Meta’s vast reach and sheer scale make it one of the best, if not the best, hodge-podge platforms for all sorts of projects, be they personal or commercial in nature. Pre Apple’s ATT Update, Meta (then Facebook) was arguably the largest advertising playground for those wanting to establish a presence online, particularly for video ads. 

On that note, have you been trying to wrap your head around possible ways to improve the performance of your ad strategy post-Apple’s update? If so, this might be worth a peek – Meta recently partnered with private, third-party analyzers to assess over 500 ads, across 70+ campaigns to glean insight into best practices, strategies, and pro tips to help improve your video marketing approach. 

The Video Meta

Before we begin, you can view Meta’s full 12-page report here. Now that that has been settled, first, we have a key point that the research underlines – return on investment for video ads is over 5x higher when a brand logo is used in the ad and the highest when the logo is shown within the first two seconds. 

This element becomes even more important when you look at short-form videos, highlighting the need to make your branding known quickly to establish better connection and professionalism in your approach. Of course, there are some variances to this, depending on your format of choice. But, and you’d do well to remember this – branding is important. And so is actually showing the product: 

“ROI was 2.3x higher when the product appears in the ad within the first two seconds [while] ROI was 36% higher than when the product is easily noticed but not the primary focus.”

Advertising should, for the most part, showcase your product, making it visible throughout the majority of your video ads. While the presentation format will play a big role here, the true stars will be your branding and the product itself. 

The research also shows that placing your products within lifestyle situations (i.e. sporting events, celebrations, etc.) saw ROI spikes as much as 26%. Consumers want to see the practical value of your product in their daily life, which you should factor into your planning. 

The data also shows that mobile-optimized campaigns deliver 1.9x the ROI of non-optimized assets while creating ads for sound-off environments can lead to a 4.8x improvement vs ads not built for the same. 

Lastly, the research also shows that enabling more placements for your ads (i.e Facebook Feed, Instagram Stories, Reels, etc.) can help you reach more people. True enough, campaigns that included more than eight placements were 3x more effective than those with fewer. Research data also suggested that exposure frequency is also another important element, but that’s something that you probably already know. 

The Wrap

These are some interesting insights to consider when it comes to your campaign planning and while there are always exceptions and unique outliers, the findings of this research could help steer you in the right direction, providing you with better bases to more cleanly plot and manage your budget and video ad spend. 

Sources 

https://bit.ly/3W3sZ71