More and more privacy updates coming from companies like Apple and Google are making it important as ever for business owners and marketers to collect data on their own, and we are starting to see that makes Video as important as ever.
Targeting your preferred customers on an ad platform like Facebook has typically been simple as putting in interest-metrics provided by Facebook. For example, those interested in Fitness would be targeted with a “fitness” interest. The way Facebook has been able to group people into these interests is by collecting data on what users are doing across websites. People interested in fitness are viewing supplement websites or watching workout videos, and Facebook would know that.
Now that Facebook and other advertising platforms will NOT be able to secure cross-website data due to restrictions set by Apple and Google, targeting is bound to become less intricate. The good news is that advertisers can still leverage data they secure themselves, but data collection will have to start with broad targeting.
One of the most powerful forms of data Facebook can provide is Video Views data based on people engaging with your company’s video content. The reason this is so powerful is because if you are targeting broadly (say based on geographic location or age), you know that people who sit through a video about your product or service are interested. A click requires less buy-in than sitting through a video.
This is why we are such strong believers in the Anchor Ad, an extended top-of-funnel video tailored to your target audience. If you run a 4 minute video that is purely speaking to gym-rats or yoga enthusiasts, then it is safe to assume those are the ones who are going to sit through it. Even if that video is run against a very broad audience, you will break through to reach who you want.
Once people start watching then you can begin retargeting with more aggressive mid-to-bottom funnel content!
ABOUT THE AUTHOR
Feel Right Inc.
Marketing Agency
Entrepreneurs are creatives, but most creatives are not entrepreneurs. We are a team of entrepreneurs. Creating not just to create, but to add value to people’s lives. Our clients, their customers, and our team. So, in order to deliver the best products and services to the buyers who need them most we fuse outside-the-box video ads with customer-focused strategy to simplify offers, tell stories that Feel Right, and inspire action.
(949) 292-3292
info@feelrightinc.com