Credit by Andrew Hutchinson
1. Optimize for Mobile Consumption
Facebook notes that some 75% of worldwide video viewing now occurs on mobile devices, underlining the need to keep the mobile user experience in mind when creating video content.
According to a 2017 Facebook IQ survey, more than 1 in 3 people now say that smartphones are the device they use most to watch online video, and 67% of this group say that they use smartphones to watch online video for more than an hour each day.
2. Ensure Brand Messaging is Delivered Early in Your Video
Facebook says that 3x more video viewers reported being engaged by a video ad when the brand name and message were presented in the first 10 seconds.
This is similar to key advice provided by Snapchat in their recent video best practices guide – while Snaps are different to Facebook News Feed video, Snapchat advises that the first two seconds of your video are most important, and where you should consider presenting your key messaging, ideally in a creative way.
It may feel odd, it may feel too pushy, but the numbers show that video ad effectiveness is boosted by early brand messaging, helping to catch transitional viewers and maximize campaign impact.
3. Include Captions to Maximize Audience Potential
Facebook also advises that brands should include captions to maximize their video opportunities.
Captions can also boost video view time - a Facebook study conducted last year showed that adding captions to video ads increased the view duration by an average of 12%.
Interestingly – and importantly - consumption habits differ for Stories. Facebook says that 60% of Instagram Stories ads are viewed sound on, while a US meta-analysis showed that Instagram Stories ads with sound are perceived as more relevant than those without.
4. Vertical Videos are on the Rise
The rising popularity of the Stories format has seen vertical video viewing also become more popular, subsequently making it a more important consideration in your creation process.
According to Facebook’s research, vertical videos have also been shown to perform better in terms of ad recall, and with Instagram Stories now up to 400 million daily users, the data doesn’t lie.
5. Ensure You Measure the Right Metrics for Your Video Goals
It’s important, too, to ensure that the way you measure your video content performance aligns with your broader marketing strategies, and accurately reflects potential benefit.
Facebook says that marketers will often look to view duration as a KPI - but duration isn’t necessarily a great measure of attention. Alternatively, Facebook says that measuring video impact, based on business goals like brand and sales goals, should be marketers’ top priority.
6. Facebook Video Ads Make TV-Like Advertising More Accessible
According to Facebook:“Now that people are spending less time on traditional TV and more time on mobile, prime time isn't the only way to access a big audience. Our studies show that Facebook can also achieve significant reach, and often at a lower cost than TV”
Facebook video provides more cost-effective and targeted options for TV-like advertising, and with Facebook pushing its Watch platform as a potential TV alternative, this may become an ever more relevant consideration, and resonant option, in future.
7. Facebook Video Boosts Traditional TV Campaigns
Facebook also notes that Facebook video ads, as opposed to just being a TV alternative, can actually have significant complimentary benefits for traditional TV campaigns.
According to data, the vast majority of people now watch TV with their smartphone nearby, and Facebook’s data shows that Facebook usage spikes significantly during ad breaks.
Given this, advertisers can reinforce their TV messaging with Facebook ad campaigns, boosting performance.
8. Video Now Plays a Key Role in Product Discovery and Purchase
Facebook also notes that people are increasingly turning to mobile video throughout the purchase process.
According to Facebook’s research, 39% of mobile-first video viewers (people who primarily watch online video on a mobile device) have discovered new brands or products as a result of watching mobile video, while 79% of people would rather watch a video than read text on a page.
9. Facebook Has a New Set of Video Advertising Expert Tips
In addition to this, Facebook also notes that they have a new set of video interviews with experts from their Creative Shop, Measurement and Product teams, in which they answer advertisers' most common questions about mobile video.
The videos are definitely worth a look, providing a heap of specific tips and notes to help optimize your Facebook and Instagram campaigns.
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This memo is in reply to AT&T's recent request of MobileBehavior to identify points of entry and opportunity for AT&T Ad Solutions and its suite of mobile marketing and advertising products and services within the Omnicom group of advertising agencies and media services firms.
