We know that mobile moves people. But grabbing someone’s attention and heart in a mobile feed is different than on TV.
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.
We know that mobile moves people. But grabbing someone’s attention and heart in a mobile feed is different than on TV.
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
It takes people only 1.7 seconds to consume mobile content on Facebook, versus 2.5 seconds on desktop.5
13–17-year-olds consume content twice as fast as 55–64-year-olds.5
People can recall mobile feed content after just 1/4 second.6
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
In the first
3 seconds
In the first
10 seconds
Hook people with attention-grabbing video thumbnails, stunning shots of your products and vivid backgrounds.
Don't hold back: Show viewers your celebrity or spokesperson right away.
Ads with brand and messaging in the first 10 seconds can effectively reach 3x more people.8
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
In a recent study, 76% of rated video ads required sound to be understood.8 Make sure your videos speak louder than words.
Communicate with subtitles or text overlay. Internal tests show that captioned video ads increase video view time by an average of 12%.10
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.
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
Screen size is smaller, so bring your story forward visually to help drive attention and clarity of the message.10
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.
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.
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
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.
Less is more. Simple, emotional stories tend to resonate better in feed.8
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.
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