Video as a marketing tool is the future. In fact, it’s estimated that by 2020, 80 percent of Internet traffic will be driven by video. Following are 5 ways to create effective and engaging Facebook video campaigns for your non-profit:
Begin with the end in mind.
Establishing a goal is the first order of business. Step two is having a framework for tracking and measuring metrics. For example, completed video views, reach, and click-throughs to your website are a few markers by which to gauge success.
While it may be tempting to repurpose or reuse content to save money, it may not help to further your end goal. What’s more, the sweet spot for length is 60-90 seconds. Use subtitles or text to reinforce your message.
Platform matters. More than two-thirds of Facebook users watch videos on their mobile devices. Are you catering to this audience and format?
Don’t forget the ask.
Regardless of ad type, include a call to action (CTA) to direct viewers to take the next step. For example, “learn more,” “donate today,” or “share with your friends.” For optimal results, include links in the copy and a CTA button at the end of the video.
Test, retool, and test again.
Maybe you have created a few variations of an ad, playing with the copy, graphics, length, etc. Now begins the discovery process. Tweak the various elements and recalibrate as necessary. From here, you can use the results of your A/B tests to drive future creative iterations and optimize your targeting.
These 5 elements are a recipe for running a goal-driven campaign with ads that work just as hard as you do.