The State of Video On Facebook

Video Ads: Testing What Works for Mobile Feed:

Each day on average 100 million hours of video are watched on Facebook.1 And it’s estimated that mobile video will account for 75% of total mobile data traffic by 2020.2 As people watch more video on mobile devices, advertisers have a huge opportunity to use video to connect with their audience where they are spending their time: on mobile and in feed. But while advertisers consider investing more of their video advertising dollars into mobile, many are curious about the right way to build video creative for the small screen.

With more demand than ever for people’s attention across screens, the opportunity for short-form creative is growing, and not just on mobile. Between 2010 and 2015, 15-second television ads grew 3.4% year over year, while 60- and 120-second spots declined.3 So advertisers want to understand the right way to build short-form stories that resonate.

The best way to ensure video creative works in the mobile-feed environment is to build with mobile in mind from the start. When you don’t have the opportunity to start from scratch on mobile video assets, cutting, editing and reworking long-form video ads can be a fast and effective way to create video ads for the mobile-feed.

As the web continues to skew towards mobile, so does online video. Advertisers have less and less attention to convey their messaging. Subsequently, your messaging must be clearer and simpler. Any type of clutter is so counterproductive. If you have video content in the works, consider a primary goal of writing for mobile. Short, clear 15 second clips will provide much more flexibility in getting your message out.