look at some of the limitations for your video. 119 00:10:13,190 --> 00:10:20,290 You wonder if you're uploading it yourself a Chevy daughter movie an MP for one high quality or aspect 120 00:10:20,290 --> 00:10:24,100 ratio should be as such in Facebook. 121 00:10:24,100 --> 00:10:32,020 Your video views can be maximum 16 minutes in Instagram the maximum of 60 seconds. 122 00:10:32,010 --> 00:10:37,780 It's a key limiting factor there if you want to place your video on both Facebook and Instagram make 123 00:10:37,780 --> 00:10:41,250 sure it's maximum 60 seconds. 124 00:10:41,590 --> 00:10:44,730 As always when you go to place your iPod. 125 00:10:44,980 --> 00:10:47,340 Just make sure that the text is appropriate. 126 00:10:47,350 --> 00:10:54,240 Maybe show people watch this video and you will learn a four step process to do x y z. 127 00:10:54,370 --> 00:10:58,670 Or watch this video and learn whatever the benefits are of it. 128 00:10:58,670 --> 00:11:04,930 So remember you need to put in the text and really sell the benefits and explain to people quickly why 129 00:11:04,930 --> 00:11:06,740 they should view the video. 130 00:11:06,820 --> 00:11:11,650 Once you've gathered all them as always review the order before you go ahead and place it and it'll 131 00:11:11,680 --> 00:11:15,190 go into the normal review process. 132 00:11:15,440 --> 00:11:20,360 So now you know why you should be using video has 3 tips to create powerful video ads. 133 00:11:20,360 --> 00:11:27,100 The use cases and the pings to look out for when you're setting it up for yourself go ahead and create 134 00:11:27,100 --> 00:11:30,870 a video and following the steps that you've learned in this video.