The impact of using Facebook’s video creation tool on an ad campaign Experiment ID: #17747
Timeframe: 7/11/2019 - 8/11/2019
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. We decided to test that image against a new video using the video creation tool in Facebook. They hypothesis was that a 15 sec video would get more people to convert than the image.
Will using a 15 sec video created with the Facebook video creation tool convert more people into donors on the ad than a photo?
|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.
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.