As marketers, we are always looking for ways to get in front of new audiences, test out new strategies, and think creatively when it comes to achieving high performance for our clients. A Facebook video funnel might be the answer for you as you are looking for new ways to increase performance.
Why Should You Test Using a Facebook Video Funnel?
First and foremost, video format ads are increasing in popularity in general. As a result, video should be a part of your Facebook advertising strategy.
Views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017. They grab attention early and showcase your brand in a way the static images simply can’t. Just remember to keep the videos short & sweet.
Secondly, Facebook video funnels create awareness of your brand to users who haven’t heard of you before. You can then remarket to this audience to encourage them to purchase.
How to Use a Facebook Video Funnel
#1 Create a video that drives awareness to your brand
The first step in creating a funnel for your Facebook video ads campaign is to drive as much relevant traffic to your video as possible. This will be set up as a traffic campaign to get as many views as you can.
Your audience should be targeting people who haven’t heard of your brand before. Let’s use a Hawaiian activity company as an example. We would target individuals who are traveling in Hawaii, but haven’t been to our site.
This will put our video in front of many potential customers who may not ever hear of our client otherwise.
#2 Remarket to this audience
Once you generate a decent amount of video views, you can begin to qualify your audience.
Creating a conversion campaign, you can remarket to individuals who viewed at least 50% of the first video, which would mean they were interested in your offer and are more likely to engage further.
Make sure your video is compelling and has a call to action. The goal of this video is to get consumers to act.
#3 Remarket to this further segmented audience
This is the third and final push to get your audience to act.
The goal here is to drive purchases by remarketing to people who have viewed your video, visited your website, but haven’t taken the desired action yet.
Use compelling messaging that will make them want to convert & realize that now is the best time to do so. Make sure to exclude the last 30-day purchasers so you don’t continue to advertise to individuals who have already take the desired action.
Overall, the goal of the funnel campaign is typically more than generating awareness – it’s about driving conversions. The creative you select is as important as the funnel strategy. Make sure your videos make sense to the overall goal you are trying to achieve in each stage of the funnel.