A New Facebook Guide to Creating Video and The Shift to Instagram Stories Ads - Carney
The Daily Carnage

A New Facebook Guide to Creating Video and The Shift to Instagram Stories Ads

Things are getting meta today. We’re writing about a podcast, in which the hosts talk about things that were written by other marketers. This is seriously like third level marketing-inception.

Have we gone too deep? Nah, we don’t think so. People just consume content in all sorts of ways.

Anyway, back to today’s topic. Buffer’s Hailley Griffis and her co-host are talking about Facebook video, why brands are shifting ad budgets to Instagram, and a few interesting notes about YouTube.

Let’s dive in…

  • (00:57) Marketers are noticing less ROI than ever before from Facebook News Feed ads.
  • (01:25) There’s so much content competition that ads are started to be shown less often and at a higher cost for the advertiser.
  • (02:21) Facebook is looking toward Instagram to help get revenue back on track.
  • (02:40) Brands view Instagram as a brand-awareness platform.
  • (03:13) IG Stories are the next big frontier for ads.
  • (03:53) Users on Instagram are way more engaged than Facebook users.
  • (04:28) According to one marketer, CPM on Stories is 4-5x cheaper than traditional Facebook ads.
  • (05:48) The latest tricks of Facebook video
  • (06:02) Your Facebook videos should focus on brand awareness. Focus on top of the funnel content — entertainment, contests, rewards, etc. — on Facebook
  • (07:00) Drive cold audiences to your TOFU video content and then retarget people based off of interaction with your videos.
  • (07:45) Humorous video content can drive higher engagement and a lower cost in ads. It’s difficult to master, but it’s worth trying.
  • (08:20) Introduce your brand in the first 1-2 seconds.
  • (08:57) FB videos should be 6 – 15 seconds.
  • (09:40) Relevance Score is the most important thing Buffer looks at for Facebook ads.
  • (11:29) Keep mobile viewers in mind when creating your videos.
  • (12:42) Switching to YouTube, the average length of top ranking videos on YouTube is over 14-minutes long.

We covered a ton here, but there’s still plenty more to learn from the Buffer crew…


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