creating thumbstopping content in the newsfeed
TRANSCRIPT
FACEBOOK VIDEO NOW REACHING MORE THAN
90 MILLION PEOPLE IN THE US
90% OF FACEBOOK USERS ARE WATCHING VIDEO ON MOBILE DEVICES
THE DIFFERENCES BETWEEN ACTIVE & PASSIVE
ACTIVE CONTENTCONTENT VIEWERS CHOOSE TO WATCH
NEWSFEED SCROLLSOUND OFFAUTOPLAY
VERTICAL VIEWING
PASSIVE CONTENTCONTENT VIEWERS WATCH TO GET TO SOMETHING ELSE
PRE-ROLL / TV
SOUND ON
FORCED VIEW
HORIZONTAL VIEWING
DETERMINED WHICH CREATIVE ELEMENTS HELPED DRIVE LONGER VIEW THROUGH RATES
BY ANALYZING 100+ FACEBOOK VIDEOS
WE STARTED WITH A DEFINITIVE FORMULA CUTS OVER PANS
NO SOUND
ACTION THEN TITLES
USE OVERSIZED TEXT
HAVE A FOCUS
VERTICAL VIEWING
ABC
BUT MOVED TOWARD A MORE FLEXIBLE TEMPLATE(Choosing a few creative elements per box)
No Sound Autoplay
Cropping for Mobile
Focusing In on Key Characters
Oversized Text
Newsfeed Environment
Title Cards
Integrated Supers
Show Product / Branding in Situ
Contextual/Compelling Opening Frame
Don’t bury the leading content
Leveraging Brand Iconography
Providing a reason (key benefit) to watch
Simplifying key messages
Shortening Duration
Quick Cuts
Start with a Question
Vertical Viewing
RAN FACEBOOK VIDEO STUDIES TO DETERMINE EFFECTIVENESS
Original edit for TV
Audience A saw:
Updated edit per platform considerations
Audience B saw:
● Updated animated title card to grab viewer attention and introduce “life happens in 5” messaging
● Added supers to contextualize “will he dare?” narrative
● Lightened footage for better comprehension in feed environment
● Cut down the film length, maximizing action and focusing on countdown to engage viewer
● Resized to square to increase visibility in feed environment
WHAT WE DID
THE RESULTS
Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.
8PTS. INCREASE IN AD RECALL
7X INCREASE IN IMPRESSIONS OF
THOSE WHO WATCHED
THROUGH THE KEY MESSAGE
WHAT WE DID
● Resized to square to increase visibility in feed environment
● Added supers to clearly convey “easy debit card replacement”message without sound
● Cut down from 15 to 12 seconds, focusing on elements that highlight brand offering
● Moved initial brand mention earlier
THE RESULTS
Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.
3PTS. INCREASE IN AD RECALL
2X MORE IMPRESSIONS WHO REACHED THE WELLS
FARGO BRANDING SECTION IN THE
VIDEO
8-POINT INCREASE IN MESSAGE
ASSOCIATION(COMPARED WITH
5.7 POINTS FOR THE TV EDIT)
WHAT WE LEARNED
PROVIDING OPTIONS ALLOWS CREATIVE TEAMS TO COME BACK WITH CREATIVE SOLUTIONS
THAT WORK FOR EACH INDIVIDUAL VIDEO
Ownership Creativity Flexibility