Who’s best for video ads - Facebook, Twitter or YouTube?

By Jeremy Leon (@pipemix)Senior Social Strategist @247LS

If you’ve been following our blog/sosh channels/smoke signals lately, you’ll have noticed that we are obsessed with producing and distributing video. And we think it’s crucial to success on sosh movin’ forward.

But what is the best platform for video distro? With the major networks releasing native video units, there are a few very viable options: Facebook, Twitter and of course YouTube. We ran some tests to see which platform delivers the best bang for buck. We posted the same videos across all three channels and served over 10 million impressions across them to get these results…

Utilizing their brand spankin’ new native video units, our campaigns clocked in at a 2% average engagement rate. This resulted in an effective cost per view of $0.10. Not too shabby.

YouTube came in second. We were able to get our cost per view down from $0.25 to $0.09 with some heavy optimization. YouTube’s view/click-through rate was 1.6%. But this CPV seemed pretty strong, until we hit play on our Facey campaigns…

With a 10% engagement rate, Facebook absolutely smashed the competition. The native video units saw a cost per view of $0.04. The best part? We were able to scale these campaigns out without increasing the CPM at all. The next best part? We were able to target related campaign content to everyone that had viewed the video, retargeting them to move ‘em down the funnel with photo and link posts. Lastly, by adding a CTA button at the end of the videos, we were able to drive traffic to our clients’ websites through our video ads.

After completing this test, we obvi moved the majority of our ad spend to Facebook. Over one week, our best performing video drove over 1 million views, 30,000 link clicks and 10 million impressions.

When it comes to distributing video at scale with paid media, Facey is the placey.

Why Native Twitter Videos Are Legit

By Jeremy Leon (@pipemix)Senior Social Strategist @247LS

As you’ve probs heard, Twitter has started rolling out native video functionality to select brands. We’ve done some testing of this new (super sexy) unit to see how the results stack up against tweets that embed videos using a YouTube link and against YouTube paid media as a whole – the results are pretty insano.

Client Test 1 
For one of our clients, we wanted to see how much more efficient using native Twitter video would be over using an embedded YouTube video in a tweet. We uploaded our video into Twitter’s creative panel and set up our two campaigns. Immediately we noticed the campaigns with the YouTube link had, comparatively, a super mediocre 0.8% engagement rate. The native video had a 2% engagement rate! And then the cost per view numbers started bubbling up… YouTube tweets had a terrible $10 cost per view. Native video tweets had a $1 cost per view! Not only are these native video tweets making people click more often, but they’re making them play the video more often – resulting in cheaper views!

Client Test 2 
We ran some promoted, native video tweets and some ads promoting the same video on YouTube using TrueView. The results were ASTOUNDING. Twitter cost per views came in at $0.01 (bear in mind, this was a very awesome, shareable video), while YouTube cost per views came in at $0.10 for the same video. This massive difference came from all of the RTs the video had. The earned media from our Tweet resulted in it absolutely smashing YouTube in cost-effectiveness.


Facebook is Mobile TV

By @247ls

Last week Unilever CMO Keith Weed spoke to Jack Marshall at the WSJ and shared his frustration with the mobile + social advertising ecosystem. We agree that it can be convoluted, it’s why we exist: to handle both content creation and media buying in real time, in one place.

Since Keith and LS are clearly on the same page, we wanted to help him with his most specific problem: “I ask you all to think long and hard about how we simplify this. I could create a TV ad this week and show it in a hundred countries next week. I can’t do that with a mobile ad”

When we read that, we were all like, But what about Facebook? We started pulling data to see if we could show a mobile video ad in a hundred countries on Facey. And it turns out you most certainly can. Here’s what we found out:

We can use Facebook to hit 1.2 billion people across 120 countries on desktop and mobile, 946 million of ‘em can be hit on mobile - and 80% have smartphones! Keith is right that mobile and social are complicated. There are a lot of people and smartphones, and so many platforms — from social to messaging to publishers to games to dating apps. But if you’re looking for cutting edge ad tech and targeting at scale, Facey remains the place to be. No question about it.

See below for a breakout of EVERY country we checked out, how many users are targetable in each and how many of ‘em can be reached on mobile.

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Why we like Like Ads, and why you should too!

By Jeremy Leon (@pipemix)Senior Social Strategist @247LS

Facey reducing organic reach is still (bizarrely) the hot topic in sosh. Forget the fact that organic reach hasn’t been above 10% for a few years. Forget that if every post was shown in the news feed you’d have even LESS organic reach and everyone would leave Facey. People are still mad.

The conclusion that a lot of marketers have now reached is that Likes are pointless and a waste of money. Why pay for fans if you have to pay to reach them? is the common theme. AND THIS IS TOTES BOGUS..

Fans are still SUPER important. On the most basic level, they’re an engaged audience that you can ALWAYS target. It’s your TARGET AUDIENCE. And it’s very valuable. Here’s why:

  • Five percent of a big number is a big number. Let’s say you have a million fans. If you reach 50,000 people through organic reach for FREE every time you post, that’s good (great even). If you have no fans, it would cost you $1,000 to reach 50,000 people (who are likely not as far down the sales funnel). Let’s say you paid $0.50/Like — $500,000 for a million fans. After 1-2 posts post per day for one year, you’ve made your money back (and if they’re decent posts, much sooner).
  • When we target fans for clients, we see CTRs of ~10%, while our highest non-fan target segments see ~5%. Say you’re getting fans for $0.50 each. 500 will cost you $250. With a 10% CTR on your posts promoted to fans and an average $10 CPM, your CPE (cost per engagement) to this audience will be $0.10. Targeting posts to a non-fan segment with a 5% CTR and average $10 CPM will put your CPE at $0.20. The ROI on those 500 fans becomes real clear, real quick… right?
  • When someone sees the social context of a friend liking your page your ads drive, on average, 50% more recall and 35% higher online sales lift.
So nope, Like Ads aren’t pointless, and yep, building your Facebook fan base is still important.


Instagram Explore Is Damn Cool

By Jeremy Leon (@pipemix)Senior Social Strategist @247LS

So Instagram’s Explore tab got a big magical, semi-alogrithmical refresh — and is bound to get a whole lot more algorithmagical! The Explore tab in your gram is no longer a single random assortment of high engagement photos from random people. Now, based on your social graph, it’s a relevant page of photos that you will most likely love. We’ve done some serious research over the past couple of weeks to figure out exactly how it works, and how it can be utilized to increase the reach of your grams. PLS NOTE: At the time of writing, this is how it works – so don’t freak out when it gets as complex as Facey’s newsfeed in like 24 hours!

Here’s how it goes down:

  • Your Explore will have 21 photos in it
  • Each photo has been engaged with by one of the last 21 people you engaged with
  • The above engagements can be on Instagram or a gram pushed to Facey
  • The photos were posted in the last 0-5 days

So, how can we utilize this to increase reach and engagement on your grams? The best way is to have influencers engage with your relevant photos right after they’ve posted something. Every person who engages with their photo… will then see yours in their Explore tab. And because you’re using a highly targeted Instagram program to identify and leverage influencers, the photos are going to be relevant to them!

The algorithm of the Explore tab is going to evolve as fast as the newsfeed, and you can be sure we’ll crack it first. Consider us the Gram Crackers.