We offer you a useful new resource. It’s Facebook that’s chewing the work by offering you a roadmap to make your mobile video ads effective communication tools.
The Vertical And Mute Format, A Must On Mobile
Facebook recommends using vertical (4:5, 2:3 or 9:16) or square formats to capture viewers’ attention without having to return their mobile. But how to juggle this trend and broadcast your video on standard screens (TV, computer, etc.)? The social network advises designing a video specifically for this format or, failing that, changing the 16:9 format to 4:5 for Instagram and 2:3 for Facebook News Feed.
Viewed everywhere and often in public or in busy places, the videos are increasingly watched without the sound. This has led to the development of videos with subtitles, the main information of which clearly appears in the image. According to Facebook, adding subtitles to video ads increases viewing time by an average of 12%.
However, it is recommended to offer an attractive audio experience for those who watch these videos with sound, and not to relegate the sound to the background. 60% of Instagram Stories ads are seen with sound.
Targeting The Right Audience With The Right Video
With 2 billion active users on Facebook and 800 million on Instagram, Facebook reminds us that there are multiple audience opportunities on its network. If they are the majority, young people are not the only audience on smartphone and each brand can hit a specific target.
To capture the attention of this target, it is not on the display time that must be bet, but on a mobile video campaign in line with brand and sales objectives.
“Even content that can be seen for a few seconds can have an impact,” Facebook says. A video viewed for less than two seconds can generate more than a third of the memorization and intent to purchase a campaign, and nearly half of the value of a video ad resides in the first three seconds. »
The social network advocates favouring “a short creation that rewards attention and tells a story from the first seconds.”
“People are increasingly turning to mobile video throughout the buying process”
Facebook notes that, little by little, brands tend to leave out television for mass marketing and turn to mobile video. Advertisers are following their target in usage, since according to a 2017 Wyzowl report, 79% of people prefer to watch a video to learn more about a product than read text on a page.
The social network therefore takes the opportunity to remind that its advertising video formats are optimized to help these brands achieve performance goals:
- Generating demand by showcasing your brand, products and services using eye-catching formats such as Collection and Instagram Stories.
- Gain customers by showcasing what you have to offer with form ads, mobile app ads and click ads to Messenger
- Generate sales using video ads with links to your site and dynamic ads.
Facebook completes its presentation by delivering four online and offline video planning tactics:
- Buy based on audience and scope.
- Minimize excess frequency.
- Test new audience purchase and optimization options for television.
- Consider a marginal cost per additional effective reach point.