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Optimizing your Photos & Videos for your next Campaign

When you’re planning your next Facebook ad campaign, there are several things to keep top of mind. They include your goals, strategy and target audience. All of these are important to the overall execution and reach of the campaign, but one item is crucial to achieving success and capturing the attention of potential prospects – the campaign’s creative elements. 

Your campaign creative can be displayed in multiple ad formats such as carousel, slideshow, collections, canvas or instant experiences.  But regardless of what ad units you choose, the success of the campaign will be dependent on the quality of the creative images and/or videos.

Here are four basic considerations to optimize the photos and video that will be used in your next Facebook campaign. 


Make them Attention Grabbing

Allow your creative to be thumb-stopping – think scrolling through the feed via a mobile device. The visuals should grab the attention of the user as soon as they lay their eyes on it. Take time during your campaign planning process to come up with ideas to develop creative that is eye-catching, vibrant, and unique to your brand. Design something that is unique and will inspire users to engage with the ad.   There are multiple ways to get creative with photos and videos, check out a few of these examples below:


The bracelet brand Pura Vida uses eye-catching, bright images in a carousel format to grab a user’s attention. Source: SproutSocial

VisitPA used images creatively in a carousel ad by cutting panoramic photo into pieces so a user has to swipe through to see the whole photo. Source: CrowdRiff

The Bermuda Tourism Authority used cinemagraphs as a part of their “Summer Fridays” campaign. Source: Bermuda News


Align them with your Call-to-Action

Having a strong call-to-action (CTA) is imperative to motivating consumers to respond to your ad and help achieve your campaign goal.  Make sure that you only have one, singular, clear CTA to garner the best results. And, be sure that the context aligns with your creative.   For example, if you are targeting potential visitors with interests in “beaches in tropical destinations” to sign up for your email newsletter, you should use beach related images or video in your ad campaign to align with the user’s interests. Check out this great example from Discover Puerto Rico

For more help on writing a CTA for your Facebook ad, check out the ads guide on Facebook or our blog for the basics of getting started writing one. 


Include Minimal Text

Facebook recommends using as little text as possible in your ad creative. Creating images or video that are text-heavy for your ad campaigns can cause them not to perform well in the ad auction and will ultimately affect the deliverability to users in the news feed. Remember to keep it simple and use minimal text to relay your message effectively. 

Here are some examples of appropriate use of text in both video and images: 


Retargeting with Video

You can maximize your future campaign efforts with the use of video in your most recent ad set. This is most commonly done with Facebook’s Retargeting capabilitiesFor example, using a video for the first flight of the campaign will help solidify your core audienceThen, for the next flight, you can retarget this audience with an image-based ad built on the user engagement with the video. Facebook’s machine learning technology allows you to pick the level of engagement you’d like to target. You can specifically retarget based on watch time, (between 3 and 10 seconds), as well as percentage watched, (25%, 50%, 75%, and 95%). You can then select future potential targets based on engagement. You can directly retarget those users or build lookalike audiences with similar user personas from the Facebook database. 


Whether you’re trying to simply increase traffic on your website, gain email subscribers, or convert a hotel booking, never underestimate the power of good creative components in your Facebook campaign. For more information on how you can develop the best possible creative for your next campaign, check out the Facebook Ads Help centeror click below to continue your learning

To stay up-to-date on the latest and greatest tourism and digital marketing news, be sure to subscribe to the TwoSix E-newsletter and follow us across social media. 

Destination Marketing Case Study: Data Improves Paducah’s Entry Rate

Client:
PaducahPaducah Convention & Visitors Bureau
The Scope:

TwoSix Digital developed and managed a Facebook ad campaign to drive entries into the Paducah Convention and Visitors Bureau summer sweepstakes in August, 2016. This ad campaign focused on the niche audience of quilting and crafting.

The Strategy:

Ad targeting strategies included the use of Lookalike Audiences of the Paducah Facebook page and matching email addresses of people who had previously entered the sweepstakes. Use of the PersonicX lifestyle clusters through the Facebook Audience Insights Tool helped determine the best possible interests for Facebook ad targeting.

Paducah Ad AudienceClose monitoring and ad management led to TwoSix Digital seeing better costs per click, however the number of entries compared to the number of people viewing the sweepstakes remained disproportionate.

Upon reviewing ad targeting, TwoSix Digital noticed that women 55 and older on desktop were more likely to click on the sweepstakes ad. The ad’s placement and targeting were adjusted to serve this audience where they were most likely to convert.

The Results:

Upon changing the demographics and placement, the entry rate rose from 13.8% to 35.9% and the cost per entry fell nearly 16%.

When the next ad flight produced mixed results, a similar alteration to the targeting and placement was made. This led to an entry rate that was more than four times higher and a cost per entry that was 77% less. This kind of close monitoring and quick response led to a successful campaign rooted in data and serving content up to a much more relevant audience to produce measurable results.

Sweepstakes entry Rate

Facebook Prefetching and Periscope Branding

Prefetching a Mobile-Friendly Experience

Prefetching on FacebookMobile is massive on Facebook. That should come as no surprise at this point as 91% of Facebook’s daily users do so on a mobile device. Because of this, Facebook is working to make a better experience for mobile users through “prefetching”. A Facebook blog this week explained:

“…we’re introducing prefetching – pre-loading mobile content in the Facebook in-app browser before a link is tapped. This can shorten mobile site load time by 29 per cent or 8.5 seconds, improving the experience and decreasing the risk of site abandonment.” 

While 8 seconds may not seem like a lot I implore you to count that out right now just to realize how long it actually is in an age where our attention spans are less than that of a goldfishRead more

Pinterest Promoted Video and Snapchat vs Instagram

Pinterest Adds Promoted Video

Pinterest Promoted VideoPinterest Promoted Video ads are now available to advertisers on the social network. The announcement came earlier this week as Pinterest appears to look to take a cut of the massive number of video views on social media.

However, these ads are more than simple video view ads. Pinterest Promoted Video ads allow for clickable Pins to be integrated directly into the video. Wondering how that looks? Check out the video below.

Pinterest claims that early results indicated Promoted Video ads were four times more memorable than non-video ads. These types of ads an even be saved and watched later.

Instagram Not Slowing Snapchat Down

Credit: SensorTower

Credit: SensorTower

We recently wrote about Instagram Stories and how they may impact Snapchat Stories and even platform usage. While it’s still early, a report by SensorTower indicates that there hasn’t been a noticeable decline in Snapchat’s usage.

While Instagram Stories have only been out for two weeks a surge of people trying Instagram Stories over Snapchat does not appear to be happening. This may lead credence to the view that the two platforms will be able to co-exist without cutting too much into one another’s user base.

Facebook Ad Preferences and Algorithm Updates

Facebook Ad Preferences Hone Interests Facebook Ad Preferences

New Facebook ad preferences available to Facebook users may seem detrimental at first – but let us explain. Facebook is using pictures to help users determine the kinds of content they want to see ads from – including travel. This means a more relevant audience for our ads – even if that audience is a bit smaller than what it previously was.

Even better, when a user taps on a particular image they’ll be provided with additional sub-categories to help select the kinds of ads they want to see. This means users will be able to be presented with the kinds of content they want to engage and interact with.

Interestingly, Facebook is also reportedly blocking ad blockers. The preferences are available for many users now, but will be fully available by the end of the month.

Another Facebook Algorithm Update

Another week and another Facebook algorithm update. The social network’s new algorithm aims to make our newsfeeds provide us with more valuable information. Facebook is updating its Feed Quality Program, a database analyzing thousands of surveys with feedback on newsfeeds each day, to create a new ranking system to identify what people find more informative.

Naturally, what may be informative to one person may not be interesting at all to another. Because of that, Facebook is working to tailor each feed to each user to provide a better experience. Facebook predicts some pages may see a “small increase” in referrals and engagement while others may see a small decline. This is likely dependent on the kinds of content published. The new algorithm was announced Thursday and takes effect immediately.

 

YouTube Livestreaming App & New Facebook Tools

YouTube competing in the livestreaming market

There could soon be a new kid (app) on the block for livestreaming. YouTube is reportedly building an app it calls YouTube Connect to allow users to stream live video from their devices. This would put the app in direct competition with Twitter’s Periscope and Facebook Live. Livestreaming reportedly coming from YouTube Connect

VentureBeat reports Connect will allow users to log in from Google or YouTube to begin livestreaming and come with chat, tagging and newsfeed functionality. Naturally, videos will be viewable on YouTube as well as through the app. While this sounds intriguing there is one point that is sorely lacking from Connect: a lack of integration with Facebook and Twitter making it easy to share live streams on social networks. Lacking this feature could spell trouble for YouTube unless something can be done to allow access.

Read more

Pinterest Ads Open, Facebook Reach Grows

Pinterest ads now open for your business

This week Pinterest finally opened up its Ads Manager to everyone interested in scheduled Promoted Pins. Up until now Pinterest ads were only in the beta phase.

Along with this opening up, Pinterest unveiled more detailed ad targeting tools to enable advertisers to more accurately promote pins. These targeting tools include some items similar to those seen on the Facebook Ads Manager, like interest and customer database targeting. Pinterest has one different type of targeting that may work in advertisers favor though: keyword targeting, which allows the serving of ads up to people exploring the platform using certain keywords.Pinterest Ads

Time will tell how successful these ads are, but Pinterest says people who saw Promoted Pins had a 40% greater awareness of new products and had a 50% higher purchase intent.

While this is great for individual advertisers with one client, Pinterest currently lacks the ability to switch between multiple ad accounts. This means that agencies with multiple clients will need to set up accounts and switch between them for different clients.

Facebook Reach reportedly still surging

Facebook post reach continues to rise, despite recent algorithm changes many expected to take a bite out of reach. Locowise reports the average reach for posts in February was up 5.33% from January.

Locowise also reported an increase in post engagements from January to February, but it will be interesting to see what happens to engagements rates once a full month of Reactions are able to be recorded.

Social Engagement Custom Audiences and Likes vs Favorites

 

Custom audiences by social engagement on posts?

Social Engagement Custom AudiencesFacebook Marketing Strategist Jon Loomer discovered what could be a new targeting tool for Facebook advertisers: the ability to create custom audiences based on social engagement.

Loomer posted his discovery in a blog post noting that when he went to create a custom audience he had more than the regular 3 option types for creating a custom audience. He had one additional option: people who have engaged with your content! This new targeting option does not appear to be an available for the majority of advertisers yet, but opens up some interesting possibilities. Loomer notes that he’s only able to create custom audiences off of people engaging with videos, but it appears the function is built for multiple types of content. Imagine how dialed in a custom audience list could be by targeting people who had already engaged with your content previously!

While Twitter recently introduced a similar feature, something like this has been a long time coming for Facebook. Time will tell when it rolls out for the rest of us and in what capacity.

We heart the Heart more than the Star

Likes over FavoritesMany people bemoaned Twitter’s decision to kill off the Favorite button and replace that with a Like button similar to Facebook. However, the move appears to be paying off for the social network. Locowise reports Twitter has seen a nearly 29% increase in people liking tweets vs favoriting them. The study included 1,500 Twitter accounts over a three month period with more than 2.2 million tweets.

Locowise noted that a big reason for the increase is due to the favorite button being used to archive material for later compared to the like button. That’s in comparison to a like which provides an immediate representation of your approval of something. While Twitter has been struggling in recent months, positive news like this is promising for the social network.

Facebook Launches Canvas Ads and Reactions

Facebook introduces Canvas

Canvas AdsFacebook advertisers now have access to a new immersive type of ad called “Canvas“. While previously available to certain advertisers, the new ad works to open up a full screen experience once an ad is clicked by a user.

This full screen experience is said to load ten times faster than traditional ads. Canvases provide advanced functions for ads like animations, carousels, product catalogs, tilt-to-view images, and videos.

The user-friendly feature is available through Power Editor for all advertisers. Facebook says it wanted to provide everyone with the means to make great looking ads while also elevating the ad content being served to users – from Fortune 500 companies to mom and pop coffee shops.

According to Facebook, 53% of users that open a Canvas view at least half of it, and the average view time is 31 seconds. The top Canvas ads can see more than 70 seconds of view time per user. Read more

Longer Video Ads, Algorithm Tweaks and Air Travel Demand

Instagram rolls out 60 second video ads, multiple account switching

Instagram Video AdsWhile there are several reports indicating our attention spans are getting shorter, Instagram is doubling down on video ads by unveiling 60 second ads that will soon be widely available.

A statement from Instagram said the longer video ads would allow advertisers to tell unique stories that better tell their brand message.

Although only a handful of advertisers would have access to these longer video ads (just in time for a certain big game this weekend…) the wider advertiser base would have access at a later date.

Additionally, some iOS users can now switch between multiple Instagram accounts without repeatedly signing out and signing back in. The feature is already available to Android users, but appears to be a slower rollout (for now) on iOS.

Facebook tweaks the news feed algorithm…again

Supposedly Facebook’s new algorithm tweak to newsfeeds may help increase engagement due to qualitative feedback being used to deliver more relevant content to users. To help with this adjustment Facebook is utilizing a team of tens of thousands of users it calls its Feed Quality Panel to rate experiences every day to help improve what kinds of content is served up and cut down posts we don’t care to see.

Two Facebook software engineers explained that this update should not impact reach or referral traffic for most pages. Declines in referral traffic may occur if “the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed. This update helps rebalance those two factors, so people are seeing relevant stories to them.”

In short, avoid posting and encouraging actions on your posts which may deliver a short term increase in engagement because “temporary spikes in metrics might then be rebalanced by feed’s ranking over time.”

Global demand for air travel surges

Air travel demandThe dark days of the global recession appear to be only memories for the airline industry. The International Air Transport Association (IATA) released the 2015 global passenger traffic results and the numbers are good. The numbers show demand rose 6.5% last year compared to 2014. This marked the best year since the supposed Financial Crisis rebound of 2010.

These numbers were aided by an increase in capacity and all regions experiencing positive traffic growth, but carriers in the Asia-Pacific region accounted for one-third of the total increase.