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5 Video Advertising Tips We Learned from $111K Worth of Soapbox Ads

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’Tis the season for reflection, and here at Wistia, we’re all about reflecting on past marketing campaigns (and sharing good tidings). In fact, we shared marketing lessons all throughout 2018, like how to solve common marketing challenges with video and our comprehensive guide to video marketing. So, when it came time to reflect on our biggest ad campaign to date, there was no shortage of lessons to learn from.

Last year we launched One, Ten, One-Hundred, our first-ever original series. We worked with Sandwich Video to produce three video ads to promote Soapbox with a production budget of $1K, $10K and $100K. And you may also recall that I shared tons of details around the ad strategy we put in place to support $111,000 worth of Soapbox ads. Even with a well-thought out advertising strategy, there was never a time when the campaign didn’t feel experimental. Questions like “What are the right metrics to evaluate performance?” and “Which ad formats best showcase the video ad and generate conversions?” kept me up at night.

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After all, this type of campaign (and advertising budget!) was a first for Wistia, so the pressure was on to produce revenue-driving results. Luckily, having co-founders who support taking risks helped me view this campaign as a learning opportunity as well, so in the spirit of sharing, here are the top five lessons learned from promoting One, Ten, One-Hundred!

As a marketer, when I need inspiration for new ad campaigns strategies, I typically turn to Google or industry newsletters. Over the years I’ve found a lot of content about testing different elements of ads, including variations of copy and images, but I rarely find content about how other marketers are testing the video creative itself.

Testing the video creative itself might seem scary because it means you may need to create multiple video ads (which can be a deal-breaker for some folks!). But while time, resources, or budget can often hold marketers back from using video more often, luckily shooting high-quality videos has never been easier thanks to iPhones, simple production gear, and affordable editing software. Regardless of the resources or budget, there are a few things to keep in mind when testing video ads.

  • Keep the unique selling proposition the same: Product benefits or features being promoted in your video need to be consistent across all video variations. How the message is delivered can vary, but what you are promising to deliver with your product, solution, or service needs to stay consistent across all video ad variations.
  • Make sure that the video execution is different: If you have too few similarities in your video ads, you won’t know why one performed better over the other. That means you won’t get enough data to reach statistical significance to declare a winner. The best way to move the needle and get results is to have very different video executions.
  • In the ad campaign, keep variables constant: The ad copy, targeting, and media budget, all need to be the same to ensure that you have clean test data–the only variable that should be different is the video creative itself.

For example, to test the Soapbox video ads, we ran all three videos (each with their own unique production quality levels) as single video ads, and kept the ad copy, targeting, and budget the same. In the end, we were able to see which of the three video ads resonated the best with our audiences — the $10K video.

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To definitively get results (and quickly) make sure that the execution of the video variations are completely different. Hold other test variables constant to ensure that the only variation is the video creative itself.

Worried about leaving the lesser performing video ad on the cutting room floor? Don’t be. Even though the $1K and $100K video ads are no longer running, we’re still sharing results from the ads in blog posts just like this. My advice? Look for opportunities to repurpose your videos in other marketing efforts. Perhaps as a social media post or a product video on your homepage. You can even upload the video into Wistia’s A/B testing tool to test on your website with customizations like thumbnails, CTAs, and video length!

With Facebook Ads Manager and Google Adwords, you can get an ad campaign up and running quickly. But, when it comes to understanding how your campaigns are performing, it’s hard to know which metrics to look at. To complicate matters further, media partners report on metrics differently and without an understanding of what these metrics mean, you could be making decisions based on the wrong data.

“Media partners report on metrics differently, and without an understanding of what these metrics mean, you could be making decisions based on the wrong data.”

I encountered this very problem when pulling together results from the Soapbox video ad campaign. I had ads running on Facebook and YouTube, and at first glance, it looked like Facebook was generating far more video engagement and at a lower cost per engaged view. But, when I took a closer look at how each partner defined the metric, it changed the reporting.

Facebook Video Play: The number of times your video starts to play. This is counted for each impression of a video, and excludes replays.

When looking at the Soapbox video ad performance in Facebook, the video plays number was huge (over 900,000 video plays!). Based on Facebook’s definition, this metric was interesting, but not exactly an accurate measure for engagement. Instead of using the Video Plays as a KPI, I used “Video watches at 25%” as a better indicator. In the case of the Soapbox video ads, it helped me understand how efficiently I could reach engaged users; having watched 25% of the video ad or 30 seconds of the 2 minute Soapbox ads.

YouTube Video View: A Video View is counted when someone watches 30 seconds of your video (or the duration, if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.

After looking at this definition and then again at the video ad performance in Adwords, it made sense that YouTube’s Video Views was only 10% of the Video Plays on Facebook — because it was an entirely different metric! I wanted to know how engaged viewers were with the video ad itself, so instead of using Video View as a KPI, I used “Video played to 25%” on YouTube instead, as it was closer to the “Video watches at 25%” on Facebook.

Don’t take the metrics at face value. Instead, spend time getting to understand how the media partners report on the metrics, and then decide which metric is the best indicator of performance.

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As I mentioned before in my recent ad strategy post, it can be tempting to compare Facebook and YouTube against each other. But, each media partner serves a different purpose in the buyer’s journey, and there can (and should be) a place in your media plan that includes both. Let’s take a look at why each partner is important.

“Each media partner serves a different purpose in the buyer’s journey, and there can (and should be) a place in your media plan that includes both.”

Facebook

Given that most people log into Facebook to check their newsfeed and do a quick scan of their friend’s activities, this channel can be considered somewhat passive. In fact, the average watch time of the Soapbox ads on Facebook was 8 seconds vs 25 seconds on YouTube. But even though average watch time was lower than on YouTube, the value in running paid ads on Facebook comes in the form of impressions. Each impression provides a brand touchpoint in the buyer’s journey, and the more people that interact with our brand through various mediums, the more likely they are to purchase.

Here at Wistia, we see value in every interaction or impression that someone has with our brand; whether its seeing an ad, a social media post, meeting someone, or receiving an email. Being mindful of all these interactions, and creating consistency is an important part of our marketing strategy.

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YouTube

YouTube also drives brand awareness, but its role in the buyer’s journey is a little different than Facebook. YouTube is a destination for users who actively seek and consume video content. So it wasn’t surprising that YouTube had a longer average watch time than Facebook. The great thing about YouTube was that it provided the opportunity for Wistia to engage with users for longer.

The surprising part was that YouTube also had a nearly 73% lower cost per install than Facebook. Until this campaign, I had already written off YouTube as a channel for only big brands, but I learned that YouTube can generate conversion volume, and efficiently! Throughout the campaign, I viewed the advertising budget as channel agnostic, which means that budgets were not locked by channel and I could freely moved dollars around based on performance. For example, it was clear early on that YouTube was the most efficient channel, so after pausing underperforming Facebook ad formats, I moved dollars to fuel the ads on YouTube.

So, all that being said, while Facebook did have a higher cost per view and cost per install than YouTube, I understood its place in a buyer’s journey and it remained a part of the campaign!

Keep an open mind about the value that each channel provides — there’s a time and place for different channels depending on your goals.

At the start of the campaign, I established a primary KPI of “Cost per Soapbox install” and a secondary KPI of “Cost per 25% watched.” For cost per install, I wanted the media to achieve a $8 CPI, which was admittedly a bit arbitrary and based on other direct-response focused campaigns we’d run. Similarly, for “Cost per 25% watched,” I referenced previous video ad campaigns to come up with a range of $0.10 – $1.00.

After three weeks, it was obvious that it was going to be an uphill battle for our Facebook ads to reach an $8 CPI. So, I lowered the cost per install goal for Facebook to $30 (it was hovering at a $40 CPI so far) and looked for the CPI to trend in that direction. YouTube had a CPI of $11, so with some optimizations, a $8 cost per install goal seemed attainable. Similarly, for our second KPI it became clear that YouTube was tracking on the lower end of the range and Facebook on the higher side. Based on that intel, I readjusted the cost per 25% watched for YouTube to be $0.40 and for Facebook to be $1.00. I started learning fast that KPIs need to reflect the strength of each unique media partner, not a one-size fits all measure.

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Set different KPIs based on the media partner — KPIs should be channel specific, and not the same across the board. Metrics should be adjusted based on its role in the buyer’s journey.

From all of the positive feedback we received from the video ads and behind the scenes coverage, it was clear that people were interested in what went into creating and promoting this kind of video series. And while the $10K video was the top performing ad when evaluated against our campaign KPIs, we also found that three ads in succession gave us the opportunity to share the bigger story behind the campaign.

When evaluating all the possible ad formats, I looked for those that provided us with the ability to include more context through ad copy and additional videos, beyond just one single video ad. I found that with two Facebook ad formats; carousel video ad and sequential video ads.

  • Carousel video ad: All three video ads were displayed in the carousel ad format, starting with the $1K ad.
  • Sequential video ad: If a user viewed the $1K video ad, then they were served the $10K video ad, and then the $100K video ad.

Having all three ads displayed in sequence gave us the chance to share the video ads as a series. Both of these ad formats were less efficient than the single video ad when compared to our KPIs, but there were other metrics, like impressions, that indicated that the video ad formats were resonating with our audience.

“Having all three ads displayed in sequence gave us the chance to share the video ads as a series.”

The moral of the story is, you may not see immediate impact from these types of ads, but look for other metrics such as time spent with brand (which can be calculated using metrics like YouTube’s Watch Time) to give you an indication of engagement with the brand. Plus, taking a risk with a new, more unconventional ad format means you can learn fast and iterate faster.

Look for opportunities to display video as a series either as a carousel or sequential in advertising, or even as a gallery on your website. Once someone has watched one of your videos, they’re more likely to consume more content.

No matter the size of the ad or video production budget, these advertising lessons still remain true. And when it comes down to it, here at Wistia we view ad performance (whether good or bad) as feedback from our prospects or customers. This kind of feedback can help shape all parts of the business–from ad campaigns and content development, to promotional campaigns and even product updates.

Metrics aside, what really gets me most excited is the response that Wistia has received so far from the Soapbox video ads and the One, Ten, One Hundred original series. Given the positive reaction from our audience, we’re super excited to produce more content like One, Ten, One Hundred this year! Get ready for more content, and more lessons learned.



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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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