Facebook video has real app install potential
Facebook video is fast emerging as the latest high potential opportunity for improving CPI. To get a sense of exactly how powerful video for Facebook acquisition can be, look to ASO. There, video has proven to increase conversion by 60% because of it's ability to give a realistic app preview that screenshots and text just can't match. As Facebook pushes the form-factor at every turn (Facebook Live, Canvas, etc.) building video into your acquisition strategy is imperative.
Leaders in mobile gaming are already innovating here in a big way. Apps like Mobile Strike from MZ (an Appnique customer) use rich video ads on Facebook to give users a realistic glimpse of the app experience that screenshots and text alone could never match. Couple that with the enticement of IRL simulation to feed the fantasy and you have a formula for app installs from users that plan to stick around.
Mobile Strike uses cuts from TV ad campaigns for Facebook Video
Not just any video will do
The decision to test and scale video for your app install campaigns on Facebook is just the start. Getting the right visuals, story and message are no cake walk. Rather than rely on whatever your agency or in-house creative team hand-off, make sure your insight is harnessed. After all, it's your CPI at risk if you don't get it right. Here are a few things to consider as you kick off your first Facebook video app install campaign:
Remember that creative and media go hand-in-hand
Depending on how your organization is run, your influence over creative may range from doing-it-yourself, to taking a handoff from a brand campaign. For the DIYers, there are some easy to use, free tools like WeVideo that can get the job done if you keep the execution simple.
If you work directly with a creative team (agency or in-house) or simply receive a hand off from a brand team and it’s your job to optimize media, it’s important to have a say early in the process. The best creative doesn’t deliver much if doesn’t reach the right people. Conversely, a perfectly targeted campaign with poor creative not only hurts initial response and CPI for that impression, it damages the brand and could inhibit actions taken with later impressions.
As the gatekeeper to so much important data and insight, make sure you bring some ideas of your own to the table. What has worked with any video-related ad content in the past? What messages resonate in the stills you’re running? What lessons can you glean from ASO?
Focus on affinity when you benchmark
Too often, we look only to our direct competitors to benchmark against their tactics. If you put on your consumer hat for a moment, you realize that is too limiting. Your audience is being served ads (video and otherwise) and consuming creative from across all categories. Their baseline of expectation isn’t defined by one kind of app and as the bar is raised in one category, like gaming, consumer expectations rise across the board.
Example: Nexon leverages video in Facebook Canvas ad.
With that in mind, the question becomes: How do you focus on the right set of apps to benchmark against if it isn’t based on category leaders? The answer is to analyze by affinity.
With an affinity-based approach to benchmarking, the intent is to consider what other apps your highest value audience is using and glean insight into how you attract similar customers based on that. For new apps or marketers that are struggling with saturation, starting with your install base can be a challenge at this step. With Appnique, there is no need for Device IDs or other personalized data required, so this phase of research is a snap.
From that point, it’s important to adopt and build on any best practices you observe. Videos can seem straightforward, but the difference between a good video ad and a great one are nuanced. Ask yourself these questions to focus your analysis:
- Can I match the level of production?
- Is there an aesthetic or messaging that is particularly compelling?
- Does it leverage footage from other sources (e.g. TV ad campaign)
- What is the proportion of app demo vs. promotion?
- If this is from another category, what applies to my app?
Target your complete audience
One of the biggest mistakes that UA marketers make is using the same targeting parameters or methodology as everyone else. In a saturated market, that leads to increasing CPI and/or slow growth. Incremental tweaks to targeting or creative might help, but by the time the right changes are made, a huge opportunity cost has already been incurred.
The solution to this, assuming sufficient creative, is to start with a more complete view of your audience. Beyond giving you insight into behavior and affinity based on data from across app stores and the web, Appnique can help you target segments of audience that other tools and methodologies miss.
Optimize next campaign from the start
Benchmarking within your category and with other relevant apps is table stakes. To jump ahead of competitors, you need to have an edge. Get started with our eBook, Advanced Strategies for Facebook App Install Campaigns.