Facebook & Instagram Video View Campaigns

Hey everybody, Ed Weeks Jr. here, the founder of HV Social Media. I am just putting together a quick video to show you how to create an effective video view campaign on Facebook and Instagram and how to create custom audiences that you could start warming up these video views, retarget them, get them as potential leads. So let's just dive right into it. I'm in the backend of Facebook, the Ads Manager. If you don't know how to do this, simply Google Facebook Ads Manager and someone will have a video out there to show you how to utilize the Facebook Ads Manager. But basic level of understanding, you're in here, you're creating a campaign, create new campaign. We're choosing video views, right? So you've spent money or you've taken the time to create a great video. Now we're gonna draw people to it. So we're gonna use video views. Simple, right? Consideration video views. These are all the other considerations. Let's talk about that real fast. You want website traffic, utilize this traffic. You want engagement on a post, you want engagement for an event you have coming up, use this consideration. You have an app, here you go. I haven't worked with an app, uh, yet, but here's where you would do app installs. Video views, as we're going to use here. Lead gen, which is huge, still a great way to start generating leads for businesses. I do this for a number of clients, highly effective. Have a great chatbot out there, here's a great way to utilize Messenger and messages as a consideration of what you want Facebook to optimize for. You'll quickly grow that chatbot list. The conversion stuff, I wouldn't worry about this stuff yet. Uh, this is stuff you'll utilize if you have e-commerce, if you have, uh, people that want to come to store. Uh, conversions, very, very effective, but utilize more for if you're doing ecommerce business. So I wouldn't worry about these 2. Video views is where we're going to optimize. Sorry, my phone is going off. So I'm just going to create my campaign, optimize for video views, campaign name test video views. I wouldn't worry about split testing or budget optimization at this basic stage. So I have already created this. I target people that are— let's say I'm targeting people that are 50 miles within Poughkeepsie. I do B2B, so this is a B2B look. Over here you'll see audience size. You're going to get your estimated daily reach. More importantly, you're going to get your estimated 10-second video views. That's what I'm going to optimize this for. Let me scroll down here a little bit and you'll see I can choose Trueplay, spelled through play but said Trueplay. I can choose that as the optimization, but I'm not going to do that because most videos that I utilize are not 15 seconds or less. This is for 15 seconds or less. As you see here, for longer videos, this will, uh, optimize for people most likely to play at least 15 seconds. That's— let's just say that's ballsy for, uh, if this is your first video. I would try to optimize for 10-second video views. As you see here, Facebook is telling me I'm reaching up to 4,500 people, potentially almost getting 1,000 daily 10-second video views for a budget of just $10 a day. Uh, people think Facebook is cheap. I will tell you that Facebook is cost— highly cost-effective, but it takes real budgets. I have clients that are running $100 a day daily budgets. That's $3,000 a month, $36,000 for the year. That's not a lot of money to, uh, use to really see how amazing Facebook can be. So if you're a business that is a couple million and up in revenue, that should be something that you're taking full advantage of now because you're gonna get so much more bang for the buck today. It's mid-February, whatever today is, 2019. You're going to get a lot more bang for your buck than you're gonna get 6 months from now, a year from now. 18 months from now. It's going to get more expensive. It's going to be less cost effective as we move forward and more people come on the platform. But that's it for my daily rant on that. Do it now. Spend the money. It's so effective. Let's just go back up here. We talked about the important things on the screen. I don't let Facebook tell me where this is going to be. So it says recommended, don't like it. I always edit my placements. Why? I want to go through the feeds with my videos. I do in-stream videos. I'll do suggested videos. I won't do Marketplace because I'm B2B. I don't see it as an effective tool. If you're doing B2C, you can utilize Marketplace. Stories I'm not doing because my videos are generally too long for stories. Uh, Instagram, I do feed. I don't do stories. Again, too long for the stories. If you have a quick, short, 15-second, eye-grabbing, awesome attention, optimize it for throughplays as it's spelled. Also put it on the story. Stories are great and highly effective now. Uh, somebody obviously wants to get a hold of me, but we're gonna have to wait one second on that. Uh, that's all I have for here, just to talk about this, the detailed targeting piece. We can detail, uh, into demographics, education-based, financial-based. This used to be a lot more powerful. Uh, now you're getting into— if you're B2C, say you're a roofing company, you can get into focusing on the top 10%, the top 25%, and that's household income in certain zip codes. So again, you can choose so many different things. You can go on interests. If somebody has an interest in, uh, let's say, Shyware e-commerce, and people are into clothing, children's, men's, you can really do a great job of targeting for interests. Me, I'm B2B, so I'm sticking to small business owners, nothing more. I could go in here and use Facebook page admins, business page admins, you can utilize all these, whatever you gotta do. I just like to target small business owners 'cause that's who I work with. Again, I show you edit placements, a daily budget here of $10, I'm optimizing for 10-second video views. So once I do that, simple, I click continue, and here is where I would create my ad. Here's my Facebook page, here's my Instagram account, I would upload my video, my video would be here, and I would get into my text. Why that's there, but I would get into my text. I would definitely, uh, promote my website URL. I don't know why it's about— there you go. I would promote my website URL with my video. So why do I do that? Well, here's my website, hvsocialmedia.com. hvsocialmedia.com. You see right here, this, this is ultimately important. So many people miss this, it's crazy. This is the Facebook pixel, which means everybody I send to this website or anybody who finds my website is pixel by Facebook, and then I can retarget them at a later date. Most people are missing this, and that's a huge piece to this. You want to build up your audiences. So how do you do that? Easy. You go in here, which is your Business Manager. You go into— am I— I'm going to be in the way, but you're going to go into your asset library and your audiences. Here's how you can create audiences, custom audiences you want to create. You're creating a custom audience. My website's a little— all right, internet's a little slow. You can upload a customer file as we talked about with the Facebook pixel. We're going to capture website traffic. I already have this set up, but I'm just showing you how to set this up. So you could include people who meet any of the following: website visitor last 30 days, people who visit a specific web page. So if we're driving people off of my video to our services page, we can just have that captured in this audience. It's amazing. Uh, visitor by time spent. So the top 25%, the top 10%, you can choose so many different things to really start to create cool audiences and effective audiences that you can retarget future videos or future ads to, to start getting them from a just a video view, somebody who's you know, kind of passively seen you, you could start to get them into a much warmer potential lead. Getting them as you further go down the chain, 9, 10, 11, 12 touches, start to convert them into a lead. Then now you're in your good spot. You start to convert leads into potential clients, potential business, whatever your gig is. This is how you do that effectively. Again, create a custom audience. We're talking about just amazing tools. Page views, general— you can get really creative on the events that you use. But generally for me, I'll do, especially with the first couple videos, if you're just doing this, make sure you just choose all website visitors. You can do past 90 days, 30 days, and then create the audience. Uh, I already have this audience set up. I don't utilize it a lot. You see it's less than 1,000 because I'm not driving a lot of people to my website. I'm actually driving them to capture pages and funnels and all that fun stuff. But there's also other things that you could do within this custom audiences. You can create, uh, app activity if you have an app, offline activity, uh, you know, in-store, by phone, other things that you can utilize. Engagement is another great one to utilize. You can start creating audiences based on how long they watch videos— 3 seconds, 10 seconds, 50%, 95%. So as you create these uh, ad sets to run video views, you create custom audiences that start to populate for you to be able to retarget. Play with this, guys. Create audiences. You're doing lead generation. You should have everybody who's ever engaged with your lead form as an audience. As you see here— let me get out of this— as you see here, there is lead ad engagers. This is stuff you want. You can see here I've done another video, this testimonial video I use a lot. 9,400. There's a lot of people that have seen that video that That's one that is probably 50% or more. So there's an audience of 10,000 people that have watched 50% more of a video that I can utilize to retarget. That is as simple as it could be for you to understand how to do that. You just, you know, you go through the process. Your objective is video views, video views, name your ads, simply choose where you're placing them, Look at your audiences. This is important, right? Here's the reach. If I wanna get tighter, if I only wanna work with people within 10 miles of my, you know, where I am in Poughkeepsie, yes, the reach is less. Yes, the video views are less, but it's a tighter audience. This is where you can get real creative. Let me show you what I mean. I often work with people that work across the Hudson Valley. So I have in my saved locations, Rockland, Westchester, Orange, Ulster. So if I wanna work across maybe just Dutchess County, I'm located, uh, you can see this would give me a potential reach of a lot fewer people in the 35 to 55 that are small business owners. But that's okay if I'm getting that exact demographic potentially up to 446 video— 10-second video views a day. That's fine. This doesn't mean a whole lot. This is how you create effective ads and target exactly who you want. So I hope this has helped you. I hope you start to understand the pixel code, which is so important. You start to understand creating custom audiences, which are immensely important. And then you start to understand how to run video views that are effective and reach the audience you want. That's all I have for you. I hope this helps you, uh, and that's it. Peace.