What Facebook Watch Means for Marketers

What Facebook Watch Means for Marketers

It was only a matter of time.

Just like Amazon, YouTube, and Netflix before it, Facebook officially entered the video streaming game with Facebook Watch.

What is Facebook Watch, and what does it mean for you your marketing strategy?

What is Facebook Watch?

Launched in 2017 to select users in the U.S. via mobile, desktop, and TV apps, Facebook Watch is the company’s entrée into episodic streaming video.

Videos range from mini-documentaries to live sporting events, courtesy of partnerships with Major League Baseball. There was a set group of publishers at launch, but the company opened it up to other creators.

How Does Facebook Watch Make Money?

Facebook Watch is monetized through ad breaks. The producing partners earn 55% of ad break revenue while Facebook keeps 45%.

what does facebook watch look like.

What Makes Facebook Watch Different From Other Streaming Services?

The streaming video space is undeniably crowded, so Facebook had to find a way to make Facebook Watch stand out. There are three main ways Facebook Watch is different, all of which bode well for its staying power.

  1. Original video content: Viewed through a new tab called “Watch,” the content is mostly exclusive to Facebook Watch and can’t be seen anywhere else (with the exception of the live content available through deals like the one with Major League Baseball).
  2. Free: Because it’s monetized through ad breaks, Facebook Watch is totally free for the viewing audience. All they have to do is be logged in to their Facebook account.
  3. Personalized: Finally, and perhaps most importantly, Facebook Watch is hyper-personalized in a way no streaming platform has been before.

The New “Social Viewing” Trend: Facebook Watch Alternatives

Facebook Watch’s personalization takes advantage of everything users already love about the platform – it’s personal, and it’s social. People love getting recommendations for the things they love, and they love sharing those things with friends.

  • Facebook Watch provides personalized recommendations in its Discover tab, using fun, Facebook-esque categories like “Most Talked About,” “What’s Making People Laugh,” and “Shows Your Friends Are Watching.”
  • Subscribing to a show instantly connects Facebook users with fellow fans through show-linked Groups.
  • During a show, Facebook users get access to a live comment section where they can chat with other viewers and friends in real-time.

All these features indicate a strong focus on social viewing. While the social viewing trend is new, we have seen it before.

For example, Tumblr launched its video chat service Cabana (which is now defunct). The app functioned like a Tumblr/FaceTime hybrid, where users could see friends’ reactions in real-time as they all watch a video together.

cabana video app, facebook watch alternative.

However, Tumblr didn’t have the massive audience that Facebook enjoys.

Social viewing veteran YouTube made some changes, too. YouTube added in-app chat to its Android and iOS apps.

Previously, users could only share videos out to other apps, such as Twitter or text message, but now conversations can also happen natively on YouTube.

The interface is similar to Google Hangouts and appears to be YouTube’s answer to the messaging functionality offered by Instagram and Snapchat.

youtube in chat messanger similar to facebook watch

When multiple social media platforms follow suit, it’s a sure sign a new trend is here to stay. Social viewing is not going away, so how can marketers take advantage of it?

What Facebook Watch Means for Marketers

Facebook has 1.82 billion users who sign on to the site every day. For anyone who’s wondering, their monthly active users just hit 2.7 billion.

Either number means Watch is a major initiative at Facebook that marketers should not ignore. Facebook plans to integrate Watch episodes into the News Feed, and the company has a track record of using the News Feed to drive new features to success.

Here are four ways Facebook Watch is changing the game for marketers.

1. Ads Will Likely Become More Important for Facebook Advertisers

In an increasingly internet-marketing-savvy world, people are getting better at tuning ads out. Google actually gave up on its right sidebar ads and removed them.

Fortunately for advertisers, Facebook Watch holds great promise.

There’s a lot of noise in a Facebook user’s News Feed, so it’s not always easy for your ad to grab attention. With video, you have a captive audience who is stuck watching your ad. They can’t simply scroll down their feed to get away from it.

Longer videos will increase the effectiveness of ad break and mid-roll ads. If Facebook adds social engagement functionality within the ads themselves, such as reactions and sharing, they’ll perform even better.

Traditional television has been on a downward trend for years. Facebook Watch is accelerating the shift of ad dollars from TV to digital and mobile.

2. Facebook Watch Gives Influencers and Social Creators a Powerful Channel

As promising as the ad breaks are, it’s notable that Facebook Watch publishers can opt-out of them entirely.

Instead, they can make money through product placement, as long as they tag the sponsor for transparency. This has huge implications for budding videographers, actors, singers, and documentarians who hope to fund their growth via influencer partnerships.

The rise of the influencer owes much of its success in large part to YouTube. But Facebook Watch could be even more fruitful for influencers.

For instance, Facebook Watch opens up viewing patterns that are less search-oriented than YouTube. Users who watch or subscribe to programs will see those appear in their News Feed along with the other daily updates from friends, rather than having to go to YouTube to check for the latest uploads.

This gives influencers the opportunity to increase engagement through video, as fan affinity with influencers will become even more important.

3. Facebook Live Is Important for Brands

Facebook Live, along with Instagram Live, quickly gained popularity with brands.

Facebook Live allows brands to humanize themselves and connect with fans in real-time. The live shows and events on Facebook Watch do the same.

What resonates with your fans? Do they prefer a structured video format, or something more casual? How often do they want to watch?

Daily shows in particular could be a goldmine for brands. The frequency keeps users coming back, ensuring a lucrative return for product placement or ad breaks. That consistent association with their favorite show could help consumers fall in love with your brand.

4. Facebook Watch Changes the Game for Video Content Marketers

Facebook emphasized the community aspect of Facebook Watch in their official announcement:

Three of the four bullet points in the release mentioned connection and bringing people together. Even the few seed shows Facebook funded are touted as “community-oriented” video series.

It makes sense: The sense of community is what led people to fall in love with the platform in the first place.

Because of this, Facebook Watch videos tend to see higher sharing and social engagement rates than other platforms.

The current list of Facebook Watch programming focuses on reality shows, mini-documentaries, and sports coverage – aligning it more with YouTube than the heavy dramas and comedies of other streaming networks.

But while YouTube optimized for how-to and short-form content, Facebook Watch expands opportunities to longer-form videos as well as pure entertainment and passively consumed content.

Video content marketers should create content that fits into those categories and fosters real-time community discussion. Perhaps for the first time, content should be created with the platform in mind first and foremost. Successful videos on Facebook Watch will encourage and facilitate real-time conversations.

Conclusion

Facebook Watch is great for all marketers. The people on your paid social team will enjoy seeing more eyeballs on their ads, and the organic folks will get more “authentic” opportunities to align themselves with influencers.

More and more, brands want to be seen as friends, not corporations. Facebook Watch lets them do just that. If you are ready to give it a try (or improve your strategy), check out this advanced guide to Facebook Watch.

Have you tried Facebook Watch? What results have you seen?

7 Tips for Writing Facebook Ads that Convert (w/ Examples)

7 Tips for Writing Facebook Ads that Convert (w/ Examples)

Like many types of advertising, a Facebook ad is only as good as its copywriter.

You could be promoting a high-converting campaign from MaxBounty and have an endless budget to work with, but if your copy is weak, you can expert your conversions to be too.

Learning to write better Facebook ads requires you to learn both classic copywriting skills and a few new-age tips. We put together the seven that have the greatest chance of improving your ad writing skills in the shortest amount of time. We also threw in some examples of big brands using our suggestions in their own Facebook ads.

Let’s forget about targeting, split-testing, and ad platform features for a day and focus solely on writing great Facebook ad copy.

1. Spark some curiosity

Giving users a reason to click on your ad will make them more likely to click on your ad. Seems obvious enough.

The goal here is to create enough intrigue that the user feels like the story of your ad is incomplete. By clicking on your ad, they get to discover the ending.

However, there’s an importance balance to keep in mind.

If you go too far into blatant persuasion, you’ll enter the realm of click bait. This will make your ad come off as illegitimate and untrustworthy to most users. If Facebook notices, you could even face penalization.

Congratulations, you caught someone’s attention but unfortunately it was Facebook’s compliance team.  

Here’s how to do it the right way.

Example:

Notice the last bit of copy in the above Lulu Lemon ad: “gift ideas packed with possibilities”  

A line like that automatically makes the brain ask itself: “What gifts?” “What possibilities?”

It creates intrigue, and that’s one of the most powerful ways to get a user to your landing page.

Try to utilize the same approach by putting the “ending” of your message on your landing page. Just remember to lose the “You won’t believe what happens next!”.  

2. Use simple language

Eight seconds. That’s the average Facebook user’s attention span according to a recent study.

It’s time to avoid the thesaurus and forget your impressive vocabulary, you need to keep things simple.

The best approach is to write short sentences that clearly communicate your message. Every word should have a purpose.

When possible, you can also use numbers to communicate information efficiently.

Many users will not read every word in your copy. They’ll just skim through and process what they deem important. Numbers are almost guaranteed to be one of those things as they’re so easy for us to mentally consume.

Instead of saying “This product works twice as quick as its previous version.” you should say “This products works 100% quicker than its previous version.”  Your message of increased product speed will be understood sooner with the latter approach, and time is of the essence in digital avertising.

Example:

Although the copy is a little long. The above IKEA ad utilizes simple language and numbers to delivers its message.

The Question > Quick Answer > Stats > Call to Action structure has a natural flow when you read it, and each component makes sure not to overstay its welcome.   

3. Communicate urgency

Procrastination can plague us all. To loosen its grasp, we sometimes need a little extra motivation.

You want your ad to coax your audience into acting now rather than later. That’s accomplished through copy that conveys the need for urgency.

You want to hit the user with just the right amount of FOMO so that they feel the need to enter your sales funnel immediately.

Here’s a few ways you can do that:

  • Use words that create a tightened sense of time like “now”, “soon “, and “today”
  • Use a call to action with a limited life span like “sign up before time runs out”
  • Use lines that elicit a fear of missing out like “it’s your last chance” and “don’t miss out”

Example:

This ad from Sephora goes all in on the FOMO approach, even using the term directly in the copy. It’s short, to the point, and succeeds at creating a sense of urgency by directly telling the user not to miss out on brand new products.

Emojis

4. Ensure your ad is cohesive

Many Facebook ads fail because there’s a disconnection between the copy and ad image. This can confuse the user and mae them wonder what exactly is being advertised. That’s a conversion killer.

Fortunately, although a frequent and costly mistake, it’s one that’s easy to avoid.  

Here’s a simple exercise you can do to ensure your ad image and copy are always a match made in heaven:

Read over your copy and then write down the first five images that come to your mind when doing so. If possible, ask a friend to now do the same. If your image does not contain any components that immediately came to you and/or your friend’s mind, it’s likely that your ad lacks cohesion.

Example:

The copy in this La-Z-Boy ad makes you envision a festive, warm, and inviting living room with a comfy couch as its centerpiece. The image delivers exactly that. It then ups the ante by adding a dog and blanket. It’s the epitome of cozy.

It works because the two components perfectly connect. The messages being conveyed in each are synonymous with each other, avoiding any confusion about the ad’s trying to say.

5. Focus on the user

It’s understandable to think that users want to know why a product is great. If they’re aware of its cutting-edge technology or low price-point, then how can they not click buy, right?

Not exactly.

Promoting the features of a product or service simply doesn’t catch eyes. That’s because you’re not including the user in your message. They’re not a character in your story and that’s just not very exciting.

Instead, let them know what’s in it for them.

Focus on communicating the true value of what it is you’re promoting and the positive impact it can have on the user’s life.

Use “You”, “Your”, and “You’re” in your copy so that they see themselves as the main character of your story.

Example:

This ad from Fender Guitars does a great job of keeping the focus on the user.

It clearly communicates how they would benefit by whats being advertised, while lines like “find your perfect bass” and “fit your style and need” ensure the user feels accommodated.

The simplest way to remember this is benefits > features.

6. Use Emojis

Emojis are great at accomplishing two things that are important in any Facebook ad:

  • Drawing attention to your ad copy
  • Saving you space by communicating something quickly through an image

They can also personalize your ad, making the user feel like they’re receiving a message from a friend rather than an advertiser.

The only time we don’t recommend using them is if your ad deals with serious subject matter. It’s probably best to leave them out of your copy if you’re advertising a funeral service…

Example:

This Dunkin’ Donuts ad effectively uses emojis to communicate important elements of its message. The present emoji hits on the gift-giving angle while the coffee emoji reinforces the product that’s being advertised.

Try using emojis in a similar fashion in your next ad.

7. Use a single call-to-action.

You’re likely already aware that a strong CTA (call-to-action) is arguably the most important component of any ad. However, it is possible to over think this crucial element to the point where the user is confused about what you want from them.    

To avoid this mistake, determine a singular CTA and stick to it.

If the goal of of your ad is to get someone to sign up, ensure you use language that reinforces that request.

A good place to start is determining which Facebook button you will use at the bottom of your ad. You can then use that to guide your call-to-action in the actual copy.

Example:

It’s clear that the purpose of this Microsoft Store ad is to get users to register to their virtual winter camps. The word “register” is even used twice, both at the end of the body copy and in the call-to-action area at the bottom.

The “Learn More” button works well enough, but this ad could have potentially been approved by using the “Sign up” button. This would have fit better with the register-based CTA in the rest of the ad.

Try any or all of these strategies when writing your next Facebook ad to create persuasive, clear, ad copy that increases conversions.

5 Powerful Benefits of Facebook Marketing Services for Your Business

5 Powerful Benefits of Facebook Marketing Services for Your Business

Are you a small business owner? If you are, then you understand the challenges of reaching new customers and maximizing revenue.

That’s why you need all the help you can get.

It’s no secret that marketing isn’t easy. After all, the goal is to reach your target audience while keeping advertising costs as low as possible. Fortunately, you’ve come to the right place for help.

This article takes a look at the benefits of Facebook marketing services. Keeping to get the inside scoop on how to take your social media marketing to the next level.

1. Robust Analytics

One of the primary benefits of using Facebook ads to market your business is access to incredibly powerful analytics. In fact, this is the type of digital feedback that you really can’t find anywhere else.

Facebook analytics are essentially limitless. They provide a wide variety of reports regarding your ad’s performance so that you’re never having to guess or make assumptions about who’s seeing them and how they are reacting.

You will be provided with metrics that tell you everything you need to know about your weekly reach, the number of pages like, post engagement, and even which ads are performing best.

2. Create Ads that Maximize Specific Objectives

Facebook marketing also provides a range of tools that enable you to create ads that cater to specific objectives. The Facebook ad platform walks you through a series of simple steps, letting you target your audience, set a timeframe that your ad will run, the size of your budget, and the type of ad you’re wanting to create.

It’s important to understand that ads are extremely customizable based on how you hope to accomplish. This allows you to create more effective ads so that you have a better chance of delivering the best results possible.

Here’s a resource that will help you take advantage of Facebook services.

3. The Ability to Micro-Target Your Audience

When it comes to effective marketing, few aspects are more important than targeting a specific audience. After all, targeting everyone in the world is inefficient and expensive. In other words, the only people you really need to make sure see your ads are the people who are likely interested in what you’re selling.

Facebook ads enable you to be incredibly specific, so that you’re limited exposure only to your target audience, thus increasing your rate of click-through.

4. Increase Clicks and Conversions While Keeping Costs Low

Facebook ads also help increase clicks while keeping marketing costs to a minimum. Keep in mind that you want your audience to see your ad, and then respond by clicking the CTA button. Facebook helps you keep costs low while at the same time maximizing your click-through rate. This allows you to squeeze the most value possible out of every dime of your marketing budget.

5. Take Advantage of the Power of Social Media

The simple fact is that people spend a lot of time on social media. Facebook ads put you in a position to take advantage of this by driving Facebook traffic to your website.

A Guide to the Benefits of Using Facebook Marketing Services

This is a great time to be a small business owner. Fortunately, Facebook marketing services can help make your next advertising campaign a big success without spending a fortune.

Keep scrolling to discover more cool business and lifestyle tips on this blog.