let us help
Subscribe
NextAfter

How the use of video in a Facebook Ad affects click rate

Experiment ID: #4736

NextAfter

Experiment Summary

Timeframe: 08/05/2016 - 08/12/2016

At NextAfter, we’re trying to distribute our research blog to the wider nonprofit audience in an effort to educate the marketplace about the effect that optimization can have on fundraising.

As part of this effort, we were running a series of Facebook Ads to our housefile lookalike audience. The initial click rates were lower than desired, so we wanted to test a new treatment.

Our hypothesis was that using a video advertisement could generate a higher click rate.

Research Question

Which Facebook Ad variation will get more clicks?

Design

C: Original
Array ( [0] => Array ( [ID] => 12969 [id] => 12969 [title] => Still-Image-ad.png [filename] => Still-Image-ad.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [link] => https://www.nextafter.com/experiments/how-the-use-of-video-in-a-facebook-ad-affects-click-rate/attachment/still-image-ad-png/ [alt] => [author] => 3 [description] => [caption] => [name] => still-image-ad-png [status] => inherit [uploaded_to] => 12968 [date] => 2021-02-25 05:13:58 [modified] => 2021-02-25 05:13:58 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 500 [height] => 508 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-295x300.png [medium-width] => 295 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [medium_large-width] => 500 [medium_large-height] => 508 [large] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [large-width] => 500 [large-height] => 508 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [1536x1536-width] => 500 [1536x1536-height] => 508 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [2048x2048-width] => 500 [2048x2048-height] => 508 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [tp-image-grid-width] => 500 [tp-image-grid-height] => 508 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [full-width] => 500 [full-height] => 508 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-372x378.png [thumb_372-width] => 372 [thumb_372-height] => 378 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [single_post_thumbnail-width] => 500 [single_post_thumbnail-height] => 508 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-126x128.png [thumb_128_128-width] => 126 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-66x67.png [thumb_122_67-width] => 66 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-151x153.png [thumb_153_153-width] => 151 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-130x132.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 132 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-174x177.png [thumb_232_177-width] => 174 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [thumb_272_325-width] => 500 [thumb_272_325-height] => 508 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-271x275.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 275 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-267x271.png [thumb_271_271-width] => 267 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-169x172.png [thumb_272_172-width] => 169 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-372x378.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 378 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-372x378.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 378 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-266x270.png [thumb_385_270-width] => 266 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-237x241.png [thumb_416_241-width] => 237 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-404x410.png [thumb_448_410-width] => 404 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [thumb_448_410_retina-width] => 500 [thumb_448_410_retina-height] => 508 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-376x382.png [thumb_574_382-width] => 376 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-389x395.png [thumb_776_395-width] => 389 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [gform-image-choice-sm-width] => 295 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [gform-image-choice-md-width] => 394 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [gform-image-choice-lg-width] => 500 [gform-image-choice-lg-height] => 508 ) ) [1] => Array ( [ID] => 12970 [id] => 12970 [title] => Video-Ad.png [filename] => Video-Ad.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [link] => https://www.nextafter.com/experiments/how-the-use-of-video-in-a-facebook-ad-affects-click-rate/attachment/video-ad-png/ [alt] => [author] => 3 [description] => [caption] => [name] => video-ad-png [status] => inherit [uploaded_to] => 12968 [date] => 2021-02-25 05:14:03 [modified] => 2021-02-25 05:14:03 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 500 [height] => 522 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Video-Ad-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Video-Ad-287x300.png [medium-width] => 287 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [medium_large-width] => 500 [medium_large-height] => 522 [large] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [large-width] => 500 [large-height] => 522 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [1536x1536-width] => 500 [1536x1536-height] => 522 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [2048x2048-width] => 500 [2048x2048-height] => 522 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [tp-image-grid-width] => 500 [tp-image-grid-height] => 522 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Video-Ad-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Video-Ad-48x50.png [admin-width] => 48 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [full-width] => 500 [full-height] => 522 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Video-Ad-372x388.png [thumb_372-width] => 372 [thumb_372-height] => 388 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [single_post_thumbnail-width] => 500 [single_post_thumbnail-height] => 522 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Video-Ad-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Video-Ad-46x48.png [thumb_48_48-width] => 46 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Video-Ad-61x64.png [thumb_64_64-width] => 61 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Video-Ad-123x128.png [thumb_128_128-width] => 123 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Video-Ad-64x67.png [thumb_122_67-width] => 64 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Video-Ad-147x153.png [thumb_153_153-width] => 147 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Video-Ad-130x136.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 136 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Video-Ad-170x177.png [thumb_232_177-width] => 170 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [thumb_272_325-width] => 500 [thumb_272_325-height] => 522 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Video-Ad-271x283.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 283 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Video-Ad-260x271.png [thumb_271_271-width] => 260 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Video-Ad-165x172.png [thumb_272_172-width] => 165 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Video-Ad-372x388.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 388 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Video-Ad-372x388.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 388 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Video-Ad-259x270.png [thumb_385_270-width] => 259 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Video-Ad-231x241.png [thumb_416_241-width] => 231 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Video-Ad-393x410.png [thumb_448_410-width] => 393 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [thumb_448_410_retina-width] => 500 [thumb_448_410_retina-height] => 522 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Video-Ad-366x382.png [thumb_574_382-width] => 366 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Video-Ad-378x395.png [thumb_776_395-width] => 378 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [gform-image-choice-sm-width] => 287 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [gform-image-choice-md-width] => 383 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [gform-image-choice-lg-width] => 500 [gform-image-choice-lg-height] => 522 ) ) )
T1: Video
Array ( [0] => Array ( [ID] => 12969 [id] => 12969 [title] => Still-Image-ad.png [filename] => Still-Image-ad.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [link] => https://www.nextafter.com/experiments/how-the-use-of-video-in-a-facebook-ad-affects-click-rate/attachment/still-image-ad-png/ [alt] => [author] => 3 [description] => [caption] => [name] => still-image-ad-png [status] => inherit [uploaded_to] => 12968 [date] => 2021-02-25 05:13:58 [modified] => 2021-02-25 05:13:58 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 500 [height] => 508 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-295x300.png [medium-width] => 295 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [medium_large-width] => 500 [medium_large-height] => 508 [large] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [large-width] => 500 [large-height] => 508 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [1536x1536-width] => 500 [1536x1536-height] => 508 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [2048x2048-width] => 500 [2048x2048-height] => 508 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [tp-image-grid-width] => 500 [tp-image-grid-height] => 508 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [full-width] => 500 [full-height] => 508 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-372x378.png [thumb_372-width] => 372 [thumb_372-height] => 378 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [single_post_thumbnail-width] => 500 [single_post_thumbnail-height] => 508 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-126x128.png [thumb_128_128-width] => 126 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-66x67.png [thumb_122_67-width] => 66 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-151x153.png [thumb_153_153-width] => 151 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-130x132.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 132 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-174x177.png [thumb_232_177-width] => 174 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [thumb_272_325-width] => 500 [thumb_272_325-height] => 508 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-271x275.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 275 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-267x271.png [thumb_271_271-width] => 267 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-169x172.png [thumb_272_172-width] => 169 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-372x378.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 378 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-372x378.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 378 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-266x270.png [thumb_385_270-width] => 266 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-237x241.png [thumb_416_241-width] => 237 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-404x410.png [thumb_448_410-width] => 404 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [thumb_448_410_retina-width] => 500 [thumb_448_410_retina-height] => 508 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-376x382.png [thumb_574_382-width] => 376 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad-389x395.png [thumb_776_395-width] => 389 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [gform-image-choice-sm-width] => 295 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [gform-image-choice-md-width] => 394 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Still-Image-ad.png [gform-image-choice-lg-width] => 500 [gform-image-choice-lg-height] => 508 ) ) [1] => Array ( [ID] => 12970 [id] => 12970 [title] => Video-Ad.png [filename] => Video-Ad.png [filesize] => 0 [url] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [link] => https://www.nextafter.com/experiments/how-the-use-of-video-in-a-facebook-ad-affects-click-rate/attachment/video-ad-png/ [alt] => [author] => 3 [description] => [caption] => [name] => video-ad-png [status] => inherit [uploaded_to] => 12968 [date] => 2021-02-25 05:14:03 [modified] => 2021-02-25 05:14:03 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 500 [height] => 522 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Video-Ad-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Video-Ad-287x300.png [medium-width] => 287 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [medium_large-width] => 500 [medium_large-height] => 522 [large] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [large-width] => 500 [large-height] => 522 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [1536x1536-width] => 500 [1536x1536-height] => 522 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [2048x2048-width] => 500 [2048x2048-height] => 522 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [tp-image-grid-width] => 500 [tp-image-grid-height] => 522 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Video-Ad-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Video-Ad-48x50.png [admin-width] => 48 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [full-width] => 500 [full-height] => 522 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Video-Ad-372x388.png [thumb_372-width] => 372 [thumb_372-height] => 388 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [single_post_thumbnail-width] => 500 [single_post_thumbnail-height] => 522 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Video-Ad-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Video-Ad-46x48.png [thumb_48_48-width] => 46 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Video-Ad-61x64.png [thumb_64_64-width] => 61 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Video-Ad-123x128.png [thumb_128_128-width] => 123 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Video-Ad-64x67.png [thumb_122_67-width] => 64 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Video-Ad-147x153.png [thumb_153_153-width] => 147 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Video-Ad-130x136.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 136 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Video-Ad-170x177.png [thumb_232_177-width] => 170 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [thumb_272_325-width] => 500 [thumb_272_325-height] => 522 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Video-Ad-271x283.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 283 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Video-Ad-260x271.png [thumb_271_271-width] => 260 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Video-Ad-165x172.png [thumb_272_172-width] => 165 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Video-Ad-372x388.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 388 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Video-Ad-372x388.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 388 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Video-Ad-259x270.png [thumb_385_270-width] => 259 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Video-Ad-231x241.png [thumb_416_241-width] => 231 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Video-Ad-393x410.png [thumb_448_410-width] => 393 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [thumb_448_410_retina-width] => 500 [thumb_448_410_retina-height] => 522 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Video-Ad-366x382.png [thumb_574_382-width] => 366 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Video-Ad-378x395.png [thumb_776_395-width] => 378 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [gform-image-choice-sm-width] => 287 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [gform-image-choice-md-width] => 383 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Video-Ad.png [gform-image-choice-lg-width] => 500 [gform-image-choice-lg-height] => 522 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Original 0.56%
T1: Video 0.96% 71.5% 90.4%

This experiment has a required sample size of 2,898 in order to be valid. Since the experiment had a total sample size of 15,777, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The video Facebook Ad received a 71.5% lift in clicks. The reasons for this increase could be:

  1. The movement and action of the video was more effective at catching the eye of Facebook users scrolling through their newsfeed, causing them to pay more attention to the content of the ad. Or…
  2. The video demonstrated and reinforced the value proposition of the blog in a way that helped increase clarity and appeal.

We will continue to test video in Facebook Ads to try and determine exactly what affect it has on Facebook Ad audiences.

Experiment Documented by Nathan Hill

Question about experiment #4736

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.