It’s time to flip the script, or in this case, video ad format. We live in a mobile-first world, and the fact is most people who are consuming content on their phones hold them vertically. Very few bother to turn their phones horizontally. So, it’s no surprise that Facebook took this information and created a vertical video ad format.
Vertical Video on Facebook
Around this time last year, Facebook introduced us to vertical video for mobile iOS and Android devices. The goal of vertical video is to create a more immersive experience for viewers. Facebook’s testing shows that viewers spend longer watching vertical videos and opt to have the sound on. In a head-to-head test, Facebook pitted the exact same creatives against each other with the only difference being the shape – horizontal, vertical and square. Out of 10 tests, vertical videos “drove an incremental increase in brand lift, including a three- to nine-point increase in ad recall in 7 of them”.
Although the company hasn’t said it outright, we anticipate vertical videos will get higher priority in Facebook’s algorithm similar to how native videos do over those uploaded from sites like YouTube. Viewers will first see the video in their newsfeeds in a 2:3 aspect ratio, not full screen but can then click the video and expand it to full screen.
Vertical Video and TheMotion
Because we want to give our clients the best opportunities when it comes to their performance campaigns, we too have introduced a vertical video format. While other aspect ratios are still available, we recommend creating vertical videos based on the results we’ve seen.
It’s super simple to get started creating vertical video ads at scale with TheMotion. We’ll create custom templates for your brand in this shape, and all you have to do is upload your product feed URL. With a few clicks, your vertical videos will be created and automatically added to your Facebook business account, ready for launch!
Contact us today for a demo and get ready for the best Facebook Dynamic Video Ads you can imagine.