In the same way that many of us use the New Year as a opportunity to make personal resolutions—like losing weight, saving money, or picking up a new hobby—January can also be a great time to set goals for your business.
As part of our 2018 Social Video Marketing Toolkit, we’re offering a downloadable guide that dives into seven questions around building a winning strategy for using social video this year, including determining your objectives. Here, we’ll take a deeper dive into popular objectives for social video marketing to give you all the information you need to set your own goals for the year.
Simple goals for starting out
Your goals for social video in 2018 will be two fold. Of course, you’ll have goals relating to the results you want to get out of your video campaigns themselves, which we’ll dive into in a second. But first, if you’re just getting started with social video this year, we’d also recommend setting some light weight goals for yourself, simply around diving in!
- Is there a specific number of videos you’d like to try posting this month? This year?
- Do you want to allot a certain amount of time each week to focus on social videos?
Come up with one or two super tangible goals that you can set for yourself for using video in 2018.
Understanding ad objectives along the customer journey
Once you’ve set your more general goals for social video in 2018, it’s important to have a slightly more advanced understanding of objectives as they pertain to specific videos and campaigns.
What action or actions do you want your video initiatives to convince viewers to take? The answer to this question will likely fall into the first three stages of the customer journey: awareness, consideration, and conversion.
Not familiar with these stages of the customer journey? We’ll break them down for you, along with some popular advertising objectives tied to them. You’ll recognize these objectives when you head over to Facebook Ads Manager to set up your Facebook and Instagram ad campaigns.
What is awareness?
Awareness lies at the very top of the marketing funnel. This is the stage where you’re getting your product or service on the radar of potential customers who may not yet know who you are or what you do. This is your opportunity to start building a relationship without directly selling.
What type of content is good for awareness?
During this stage of the customer journey you’ll want to share content that is interesting, educational, inspiring, or entertaining. You can indicate what your product is and share it’s value, but don’t dive too deep into specifics. Instead, share content that’ll peak the interest of potential customers without the hard sell.
This share-worthy video from Nu Era Bakery in West Virginia is a great example of content that drives awareness through telling an interesting story about a product, rather than selling the product. This isn’t an ad—it’s a content piece about the history of pepperoni rolls. But it succeeded in piquing enough interest in Nu Era’s pepperoni rolls from around the country that the shop decided to start shipping! Read their case study here.
What objectives relate to awareness?
Facebook definies objectives in the awareness category as those that “generate interest in your product or service.” These include brand awareness and reach.
- Brand awareness is all about reaching folks that are likely to recall your ads and remember your brand.
- Reach is about getting your ad in front of the maximum number of folks in your audience.
What is consideration?
Consideration is a little further along in the customer journey. The customer is familiar with your brand by now. This is where you want them to start thinking more about you and looking for information related to your products or services.
What type of content is good for consideration?
You still don’t want to be too direct with your sale when targeting customers in the consideration phase of the customer journey. However, you can dive a bit deeper into your product or service. Be educational and helpful and create content that’s tailored to specific questions customers may have when looking for more information about your business, or looking for information about a question that your business can help them with.
Boutique floral designer Jill Gaynor created this how-to video about creating a floral gift box. By featuring her expertise, she’s not only gained exposure to thousands of new potential customers, but she’s been able to showcase her own work as well for customers in the consideration phase. Thanks to her how-to videos, Jill was able to land a number of corporate clients. Read more about this case study here.
What objectives relate to consideration?
Facebook definies objectives in the consideration category as those that “get people to start thinking about your business and look for more information about it.” These include traffic, engagement, video views, lead generation, and messages.
In other words, unlike the awareness objectives, which just strive to get your brand in front of folks, these objectives aim to have viewers actually take some action, outside of actual sales.
Here’s a breakdown of the consideration objectives in Facebook Ads Manager:
- Traffic is all about increasing the number of visits to your website.
- App installs will optimize for sending people to an app store to download your app, if you’ve got one.
- Engagement is designed to get more people to see and react to, comment on, and share your content.
- Video views is designed to raise awareness for your product or service by optimizing for the most views on your video.
- Lead generation allows you to collect email addresses from people who are interested in learning more about your business.
- Messages encourages people to have conversations with your business.
What is conversion?
When customers get to the conversion stage of their journey, they already know who you are, what you do, and have done their research to find out any open questions they had. Now is the time to convince them to purchase or subscribe.
What type of content is good for conversion?
In this stage you can share content that really focuses on your product or service, showing off the benefits and including a call to action to buy.
You can create a sense of urgency by including a limited-time offer, as digital graphics provider photoDuds did in this video ad, which resulted in over $1,000 in sales. Read the full case study here.
What objectives relate to conversion?
Facebook defines objectives in the consideration category as those that “encourage people interested in your business to purchase or use your product or service.” These include conversions and store visits.
- Conversions can be measured by using the Facebook pixel to track actual sales on your website tied to your ad. The pixel can also be used for retargeting, so you can serve up your conversion ads to people that have actually visited your website.
- Store visits allows you to promote brick-and-mortar locations to people that are nearby.
Remember that you don’t have to choose just one objective for the year, but keeping a tight focus will allow you to spend your time really optimizing your social video strategy to achieve the desired results.
And when it comes to creating individual videos, each one should focus on a specific objective in order to drive the best results. Some videos should drive awareness; some videos should drive engagement and views; and, of course, some videos should drive sales. But videos should be concise and when you try to do too much with one video, you may end up confusing your audience with what action you want them to take.
Have a question or want some feedback on your objectives? Head over to the Animoto Social Video Marketing Community on Facebook. We’d love to hear about your goals for 2018 and help you achieve them!