Ninety days ago, we met face-to-face with the task of breathing life back into a Facebook account that had taken a near-fatal nose dive due to multiple arbitrary account restrictions that completely devastated any momentum the account once had.
Sales plummeted, CPAs rose to detrimental heights, and ROAS had packed its bags to move on to greener pastures.
Worst of all, nearly all new ads published were being denied almost instantaneously.
Ultimately, we resorted to creating a new ad account.
We took this as an opportunity to start completely fresh. After all, the creative strategy working before was the very reason the account suffered from seemingly relentless ad rejected notifications in the first place…okay, maybe that’s a bit much. But you get it.
After consulting with our Facebook rep, we knew what to look for throughout our user journey to ensure we could walk the tight rope with a perfect balance remaining compliant in FB’s eyes while leveraging conversion tactics that we know to work.
After analyzing the data, we concluded the issue was not the landing pages, targeting, or even campaign structure. It was clear the ads were the culprit in the painstaking case of our Facebook compliance challenges.
Simply put, they were a tad aggressive…
So, we went back to the drawing board to devise a new video strategy that would serve as premium-grade rocket fuel to power our jetpacks supercharging our ability to return to the glorious heights we had grown so fond of months before.
And guess what? It did.
This new video strategy not only launched us to but beyond our former glory days into new territory that gave the term “glory” a whole new meaning (for our client and us!).
- Thumb-stop rates increased by 175%.
- Click-through rates increased by 150%.
With more people entering our funnel, conversion rates soared, which drove down cost per acquisitions from $120 to $60 and catapulted our ROAS from an average 250% to 415%.
Let that sink in for a moment…
We’d never seen a performance like this before in this account. We were tickled pink.
We can confidently attribute this success to one video template our team curated from a handful of top-performing ads driving our most successful client’s performance.
We now have this video template incorporated in all accounts we manage. And, have made it a requirement in our launch phase for all new accounts we take on.
It’s that damn good.
The Process That Got Us There:
First things first, we needed to create a new framework that aligned with our conversion strategies.
To help us do that, we turned to answer five core questions we ask ourselves before engaging in any new creative planning session.
And what better way to walk you through our creative process than using Farsiight’s favourite memes!
Fortunately, we had most of these questions answered already through previous creative sessions. This is more for you to consider before creating a new video asset in the future.
Once these questions were answered, we needed to channel this information into a clear and concise format conformed to consumer psychology best practices.
Put, generally, to convince someone to do something, you need to understand how that person will subconsciously process the information you place in front of them.
In most cases, the information will be processed through the emotional side of the brain before it hits the brain’s logical side.
We can use this as a guideline when creating our video’s storyboard.
Arrange your video’s messaging to occur in this sequence:
#1 Achieve Emotional Resonance
To get someone’s attention, speak to their emotional side of the brain, first.
To do this, focus on one of the following:
- Aggravating their pain point.
- Accentuating the desired after-state your product facilitates.
#2 Substantiate Your Claims
To keep them interested, satisfy their logical side of the brain to circumvent their bullshit radar.
To do this, give them proof to substantiate your claims about:
- The problem your product solves.
- The mechanisms your product uses to solve their problem.
- The mechanisms you product uses to align with their core values.
- Relevant more so for brands that lean on sustainable manufacturing practices as being a USP of their product.
- Proof your product works.
#3 Build Desire Using Emotionally-Charged Logic
Now that you’ve got them interested, you want to build their desire to want to learn more about what you’re offering (by way of clicking through your ad onto your landing pages).
To do this, you want to use customer stories that communicate:
- Life before using the product.
- Life after using the product.
- BONUS: A unique feature they love about the product that differs from other solutions in the market (de-positioning strategy).
#4 Tell Them What To Do Next
This biggest mistake most brands make with their videos is not calling their user to action using the end-scene by:
- Aggravating their pain point.
- Accentuating the desired after-state your product provides.
- Off-setting their risk.
Call the user to action by positioning, taking action to click-through your ad will get them one step closer to their desired end-state, or one step further away from the before-state, they’re so desperately looking to avoid (thanks to your video).
#5 Crush Their Objections
Lastly, you want to reduce the barrier for entry. Provide a preemptive objection-crusher by presenting a selling feature of your product.
These include (but are not limited to);
- Offering a Risk-Free Guarantee Period
- Lifetime Warranty
- Free Shipping
That’s it! We call it the “Show & Tell Video Framework.”
This framework creates an incredibly engaging user-experience. It has proven to increase thumb-stop rates, click-through rates, and average watch time.
In doing so, you are essentially proving to Facebook that your brand is committed to providing a positive user experience to help keep their users on their platform and enjoy being there.
We have yet to have even one of these ads rejected.
How To Put This Into Practice Today
While the above principles provide a method to our madness, we’re going to take it one step further.
To make this video template scalable, we needed to ensure it could apply to all of our client’s different product offerings.
We needed a tool that would allow our team to rapidly create storyboards to push new videos out for our existing clients every week, but also to enable us to get our new clients up and running with a winning asset straight out of the gate.
So, we came up with this template.
We’ve condensed the above information into a spreadsheet that communicates very clearly:
- The goal of each scene.
- The messaging each scene should adhere to inform copy.
- The visual/footage that should be used to help communicate your message per scene.
Since creating this, we’ve identified several other well-performing templates that we’ve formatted the exact same way.
Testing & Measuring Performance
The most important thing about this template is to ensure your first scene, (in other words, your hook), is three seconds long.
This will allow you to measure the performance of your video more effectively using the Thumb-Stop Rate (TSR) (dividing the total number of 3-second video plays by the total number of impressions you have on a specific video ad).
You’re aiming to have it land at around 20%. Anything under suggests your hook is not compelling enough. Go back to the drawing board and try again.
If your TSR is within range, but your CTR is low, take a look at your video plays at 25%, 50%, and 75%. Here, you will uncover where you’re losing the majority of your users in the video.
Coincide that with your video timeline and consider all the content you are using up until that point. How could you improve it? How can you make it more relatable, accessible, and/or believable?
So there you have it, the perfect recipe for a highly-converting video to help supercharge your Facebook and Instagram campaigns to help your brand level up from where it is now to reach new heights you’ve only heard of or read about in podcasts and industry blogs.
Good luck, and God speed.
If you have any questions about this template, how to use it, or the metrics we use to evaluate the performance, please drop me an email at [email protected]
If this sounds great, but you lack the time, resources, or patience to deploy and manage a strategy like this, we’d love to hear from you.
Let’s hop on a 15-minute call to talk strategy. We’ll point you in the right direction of what you should do next, depending on your business’s maturation and available resources. You can book a call by clicking this link.
Either way, you’ll come out of the call better equipped to approach your Paid Social Strategy than you were before!
Once again, if you haven’t already grab your SHOW & TELL VIDEO FRAMEWORK template here >>