According to Facebook, people watch over 100 million hours of video every day on the site. And with 1.23 billion active users, that’s pretty powerful stuff. Facebook is investing a significant portion of their resources to video, adding new audio features, livestreaming and more. These developments come with new measurement tools as well. It’s clear Facebook is all about video. But does that mean marketers need to be, too? And why does that matter for a Facebook Lead Ad? Read on to find out.
Facebook Is Invested In Video
Without exploring their reasons for investing in video, the mere fact that Facebook is banking on video means you should too. Because wherever they put their resources usually turns out to be the most lucrative for marketers as well. Facebook has the customer data, research budget and development know-how to make their projects a success. So it can only help to follow their lead. But there enormous resources also means they have good reason to bet on video. They choose their projects carefully and are always looking to increase their active user base. What’s good for them is good for you too, since that means more views on your video.
Videos Attract Attention
One of the main reasons Facebook is bullish on video? They enable video autoplay (and soon audio) which draws valuable eyeballs to that content. We hear over and over again that attention spans are dwindling as the internet becomes more and more crowded with content. Video is the quickest way to ensure someone sees your message. Just think about how many friends share silly video clips, as opposed to long-form articles. We are primed to respond to visual media and in a cluttered Newsfeed, video works. Time and time again video outperforms other types of content, making it an integral part of your Facebook Lead Ad strategy.
Retargeting Made Easy
Facebook currently autoplays video with no sound. (You can add subtitles to explain the story, but try to stoyrboard a video that works by showing, not telling.) It takes 3 seconds of screen time to be considered a view, with additional metrics provided for views lasting 10 seconds or more, as well as those who actually click the video to listen or expand their view. (A better indicator of interest.) Once audio fade-in is enables, those who pause on a video long enough in the Newsfeed will hear the audio without having to click to open the video player.
Any of those video actions, starting with the 3 second view, is enough to generate an audience of engaged users who watched your video. You can then retarget them with a direct response ad or other messaging to ensure conversions, as well as build a Lookalike Audience of similar Facebook users who will likely be interested in what you’re offering as well.
A Built-In Lead Funnel
The best part about a video? You can use one as your initial ad creative in the Newsfeed for your Facebook Lead Ad! The user’s eye will be drawn to the movement. Your compelling offer gets a click, and there’s your lead form. It’s like an awareness Video Ad followed by a retargeted Facebook Lead Ad, without setting up multiple campaigns or paying for two clicks.
Don’t have a video? Try to find budget to run one. You can fake it with a slideshow but to really maximize for lead conversions and lower your budget you’ll need a fully produced video.