Boost Sales & Tell a Story Using Video Sequencing

Lauri Hynynen

Marketing

With the newly launched Facebook Engagement Audiences, you can create custom audiences based on people who’ve watched or completed certain videos. In addition to being a powerful remarketing technique, this also means that telling stories with sequenced videos is no longer exclusive to just reach and frequency buying, but can also be achieved with the flexible budgets and bids of normal campaigns.

Video sequencing allows you to tell stories by guaranteeing that the end user sees your videos in a specific order. Previously you could only, for example, schedule videos to run on sequential weeks, but there wasn’t a way to make sure that people who watch the second video had seen the first one. With engagement audiences, you can target the second video to only those people who completed watching the first one, effectively ensuring that the user sees the whole story in it’s intended order.

Imagine setting up, for example, something where you’ll first grab the attention of your audience with a funny brand-related video. After a user has your brand fresh in memory, they see another video further explaining the benefits in a visually engaging way. Finally, just as they’re thinking of “Wow I need that!”, the sequence concludes with a link ad prompting a call to action, closing the sales funnel.

Setting up a Video Sequencing Campaign

Here’s how to set up video sequencing campaigns. You can either do this over at Power Editor, or directly in Smartly.io where we’ve had this functionality already available for a while.

Create Video Ads in a Few Clicks

If you don’t have video content readily available, we recommend considering Facebook’s new slideshow ads, which are videos based on still images. Try it out in Power Editor or Smartly.io, and read more in Facebook’s announcement a while back.

Step 1: Plan and Create Content

The first step (as for any campaign) would be to plan and create the sequenced content. Think about what’s the best way to split your story into easily digestible chunks. Maybe it’s good to consider the good old AIDA principle (Attention, Interest, Desire, Action), or just make sure each video leads into the next. As a good rule of thumb, videos in Facebook should be short (less than a minute) and also work nicely without sound.

When you have your videos created, upload them to Facebook. Then you can set up the audiences required for sequencing.

Step 2: Create Custom Audiences

This is where the new engagement audiences come in. After you’ve uploaded your videos to Facebook, you can setup audiences to target only people who have watched your videos. The audiences include only one video, but later on in campaign setup you can combine those to create sequenced targetings.

You have three videos: Funny_introduction.mp4, Brand_cliffhanger.mp4 and Brand_conclusion.mp4, then you create three audiences:

  1. Watched 75% Funny_introduction.mp4 (180 days retention)
  2. Watched 75% Brand_cliffhanger.mp4 (180 days retention)
  3. Watched 75% Brand_conclusion.mp4 (180 days retention)

After you’ve created the audiences, all that’s left is to set up the campaign and start preparing your speech for Cannes.

Step 3: Setup the Campaign

Let’s say you’ll want to create a campaign where the three videos from Step 2 are first shown in sequential order, followed by a link ad which prompts for a call to action.

For this, you’ll need to create one audience for each step in the sequence so, that each audience targets people who have completed the previous steps but haven’t completed the next ones yet, and assign each audience a creative for that step. Like this:

Ad Set

Creative

Included audiences

Excluded audiences

Sequence #1
Video post for “Funny_introduction.mp4”
 
  • People who watched “Funny_introduction.mp4”
  • People who watched “Brand_cliffhanger.mp4”
  • People who watched “Brand_conclusion.mp4”
Sequence #2
Video post for “Brand_cliffhanger.mp4”
  • People who watched “Funny_introduction.mp4”
  • People who watched “Brand_cliffhanger.mp4”
  • People who watched “Brand_conclusion.mp4”
Sequence #3
Video post for “Brand_conclusion.mp4”
  • People who watched “Funny_introduction.mp4”
  • People who watched “Brand_cliffhanger.mp4”
  • People who watched “Brand_conclusion.mp4”
Sequence #4
Link post presenting the user with some clear call to action such as downloading an app or signing up for your service
  • People who watched “Funny_introduction.mp4”
  • People who watched “Brand_cliffhanger.mp4”
  • People who watched “Brand_conclusion.mp4”
 

 

You can also of course narrow down the audiences further by, for example, including a lookalike audience of your existing customers.

That’s it. Launch the campaign and enjoy your new advertising masterpiece - which would make even Don Draper a bit envious.