The TL;DR August 20, 2018
This week we’re talking about Facebook’s new video creation tool, social mistakes to avoid, and how to create a great blog post.
Facebook Launches New Video-Creation Process and New Ad Creative Guide
Considering video content sees the best response on social, Facebook has put together a new process that allows advertisers to create more effective video-like ads from still images. They’ve also released a new ad creative guide. Check out the high points below and read the full article here.
- Facebook’s Creative Shop has created a new process for turning still images into video.
- This new process takes two still images and layers on motion in a variety of ways.
- This currently seems to be only able to be done by working with Facebook’s Creative Shop – there is no self-serve option at this time.
- Facebook has mentioned that 69% of the brands that utilized this in testing saw improved outcomes – some of which included significantly better conversion rates and lower ad costs.
- The following types of motion can be added:
- Basic Motion: Add one or two elements of motion in a few seconds and include a CTA at the end.
- Brand in Motion: Bring the elements of a brand or logo to life in a few seconds to promote brand recognition and add a CTA card.
- Benefit in Motion: Bring key benefits or core messages to life through animation. This could be a product benefit, special offer, testimonial, or more. A CTA will be added to the end.
- Demo in Motion: Motion will show how your app, website, service, product, or feature works.
- Facebook released a new ad creative guide.
- This guide outlines how to make the best use of the platform’s various ad formats.
- Key points can be found below and the full guide can be read here
- Static images and videos work well together: Facebook says that including assets of both types within the same campaign leads to better performance for direct response objectives.
- Have a clear message or focal point: Static image ads perform better when they have a clear message and are focused on a specific product or service rather than a general overview.
- Optimize video ads for mobile: This has been mentioned several times, but Facebook underlined the importance again in this report. They also mentioned the importance of clear brand imagery and messaging in the first few seconds.
6 Social Media Mistakes To Avoid
Social media can be unpredictable, but it doesn’t have to be intimidating. Read six mistakes to avoid below and read the full article here.
- Not Doing Your Research: Make sure you thoroughly understand your audience, their pain points, and what appeals to them. It’s also important to research what competitors with similar audiences are doing so that you can learn from them.
- Not Having a Plan: Planning ahead means you’ll be able to create timely, effective content. It will keep your messages on-brand and your content high-quality. Having consistently planned and posted content will also help you have a larger impact on our audience.
- Clued-in vs Clueless: Sometimes controversial content goes viral on socialize – this can both help and hurt a brand. Being politically correct might not always be fun, but it lessens the opportunity for your brand to be viewed negatively by a massive audience. Make sure you show awareness of what’s happening in the world but spin this knowledge in a way that reflects positively on your brand.
- Not Having the Right Systems in Place: Make sure your social channels are set up in a way that supports traffic and lead generation rather than hinders it. Have share options available on all channels and stay up to date on platform best practices.
- Lack of Authenticity and Presence: Customers know how to tell if a brand is being fake. Make sure your brand has an authentic, individual voice.
Leaving it All to AI: Automation can help save time and money, but social always needs a human element. Connect to your followers in a genuine, empathetic way so that they feel like there’s a person on the other side of that screen.