The impact of using Facebook’s video creation tool on an ad campaign Experiment ID: #17747

Care Net

Experiment Summary

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.

Research Question

Will using a 15 sec video created with the Facebook video creation tool convert more people into donors on the ad than a photo?

Design

C: Infanticide 365 photo ad
T1: Infanticide 365 Video Ad

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.


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Experiment Documented by...

Ardee Coolidge

Ardee is Director of Marketing and Communication at Care Net. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.