![]() Choose something bright, clear, or unique to stand out in the News Feed.īut as we discovered, there’s no one-size-fits-all approach, so it’s important to test -try a few different things, see what works, what doesn’t, and iterate. This’ll help ensure that the folks that are coming to your page are actually interested in the content and will help reduce bounce. Make sure that the image makes clear what people will get when they click through to learn or read more. This is what we used to create the optimized image for our second test above. Use Facebook’s Image Text Check to make sure your image doesn’t exceed the limit. Facebook ads may run with reduced impressions, or not at all, if too large a percentage of your image is covered by text. Here are a few tips to help ensure your image is optimized: We also learned that an optimized image can do wonders for the success of your ad. If you want to tease a blog post, for instance, you’ll want to make sure it’s clear what the blog post is about and you’ll need to include a clear CTA letting them know where they can read more. Your video needs to address this objective. We created square and landscape versions, and the square video performed better across the board, with a 50 percent lower cost per click and 45 percent more engagement. In one of our tests, we created a video to promote a HubSpot blog post, 22 Handy Slack Hacks Everyone Should Know. Square videos take up 78 percent more space in the News Feed and have consistently outperformed landscape videos. Optimizing Videosįirst things first, we did learn a few things from our tests about what you can do to optimize the videos you’re creating for advertising: So if you’re embarking on a Facebook ad campaign, or really any type of social ad campaign, how do you ensure you’re getting started with optimized creative? We’ll break down some general rules to help you get started, based on the findings of our tests. But testing different types of marketing collateral allowed us to figure out what type of ad and content would maximize ROI for the particular use case. We saw image perform better than some videos, and videos perform better than some images. In the end, it turned out that videos don’t always perform best, and images don’t always perform best either. The narrative video had a 34 percent lower cost per click than the listicle. However, the narrative video won out in the end with the most clicks and a 3 percent lower cost per click. The image got more clicks at a lower cost than this video. This time, the image actually beat one of the videos - the listicle. With an optimized image, things turned out a little differently. We tested a video teaser, with a taste of what the blog post had to offer, against a simple shared-link posting that auto-pulled the meta-image from the blog post. We started with a test driving traffic to a post on the HubSpot blog, 22 Companies With Really Catchy Slogans & Brand Taglines. The answer: it really depends on the video or image! Test 1: Video vs. The first question we set out to answer was: do videos really perform better than images in Facebook ads? ![]() When it comes to videos, which types perform best?.Do videos really perform better than images or links?.We were interested in answering these questions: We ran thousands of dollars worth of tests with Facebook Ads Manager to see how video stood up to other types of content - when it worked, when it didn’t, and how to optimize its performance. To that end, we set out to take Animoto’s HubSpot-inspired video templates for a spin. You need to test to find out what works for your company, your audience, and your objectives. You should never go into any marketing initiative assuming what’s going to work. “Video marketing” is one of today’s hottest industry buzzwords - and, of course, we at Animoto agree that video is a priceless tool when it comes to engaging your audience, sharing stories and information, promoting products and services, piquing interest, and more.īut we also know that video in and of itself isn’t a magic bullet.
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