According to data from Tech for Campaigns, Facebook ads that used a selfie-style video with a candidate saw 13-40% lower cost per click than conventional Facebook ads. Campaigns that swap out their static, graphic-based ads for more dynamic videos will make their ad budget dollars go farther and build their online fundraising program faster.
Selfie videos are exactly what they sound like. They feature the candidate speaking directly to voters with very little post production. Selfie videos stand out as more “authentic” compared to highly polished videos and graphics. It’s easier to pay for professionally produced ad creative than to develop a connection with your audience.
Here’s everything you need to know to get started with selfie videos for your campaign.
Frame It Up
Selfie videos should be tight shots from the chest up, just like a real selfie would look. You’re trying to make your content look more like what voters see on Facebook every day from their friends and celebrities they follow.
Having a video that shows hands or other parts of the body kills this illusion and signals that someone else took the video.
Have An Outline, Not A Script
Similarly, reading from a script, whether on a prompter or memorized, will ruin the effect. That’s why you should have an outline of what the candidate should say in the video, not a fully written out script.
Have the candidate describe in their own words the issue they’re discussing, whether it’s a policy, a current event, or update on the race. Give them the high points they should hit, but let them do the rest. It doesn’t matter if they go long – the objective is to be authentic.
Make The Call To Action
These selfie videos are intended for direct response ads on Facebook. They absolutely must have a clear call to action. Whether that’s signing a petition, registering to volunteer, or making a donation, the ask needs to be explicit. Bonus points for repeating it during the video.
Make Your Video Stand Out
For best results, the video should be cropped to a 1:1 ratio square to take up the most room in a user’s Facebook feed. You can also use a platform like Kapwing to add a video title and captions, to help grab attention from users scrolling with their sound off.
Selfie videos are an easy and effective way to create content for your campaign’s Facebook ads that drive conversions and lower your cost per click. You can even benefit from them if you don’t yet have the budget to pay for promotion.