The impact of using Facebook’s video creation tool on an ad campaign
Care Net
Experiment Summary
Timeframe: 07/11/2019 - 08/11/2019
We’ve had a successful campaign advertising a pledge that led to a monthly donation page on Facebook. In a previous experiment, we found that using an image of a newborn baby on this offer significantly increased donor conversion (https://app.winstonknows.com/experiment/2321) We decided to test that image against a new video using the video creation tool in Facebook. They hypothesis was that a 15sec video would get more people to convert than the image.
Research Question
Will using a 15sec video created with the Facebook video creation tool convert more people into donors on the ad than a photo?
Design
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Infanticide 365 photo ad | 0.17% | ||
T1: | Infanticide 365 Video Ad | 0.55% | 218.5% | 94.9% |
This experiment has a required sample size of 1,818 in order to be valid. Since the experiment had a total sample size of 4,127, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
218% more people who clicked the video ad became monthly donors than who clicked the photo ad. This was despite the fact that the photo ad had 14% more impressions. We will begin using and testing videos in more of our campaigns to see the impact they have on conversion.
Question about experiment #18592
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.