And this is why I wouldn’t lead my video strategy with Facebook ads.
Don’t get me wrong, I dig Facebook, and there’s no mistaking that it’s an absolutely critical part of any content engagement strategy, BUT when it comes to rolling out a video content play whose sole purpose isn’t just to illicit shits💩 and giggles🤣, I personally wouldn’t lead any of my video amplification efforts with Facey for a number of reasons; but here’s the most important one thats put a bee in my bonnet today.
The mad dash to the bottom for engagement — Facebook’s COO Sheryl Sandberg said in the companies recent second quarter earnings call that they’re now working with some advertisers to develop ads as short as 6 seconds…. 6 seconds WTF? 12mths ago it was 15secs, now its 6secs, based on this trend what’s the next recommendation going to be… 3secs? For me, a 6sec advert says one thing, what’s the minimum amount of time I can possibly slide this ad in front of a viewer for without pissing them off😡 and still get paid. I’m a creative and there’s nothing more I enjoy than a tight brief, or a significant creative challenge, but when you get to the point that your message is being eroded down to 3 words or less, of one syllable each, I think its time to pause and reflect on what the hell is actually going on here?
For me the truth of video content is best summed up in the immortal words of Walt Disney🏰 “Quality will out”, from the moment you publish a piece of content it immediately becomes embroiled in a Royal Rumble-esque battle for the viewers attention. As Andrew Robertson of @BBDO said recently in Ad Age’s Tagline podcast, “You used to compete with what else was in the break (commercial break) now you’re competing with everything that has ever been created”. To cut to the chase, my point is this, stop making shit💩 content to fill your always on campaign quota based on the latest strategic insight on content duration and engagement, and start making shit that your audience actually wants to watch, Whaaaaaaat!?!. I know mind bending stuff right.
Here’s a secret I’ll share with you after producing video content for more than 20 years, there is no magic duration that drives better engagement than another. The simple truth is this that a video should be as long or as short as it needs to be to carry an incredible story, nothing more nothing less. Start designing your content from a story-first perspective and the duration will follow, my bet💵💰💲 is you won’t be producing too many 6 sec videos in your near future, unless of course its your intent is to annoy the F#$K out of your audience by interrupting them with your 6sec ad placed in the middle of the video they really want to watch.
So, all of this begs the question, how should you launch your next big video led campaign, well I guess that’s the subject of tomorrow’s story.
Catch you back tomorrow and please don’t forget to follow, share, comment.✊
Thoughts and opinions expressed are my own and are in no way intended to reflect the views of my employer, or individuals quoted or referenced in this article.