Facebook video ads are a lot of work and can be expensive, but one way to drastically lower your CPM. Use the following hacks for some creative ways to get better results with less effort. First, of course, you can’t help but notice video advertising as you go through your Facebook page. There are quite a number of them. You may have seen my video advertisements, which I use to promote my enterprises. Of course, I’m doing this since Facebook Video is so popular right now. “In November 2015, there were 8 billion daily views for Facebook Video—a 100 percent increase from six months before to the survey,” according to one of the more recent studies. And here’s something more to think about. On Facebook, videos have a 135 percent higher organic reach than photographs.
This can only imply one thing. There are a plethora of options available. Incorporating Facebook Video advertisements into your marketing strategy might have a significant impact. However, like with any sponsored marketing, you’ll want to keep your expenditures low and optimize your return on investment. That is self-evident. I’ve done a lot of testing with Facebook Video advertisements and have developed a formula that provides me the best results. More precisely, I’ve devised a method to reduce your CPM (cost per thousand) by up to 81 percent.
Creative Facebook Video ad hacks you should know:
1. Only show videos that you know will generate a lot of views.
Although this is a fundamental technique, many marketers neglect it. They’re often so eager to get their video content live on Facebook that they don’t take the time to do some simple split-testing beforehand. So here’s what I suggest. Create a few alternative movies (at least three) or versions of a single video, and conduct some basic split-testing to determine which one gets the most significant reaction. Then, place them on channels that will not cost you anything.
For example, you could:
- Facebook videos should be shown naturally.
- put them on your blog or website
- add them to other social networking platforms
Then look at several crucial indicators, such as:
- rate of play
- viewing time on average
- degrees of participation
- amount of leads generated by each video
- the total number of conversions each video generated
The following graph depicts the numerous techniques of determining video success:
You get my drift. Test the waters before investing your hard-earned money in Facebook Video advertisements to determine which video(s) your target audience reacts to the most positively. You’ll be able to approach Facebook Video advertisements with confidence in this manner. That alone should cut your CPM significantly.
2. Keep them brief and to the point.
Wistia performed some fairly extensive research on the length of videos and degrees of participation. Their investigation looked at 564,710 videos and over 1.3 billion plays for their study. What they discovered was as follows:
As you can see, for up to 2 minutes, there is a consistent level of engagement:
However, following the 2-minute mark, engagement declines until it reaches 6 minutes. The engagement level then stabilizes until it reaches 12 minutes.
So, here’s the situation. I wouldn’t advocate making your Facebook Video advertising longer than 2 minutes. If you go beyond this time restriction, you’ll be doing yourself and your marketing budget no favors. Alternatively, as Wistia puts it, The sweet spot is two minutes. However, they also bring forward an intriguing point: Up to two minutes, engagement is constant. Therefore, a 90-second video will retain a viewer’s attention just as well as a 30-second video. For video marketers, this is both shocking and valuable information. You don’t have to worry about the difference of a few seconds if you’re filming short videos. Make sure it’s under two minutes. This is excellent advice, in my opinion. You won’t have to break a sweat trying to get your movie duration down to a precise amount of seconds. If you keep it under two minutes, you should increase engagement while lowering your CPM. If you must film a longer video, keep it between 6 and 12 minutes long since this is the “sweet spot number two.” Anything more than 12 minutes is a waste of time.
3. Promote “without promoting.”
Here’s the deal with Facebook. When most users check their accounts, they aren’t thinking about purchasing anything. The majority of individuals merely check in to see what their social circles are up to and what their friends and family are up to. Usually, their mentality isn’t like that. I’m on the verge of making a purchase. When people log in to Amazon, they could think that, but not on Facebook. Or, to put it another way, as Aaron Zakowski so beautifully puts it, They have a low purchasing intent. This graph depicts how Facebook users spend their time:
What’s more, guess what? None of these activities entail purchasing anything. It’s critical, in my opinion, to keep this in mind while creating video ad material. The last thing you want to do is smack people over the face with advertising as subtle as a slap. The goal is to promote your product/service/brand without seeming to be advertising. You must maintain your composure in this situation. It would be best if you remain undetected. How can you express your message without being pushy or overtly salesy?
Here are a few recommendations:
- inject a sense of humor into your advertisement
- Use story-telling
- surprise/astound/astound/astound/astound/a
- give them a lesson
- provide useful information
To put it another way, don’t bother about the pitch. People despise being sold to, and it will just increase your CPM. Rather, try to be exciting and build an authentic connection.
4. Include captions.
I’ve discovered another anomaly related to Facebook videos. It’s because so many of us refuse to view videos with sound. I know I’m guilty of that regularly. There are several causes behind this. For example, while at work, a person could be “sneaking into” their account when they should be attending to more essential concerns. Or a person may be using their mobile device to visit their Facebook account in a public place when the sound is plain inappropriate. This suggests that a sizable portion of those watching videos do it without sound. If your video commercials don’t have subtitles, it’ll be tough for viewers to figure out what you’re attempting to sell. According to one Facebook video ad analysis, 41% of videos are essentially worthless without sound. As a result, many consumers will click down to the next fascinating item in their newsfeed and ignore your video ad. If you haven’t used captions yet, I recommend doing so straight now. This will almost certainly increase engagement and, as a result, decrease your CPM. Indeed, Facebook’s internal tests revealed that Video commercials with captions increase video duration by an average of 12%.
5. Play music for those who do pay attention.
Given that my last argument was about a large number of individuals seeing video advertising without sound, it may seem counterintuitive to propose adding music. However, there will be some viewers who will watch your adverts with the sound turned on. You’ll want to do all you can to get them to pay attention. Including music is one of the most efficient methods to doing this. I’m sure you’ve heard how beneficial music can be for pupils studying:
You don’t want to incorporate just any music, however. You also don’t want the music to get in the way of what someone in the video is trying to express. It should only serve to complement and improve the video. But what kind of music is best? Several research studies have identified whether types of music help in attention and concentration. Classical music is, for the most part, the way to go. “Researchers discovered that listening to classical music had the best impact on increasing visual attention,” according to one study. This does not imply that you must employ just classical music. It simply means that classical music is one of the top “go-to’s” for grabbing the attention of spectators. Here’s what I’d recommend. Play some background music for the majority of your commercials. If classical music complements your message, brand, theme, or other elements, go with it. If not, choose anything you think would work best for optimizing your video ad. I’d suggest playing with a few different possibilities until you discover one that works best with your material.
Conclusion
Facebook Video advertisements, in my opinion, are a relatively cost-effective kind of sponsored advertising. I understand that most individuals aren’t precisely “dialed in” while utilizing their Facebook accounts to make a transaction. However, I’ve seen firsthand the impact that well-placed video advertisements can have. And, of course, with this or any other sort of sponsored advertising, you don’t want to throw stuff against the wall and see what sticks simply. It’s all about generating a positive return on investment and decreasing your CPM. These methods are perfect for accomplishing precisely that, and they’ll reduce your CPM by up to 81 percent.
Frequently Asked Questions
How can I reduce CPM on Facebook ads 2020?
A: Facebook Ads have a limited range of targeting options. When running your ads, make sure that the demographic is right for your business. Consider using retargeting campaigns to help people interested in what you offer to get back onto your website.
What is a good CPM for Facebook ads 2020?
A: There is no set CPM for Facebook ads, as it’s entirely dependent on the campaign you are running. You can easily find out how much it costs to run an ad by looking at the cost per conversion in your advertising dashboard.
What is the best CPM for Facebook ads?
A: The best CPM is 1600.