This document discusses common myths and misconceptions about using Facebook video advertising. It begins by debunking five myths, such as videos over one minute not getting views and video not being an important part of Facebook ad spend. It then discusses three major misconceptions, including that video retargeting and personalization are not possible on Facebook. The document concludes by previewing upcoming Facebook video features like 360 degree video and live capabilities.

1. Commonly Misunderstood
Facebook Video
Advertising Strategies

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WHAT YOU’LL LEARN
Five Prevalent Facebook Video Myths
Retargeting & Sequential Video Tips
The Power of Personalized Video
The Technology Behind Targeting
Features On The Horizon
Unicorn icon made by Freepik (www.freepik.com). Flaticon (www.flaticon.com) is licensed by Creative Commons BY 3.0, CC BY 3.0

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WHY SHOULD
YOU USE
FACEBOOK
VIDEO?

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WHY SHOULD
YOU USE
FACEBOOK
VIDEO?
8B video views per day
http://techcrunch.com/2015/11/04/facebook-video-views/#.q40wwz0:7ne1

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WHY SHOULD
YOU USE
FACEBOOK
VIDEO?
79% of internet users
watch video monthly
http://www.emarketer.com/Article/Females-Flock-Facebook-Video/1012461
8B video views per day
http://techcrunch.com/2015/11/04/facebook-video-views/#.q40wwz0:7ne1

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WHY SHOULD
YOU USE
FACEBOOK
VIDEO?
79% of internet users
watch video monthly
http://www.emarketer.com/Article/Females-Flock-Facebook-Video/1012461
8B video views per day
http://techcrunch.com/2015/11/04/facebook-video-views/#.q40wwz0:7ne1
REAL CAMPAIGN RESULTS
1,673%
higher video
completion rates
176%
more efficient
click-through rates
58%
lower cost
per like
http://www.unifiedsocial.com/research

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YOU (MIGHT) HAVE
BEEN DOIN’ IT WRONG
5 popular myths

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MYTH #1
Videos over 1 minute will not get any views

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MYTH #1
Videos over 1 minute will not get any views
As long as the first 3 seconds are captivating,
viewers are more likely to watch longer videos

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MYTH #2
Video is an insignificant part of Facebook ad
spend
Source: eMarketer ’s Q2 2015 Social Trends Report

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MYTH #2
27% of all ads on Facebook are now Video Ads
Video is an insignificant part of Facebook ad
spend
Source: eMarketer ’s Q2 2015 Social Trends Report

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MYTH #3
Facebook is not set up for “content discovery”
(people discover more content on YouTube)
Source: “Understanding the Online Video Universe,” conducted in Aug 2014 by HawkPartners (commissioned by Facebook). Survey of 2,418 respondents who are representative of the overall English-speaking US Facebook population.

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MYTH #3
76% of Americans say they use Facebook to
discover content
Facebook is not set up for “content discovery”
(people discover more content on YouTube)
Source: “Understanding the Online Video Universe,” conducted in Aug 2014 by HawkPartners (commissioned by Facebook). Survey of 2,418 respondents who are representative of the overall English-speaking US Facebook population.

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MYTH #4
People don’t share videos anymore
Source: “Internet Trends 2015 (Facebook F8, 2015)

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MYTH #4
53% of Facebook video views are directly
from shares
People don’t share videos anymore
Source: “Internet Trends 2015 (Facebook F8, 2015)

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MYTH #5
A video campaign should always be optimized
towards video views

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MYTH #5
In reality, you can also optimize towards
engagement or specific actions
A video campaign should always be optimized
towards video views

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3 MAJOR
MISCONCEPTIONS

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MISCONCEPTION #1

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VIDEO RETARGETING IS NOT AVAILABLE ON FACEBOOK
MISCONCEPTION #1

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VIDEO RETARGETING IS NOT AVAILABLE ON FACEBOOK
MISCONCEPTION #1

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VIDEO RETARGETING IS NOT AVAILABLE ON FACEBOOK
FIND CUSTOMERS
ON FACEBOOK
MISCONCEPTION #1

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VIDEO RETARGETING IS NOT AVAILABLE ON FACEBOOK
FIND CUSTOMERS
ON FACEBOOK
SEQUENTIAL
MESSAGING
MISCONCEPTION #1

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MISCONCEPTION #2
The graph icon is made by SimpleIcon from Flaticon is licensed by CC BY 3.0

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MISCONCEPTION #2
IT’S IMPOSSIBLE TO HYPERPERSONALIZE VIDEOS
The graph icon is made by SimpleIcon from Flaticon is licensed by CC BY 3.0

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MISCONCEPTION #2
IT’S IMPOSSIBLE TO HYPERPERSONALIZE VIDEOS
The graph icon is made by SimpleIcon from Flaticon is licensed by CC BY 3.0

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MISCONCEPTION #2
IT’S IMPOSSIBLE TO HYPERPERSONALIZE VIDEOS
Actual Award-Winning Facebook Video Campaign |
The graph icon is made by SimpleIcon from Flaticon is licensed by CC BY 3.0

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MISCONCEPTION #2
IT’S IMPOSSIBLE TO HYPERPERSONALIZE VIDEOS
Actual Award-Winning Facebook Video Campaign |
WHAT WE DID
Built an automation engine to deploy
and optimize creative and targeting
The graph icon is made by SimpleIcon from Flaticon is licensed by CC BY 3.0

29. © 2015 UNIFIED SOCIAL, INC
MISCONCEPTION #2
IT’S IMPOSSIBLE TO HYPERPERSONALIZE VIDEOS
Actual Award-Winning Facebook Video Campaign |
WHAT WE DID
Built an automation engine to deploy
and optimize creative and targeting
RESULTS
•1,076 personalized ads deployed
•3,992 ads launched & optimized
•315% higher completed view rate
•1,673% higher engagement
•70% more efficient CPV
The graph icon is made by SimpleIcon from Flaticon is licensed by CC BY 3.0

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MISCONCEPTION #3

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETING
MISCONCEPTION #3

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
MISCONCEPTION #3

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
COOKIE-BASED TARGETING
Cookies Are Collected
MISCONCEPTION #3

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1. Based on assumptions
2. With more than one person using the device,
the data mingles and is muddied
3. Non-transferable cross-device
Targeting Based On Speculation
SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
COOKIE-BASED TARGETING
Cookies Are Collected
MISCONCEPTION #3

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
MISCONCEPTION #3 (CONTINUED)

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
MISCONCEPTION #3 (CONTINUED)
IDENTITY-BASED TARGETING
Data Is Collected

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
Tied To An Identity
MISCONCEPTION #3 (CONTINUED)
IDENTITY-BASED TARGETING
Data Is Collected

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SOCIAL MEDIA IS LESS ACCURATE FOR VIDEO TARGETINGMORE
Tied To An Identity
Targeting Based On
Authentic Data
MISCONCEPTION #3 (CONTINUED)
IDENTITY-BASED TARGETING
Data Is Collected

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FACEBOOK
VIDEO FEATURES
ON THE HORIZON

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FACEBOOK
VIDEO FEATURES
ON THE HORIZON
360 DEGREE VIDEO (STILL IN BETA)

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FACEBOOK
VIDEO FEATURES
ON THE HORIZON
360 DEGREE VIDEO (STILL IN BETA)
LIVE VIDEO CAPABILITIES

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FACEBOOK
VIDEO FEATURES
ON THE HORIZON
360 DEGREE VIDEO (STILL IN BETA)
LIVE VIDEO CAPABILITIES
DIRECT RESPONSE ENHANCEMENTS

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