Joining Forces With Facebook for Video Marketing Impact

By : Emily Connaker


Alex Collmer, our founder and CEO, recently joined an episode of Facebook’s Business, Innovation, and Technology podcast to talk about why video is critical for any digital marketing strategy moving forward. The podcast is hosted by Jordan Rogers-Smith, a lead solutions engineer for Facebook. Alex and Jordan are also joined by Emily Rose, client partner for digital disruptors at Facebook, and Alastair Cotterill, global creative product lead at WhatsApp. The podcast episode focuses on trends in video advertising, and what business decision-makers and media practitioners can do at an organizational level to leverage video to drive growth.

Here are the key takeaways:

1. A new video marketing ecosystem calls for evolved thinking

Video and e-commerce are changing the way marketers think about building engagement at different stages of the buying journey. The way we interact with digital media is directly tied to culture. What is happening on the news or in our lives influences how we respond to creative triggers. What works at that moment may not work under other circumstances. Creative intelligence data gives businesses the information they need to figure out what works at a specific cultural moment. For the first time, VidMob’s clients can understand why a certain ad is ineffective. We have always had the ability to know which ad was unsuccessful, but VidMob’s detailed analysis enables companies to get valuable information about performance within seconds or minutes of viewing a campaign. Brands can respond within hours or days with data-informed creative that performs better. Data can increase the performance of creativity several times over, and VidMob’s platform puts the tools in everybody’s hands. This data continues to fuel the creative cycle by influencing how content creators think about delivering new concepts and new messages that are backed by data.

2. Adding data-driven insights enhances creative performance

A recent survey of global marketing trends from Deloitte found that 58% of respondents could recall at least one brand that quickly pivoted to better respond to their needs, and 82% said this led to them doing more business with the brand. Countless case studies from VidMob and its partnership with Facebook support this claim. For example, Alex was working with a well-known pizza company that was struggling to achieve brand recall. After running their ad content through the Creative Analytics platform, they discovered that 90% of the audience had already disengaged with the content before the company’s name or call to action ever surfaced. The VidMob team was able to make the necessary adjustments for about $10,000, but the improved content would generate more than a million in value. The campaign improved brand recall metrics by 80% in just one day.

3. Effective video marketing is achievable

VidMob levels the production playing field so small businesses can compete with large, established brands through video without a Hollywood budget. Anyone can be a content creator—the basic building blocks are authenticity, relatability, and good storytelling. What separates the most successful video campaigns from the rest is not the size of the budget but the willingness of the marketer to experiment, test, and iterate. Success belongs to the marketer that harnesses the right data at the right time and leverages creative agility to keep pace with customers’ evolving preferences.

Listen to the full podcast episode on Apple or Spotify to hear the detailed discussion. Then, take a look at how VidMob’s Intelligent Creative resources can improve your brand’s creative performance. Ready for a closer look? Request a demo to see it in action.

Check out VidMob’s listing as an official Facebook Business Partner.