How To Easily Get More People Watching Your Video Ads 🎥 - The Ecom Growth Newsletter #47

The Early Checkout

The Ecom Growth Newsletter #47

Making video ads is a great way to get your message out there, but it can be hard to get people to watch them. In this issue, we’ll show you how to make your video ads more appealing and engaging so that more people will see them.

Video advertising is one of the most effective ways to reach your target audience. People are more likely to watch a video ad than read a text ad, so you can use video ads to grab their attention and get your message across. You can easily create video ads that are engaging and informative and that will reach a wide audience.

This week we have a new contributor, Alex Stiehl from Get Notissed, who will show us how to easily get more people to watch our video ads!

Let's get into it... 

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Increase Your Pace In The eCommerce Race PDF (Click Here)

Video Advertising

A great way to reach your target audience. People are more likely to watch a video ad than read a text ad, so you can use video ads to grab their attention and get your message across. 

Check out some vital video advertising stats (Click Here)

Source Link: (Click Here)

How To Easily Get More People Watching Your Video Ads 🎥

Creating new videos repeatedly is exhausting and a waste of your time. Especially when it's not needed.

🤔 Not needed? A waste of time?

Yes… Chances are 99% of viewers will never watch your entire video. 

Most people will only see the beginning. 😬 The first couple of seconds.

Make the beginning of your video more relatable and exciting for people to watch. More people will watch your videos for longer AND you can pre-qualify them before they click.

If you cannot get someone to STOP their scroll and start watching your video, then they will not get the chance to watch the next part, which is your Hook. The Hook Rate is what a lot of people talk about, and we will too, but another day.

👉 Instead, we are going to focus on the Scroll Stop Rate.

Scroll Stop Rate measures how many people start watching your videos as the videos come across their screens.

What Scroll Stop Rate is really measuring is the effectiveness of your videos thumbnail. The thumbnail is the first thing that someone sees as they are scrolling.

Additionally, not everyone has auto play enabled. Therefore users have to click to watch the video and if the thumbnail is confusing or irrelevant, then they won’t click to watch.

👉 To make the Scroll Stop Rate metric on Facebook: (click to watch video tutorial)

1) Go to your Facebook Ads Manager

2) Click on Columns

3) Click on Customize Columns

4) In the top click Create Custom Metric

5) Name your metric “Scroll Stop Rate”

6) Choose Percentage (%)

7) In the formula section, enter “Video Plays”

8) Then “divide” or press / 

9) Then enter “Impressions”

10) Click Create Metric

Once created, the Scroll Stop Rate metric will be in your Custom Metrics. You can add it as a column to any of your dashboards.

What the Scroll Stop Rate will show is the amount of people that started to watch your video vs how many impressions your video received. Remember, not everyone will even see your video play automatically or at all.

What are you supposed to do with this? 🤔

Start by analyzing your current Scroll Stop Rate and use that as your starting point to improve upon.

It might be 40% or 57% or 88%. Whatever it is, you are going to want to increase that number by changing no other part of your video. 🤷‍♂️

💡 Note: Stories, Reels, Audience Network and Reward Videos placement will make the Scroll Stop Rate look better than it actually is.

👉 To improve the Scroll Stop Rate, you will want to add a custom thumbnail to your videos. Do this instead of allowing Facebook to auto-generate a thumbnail. Auto-generated thumbnails are just screenshots of your video, which you have no control over. 👈

To make a custom thumbnail, you can do a couple of things: (click to watch tutorial)

1) Open your video in full screen. Go frame by frame to find a frame or two that would show your product or the problem your customers might have. Take a screenshot. Easy as that.

2) Have your designers make you a couple of thumbnails that you can test (think YouTube-style thumbnails).

A word of warning on creating thumbnails. If you make general or clickbaity thumbnails, you will get high numbers of video plays, but you will create your own spam traffic!

Make sure that you are creating thumbnails that your ideal customers will want to click on.

👉 PRO TIP: Be specific about your thumbnail. Facebook’s algorithm will analyze it and try to figure out what it is. The algorithm will use that thumbnail to help decide who to deliver your ads to.

An example: A thumbnail of 4 wine bottles with different coloured labels (Blue, Gold, Red, Orange) was used for advertising wine. Facebook’s algorithm recognized the wine bottles as “electrical connectors”. Facebook would deliver the wine ads to people interested in “electrical connectors”. 🤦‍♂️

Now that you have created a few thumbnails, how do you test to see which one works best?

Simple… Test these thumbnails as you would typically test new creatives. 💡 

I recommend testing new creatives/thumbnails in a separate testing campaign. It is best to use adset budgets to control the spend to each creative/thumbnail. Giving them all a fair chance to be tested. (Click for Video Tutorial)

Each adset has only 1 creative/thumbnail in it, and then I duplicate that 2x more times. This gives 3 of the exact creative/thumbnails in 1 adset.

The budget for testing is not super important. The higher the budget, the faster the feedback. That is all. Test within your own budget.

Keep improving the Scroll Stop Rate.

More people will start watching your video creatives and then start testing the next part of your video to improve your Hook Rates. 

See you at the top!

Want to get help with your video ads? Checkout Get Notissed Media 

FlexClip is an all-in-one web tool for making videos, movies and slideshows in minutes.

You can cut a clip from your video quickly and make it far more dynamic with the combination of text and voice recordings.

FlexClip’s powerful editing tools allow you to take full control over the video appearance, background music, and more.

Here is what you get…

Easy-to-use & clean storyboard 

A large number of stock images

Videos & music

Stunning video templates

Support for many different photo & video formats, Flexible editing features (like trim, split, add text/animations, music, watermark, etc.), and the ability to export videos with high resolutions.

And so much more for just one payment of $49.00! 

Claim your Life Time deal at FlexClip here: (Click Here)

Today's email was written & edited by: Zachry J. Radford

Today's Special Contributor: Alex Stiehl

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