We know that mobile moves people. But grabbing someone’s attention and heart in a mobile feed is different than on TV.
Hand to Heart: Presented by Facebook IQ
Thanks to mobile, brands have never been closer to their customers’ hearts. And with mobile video, marketers can forge even deeper emotional connections.
Harness the power of Facebook insights to understand what matters to people, and become what matters to them.
Hand to Heart An introduction
The Cultural Shift Mobile video continues to explode
75%
of all mobile data traffic will be video by 2020 according to Cisco, compared to over half now.1
100m HOURS
In fact, 100,000,000 hours of video are watched on Facebook daily.2
3X
In just one year, video posts and reshares per person increased nearly 3X on Facebook in the US.3
40%
The time people spent watching video on Instagram increased by more than 40% globally from Aug '15 to Feb '16.4
We consume content faster than ever
Mobile means Speed
1.7 seconds
VS
2.5 seconds
It takes people only 1.7 seconds to consume mobile content on Facebook, versus 2.5 seconds on desktop.5
The younger you are, the faster you consume
2X faster
13–17-year-olds consume content twice as fast as 55–64-year-olds.5
Memories are forged in an instant
1/4 second
People can recall mobile feed content after just 1/4 second.6
Mastering Feed-Based Video
How to create mobile video
that people love
Capture attention quickly
The faster you capture attention in a video ad, the better.
In a recent study, significant value in a video was delivered in the first few seconds.7
up to 47%
In the first
3 seconds
up to 74%
In the first
10 seconds
Lead with engaging visuals
Hook people with attention-grabbing video thumbnails, stunning shots of your products and vivid backgrounds.
Put your star front and center
Don't hold back: Show viewers your celebrity or spokesperson right away.
Include your brand and product early
Ads with brand and messaging in the first 10 seconds can effectively reach 3x more people.8
Case Study: Sony
Sony's Money Monster trailer saw big lift in feed by going square and delivering action and star power up front.
2X lift in awareness using square and subtitles
(vs non-optimized version)
2X lift in intent using action and stars in first :05
(vs non-optimized version)9
Design for sound off
In a recent study, 76% of rated video ads required sound to be understood.8 Make sure your videos speak louder than words.
Let people read you
loud and clear.
Communicate with subtitles or text overlay. Internal tests show that captioned video ads increase video view time by an average of 12%.10
Auto-caption
Facebook's automated captioning tool can make this easy for marketers in the US and Canada.
Use typographic treatments and clever on-screen graphics to communicate information and branding without the use of sound.
Case Study: Kleenex
A recent campaign used text overlay to tell an emotional story and encourage users to turn sound on.
+6pt in ad recall
+3pt in purchase intent11
Frame your visual story
Screen size is smaller, so bring your story forward visually to help drive attention and clarity of the message.10
Re-think, re-frame,
re-imagine
Use key short clips or imagery from your original creative. Make a GIF or slideshow from your existing commercial and use it to supplement the campaign.
Be square
Reframing your video from 16:9 to square format will use more real estate on a mobile screen and can draw more attention to your creative.
Case Study: Nestlé
Simple modifications to a Coffee-Mate spot drove big results.
+7.5pt lift in ad recall
(2X the non-optimized version)
+7pt lift in product awareness
+20% views 10 seconds+12
Play more
Test. Learn. Iterate. There's no one-size-fits-all solution for mobile, and it's important to find what works for your brand and its needs.
Keep it short and simple
Less is more. Simple, emotional stories tend to resonate better in feed.8
Case Study: Kit and Ace
Using the strong visuals and full-screen experience of Canvas, Vancouver-based retailer Kit and Ace drove engagement and conversions.
36 seconds spent watching the Canvas ad on average
Drove 500+ offline conversions13
See the full Kit and Ace case study here.
Want these insights and tips offline?
For more insights visit insights.fb.com
For more mobile video solutions on Facebook and Instagram, and for more success stories, visit Facebook.com/business
