Five Reasons Facebook Wants You To Adopt A Video First Strategy (And Why You Should!)
One of the big buzzwords of the last decade has been “Mobile First” — apps like Instagram (quickly bought by Facebook for $1b) didn’t even launch a website, and in this guest post, Director at Evolve Social DAvid Wesson explores five reasons why ‘video first’ is so important to the social media giant.
In a Presentation recently at Social Media Week London, Facebook explained why they have now moved beyond thinking about mobile first to concentrating on being “Video First”. Which is not surprising given their 800 per cent annual video growth rate, growing from one billion to eight billion views from 2015 to 2016.
- Mobile video is inherently different to video for TV
The twist is about figuring out how to make video work on mobile, because it’s different from the channels that came before it. (i.e TV, Desktop PC). Facebook has worked out that on average in the mobile newsfeed people spend an average of 1.7 seconds scanning each article as opposed to 2.5 per post on desktop.
As a result, thinking in a traditional 30-second TVC mindset simply won’t now cut it in today’s social mobile marketing landscape, and brands need to think differently when it comes to using video as part of their content strategy.
The challenge for marketers is how to grab the mobile obsessed consumer and make them take note of your brand, lean forward and push them into action by swiping on your brand notification or pressing play on the latest clip.
- We now live in a Video First world that demands new rules
Facebook summarised how to adapt by advocating a series of news feed proofing concepts for your mobile video content: capture attention quickly.
Brands now need to be ‘super short’ to capture attention. Facebook research has shown that 65 per cent of people on Facebook who watch videos to three seconds will then stick around to watch 10 seconds, making it vitally important to hook people in those first three seconds.
Design for sound off: Whilst original TV ads are put together with a great idea, strategy and proposition, when the sound isn’t on it’s really hard to understand what the main message is. As a result, any videos not designed for having the sound off will suffer from a lack of comprehension and your intended audience will simply switch their attention elsewhere.
Frame your Visual Story: TV screens and wide screens are typically in a 16:9 ration whereas a mobile phone is deep and long so there are a lot of pixels not being used. That’s why we need to think about cropping things when they are square and picking the right frame out of the story we are trying to tell.
Be more Playful: While humour is not an end in itself, marketers adopting a Video First strategy need to move beyond communicating pure product benefits, and start connecting with consumers at a core psychic level. For example, the Buzzfeed watermelon stunt had 85,000 people watching to see how many rubber bands it would take to explode.
- Rethinking your creative approach for video adopting creative
Follow the example of this McDonalds Brazil Drive-Thru Ad, made up of a series of clever little story vignettes that keeps you guessing as opposed to the traditional story with a beginning a middle and an end.
- Video is blossoming in the funnel
Most importantly for brands, you can also use video to bring products to life and drive interaction at the lower end of the funnel with new ad units such as carousel which are designed specifically with this in mind.
This example below from Target Style is synced so you can follow the woman as she walks across the screen. Very clever and interactive.
- The future of video is more active
One of the things Facebook is noticing is the way we are looking at video, and the way we are interacting with it is changing to be a more participatory role; the premise being that by encouraging people to interact with video they will get the full benefits.
One of the ways this is starting to happen already is with 360 video and Virtual Reality and this example from the 2016 Facebook Awards shows how visitors to a Salvador Dali exhibition get to experience it in a whole new way that was never possible until now.
The Wrap
Moving your content strategy to a Video First perspective can be a coming home for brands that have been adept at mainstream television advertising.
Rather than providing a one-way passive video blast, providing your target audiences with a lean forward experience, which is active and engaging with playful video formats that are made for mobile and social newsfeed, then your chances of campaign success are far higher.
Please login with linkedin to comment
Online adsLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.