Socialbakers’ Social Media Trends Q2 2019 Trends report: Allocation of ad spend on Facebook and Instagram

Facebook continues to be fertile ground for advertisers, with News Feed ads outperforming all other ad units, according Socialbakers’ latest trends report. The social media management platform looked at Facebook and Instagram ad performance for more than 140,000 branded accounts during the second quarter of this year and found that 60% of the total ad spend on Facebook and Instagram is going to Facebook News Feed ads.

“Instagram feed came in a distant second at 20%, and the rest of the top five — Instagram Stories, Facebook suggested video and Facebook in-stream video — combine for about 10%,” reported Socialbakers.

What’s converting? Facebook vs. Instagram ads

It’s no surprise Facebook News Feed ads are getting the biggest piece of the pie when you look at what’s driving conversions. Per Socialbakers’ data, The placement was the highest converter compared to the other four ad placement options (Instagram News Feed, Instagram Stories, Facebook in-stream video and Facebook suggested video).

The report found Facebook News Feed ads averaged a 1.7% click through rate (CTR) during the second quarter of the year, followed by Facebook suggested video ads which earned a .75% CTR.

Facebook best for action-oriented campaigns

Socialbakers reported cost-per-impressions (CPM) across Facebook News Feed and Instagram News Feed ads are nearly the same at $1.80 and $1.65 respectively, but cost-per-clicks (CPC) are a different story when comparing the two platforms.

Facebook News Feed and Facebook suggested video ads offer the lowest CPC across both Facebook and Instagram ad units. In fact, the combined total CPC for Facebook News Feed, in-stream video and suggested video ads is the same as an Instagram Story ad — just over $0.05. The highest CPC was Instagram News Feed ads, which were slightly higher than the platform’s Story ads.

As Socialbakers points out, with CPMs nearly the same across both Facebook and Instagram feeds, there likely won’t be much cost disparity between Facebook and Instagram for brands running brand awareness campaigns — but for marketers looking to optimize ads designed to drive engagement or campaigns with specific call-to-actions (CTAs), Facebook’s lower CPCs represent the better deal.

Organic content performance on Facebook and Instagram

Socialbakers also looked at the types of organic content driving the most engagement across Facebook and Instagram. For Facebook, Live video far outperformed any other type of content when ranking it by the number of interactions a Live video post receives compared to a link, photo, status update or regular video.

Unfortunately, Live video posts accounted for less than 1% (0.4%) of organic posts published by the brands Socialbakers analyzed. That leaves a lot of room for brands to earn more organic engagement simply by hosting more Live video events on the platform.

On Instagram, organic Carousel posts drove the most interactions, but are only used 15% to 18% of the time in terms of branded organic content.

On Instagram and Facebook alike, most branded organic content are image posts. (Images account for 69% of branded organic content on Facebook and 73.5% on Instagram.)

Why we should care

Last year, multiple reports revealed Instagram ad spend was booming compared to ad spend on Facebook. Not only did Instagram outshine its parent platform on ad spend, Facebook’s daily active user growth rate remained flat during the second quarter of this year — but neither of these data points appear to be impacting Facebook’s standing as the ad giant among social platforms.

For marketers charged with delivering high performing CTRs — while keeping CPMs and CPCs in check — Socialbakers data confirms Facebook continues to prove itself, delivering strong and sturdy ad results.

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Facebook ads are now an essential tool in a successful marketing strategy, while the platform does offer businesses the opportunity to reach a global audience.

Almost 62% of marketers say that Facebook is a ‘pay to play’ platform and ends up missing their target market. That’s not necessarily true.

A Facebook ad’s success hinges on far more than how much money you bid. Big brands know it, smart marketers know it, and now you’ll learn it.

I took a look at the top 10 best Facebook ads, what they’re doing right and how you can apply the same tactics to your Facebook ads.

Let’s dive in…

1. Facebook Ad: Sephora


It’s now the norm for marketers to use video content. So it came as no surprise when Buffer found that 81% of businesses prefer to use Facebook for their video marketing.

Video content has continued to prove itself as the dominant form of online consumption. It’s also the easiest and fastest way to advertise your message and products while keeping your customers engaged.

Sephora is known for selling quality skincare and beauty products, so product-based content and ads are vital to the brand’s success. Their video is quick and has an effortless transition. It starts immediately by introducing the product, Amore Pacific’s face cream, in a friendly and open fashion. Even at first glance, while the viewer is scrolling by, we see the model presenting the product in a friendly but straightforward way. It feels more like a friend showing you a product, rather than a brand shoving it in your face.

The model then does a mini step by step tutorial on how to apply the product and ends with a smile. The actor in the ad uses a soft-sell approach, almost mimicking a YouTube-like tutorial. Since 86% of women use social media for shopping advice, the ad feels more like everyday content rather than an ad itself. They see someone using the product rather than just the product.


The art of making your ads feel — well, less like ads — is a delicate one. But why go through all the trouble? Because thousands of Facebook ads are promoted every day, and without taking a creative approach, you’ll easily get lost in the noise. Your Facebook videos need to stand out.


  • Showcase your products in a lifestyle setting. Sephora, for example, used a beautiful bathroom. When customers can see a product that matches their aspirations, ideals, or style, it allows them to imagine that product in their own life more easily. This makes them much more likely to make a purchase.

  • Incorporate a well-known influencer in your video. 49% of consumers depend on influencer recommendations. This can even be a micro-influencer, if an influencer is out of your budget.

2. Facebook Ad: Squarespace


Squarespace is a brand I love to watch on social media, especially Facebook ads.

From first glance, the ad starts with an artist and bold text across the screen that says, “A website makes it real.” From there we instantly we know what this ad is about without second-guessing: making a website with Squarespace.

The ad transitions through showcasing ideas for your site, layouts to choose from, added features and plans. It presents Squarespace as the solution to all your website needs, driving home the call to action to start a free trial.


Smart marketers know that an ad isn’t just eye-catching, but it presents a solution to a customer’s problem in a personable way, saying we’re the brand for you.

What makes a good Facebook ad? It’s the type of ad that converts viewers into buyers by solidifying the fact that your brand offers them a solution that’s quick and easy.


  • People have a fear of missing out, a fear of losing a good bargain, and the list goes on. Squarespace played on the fear of missing out because you haven’t created a website as yet. =

  • Show them you can improve their lives. Use your ad to show people how easy their life can be with your product around. Again, another opportunity to incorporate lifestyle marketing in your ads.

  • Testimonials are one of the oldest and most effective marketing methods to date. 93% of consumers say online reviews impact their purchasing decisions. Include your favorite customers or written reviews in your ads to spark an interest in potential customers.

3. Facebook Ad: AirBnB


You can spot an Air BnB ad from a mile away.


Their brand colors! But let’s not boil down their Facebook ad success to just brand colors. It’s all because they know who their target audience is when they create ads.

There are two types of Airbnb social media accounts, one for travelers (guest) and one for the hosts (Airbnb owners).

This account is for (potential) Airbnb hosts. The screen goes to pink ( or if we’re being technical about colors, salmon) and opens with the line “Want to make more money?”

After Airbnb promotes, it’s calculated so that you can learn how much you can earn with your potential Airbnb.

This opening line works so well because right off the bat you know what this ad is about, and the problem that it’s solving: making you more money.

People lose interest in things quickly, especially ads, people have an attention span of about eight seconds.

You don’t have the luxury of spending more than 8 seconds to explain your message unless you’ve mastered the art of suspense.

Don’t believe me? Check out these 13 Facebook Ads We Got That Were Right on the Money (and Why)

Airbnb also made sure to add a link to their calculator to their CTA button, so the viewer can instantly experience the calculator and sign up as an Airbnb host, removing steps that would cause friction and creating an uncomplicated and smooth marketing funnel.


Let’s dive in deep and see the key features that you can implement in your own ads.

You must be tired of hearing this, but it’s because it’s so important: know your audience! Airbnb clearly knows who they’re targeting. When you have a specific Facebook target audience, your ads have more impact because it’s not one size fits all. That means defining your target audience down to the “T.” This can also mean the use of geotargeted ads for particular areas.

Keep your ads short, after going over the most brilliant Facebook ads and what most Facebook video ads have in common; they run between 5 to 35 seconds. Additional seconds and it’s a stretch. Viewers might lose interest unless you already have strong brand loyalty.

Throw in a unique CTA. As a marketer, I can’t tell you how boring it is to write or see, “Click here to learn more.” Throw that CTA out the window and give viewers something they want for free. Airbnb offered a “free calculator.” Free stuff can be hard to resist and increase sales by up to 2000 percent; it gives people an incentive to try your product or consider upgrading.

Need help crafting your Facebook ads CTA? Here are 25 Proven Call-to-Action Words to Maximize Conversions.

4. Facebook Ad: Adobe Photoshop


Adobe decided to take a different approach. Instead of promoting their products, they released a series of short tutorials on Adobe Photoshop’s tools and features.

An outstanding graphic designer never stops learning, just as marketers have to stay up to date with new trends, tools, and the latest “growth hack,” the same can be said for creatives. Learning about new design methods and tools helps to advance your career and allows you to stay ahead of the curve. The creative world is competitive.

Adobe understands their audience; they know that whether they’re a young or well-seasoned designer, using their ads to teach viewers about new tools would be relevant.

They used Adobe icons, and bold and colorful examples to keep the viewer engaged and ended with a CTA that pushed them to create their own, whether they have Adobe or were considering installing the software.


If you’ve read any of my articles, you’ll realize I’m always advocating for brands to focus more on the customer than selling the products.

Ray Kroc said, “If you work just for money, you’ll never make it, but if you love what you’re doing and you always put the customer first, success will be yours.”

Whether or not you believe that, your ads should reflect that. After you hone in on who your target audience is, it’s time to use your ads to reflect their needs.

Follow in Adobe’s steps: if you have a product or software, show off its best features. Do a quick step by step tutorial from start to finish. Take it a step further and have a representative from your team to host the tutorial. These simple things go a long way with potential customers. It allows your brand to feel and look credible, informed, and start the first stage of your awareness marketing funnel.

Here are 23 Creative Advertising Ideas That Actually Work and 10 Smart & Easy Facebook Marketing Ideas you can try for your next Facebook ad.

5. Facebook Ad: Headspace


Headspace is a popular meditation app that offers guided and unguided meditation for a monthly subscription.

The copy of the ad stands out against the contrast color of the backdrop. Catching the eye of anyone looking for a quick mental reset, from there, the viewer can press play and sample the Headspace app for 20 seconds. After, they can decide to sign up with a whopping 40% discount on Headspace Plus.

In the sub-text of the Facebook ad we see a little sense of urgency, hinting that the viewer only has a few hours left to redeem their 40% discount before it’s gone.

Every now and then you’ll see a Headspace ad pop-up with a discount, mainly used for retargeting ads for users who fell off in the buyer’s journey or seasonal discounts.


Earlier, we spoke about how Airbnb and Squarespace ads both gave viewers something to sample or experience (visually or personally).

Here are three proven ways to influence your buyer’s decision with your Facebook Ad.

  1. Understand your buyer’s journey. It’s easy to jump ahead of yourself and create an ad. Think about what happens before and after your viewer sees your ad. This lets you lead your buyer to the place you want them to be, think about your landing page, and link (even tracking your link).

  2. Make them an offer they can’t refuse. An offer doesn’t have to mean a discount. It could be sampling your product or service for a few seconds. It could also mean a free trial for a limited time.

  3. Educate your buyers. Inform them about what your products can do for them, and why you should be considered above your competitors.

For more on creating a buyer’s journey and influencing buyers’ decisions, use this detailed guide on the Buyer’s Journey 101: Steps to Selling Online.

6. Facebook Ad: Saloman


Saloman is a brand that’s known for capturing the outdoors in real time.

Their ad makes this list because it tells the story of how Salomon products open the door to unexpected journeys in surprising places. Ultimately, it’s not about buying stuff; it’s about buying the stuff you need for an unforgettable adventure.

Without words or sounds, it captures the euphoric feeling of the outdoors. So even if you aren’t an outdoors person, you’re drawn in by the vivid imagery. The mountain captures the audience’s attention from the start and leaves them wanting more at the end.


Use emotion and community to tie your product and your potential customers together in a neat little bow. Why? It works! Look back on the best ads of all time, like Nike’s Colin Kaepernick ad.

Emotion tells a compelling story in video ads because photos don’t easily capture (most) emotions in ads.

The next key takeaway is to use professional shots for your videos, especially if they’re about the great outdoors or for product shoots. You want to make sure that your viewers’ first impression of you is the best.

7. Facebook Ad: MailChimp


MailChimp doesn’t shy away from the unusual when it comes to their branding, website, and marketing. In 2018 Mailchimp decided to do a full brand refresh.

The ad starts with a majestic cat on a pyramid (and we all know the internet loves cats). As the colorful cat transitions into a postcard, landing page and social media, it shows the audience how much flexibility and functionality MailChimp has to offer their customers in a 25-second timeframe.

As weird as it is, let’s admit it. You couldn’t take your eyes off that swanky cat during the entire video. That’s MailChimp for you, brand authenticity at its finest.


If there’s anything you can take away from our pyramid cat, it’s that you should be your authentic self, let your brand run wild (well maybe not wild).

Brand authenticity allows your niche target audience to find you, buy from you, and build a community around you. It provides your business with continuity, credibility, integrity, and if done right, powerful symbolism even if your logo isn’t present.

So how do you find your brand authenticity to put it in your Facebook ads in the first place?

Try Forbes’ Top Tips For Keeping Your Branding And Marketing Authentic.

8. Facebook Ad: Ikea


This summer, Ikea launched a campaign called “Good Night Sleep, Build Your Sanctuary.” A good night’s sleep is important to anyone, Ikea should know. Using storytelling with images, they show different lifestyles and families all in one bed.

They create a strong personal connection, linking their beds to enjoying those lovable moments and building your happy place with the people you love.

Whether you have a family of six or a bed for one, it translates to each target market while soft-selling the products and prices in the image.

The carousel ad format is available for Facebook, Instagram, Messenger, and allowing you to showcase up to 10 images or videos within a single ad. That’s more space to show off your brand’s creativity, products, and various ads.


Use up as much Facebook ad features as you can. Try using a wide variety of Facebook ad features. If you do decide to use images for your Facebook ad here are some best practices:

  • Choose an image that is directly relevant to your product or service
  • Use an image that is bright and eye-catching, even when viewed at a small size
  • Avoid images that have many little details or text and opt for something simple instead
  • Facebook recommends your image be 1200 pixels wide, and no smaller than 600
  • Place your logo or brand colors so people can quickly identify your brand

9. Facebook Ad: Dairy Queen


DQ is a fan favorite for ice cream and sweet treat lovers. They have a cult following for some of their most signature frozen treats. So when they alerted their fans that their Snickers Blizzard Treat was back by popular demand, they ditched the pictures and did this video ad instead for their #HappyTastesGood campaign.

The DQ ad jumps right by telling you about the treats release with a quirky DQ fan enjoying the sweet treat. The ad ends by pushing for social engagement via emoji with DQ, which helps to measure the ROI of the ad.


Sometimes we have to take a different approach to your ads to avoid Facebook ad fatigue.

You can minimize ad fatigue among your own audience by doing the following:

  • Rotate your ads to combat Ad Fatigue
  • Change up the colors to make sure you stand out
  • Change up or reword your offer and CTA
  • Target a more detailed audience

Add that to this detailed guide on How to Combat Facebook Ad Fatigue, and your ad should see a boost in clicks.

10. Facebook Ad: Wishpond

Now that you’ve taken a look at what we can do, let’s talk about what we can do for you!

Click here to book a free 1-on-1 personalized webinar for expert marketing help and tips to grow your business.


There you have it: 10 of the best Facebook ads changing the game. It’s time to stop reading about Facebook ads and start making or improving your own.

Here’s a mini-guide to run through when you’re creating your ad:

  1. Showcase your products in a lifestyle setting.
  2. Keep in mind your customer’s fears or wants: focus on them, not you.
  3. Show them you can improve their lives with your product.
  4. Try to use testimonials, especially from your favorite customers or written reviews in your ads.
  5. Know your audience! Start by defining your target audience down to the “T.”
  6. Keep your ads short: between 5 to 35 seconds is the sweet spot.
  7. Throw in a unique CTA, and an offer they can’t refuse.

Liked the article? Share with your team, a friend, or a fellow marketer, also feel free to comment below and tell me your favorite Facebook ad from the list.

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With more than 500 million monthly active users, TikTok is taking app stores by storm and serving as a worthy competitor to apps like Snapchat and Instagram.

While Gen-Z has flocked to the app, brands like Chipotle and The Washington Post are also starting to experiment with TikTok’s video marketing opportunities.

The best way to learn more about the app, its user base, and the type of content that engages audiences is to start producing your own posts on a personal or business account.

However, if you’re a marketer that’s never used a niche social platform before, TikTok can be pretty hard to navigate. Even I — a social media-obsessed millennial blogger — had trouble figuring out how the heck it worked when I first logged on last year. 

If you identify with that struggle, don’t worry! I eventually figured it out — and you will too!

To help you conquer the app, I’ve put together a quick guide to show you how to use it.

Here’s a list instructions — with pictures — that will walk you through setting up your profile, filming your first video, adding special effects, and using challenges or duets to engage with other users.

Setting Up Your Account

1. Download the app and sign up.

Go to the App Store or Google Play and download TikTok. When you open it, TikTok makes it pretty easy to sign up. You can do an instant sign up with Facebook, Gmail, or Twitter, or add a standard username and password if you don’t want any of those accounts connected.

2. Set up your profile.

Once you’re logged in, you’ll instantly be brought to the feed of videos. I’ll show you how it works in step three. But first, tap the icon in the lower right that looks like a person’s outline to see and edit your profile.

Navigation bar at the bottom of TikTok app screen

Once you enter your profile, tap the Edit Profile button, then select a profile photo or video. You should also add your username and bio information. If you want to show off your other social media profiles, you can link up your Youtube and Instagram pages. If you’re a business, this could be a helpful way to advertise your other visual platforms.

Finding Videos and Engaging with Users

3. View the video feed,

Now that you’ve set up your profile, tap back to the first tab which shows you the video feed.

TikTok Feed

Think of this feed like Twitter’s, but where video is the primary content. If you don’t have any followers yet, the app will send you random trending videos. As you begin following and interacting with more people, your feed will become more personalized to your interests.

4. Like, comment, or share videos you enjoy.

When you find a video you like, you can tap the heart to like it or the speech bubble to comment on it. To share the video, press the forward sign underneath the comment symbol to see your sharing options. These symbols are all located on the right side of the video.

Video on TikTok showing like, comment, share and follow buttons

If you really like a video and want to see if the user has more posts you’ll enjoy, swipe left to toggle to their profile.

Swiping left on a TikTok video to see the creator's profile

5. Search for videos.

Tap on the second tab, or magnifying glass, to enter the app’s search area. On this tab, you can either search out accounts or videos, or you can look below the search bar to see videos by trending topic.

Finding TikTok users through search feature

6. Follow users via videos, search, and TikCode.

If you want to keep up with a great video creator, you can follow them by pressing the icon that includes their profile picture and a plus sign above the heart button on their video.

TikTok screen with follow icon

If you already know of a TikTok account or person that you want to follow, you can search for them in the search bar and then press the “Users” filter. You can also find them by scanning their TikCode. This can be helpful for brands or people that want to promote their TikTok channel on other websites or in the physical world. It can also be great if you run into a friend in-person who wants to add you.

To find your own TikCode, go to your profile and tap the icon with four squares in the top right.

TikCode on TikTok profile

To scan another TikCode, go to the search tab and tap the square scan button next to the search bar.

Top of TikTok search page which shows search bar and square TikCode scanner

When the scan screen opens, hold it up to the TikCode you want to scan. The scanning process will begin instantly so you don’t have to press any other buttons. Within seconds of a successful scan, you’ll be sent to that person’s profile. If you have a screenshot of a code, you can also press “Photos” in the top corner of the scan page to upload and scan the code.

Scanning a TikCode on TikTok

How to Post on TikTok

7. Set up your shot and pick out special effects.

Tap the center tab to enter camera mode. To face the camera in the right direction, tap the Flip icon in the top right. On the right side of the screen, you’ll also see icons for the following:

  • Speed: Allows you to record your video in slow motion or sped up.
  • Beauty: An AR filter that can hide blemishes and smooth out your skin.
  • Filters: Lets you change the color filter of the camera.
  • Timer: Allows you to set an auto-record countdown if you want to film hands-free.
  • Flash
Camera screen view of TikTok app

Music and Effects

On the top center of the camera screen, you’ll also see music notes with “Add a Sound” next to them. Tap this to choose the musical overlay or sound effect that you want to work with.

Selecting a sound on TikTok

On the bottom of the camera, you’ll also see an Effects icon to the right and an upload button to the left — in case you want to record your videos outside of the app.

When you tap the Effects button, you’ll see a giant lineup of AR filters and other special effects that can augment your face or your surroundings. You can also pick out a video overlay-styled filter here.

Previewing AR bunny face filter on TikTok

In the black bar under the camera, you can set the time limit for your video or tap Photo Template to create a photo slideshow instead of a video.

Using time bar under camera screen to set video length on TikTok

8. Record the video.

Once you’re ready, press and hold the red record button. You can either record your video all at once or in pieces.

Recording a video with a face and color filter on TikTok

If you want to fit different shots in each video or record it in pieces, simply hold the record button for each segment, then let go, then press and hold it again when you’re ready for your next shot.

Don’t want to hold your record button the whole time? Before you enter record mode, you can also use the timer to give yourself enough time to prop up your phone and pose in front of it before it starts automatically recording.

Setting a video recording timer on TikTok

9. Make final edits and add a caption to the video.

When you’re done recording the video, you’ll still be able to add a musical overlay, filters, and other basic special effects. You can also add stickers and text overlays on top of the video.

Adding stickers and other effects to a video before posting on TikTok

When you’re done, press Next. You’ll be directed to a page similar to Instagram’s post page where you can add a caption, relevant hashtags, and account handles of others. You can also set the privacy of the video, turn comments on or off, allow duets or reactions, and tap “Save to Album” to download it to your smartphone’s photos.

Adjusting post settings and adding a caption on TikTok

If you aren’t ready to post yet, just press the Drafts button at the bottom left to save it for later.

10. Duet with other users.

See a musical post that you love? Want to join in with the person who made it? TikTok allows you to reply with a Duet video. To use this former feature, find a video you want to duet with, press the Share button to see sharing options, then press the “Duet” option on the bottom row in the center.

Using share options to start a Duet on TikTok

Your camera screen will appear next to the video. From there, you can press record and sing along, dance, or do whatever you want to the music.

Recording a duet on TikTok

To show you what a finished product looks like, here’s one great example:

If you make a post and don’t want anyone to duet with you, you can tap the “Duet/React Off” button on your Post page before publishing.

11. Participate in a challenge.

Like other social media platforms, you’ll occasionally see videos with hashtags for “challenges.” A challenge is when a video post, company, or person encourages users to film themselves doing something oddly specific — like flipping the lid of a Chipotle to-go bowl with no hands. Participants then film themselves doing the action and hashtag the challenge name in their post captions.

There usually aren’t any winners in a TikTok challenge, but hashtagging it might help you get more followers or views as people find you when searching the hashtag.

To give you a quick idea of what participating in challenge entails, here’s a video of someone doing the above-mentioned #ChipotleLidFlip challenge:

A Few TikTok Takeaways

Yes, TikTok may seem like a pretty odd platform right now, but it might be a great tool for engaging and spreading awareness to your younger audiences later. Because it is only one year old, it is also a great place for early video experimentation.

As you’re brainstorming or filming your first videos, here are a few tips to help you create unique and engaging posts:

  • Have fun with the special effects. There are a ton of ways to zest up your video, and audiences on TikTok expect it. So play around and experiment with them.
  • Embrace the music. Most videos on the platform have some type of song or sound effect in the background.
  • Film a few videos with multiple shots. This will make it feel more interesting and active.
  • Don’t be afraid to show a lighter side or a sense of humor. People come to this platform to be entertained.
  • Use trendy hashtags and try out a challenge video. Then, include relevant hashtags in your post caption so your video shows up when people search it.
  • Look at what other brands are doing. While your company might not need to jump on TikTok just yet, videos posted by other brands could inspire some ideas for your own strategy.

Want to learn more about TikTok’s backstory and what it might mean for brands? Check out this post. If you’re interested in checking out other emerging platforms, we’ve also got this great guide for you.

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The Facebook algorithm seems to be the all-powerful curator of Facebook content. And it feels like the algorithm arbitrarily selects which posts get shown and which ones get buried in the newsfeed.

Nobody knows exactly what makes for a wildly successful post, because the algorithm is complex, and Facebook changes the algorithm frequently to keep up with user behavior.

However, there are a few things we know for sure:
Facebook prioritizes certain content.

Facebook’s objective is to encourage conversations and engagement.

Facebook competes with other social networks for user attention.

This means that Facebook gives preferential treatment to content that gets people talking and spending more time on Facebook. Facebook also favors their new content formats, since they want users to play with their new toys.

Facebook Live

Facebook Stories

Both Facebook Live & Stories meet both of these criteria.

These vehicles are interactive and fairly new to the Facebook platform. So, Facebook Live and stories still get good organic reach, even though Facebook has seriously curtailed organic reach to encourage businesses to run paid ads through the Facebook Ads Manager.

Facebook Stories have their place, but we’ll stick with Facebook Live for now.

The cost of producing Facebook Live broadcasts is very low. It’s totally acceptable to use your phone camera. So, live broadcasts are an excellent option for businesses that don’t have the budget for paid ads or boosting their organic posts.

However, getting on camera is tough for a lot of people, and Facebook Live broadcasts need to be fairly long to get the best reach. Additionally, you probably have videos prerecorded and ready to post to your timeline.

So, even though Facebook Live broadcasts are free, there’s still a considerable time investment in running regular Facebook Lives.

This probably leaves you wondering if Facebook Live is worth the time and effort, since organic video posts perform fairly well. Or, if you want to supplement your video ads with live broadcasts, how much time should you dedicate to your Facebook Lives?

Hard numbers make it easier to make decisions. So, we ran an experiment to discover just how much organic reach Facebook Live broadcasts get, and how that organic reach compares to the reach of a standard video post.

The results of our experiment were mind-blowing. Our hypothesis was correct. But the numbers were staggering.

Before we wade into the experiment, let’s talk about the basics of Facebook Live, so you understand what it is and how to use it.

What is Facebook Live?

Facebook calls Facebook Live “a fun, powerful way to connect with your followers and create new ones along the way.”

Facebook Live offers businesses a tool for creating authentic video content that humanizes their brand and gives customers a glimpse behind the curtain. It’s a great channel for showcasing day-to-day operations, covering events, and showing off new products. Facebook Live is also a great way to personally interact with your customers.

As the broadcaster, you can see comments and likes in real-time. So, you can respond to questions and interact with viewers and check engagement on the fly. It creates a viewing experience that’s much more interactive than regular video and offers an amazing opportunity to get feedback from your customers.

Another advantage Facebook Live has over standard video is that it encourages users to interact with each other, in addition to liking and sharing. So, Facebook Live is a powerful community building tool that drives conversations around your brand.

All this interaction is great for you, but it also makes the Facebook algorithm really happy. This is why Facebook Live broadcasts fare so well when it comes to organic reach.

You can also support your Facebook Live broadcasts with paid advertising. Here’s the good news for paid advertisers: When it comes to reach and CPM, Facebook Live absolutely smashes normal Facebook video posts.

The results of our experiment prove it.

Facebook Video Experiment: Facebook Live versus Video Posts

To get some really good numbers on the organic performance of Facebook Live Broadcasts and normal video posts, we ran a five week experiment.

Our goal was to discover exactly how much organic reach advantage Facebook Live broadcasts have over standard video posts.

During the experiment we made two posts each week:

  • A 30-minute Facebook Live broadcast. This is one of our Facebook Live broadcasts
  • A 30 to 60-seconds video post. Here’s what our video posts looked like

Our Hypothesis

We anticipated that our Facebook Live broadcasts would get more reach and better engagement since that’s what live broadcasts are designed to do.

However, our experience with video led us to believe that our video posts would hold their own.

We were right about the Facebook Live broadcasts. But, we missed the mark a bit with how close the race was.

The Results: Facebook Live Outperformed Our Video Post in Every Category

Once the dust settled and we’d collated the data, this is what the numbers looked like.


Altogether, our Facebook Live broadcasts reached 12,929 people. That number was almost double the reach of our video posts, which were seen by 6,729 Facebook users.


Engagement is where Facebook Live really blew our video posts out of the water. Our live broadcasts garnered 469 engagements. At the other end of the spectrum, our video posts got a measly 28 engagements.


Our Facebook Live broadcasts crushed it on views, raking in 5,395 3-second views. In contrast, our organic videos picked up just 1,714 3-second views.

You can also learn How We Used Facebook Live Video to Grow Organic Reach 300% (+ 3 Bonus Case Studies)

Why The Numbers Matter

The Facebook Live broadcasts were many times longer than our video posts. But, they also performed far better. The Facebook Live numbers are so strong that you could use Facebook Live as an alternative to paid video ads, if you don’t have the budget for them (yet!).

If you’re already running paid video ads, adding Facebook Live broadcasts to your video mix will improve your Facebook video marketing results.

In either case, start with basic Facebook Live broadcasts and focus on interacting with your audience. Then, work your way up to more in-depth live videos. This way you can build your Facebook Live audience, without having to learn hard lessons on camera.

Here are a few best practices to help you go live.

Facebook Live Best Practices

Facebook Live should have a different feel than a paid video ad. Your live broadcasts should be authentic, with an unrehearsed feel. It’s just a real conversation between you and your viewers.

Even though you don’t want your live broadcasts to seem overproduced, there are some best practices you should follow to get the best results.

Use Long Broadcasts

It takes some time for your audience to start watching and interacting with your Facebook Live. So, your broadcast should be rather long. It usually takes about 10 minutes to see a real increase in viewers and engagement.

But, you don’t want people to arrive at your Facebook Live broadcasts just as it’s ending. So, you should plan to run for 30 to 60 minutes. Just make sure that you’ve got enough content to fill your entire 30 to 60-minute broadcast, even if you’re not getting a lot of interaction from the audience.

Schedule Your Broadcasts

Even though you need to give viewers some time to show up for your broadcast, your video will get more organic reach if you start getting viewers in the first few minutes.

Scheduling your broadcasts helps you get an audience faster because your viewers know when to show up. You can also promote your scheduled broadcasts through other channels—like email—to help ensure that you’ll get viewers early in your broadcast and increase your organic reach.

Encourage Engagement

The Facebook algorithm rewards engagement with more organic reach. So, answering viewer questions and encouraging people to interact with each other goes a long way toward getting more viewers.

Speaking with your viewers also gives you information about how people view your brand, what they want to know about you, and what they think of your product. So, your Facebook Live broadcasts are a great way to improve your brand messaging.

Take Advantage of Facebook’s Creative Tools

Facebook offers filters, themes, and effects to make your broadcasts more visually appealing. You can also add captions to your live broadcasts.

Really, you should add captions to your live broadcasts. Captions on Facebook increase almost every performance metric:

  • Average total view time is 5% higher with captions.
  • Average reach is 16% higher with captions.
  • Videos with captions get 17% more engagement.

So, your broadcasts will be most successful if you use the creative tools that Facebook offers on the platform.

Boost Your Broadcasts

If you have a bit of a budget to put behind your Facebook Live broadcasts, you can use the Facebook boost feature to keep getting views and engagement after your broadcast has ended.

Facebook posts your live broadcasts as video posts. You can use the Facebook boost feature to promote your recorded broadcast. Live broadcasts get priority from the Facebook algorithm, even after they’ve been recorded, so boosting your broadcast post will get good results.

However, you should only boost a Facebook Live broadcast post if the broadcast got good viewership and engagement while it was live. Boosting a post for a live broadcast that got marginal engagement won’t give you very good ROI.

Here are 4 More Simple Ways to Use Videos on Facebook to Boost Engagement

That’s a Wrap

If you’re looking for a way to supplement your Facebook ads, or get that organic reach that Facebook was once famous for, Facebook Live is an excellent way to get your business in front of more people, without paying much.

If you’re ready to get started with Facebook live, schedule a few 30 to 60-minute broadcasts, and let your email subscribers and Facebook followers know when you’ll be live. Then, set up your camera and show them what you’re all about.

About the Author

James Miller writes for Biteable as a software and tech content writer and copywriter. He also writes fiction and skis as much as possible. Stop by the Biteable Facebook Video Marketing Lab to master your Facebook live.

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Have you ever learned how to do something with the help of an internet search?

The answer is most likely a resounding “yes.” Most recently, I taught myself how to fold a fitted sheet with a helpful video from homemaker extraordinaire, and friend of Snoop Dogg, Martha Stewart.

Videos are an especially compelling way to learn how to do something online because, well, the video shows you exactly how to do it. I’m not alone here, either — most customers would prefer to watch a marketing video rather than seeing an ad.

So if you’re among the 45% of marketers who are adding video content to their strategy this year, there could be a lot of value in making videos specifically for those in your audience who are trying to learn how to do something, too.

In this post, we’ll explore just how popular these searches are on YouTube and other platforms, and what you can learn from eight how-to videos about how to make great teaching videos of your own.

Access videos, templates, and tips, to help you launch an effective video  marketing strategy. 

How-To Video Searches Are Popular

How-to searches are incredibly popular. Think about just your own life for a moment, and reconsider my question at the beginning of this blog post. They also may be a great opportunity for brands to show off their products.

According to WyzOwl’s 2018 Video Marketing Statistics Report, 72% of people prefer to learn about a product or service through video.

Video marketing is growing, and so is the number of platforms it can be seen on. While Youtube and Vimeo used to be the primary place to find videos, consumers now similarly use social platforms like Facebook and Instagram to learn about brands and products.

10 How-To Videos to Learn From

1. How to Fold a Fitted Sheet

You may recognize the title of this how-to video — it’s the one I mentioned earlier in this very blog post. Are you always geting stymied when putting away fitted sheets on laundry day like me?

What I love about this video is how it showcases personality. It’s a simple how-to video of humans demonstrating how to do something, without any animations or high tech features, but it’s still extremely effective at teaching the viewer. Stewart and her guests make jokes about how hard it is to fold the sheet — Stewart even joking that her inability to do so led to her divorce — and they show the viewer how easy it is to get tripped up in the process. Stewart and her guests also have empathy for the viewer and show exactly how to avoid pitfalls along the way.

Takeaway for marketers If you want to create a how-to video “hosted” by a real, live human, make sure they act like a human. Videos are an easy way for brands to showcase personality, so put yourself in the shoes of your viewer, and infuse humor, sincerity, and empathy into your instructions. If the concept you’re explaining is complicated, tell the viewer that. If you had no idea how to use your product at first, share that. Speaking like a human — instead of reading off a script like a robot — will make your video memorable, effective, and enjoyable, too.

2. How to Cook Perfect Pasta

Tasty on BuzzFeed shares cooking and recipe videos that frequently go viral on YouTube and other social media and reach millions of people every month. But this video isn’t one of Tasty’s trademark recipe videos — it’s one of several how-to videos that break down common or difficult cooking skills step-by-step.

In this video, Tasty uses hyperlapse to speed up the cooking demonstration and get the viewer the information they need as quickly as possible. This fast-paced filming style is eye-catching if it starts auto-playing in a social media feed, too. Tasty chose a smart how-to search term, too — there’s a ton of search volume around the phrase “how to cook pasta.”

Takeaway for marketers: Viewers prefer YouTube videos on the shorter side, so sped-up hyperlapse filming helps conserve time and creates a neat visual effect. Work backward and conduct keyword research to learn what terms your audience is searching for to find a topic to make your video about.

3. How to Escape Quicksand

Evidently, Princess Buttercup’s tragic fall into quicksand in The Princess Bride wouldn’t have been quite as terrifying in real life.

In this how-to video, Tech Insider uses captions and animations to break down a complicated concept. I wasn’t exactly searching for information on how to escape quicksand when I found this video, but the unique subject matter made me instantly click, intrigued. What’s more, the sound isn’t required — although it does add dramatic effect — which might make people more likely to click and watch all the way through, since many social media videos are watched on mute.

Takeaway for marketers: Your how-to videos don’t necessarily need to be about a dry topic related to your industry. If you create a fascinating piece of content that goes viral, you’ll generate interest in your brand that way. Animations and captions help to show — rather than explain — trickier concepts like quicksand, so consider these visual elements for high-level explanations. And if there’s a way to make your videos volume-agnostic, do so. Some videos will require narration or other sounds, but the visual elements mentioned previously could do the talking for you.

4. How to Blow Out Curly Hair

Anyone who’s ever gotten a blowout knows that it can be expensive and time-consuming to have it professionally done.

So Bustle cleverly made a how-to video that teaches viewers how to DIY and save money– a motivating factor behind many how-to online searches, I suspect. This video is also short, which MiniMatters suggests for enticing viewers to watch videos all the way through. YouTube counts a view as once a video has been watched for approximately 30 seconds, so viewers with short attention spans might be more likely to stick around for that long if they see a video is shorter, like this one.

Takeaway for marketers: Almost everybody wants to save money where they can, so think about ways your how-to video could help viewers do that when brainstorming topics. When filming, try to keep videos as short as possible to attract viewers and keep them watching all the way through to steadily increase your number of YouTube views.

5. How to Style a Blazer 3 Ways

In this short, sweet Instagram video, verified style influencer @PreviewPH shows off three ways to style a blazer from ForMe. This video is great for those who are interested in trying out new fashions but don’t exactly know how to wear items or accessories. In this video, she demonstrates three ways of wearing a blazer, which could accommodate the fashion styles of three different people.

Takeaway for marketers: How-to videos can be a great way to show off how a product works and how it can be used. This type of video is clearly promoting one specific blazer and brand, but it’s more valuable than a standard ad because it shows potential buyers how they can wear it. If people who are hesitant about a new fashion style see this how-to video, they might feel more confident in their purchase.

6. How to Asana: Planning with Asana calendar

Asana cleverly brands its how-to video series as “How to Asana,” and all of the videos in the series feature a consistent theme. All of the videos in this series are under two minutes in length, are hosted by the same person, and feature an eye-popping yellow background. The meat of the video consists of a screencast of someone using the Asana calendar tool, but these branding details bring life to what would otherwise be a rather boring video.

Takeaway for marketers: If you’re thinking about creating a how-to video series, take the extra time to make it memorable and recognizable. These efforts will make videos look more professional and will make viewers want to keep tuning in for more helpful videos if they know they can expect more.

7. How to Create an Animated GIF in Photoshop

Who else here loves GIFs? That’s right — everyone loves GIFs.

But before I watched the video above, I had no idea how easy it was to make my own. That’s the ideal reaction to a how-to video, by the way — “that was so easy.”

Adobe’s how-to video is a great example of a software demonstration video because it zooms in on only the necessary information. Instead of confusing the viewer by showing the entire Photoshop interface, the video features magnified animations of only the buttons and tools they need to accomplish the task at hand.

Takeaway for marketers: If you’re making a technology demonstration how-to video, consider how it will appear to any first-time product users watching. Try to minimize any confusion by only filming elements of the technology needed for your video so viewers can follow along on their devices.

8. How to Increase Your Facebook Reach and Outsmart the Algorithm

You might be hesitant to create videos to explain a complicated subject matter, but that could actually be the most effective medium to help your audience understand something.

In this video, my colleague Megan Conley breaks down the many nuances of Facebook’s News Feed algorithm in a clear and concise manner. Then, graphics, animations, and screencasts supplement what she talks about with data visualizations to make the stats and figures more memorable for the viewer. Finally, the video ends with helpful next steps viewers can take to solve the problem outlined in the video. The video isn’t about how to use HubSpot software at all — it’s only in the business of helping people get better results.

Takeaway for marketers: The most compelling how-to video might be one that doesn’t mention your product at all. Think about what questions your audience might be asking and establish your brand as a thought leader with helpful videos that don’t end with a sales pitch.

9. How to Fix a Chair with Noodles

This interesting Instagram video from @Crafty.Life.Hacks shows viewers how to fix a wooden chair by replacing missing wood with instant noodles. While this video is short and easy-to-follow it is fascinating because it teaches viewers about an alternative use for an every-day household food item.

Takeaways for marketers: This example shows how a product can have multiple purposes. While marketers will want to make how-to videos that show the primary purpose of their product, sometimes, it can still be helpful to think outside of the box and show off other ways your product could be used.

For example, if you’re selling a food product, you might want to craft a recipe video that shows how it can be used as an ingredient, or a DIY that shows how it can be used as a tool — like the video above.

10. How to Make Momofuku’s King Crab Noodle

In this Facebook video, shared by Vice’s food blog Munchies, Chef Max Ng shows viewers how to cook his grandmother’s King Crab Noodle recipe — which he serves at the Momofuku Ssam Bar in New York City. Although this video is on the longer side, he shows audiences a simple step-by-step cooking process that they can easily follow.

This type of video might be a helpful how-to example for local restaurants or food publications that want to show off their favorite recipes. Promotionally, this video also gives some great brand awareness to Munchies and the Momofuko restaurant.

Takeaways for marketers: You can get away with videos on the longer side if they clearly describe a step-by-step process like cooking. How-to videos can also be a great source for cross-promotional content. In the example above, Max Ng, Momofuko, and Munchies are all highlighted in an entertaining and informative way.

How to Make How-To Videos

Now that you have inspiration from real-life B2B and B2C brand videos, start thinking about how you could create helpful content for your audience.

Create buyer personas and use these to inform your strategy. What types of questions does your audience ask about your product? What questions do they ask about your industry? What problems does your product solve that you could demonstrate in a video?

Use tools like Google Trends and HubSpot’s Keywords tool to learn more about the types of searches your audience is conducting and what content you could create to answer those questions.

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Resolved – This incident has been resolved.

Aug 12, 14:23 EDT
Monitoring – A fix has been implemented and we are monitoring the results.

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Investigating – We are currently investigating an issue with Stats API availability which may also be causing slow load time in the Video Marketing App.

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Published on August 8th, 2019

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I can’t lie.

After three years, it’s hard to see IMPACT Live as we currently know it end.

When we held the first event in 2017, everything was much smaller — the venue, the attendee numbers, the team behind it — but what hasn’t changed (and won’t as we evolve into Digital Sales & Marketing World) is the heart and soul that has always gone into its execution and, of course, the inspiration and kinship we all leave with.

Connecting over 1,500 attendees in three years, the last-ever day of “IMPACT Live” was an action-packed one that may have closed one chapter for our event, but, at the same time, focused heavily on the future of marketing and sales for all of us. 

Continue Reading…

Movie producers and inbound marketers aren’t that different when it comes to creating and editing video content.

We’re both telling a story, and whether that story is about a protagonist or a product, we’re both trying to captive our audiences and make them believe in the story we tell.

What happens at the end of the story is a little different, though.

Continue Reading…

People are now watching 150 million hours of YouTube every day. Add that to the fact that 60% of people prefer video platforms to live television, placing your ads on Youtube is a good place to start.

Setting up a YouTube Campaign for your ads isn’t as complicated as you think. It’s actually quite easy, that’s why today I’ll be showing you how to setup a YouTube ads campaign in 10 easy steps.

Create a Goal For Your YouTube Ads Campaign

Before you get your ad up and running you first need to decide what the goal is for your campaign.

Without a solid goal in mind, you can end up with either no results or worse… with heaps of wasted ad spend.

So to prevent this, think about what you want to accomplish with your ad. This will help you to choose the right campaign objectives to get the results you want from your YouTube campaign.

Goals can range from building brand awareness, influencing the buyers decision, increasing sales, or increasing brand loyalty.

Step 1: Link Your Google AdWords Account to Your YouTube Channel

If you haven’t created a Google AdWords account, you can click here to get started. If you already have an account log in.

Once you’re in your Google AdWord account (or My Client Center, if your agency managing AdWords) click the “tools” icon. You should see a drop down options, look for “SETUP” on your far right. Under “SETUP” select the option “Linked accounts”

Action: Tools> Set up >Linked accounts

You’ll be brought to a page with a variety of Google products and services. Just keep scrolling until you see “YouTube”, click “Details”. From there you’ll be taken to a page asking you to add your YouTube channel.

From there type in the name of your YouTube channel in the search bar.Once you see it just click on it.

This step is very important, once the channel is yours you can select “I own this channel”. But if the YouTube channel belongs to someone else then you’ll need to enter the email of the owner to request access before you can move forward.

If your working for or with an agency never state to own the channel because unlinking it in the long run will be a hassle.

Pro Tip: If you want to track conversions from your Youtube ad on your website, you can enable Google conversion tracking either before or after you start you campaign. Typically it’s best to get it out of the way first, but I’ll leave that up to you.

Use this to learn how to set up conversion tracking for your website.

The Most Important Part of Your YouTube’s Ad: The First 10 Seconds

Decide which video you’d like to use for your YouTube ad campaign then upload it directly on YouTube.

The video you use for your YouTube ad campaign has to grab your viewers attention 20% of users will leave a video if it hasn’t peaked their interest in the first 10 seconds. That means the first 10 seconds of your ad is the most valuable part of your video.

So you have to make the most out of it. So here are three things you need for a great YouTube Ad campaign to make the most out of your first 10 seconds:

1.Use Strong Emotions: We know that ads that bring up emotions are the most effective and can be highly impactful. This could be speaking to an issue that your target audience can relate to or something your brand can fix for your audience.

WordPress Youtube ad campaigns did this best. They focused on the fact that they had an easy interface to help not so tech savvy business owners to create their website to help their business.

2.Use the Power of Nostalgia: Bringing back feelings of nostalgia is a great way to create an instant connection with your viewers. It also makes your brand feel and look relatable.

Wish’s YouTube ad campaigns connect it’s viewers with the feeling of finally getting a package days after ordering.

3. Add an Element of **Surprise: Shocking your viewers, in a good way, can easily grab their attention no matter how short their attention span. This doesn’t mean that you’ll be clickbaiting them, but putting a twist or spin on your video’s intro can go a long way.

GoPro captured this when they did an ad including Didga: The Skateboarding Cat. The add captured a subtle element of surprise. You’re busy figuring how this cat learned how to skateboard that you’d almost forget that your watching an ad.

Step 2: Select a YouTube Advertising Campaign Objective

Once you have your video fully uploaded it’s time to create your campaign. To your right in your Google Ads dashboard, you’ll see the “Campaign” tab, select it.

After you’ll be taken to a page where you can create your first YouTube ad campaign. Look for a blue circle with a “+”. Click on it and you’ll see the option to create a new campaign.

From there you’ll have to select a goal to determine what would make your campaign successful. Similar to Facebook ads, your goal determines the type of ads you’ll be running, the placements available, and information you’ll need to fill out.

You do have the option to creating several campaign types, based on your ultimate campaign goal.

I find that these three goals are always the best to start with choose one of the following options for your YouTube video ad:

*Leads and Website: This goal helps you to drive traffic to your website for lead generation from your YouTube ads.

*Product and Brand Consideration: This goals is centered around brand consideration and putting your products/services in front of a global audience of potential buyers.

*Brand Awareness and Reach: This goal, as the name states, is focused on giving you more brand awareness and reach to create some buzz around your brand. This is good for new brands that aren’t well known or want to extend their audience reach.

After selecting your campaign goal, you’ll be brought to a page showing the list of recommended ads that match your campaign goals. Select “Video” as the campaign type. Then click continue.

Step 3: Choose Your YouTube Ad Campaign Format

There are three types of Youtube Ads you can choose from on your campaign:

  • TrueView Ads
    *In-Display ads
  • Non-Skippable In-Stream Ads

I’ll be going through each one so you can select the one that you think works best with your ultimate goal, video length and ad budget.

YouTube Ad Campaigns: TrueView Ads

TrueView ads are the most commonly used video ads on YouTube. If you decide to run this type of ad you would only pay for the viewers who watch at least 30 seconds or the entire video, as well as users who interact with your ad (click the call-to-action). TrueView ads can be easily customized and shared across a wide range of platforms.

If you decide to use the skippable version of a TrueView ad your video length has to be between 12 seconds to 6 minutes in length whereas non skippable TrueView ads have to be 15-20 seconds in length.

YouTube Ad Campaigns: In-Display ads

If you’ve been on YouTube, you’ve probably seen this type of YouTube ad the most. In-Display ads show up on the YouTube homepage, search results pages, and as related videos that appear on the right-hand side of your video recommendations on YouTube video watch pages.

YouTube Ad Campaigns: Bumper instream ads

Unlike TrueView ads that normally plays before someone watches a video, In-stream ads let you customize video ads with different CTAs and overlay text, giving you the option to personally A/B test which design or text works best for your YouTube ad campaign. This ad can be skippable or unskippable.

These ads also appear anywhere in the Google Display Network (GDN) or sites that have purchased Google video ad space. Giving you a wider reach and awareness in spaces where your viewers main are.

YouTube Ad Campaigns: Non-Skippable In-Stream Ads

This type of YouTube ad is best used for campaign goals centered around audience reach. In order to use Non-Skippable In-Stream ads your video has to 6-15 seconds, any longer and you’ll get an error message.

Just like TrueView ads, non-skippable ads run before, during, or after the video content. The pros of using this type of ad is that you’re viewer are sure to see your entire video for better conversions.

This ad type also comes with a few cons. It can be annoying to most viewers because their forced to watch your content, whether they like it or not. My suggestion is to try it. If you see more conversions than complaints then keep it up. This type of ad is also one of the most expensive ads out there

Step 4: Set Your YouTube Ad Budget and Bid Strategy

Now that you’ve selected an ad format, you’ll have to name your campaign, set a budget and choose your YouTube ads campaigns end and start date.

You don’t have to bid high when it comes to YouTube advertising but the rule of thumb still stands, the higher the price the higher the impressions and vise versa.

When selecting your bid strategy it’s always best to start with Maximum CPV (the most expensive bid strategy) or Targeting CPV. If your new to Cost-per view (CPV), don’t worry it isn’t as complicated as it seems. Bids for CPV advertisements work in the same way as other pay-per-click style bidding](

Typically a business creates “bids” within Google’s advertising system targeting specific keywords, which are often further refined based on a searcher’s physical location. If more than one marketer has put in bids for that particular keywordmetric combination, the highest bid dictates which ad is displayed for the searcher. So your bidding has to be competitive.

Step 5: Customize Your YouTube Ad Campaign

Once you’re done with step 4, we’ll be choosing where you’d like your YouTube ad to be seen. Where and what type of content you place your YouTube ad on is important.

You should be seeing a page showing you three options:

*Inventory Type
*Excluded Content

YouTube Network

Network options determines where your YouTube ads will be placed, such as:

*YouTube Search Results: This option will only available if your running discovery ads. Reminder to uncheck this option for all other types of ads.

*YouTube Videos: This option has the perfect price point and exposure and the best option most YouTubers choose.

*Video Partners on Display Network: If you select this option you’ll be able to run your ad on sites of partners outside of YouTube. The cost is typically less but keep in mind the exposure is typically less as well.

As you continue down the page, you’ll see the option to choose which locations and languages you want to target.

YouTube Inventory Type

Inventory type gives you control over what type of content you want your ad to run in, before and after. This gives you the chance to avoid videos you don’t want your ads to be associated with. The last thing you want is to put your ad on a video that reflects badly on your brand image. Inventory options include:

Expanded Inventory: This option will help you maximize your YouTube ads potential but your ad will run on ads considered to have sensitive or mature content like videos that viewers need to be 18 and older to watch.

Standard Inventory:This is the most recommended option by YouTube and most marketers. Your ad might still show up on content that might have violence or mature. If that doesn’t work with your brand then you can opt for the next option.

Limited Inventory:This is the safest option if you want to be really careful about your brand image and the content you ad will be associated with.

Now it’s time to exclude any mature or sensitive content you don’t want your ad to be associated with.

You can add excluded types and labels to filter the type of content your ad will show on. Each filter you choose increases the cost of you ad and decreases the reach, so try and limit the number of filters.

You’ll have to experiment along the way to find the best combination of cost and results.

Set Your YouTube Ad Frequency Cap

Before you move on be sure to set your Frequency Cap.

It’s important that because your frequency cap manages your overall cost better, especially if your audience is small. Unlike Facebook ads where there’s a default setting, Youtube actually leaves this option blank. If you don’t control your frequency you being showing your ad to frequently or too little to your audience.

Click “Additional Settings” you find “Frequency Capping” and add your impressions cap and frequency.

Step 6: Choose Your Target Audience For Your YouTube Campaign

Now it’s time to define your YouTube campaigns target audience. Remember that your restrictions you placed earlier can improve the quality of the audience, but can also increase your CPV (cost per view). So for your first round ads try to avoid being too specific.

You’ll have three options when it comes to grouping your targeting like: Demographics Targeting, Affinity and Custom Affinity Targeting and lastly Affinity and Custom Affinity Targeting.

Go through each to see which targeting options will help you to reach your target audience. You don’t have to select all of them, again the more filters you have on your audience the higher the cost of your YouTube ad.

You may want to consider creating a buyer persona so that you can understand exactly who and what your audience interest or lifestyles are like. If your not sure what or how to create a buyer persona, I found Smart Bug Media’s 3 Examples of Buyer Personas as a foolproof guide to help create your own.

You can also use Google AdWords for Remarketing and Audience Targeting for your YouTube ads.

7 Add Keywords and Topics, and Placements to Your YouTube Campaign

After you define your audience, you can choose from these three settings to narrow your reach.

Choosing the right keywords for your YouTube ad campaign is essential but here’s the twist. You’re not going to add keywords that your target audience is looking for rather you’re looking for keywords that will appear in the YouTube videos where your ads will be seen.

How it works is that once you add your keywords YouTube will analyze keywords from the titles, tags, and descriptions of the video content, match them against the keywords you’ve selected, from there insert your ads into the most relevant content.

You can use tools like Keyword tool or Google trends. Maybe you want to take your SEO a little deeper, take a look at Search Engine Land Guide to YouTube SEO: How to find the best traffic-generating keywords.

Choose the Right Topics

When choosing your topics the same approach to keywords applies. When you choose a topic what it does is show your ad on videos related to the topic you’ve selected. So if your ad is about food, you’d want to select topics surrounding food so your ad can appear on video content centered around food, cooking, and snack DIY’s.

Select Placement Targeting

After you’ll need to select your YouTube placements. This is detailed step is allows you to hyper-target your videos for better conversions. You can choose the exact channel (or even exact video) to place your ads on, keep in mind that the more placements you add the more cost will be added to your YouTube ad.

Pro Tip: YouTube lets you prevent your competitors from running ads on your channel or in your videos. Go to the Advanced channel settings in Creator Studio. Go in and select “Disable Interest-Based Ads” checkbox is selected. This may cause an issue if you’re monetizing your YouTube channel.

Step 8: Set a Bid Amount for Your Campaign

Now it’s time to set your bidding strategy. I’d advise you to go back to step 5 and double check to make sure you set your Frequency Cap because this along with your bidding strategy affect the results of your YouTube ad campaign.

If you decided to choose Maximum CPV as your bidding strategy earlier I’d recommend not bidding too low or your ad might not run. It’s always best to calculate your maximum CPV before placing your bid.

CPV is calculated by dividing the total cost by views in Youtube. This is the formula to calculate CPV:

CPV = Cost divided by Views

Pro Tip: Just like any bidding strategy the higher the bid the better your ad performance will be, the same can be said for Target CPV bidding. Most marketers recommend that you set your Maximum CPV at 3–5x the average.

Step 9: Select the Video for Your YouTube Ad

We’re almost at the finish line to complete your YouTube Ad campaign. All you need now is to choose the video you want to use as your ad. You can find it using the search box, as shown below, or you can just copy and paste the YouTube video’s URL. Click “continue” and your ad should be up and running as soon as YouTube processes it.

Step 10: Monitor Your YouTube Campaign Results

Congrats, you just published your YouTube ad, but it doesn’t stop there. Here are some key tips to do after you’ve published your ad:

Monitor your ads performance in Google AdWords, YouTube Creator Studio, and if you linked your Google analytics account during step one, take a look at that as well.
Check to see if your getting the results you want, if your ad is fairly new, give it a couple of days 5-10 days to let you know if your campaign is starting to bring results. If not, take a look at your bidding strategy. Consider increasing it if you’re not getting enough traction.
Nurture your leads. If your YouTube is doing well, bringing traffic, leads and new subscribers. Your ad only opened the door for them to meet you, it’s up to you to create connect and a marketing funnel to keep them in your corner. If you’re not sure how you can use this Step-by-Step Guide to Creating a Digital Marketing Sales Funnel.
After your ad is finished, take notes and see what you can take away for your next YouTube ad campaign. Experiment with different features, keywords, placements and filters to find out which combination brings in the best leads. Doing the same old same isn’t always going to cut it.

You might be feeling like you’re going around in a circle or that creating a YouTube ad seems like a long process but when you create your first YouTube Ad it can feel that.

All these little details are to make sure that you’re ad is in the right place at the right time, on the right video content so you can see better conversions. That’s why YouTube campaigns do so well compared or just as effective as other forms of social media advertisements.


Here’s a quick recap on how to setup a YouTube ads campaign in 10 easy steps:

Step 1: Link Your Google AdWord Account to Your YouTube Channel
Step 2: Select a YouTube Advertising Campaign Objective
Step 3: Choose Your YouTube Ad Campaign Format
Step 4: Set Your YouTube Ad Budget and Bid Strategy
Step 5: Customize Your YouTube Ad Campaign
Step 6: Choose Your Target Audience For Your YouTube Campaign
Step 7: Add Keywords and Topics, and Placements to Your YouTube Campaign
Step 8: Set a Bid Amount for Your Campaign
Step 9: Select the Video for Your YouTube Ad
Step 10: Monitor Your YouTube Campaign Results

Remember to take it slow when since it’s your first time using YouTube ads, it’s a bit of a learning curve but the more you try the more you learn along the way.

Have more questions or own tips for creating YouTube ad campaigns? Comment below and let me know.
Let’s talk!

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Astute marketers know that the current video marketing landscape is fragmenting. Where you used to be able to employ a single video or group of videos for all funnel stages, that’s not going to cut it anymore. Your buyers want curated content, catered for the exact questions and concerns they’re thinking about at the time. That’s a lot of pressure—but it’s also a huge opportunity for marketers on the cutting edge. In this article, we’ll highlight 8 types of B2B video and where to use them in your funnel to ensure that your customers get the best possible buying experience from your brand.

You can also check out the accompanying webinar below.

Fast Forward - Nov 2017 - Jeremy Pryor

Funnel Stage: Attract

The attract funnel stage is all about building brand awareness. You don’t need to worry about sealing the deal with your future customers just yet—you just want to let them know that you’re out there. There are two key types of B2B video you can leverage during this funnel stage to ensure that you reach the greatest possible audience for your product.

Demand Generator

You’ve definitely seen this kind of video before. It’s the brand video with a fun twist. Think Taylor Swift running on a treadmill to advertise Apple Music.

The purpose of a demand generator video is first of all to entertain—and then educate. You want to pique interest in your brand and leave people wanting to find out more.

Tips for creating your own:

  • Create a coordinated digital deployment campaign around your video to help it reach the greatest audience possible
  • Create mini teasers you can post to each platform to get people interested

Social Cyclone

Like the demand generator, the social cyclone’s main purpose is to build brand awareness. However, the social cyclone should be hyper-targeted to the platform you plan on sharing it to in order to get the best results. Your videos should be tailored to the platform both in terms of technical attributes and the platform’s audience—that means making your videos square on Facebook and sharing educational video content on LinkedIn rather than, say, Twitter.

For a great example of content that’s well-suited to its platform and audience, I highly recommend checking out Gary Vaynerchuk’s educational videos on LinkedIn.

Tips for creating your own:

  • Post natively when possible—social platforms give preferential treatment to native content
  • Target your content as narrowly as possible to ensure the best audience for your videos

Funnel Stage: Capture

Now that you’ve piqued your audience’s interest, you want to get them intrigued by your product or solution. Sure you’re able to make them laugh, but is your pitch compelling enough to get them interested in exploring whether your solution is right for them? The videos we’re going to talk about next will help you do just that.

Premium Explainer

In essence, an explainer video is a video that provides an overview of a problem and how your product provides a solution. The video itself can be animated or live action—what makes it “premium” is that it pattern interrupts in some way. Given that explainer videos are so widespread, if customers feel like they’ve seen your video before, they’ll click away. Make sure to make yours distinct, like this “What’s the Epiphany?” video on Ephipheo’s homepage

Tips for creating your own:

  • Make your customer the hero of the story—your product is just the tool that gets them there
  • Include relevant calls-to-action (CTAs) to push your viewer to the next stage in the funnel

Thought Leader Series

Your whitepapers and thought leadership content are awesome, informative resources. But let’s face it, they’re not exactly the most engaging content on the internet. To fix this, why not create an informative video series? Make use of your in-house experts or interview external thought leaders to create digestible clips of key resources, research, or best practices—like we did in our Modern Marketing Point of View series. Check out this episode featuring Matt Heinz!

Alternatively, create teaser videos for your existing PDF guides and resources. These will help increase the perceived value of your content and encourage customers to download—especially if your resources are gated.

Tips for creating your own:

  • Created a dedicated video resource hub on your website so customers can easily access your video content in one place

Funnel Stage: Nurture

At this point your viewers know about you and what you do—now you want to educate them about your solutions. These next video types will allow your viewers to learn about your product in greater depth and prompt them to take action. 

One-Thing Webinar

Imagine you could funnel all of your prospects to a single webinar that they’d be guaranteed to watch. What would it be about?

Whether this webinar already exists or is yet to be created, this is your “one-thing” webinar—the most important webinar in your content arsenal. Ideally, this webinar should provide a framework for understanding the problems faced by people working in your industry. You can provide new insight, advice, or best practices—but save mentioning your own solution to the end. Focus on showing your customers that you understand their perspective and by the end of the webinar they’ll be clamouring to know more about how you solve the problems they deal with every day. For an example of a great one-thing webinar, check out the webinar Jeremy Pryor gave at last year’s Fast Forward.

Tips for creating your own:

  • Update and optimize your one-thing webinar every 6 months – 1 year
  • Build a webinar-specific sales funnel by channelling more resources into the promotion of this one webinar—using social media, ads, etc.

Product Walkthrough

Product walkthrough videos give you the chance to take your viewers on a guided tour of your product or solution. At this stage in the funnel, it’s okay to talk more about your company and solution. Your viewers have made it this far, so clearly you’ve piqued their interest!

Tips for creating your own:

  • Create an interactive experience for your viewers—either on the landing page or in the video itself—so they can choose to find out more about the products or services they’re most interested in
  • You’ll be updating these product walkthroughs relatively frequently (every 6 months – year, or however frequently you deem necessary), so don’t sink your entire budget into a super high-quality production—instead, choose a level of production that’s sustainable for you to update on a regular basis

Funnel Stage: Convert

Your viewers are intrigued, they know what your company and product(s) are about—now all that’s left is to help them make up their minds. These next video types will help prompt your viewers to take the leap and make a buying decision.

Tipping-Point Testimonial

B2B buyers want reassurance: they want to hear from their peers that your solution works as well as you claim it does. While regular video testimonials can also serve this purpose, for greatest impact, combine your top testimonial videos into a single, high impact “tipping-point” testimonial.  

Tips for creating your own:

  • Think carefully about the story you want your tipping-point testimonial to tell; one way of structuring this kind of video is to first introduce the problem faced by each customer and then develop an identity for each persona giving their testimonial

Personalized Email

Did you think that video was only marketing’s domain? Think again! Sales can get in on the video fun by sending 1:1 personal video messages. This kind of personalized outreach can not only help establish a relationship with your viewer but also provide custom-tailored insights based on their company and role. Best of all, they’re introduced to a friendly face they can go to for any questions or next steps.

Tips for creating your own

  • Put the word “video” in the subject line
  • You may not be able to embed a video right into the email itself. If you run into this issue, simply insert the video thumbnail and ensure it’s linked to a sharing page with the video set to “autoplay”

Phew! This is a lot of information, so for now, think about one funnel stage or video type to focus on. Think about the biggest gap currently in your funnel? Where could one of these video types have the most impact?

Alternatively, think about the opportunities you have. Maybe trying something new in an area where you’re already strong would be more impactful than trying to fix a problem or gap. Take a look at your video funnel and decide which strategy works best for you.

Are you already using some of these video types in your funnel? Excited to get started? Let us know in the comments below!

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