The old way vs. new way
The old way of targeting cold audiences is running single video ads and targeting broad interests. There, you would retarget people who clicked or watched video ad. This is hardly a strategy that sounds exciting enough to sell at first click.
Single message for one product vs. Various messages for the same product.
When you target a broad audience at the top of the funnel, you’re targeting various types of users. Offer different reasons to buy the same product with various messages in videos. By leveraging different points, you will recognize WHAT works for WHO.
Each video version should give you learning about each of the audience pools. Learnings will address the reason for the sale. That way, you will unlock the buying potential of these pools.
With dozens of video creatives, you can easily identify messaging and tone which will work for each audience. Once you get there, you can continue to adapt and iterate through communication versions.
Find your users’ motivators
What makes your users tick? Discovering customers’ pain points and identifying emotional triggers might lead you to complete action that will make the campaign successful.
Build motivation based creatives
Pick the top 3 barriers or motivators that seem like the biggest opportunity to convert potential buyers. Do your best to ensure that these motivators are not attracting the same or similar audience.
Micro target customers with different motivators rather than sell a product with a one-size-fits-all framework
Through this process, you will be micro-targeting your customers with all available motivators to get a purchase rather than just blindly selling your product with a one-size-fits-all framework.
Build your video creatives based on these motivators/barriers. Experiment to find what works, don’t just settle for what works OK.
How to actually produce 100s of videos
1. Make a selection of the products for your campaign
If you are using product catalog feed, you can filter data by price range, previous engagement, purchase data, google analytics data, or select any product you want to advertise and convert to a video ad.
Rely on Hunch smart strategies to select your top-performing products or the products which garner the highest engagement.
Keep in mind that sometimes the product which is driving your consumers isn’t the one which is sold the most but the one they come for.
Product focused dynamic video creative serve viewers with selected products pulled from a spreadsheet
- Design a compelling dynamic video ad template
Design from scratch or import your current assets. Any data you have can be used as a dynamic part of your creative, as a variable.
- Produce and send to Facebook campaign hundreds of video ads
Sport Vision made a selection of 5 top sellers and published 200 videos in different formats and placements
Price for 100s of Facebook video ads
Great video content is expensive to produce. It’s priced per final video.
Often, the campaign based on presenting products through various videos can cost higher than the actual media cost.
1 creative concept for 10 products with 3 motivators in 4 formats on FB and IG = 240 videos.
If that’s the case, use dynamic creative to significantly cut production costs and automate campaign management. You will save 15x your production budget with automated videos.
“On-Brand” Slideshow Video Ads
Launch, Test, Repeat, Scale
With this model in hand, you can put 80-85% of your marketing budget towards the creative processes that work best. Opportunity cost is a real thing.
Content variations of what has worked in the past are where your man-hours go into.
Start using creative automation technologies to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. Scale creatives, not budgets.
Generating demand with Facebook can lead to people considering new products and increase foot traffic in retail stores as the countries reopen. Turns out, people like their products in places.
Learn why you should consider Facebook store traffic campaigns in the upcoming Q3 and Q4.
HUNGRY FOR MORE?
CPM on Facebook is increasing dramatically. Facebook becomes more expensive.
So the main question is:
How do we survive the dramatic increase in CPMs?
This article aims to answer those questions.