In the last few years, consumers have dramatically changed their online behaviors, showing two dominating trends: video consumption and a mobile-first approach. Today, the average US adult spends about 5 hours per day on their mobile devices. Out of that time, a whopping 92% is spent on apps as opposed to browsers. People are spending just over 50% of their device time on social media, messaging and entertainment apps with Facebook grabbing a 19% share – by far the highest amount of any single app.
Facebook, which now has about 1.37 billion daily active users and 2 billion monthly active users, is the largest social media platform and attracts users of all ages from around the globe. The amount of videos on users’ Facebook feed has increased 360%, with users watching 100 million hours a day. As the platform continues to focus on a mobile-first, video-first strategy, we expect to see even more video content being consumed in 2018.
As official Facebook & Instagram Marketing Partners, we know exactly how to create high-performing Dynamic Video Ads for every product in your digital catalog. Let’s take a look at the top factors that will help you convert viewers every step of the way.
The Best Format to Use
Facebook Dynamic Video Ads take a different approach than most other ad formats on Facebook and other platforms. Instead of brands needing to chase customers and create targeted audiences, Facebook Dynamic Video Ads do the work for you and continue at every touchpoint in the sales funnel. Once you upload your video ad catalog, Facebook will show your ads to people who have expressed an interest in your products or those similar to yours even if they have never been to your website. If they were on your website but abandoned a shopping cart, Facebook will automatically show them video ads featuring the items they placed in the cart. And, if they’ve already bought products, Facebook will target them with related products.
Creating the Perfect Video Ad
To design the ideal video ad you need to consider how people are consuming content and video in particular. These days, people have incredibly short attention spans, and it’s even shorter when scrolling through their mobile Facebook feed. People consume mobile content 41% faster on mobile than on desktop. Add to that that the average Facebook user scrolls through about 300 feet of feed per day, and you can see why it’s important for your video ads to stand out.
Prioritize the Mobile Experience
A staggering 90% of Facebook users access the platform via a mobile device so creating a great mobile experience is crucial. In 2017, mobile shopping increased 18%, and a recent Facebook survey discovered that 30% of mobile shoppers prefer to learn about new products through video. This represents a huge opportunity for B2C brands who choose to use Dynamic Video Ads as your products will be shown to people who are most likely to buy them even if they are unfamiliar with your brand.
The Shift to Vertical
While scrolling through their feeds, people hold their phones vertically. That means your ads should also be vertical and this simple change can have a serious impact. First, it creates a more immersive experience by taking up more of the screen. Second, a Facebook study showed that in 7 out of 10 tests vertical video ads “drove an incremental increase in brand lift, including a 3-9 point increase in ad recall.” Additionally, it found that users are more likely to watch vertical videos for a longer time and with the sound on.
Timing is Crucial
The ideal video ad length is anywhere from 6-15 seconds. We know it sounds short, but given consumers’ finicky attention spans on mobile devices, you want to get your entire message to the viewer as quickly as possible. According to Fors Marsh research, “it takes only 0.25 seconds of exposure for people to recall mobile feed content at a statistically significant rate.” During this time, you’ll want to make sure to feature your product and brand logo clearly.
The 2-second mark is another critical timestamp as an Oracle report found that views under 2 seconds drove 52% of the sales life measured from campaigns. Of course, the goal is to have them view the entire video because your CTA is at the end and that’s where your conversions will happen. Finally, if you want your video ads to be eligible for all placements on Facebook and Instagram, the videos will need to be 15 seconds or less with our clients seeing even better results with very short, 6-second video ads.
Can You Hear That?
In July 2017, Facebook made the switch from a sound-off approach to automatically turning the sound on when video ads autoplay. However, they left users the option to turn off the sound in their app settings. When it comes to audio, you need to plan for both options. Design your video message to be completely understandable from just the images and text in case your viewer has the sound muted. But don’t skip audio completely because as more people get used to the sound being on, you’ll want to use it as another tool to enhance the video experience and attract the viewer’s attention.
Ready to Get Started?
Facebook Dynamic Video Ads offer B2C brands a great opportunity to convert viewers and sell their products. TheMotion enables companies to transform their entire product catalog into video ads, automatically and at scale. Together, it is an unbeatable combination that can help you make the most out of your online aquisiton efforts.
Contact us to know more!