Struggling to get video views on Facebook. What are we doing wrong?
I'm testing Facebook video ads for a client and we don't seem to be getting much views, when we target granular interests (with a potential reach of 300k or so). If we don't restrict our targeting we get lots of views but not leads or sales. I've had success with targeting in Facebook for regular ads but video ads seem a different beast. Any tips?
I've never had an issue getting video views, but have definitely experienced the issue where I get a lot of views but those don't lead to the actual bottom line objective I'm working on. While video can be great and Facebook is pushing advertisers to use it more, in my experience it isn't necessarily a sure fire strategy. I have one client that we've tested both longer and shorter form video with and they still get better overall CPA with static images. I think it probably has more to do with the content of the video than the format itself.
So I'd probably say test targeting the same group with a couple variations of the ad. Same copy on both but one with the video and one with a static image. Or maybe a couple variations of video and a couple variations of images. No more than 5 or so ads though.
With all that said, if you are really just wanting video views I'd use the dedicated Video View objective and not worry about how those users immediately convert. This can be great for broad delivery and awareness and then you can retarget those video viewers with an ad that has a CTA.