Learn how today's most successful mobile video marketers stay nimble in order to scale what works and ditch what doesn't.
What sets successful mobile video advertisers apart? Disruption. The best marketing disruptors are constantly testing, learning and adapting. They're focusing on the consumer experience, thinking mobile from the start and building processes to facilitate learning. Brands big and small are using mobile video on Facebook to win, and they're sharing their best advice with Facebook Business.
Disruptors are in constant beta. They test and learn every step of the way, and when they find something that works, they scale it. But to create breakthrough campaigns, disruptors recognize that traditional advertising processes and structures need to change. In order to evolve with the changing landscape, successful video advertisers are pursuing more nimble, flexible and creative ways to market their brand such as changing production processes and creating shorter approval chains.
The Visit California team adapted its processes to be more agile and experimentative. They now ask for multiple versions of videos from creative partners upfront to ensure the ability to iterate their ads quickly.
For some mobile video disruptors, the more reactive the content, the better. Birchbox now has an in-house creative production studio. This allows them to be agile, quickly adopting new formats as they come out, like Facebook Live and Instagram Stories. Now, they’re moving toward a faster operating model that turns today’s idea into tomorrow’s video ad.
Speedy execution and iteration is key to success on mobile. To adapt efficiently, approval processes must match or outpace the speed of testing. While experimenting with video ads such as short gifs, boomerangs and animated slideshows, ThirdLove realized they needed to quickly test and iterate. Through experimenting, the team was able to identify the most effective equilibrium between catching attention in mobile News Feed, storytelling and describing the product or offer. They increased resources for concepting, planning and experimenting, and created flatter organizational structures for quicker approvals.
Visit Creative Hub to mock up ads and begin testing and iterating.
