5 Things That Publishers Can Learn From Facebook Video Ads
As one of the 1.71 billion monthly active users on Facebook, did you notice that a surge of video content has been taking over your News Feed? Shareable, targeted, and engaging, digital videos are transforming the way that the public consumes information and therefore the way that publishers engage with their audiences. EMarketer estimated that Facebook accounts for 30% of all digital-advertising revenue, and is responsible for 38% of fast–growing mobile advertising revenue. The following tips are based on facts pulled from Facebook’s internal data, and may provide a hint about how to gain the upper hand in the game of video content creation.
1. Capture your audiences in the first few seconds
According to Facebook, 65% of people who watch the first three seconds of a video will watch for at least ten seconds, while 45% of them will stay for thirty seconds. The first few seconds of a video are critical, just like the first impression on a blind date. Choose video thumbnail images and titles that may attract more audiences, and connect audiences to your brand by using brand colors, exciting transitions, and quality media footage. A recognizable spokesperson or a font-loading storyline with vivid backgrounds will help establish the connection with your audience and increase their interest to continue watching.
2. Sound off? Or a perfect soundtrack
In the process of video creation, there are two scenarios that publishers must avoid: a viewer mutes a video where the content is highly dependent on sound, or a viewer watches a video expecting sound and is met with silence. Facebook found that 80% of people will react negatively towards the advertiser and the platform when unexpected loud sound comes from feed-based mobile videos. So while all videos should be watchable without the sound on, publishers should still take the soundtrack into account in case viewers decide to turn it back on. The soundtrack should align with the story and enhance the experience in the background, so the mood of the soundtrack and the tone of the narrator’s voice should be one and the same.
3. Text overlays increase view time
A video runs the risk of being meaningless to the audience with the sound muted. What can we do work around this situation? Facebook’s internal tests found that captions increase video viewing time by an average of 12%. Text overlay captions are the perfect solution for muted social videos, because they ensure the content will still be communicated and will keep the attention of the audience.
4. Mobile is powerful
Viewers are able to recall video content from a mobile news feed after seeing it for only a quarter of a second, according to an independent test by Fors-Marsh. With the increased dependence on and capabilities of smartphones, readers are accustomed to quickly digesting content on mobile screens and social platforms. Articles that take more than a minute to read hardly keep people’s continuous attention. However, with the rise of automation in the newsroom, publishers can provide audiences with short-form video summaries that keep audiences engaged and relay important information in under a minute. Meanwhile, publishers can save time, money and human resources while still accomplishing higher engagement levels, completion rates, and time on site.
5. Value increases with duration
A Facebook study with Nielsen shows that up to 47% of the value in a video campaign is delivered in the first three seconds, and the ratio goes up to 74% in the first ten. The value, which encompasses both brand awareness and direct sales, happens fast and increases with duration. Digital audiences have more control over how long they are willing to spend on an ad, and what content they are paying attention to, than audiences of traditional advertising. With constant video feeds, publishers are able to establish connections and multiple interactions with viewers — and the faster a video communicates its message, the better and more likely it will deliver its content.