As mobile usage continuously growing especially this time of the pandemic, businesses and marketers should start doing campaigns that were configured as mobile-first.
According to Statista.com, 94% of Facebook Ad Revenue is from mobile. This makes it critical for marketers to use mobile-friendly ads for a high chance of Return of Ad Spend (ROAS).
Since Ads are now showing in different placements such as stories, messenger, market place, and in-stream video, you should take serious consideration resizing your ad based on where it will appear. The current recommended size is 1:1 ratio or 1080×1080 inches which is compatible in most of the placement, even on Instagram. While 9:16 or 1080×1920 inches is for a vertical ad like a story.
In a case study conducted by Buffer, they concluded that square videos (1:1 ratio) get 35% more views than landscapes videos. They also found out that it outperformed landscape videos in terms of likes and engagement.
Aside from the video sizes, 85% of Facebook users actually prefer to scroll in silence and watch videos without sound. Since the consumption of mobile feed is frequent, fast, and sound-off, you should add caption or subtitle to your video to make sure that they can still understand it even not hearing it especially for videos with narration or dialogue. Usually, autoplay videos begin to play without sound. To deal with this, focus on improving the graphic of your video and make sure that it catches the viewer’s attention especially the thumbnail.
How you can mobilize your video ad
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Attention-Grabbing
Your video should stand out. It tells stories and easy to grasp the message. Your thumbnail should trigger curiosity to get it click-to-play. You can also render it with quick and bold animation that can catch attention.
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Render for mobile
Make sure that the aspect ratio is fit for your placement or where you want your ad to be seen. You can place a video on stories, in-stream video, newsfeed, Instagram feed, etc.
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Length + message
The duration of the video should be less than 15seconds and the core message should be conveyed in the first 3 seconds. Keep your video short since the average video watch time is around 10 seconds.
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Animated text
Animate the texts to highlight key ideas of your videos. Make your text readable and not boring to keep your audience’s attention.
You can use Video for the following campaign objectives:
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Brand Awareness
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Engagement
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Traffic
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App Installs
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Video Views
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Reach
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Conversions
I also advise you to do split testing when running a video ad to know which perform best based on your ad creative and target audience.
Keep monitoring your metrics to determine if your audience is enjoying your content or they just bounce after watching the first 3 seconds of your video.
Always prioritize the value of your content and its quality to get positive feedback from your audience to consistently get good performance and better results.
Sources:
https://sproutsocial.com/insights/facebook-stats-for-marketers/
https://www.statista.com/statistics/999580/share-of-mobile-facebook-ad-revenue-quarter/
https://www.facebook.com/business/news/making-it-easier-to-build-mobile-first-video-ads
https://www.facebook.com/business/m/learninglab/optimizemobilevideo?content_id=ciYxnztuJkzzeO4
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