Facebook Tells Advertisers How To Make The Best Video Ads

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Facebook Video has quickly grown to rival YouTube, so it is unsurprising that video ads have also become a major part of Facebook’s advertising platform. But, as more and more companies share their ads on Facebook, it is becoming significantly more difficult to stand out.

To help companies make the best ads possible for their platform and best engage their audience, Facebook took it upon itself to test out their video ads to see what is best in the eyes of consumers.

Facebook showed 965 video ads targeted to the United States and Europe to a panel of consumers in a way that mimicked Facebook News Feed on mobile and asked the participants to evaluate each ad based on four factors: first impressions, branding, messaging, and video features.

Let’s break down the biggest findings of the report:

Engage Users Fast Without Audio

The majority of marketers aren’t taking how users watch videos into account when they create their ads, according to the report. Despite the fact that videos play silently in the News Feed by default and many users watch without sound entirely, only 24% of the ads were comprehensible without ads.

Additionally, only 23% of these ads included brand messaging that was easy to understand within the first 10 seconds of video and less than half (46%) featured recognizable brand links.

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Brands that ensured their ads quickly established their messaging and were understandable without sound were drastically more popular among respondents than those who didn’t.

Keep Your Messaging Clear To Spark Engagement

Videos that were intended to create a conversation and succinctly communicated a brands’ message were also more liked by participants in the study.

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For more insights from Facebook’s study, read the report here.

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Video Advertisers Say Online Video Budgets Will Soon Rival TV Ads

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Advertisers are seeing more value in online video ads than traditional TV advertising, according to the Interactive Advertising Bureaus’ third annual Video Ad Spend study.

The annual survey asks 360 marketing and media buying professionals about their past ad spend habits and how they plan to spend their ad budgets in the next year. The takeaway from this year’s findings is that advertisers are moving away from traditional advertising channels in order to reach the more diverse audience online.

“Marketers and agencies are telling us they clearly see great value in original digital video programming,” said Anna Bager, svp and general manager of mobile and video at IAB.

The majority of advertisers surveyed by IAB (72%) said they plan to move advertising spending away from TV ads in favor of focusing on improving and sharing digital ads in the next year.

Out of those advertisers who said they intend to increase their digital video spending, 41% said they plan to pull from cable TV advertising. Similarly, 47% of these advertisers plan to pull from broadcast TB spending.

Some advertisers said they would also pull from non-video ads online (30%), advanced-interactive TV (30%), and mobile video ads (28%).

Most tellingly, more than two-thirds of advertisers and marketers (68%) said they believe original digital video will be as, if not more, important than, original TV programming within three to five years.

The study also found that advertisers and media buyers have increased their overall investments in digital video by more than 114 percent over the past two years, averaging more than $10 million annually spent on digital video.

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Facebook Announces ‘Your Business Story’ and Advertising Milestone

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YourBusinessStory

Facebook announced a new video offering for small businesses called Your Business Story, which would allow Pages to easily create and share montage-videos incorporating still images and music. At the same time, the company let slip that it now has over three million advertisers.

Your Business Story is a simple tool similar to the previously announced SlideShow offering. The company didn’t say anything about ads being included in the platform, but the note about their recent advertising milestone suggests the new offering will eventually work its way into Facebook Ads.

In the announcement, Facebook said:

To celebrate the businesses that use Facebook to grow, we created Your Business Story — a tool that makes it easy to create a video that shows what your business brings to the world. Because we believe the best way to tell the story of three million businesses is to empower each one to share their own.

Three million advertisers is a significant milestone for the social media platform. In September, the company announced it had reached 2.5 million. Before that, it claimed two million advertisers in February 2015. That means Facebook has been bringing in about half a million advertisers every six months for about the past year.

The announcement also said the majority of the businesses that use Facebook’s ad services are small businesses, also saying “50 million small businesses now use Pages on Facebok.”

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Facebook Brings New Look, Important New Stats To Video Metrics

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Facebook is overhauling its Video Metrics section of Page Insights with several new improvements and features to improve how it allows users to track video engagement. To start with, the company is completely redesigning the entire interface to the Video Metrics section. But, it is also launching a few highly requested metrics to better gauge how users are watching videos on the platform.

Since Facebook has launched the video portion of its platform, it has allowed Page owners to track total view counts on videos. However, it did not provide any information on how long people watched for or if they clicked away at some point in the video.

Now, Facebook will display the total minutes viewed watching a video, so Page Owners can tell if they are losing viewers mid-watch and get a better perspective on the effectiveness of their videos. The company says it was the number one most requested feature.

In addition to this, Page owners are also now able to track views more closely with the new 10-Second Views metric, which shows how many viewers watched for at least 10 seconds. This is big for two reasons. On one hand, Facebook has received criticism for counting any view over three seconds in their video counts, compared to YouTube’s harsher 30 second standard for view counts.

The new 10-Second Views metric is also important because Facebook announced last summer that advertisers will only be charged for ad views if their video was watched for more than 10 seconds.

Alongside these view-length metrics, Facebook also rolled out an interesting new metric that gives Page owners a better idea of exactly how users are watching their videos.

Within the Insights view of individual videos, Page owners can see the amount of people that viewed a video with the sound on vs with the sound off. This lets Page owners get an idea of their audience and how their videos are being interacted with.

For example, if the majority of views are coming from users with the sound off, there is a good chance your audience is primarily watching videos at work, school, or in another public space where sound shouldn’t be turned on. You can take this into account with your future ads by being sure to optimize sub-titles and perhaps take a more visual approach with your content.

These changes allow Page owners and advertisers to gain a much deeper insight into how their ads and videos are performing, and that means allowing them to make even better ads and videos for their audience. If you want to make sure your ads are really successful, you should consider giving these new video metrics a look.

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Instagram Rolls Out View Counts For Video

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It has been almost three years since Instagram stretched its legs and expanded to video, but in all this time it has been missing a crucial feature – view counts. While the other giants in social video like YouTube, Facebook, and Vine have let users see how many times a video has been played, Instagram has been slow to add any view count feature to their platform. Until now.

Instagram has announced it will soon be adding a counter that includes everyone who has watched at least three seconds of a video.

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The company says the feature will be rolling out over the “coming weeks” and will show alongside the existing like and comment counts.

The feature could be beneficial for advertisers on two fronts. On one hand, it will be greatly useful to simply be able to see what their most popular content is in a more direct way than with like and comment counts. While those show engagement levels, a view count will be a much better indicator if video reach.

Secondly, as Twitter has recently seen, when users see that others are watching and interacting with content, they are more likely to view, engage, and share that content. By letting other users see that your videos are popular with other users, you also see a chance at increasing your total view counts overall.

For more information on how Instagram will roll out view counts in the next few weeks, check out the official announcement from Instagram.

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How To Get People To Share Your Brand’s Videos

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How do you get people to share your brand’s video? That’s the question posed by a recent survey from Wyzowl. The findings show people are very open to sharing, but you have to connect with them the right way.

An absolute majority (97%) of US consumers said they would be willing to share a video from a brand with their friends on social media, while 70% said they have already shared a brand’s video in the past.

The survey collected data from 150 consumers and 140 marketing professionals.

Source: Wyzowl / Marketing Profs

Source: Wyzowl / Marketing Profs

The best way to get people to start clicking the share button is by entertaining them, with 76% of respondents saying they would be open to sharing entertaining videos, but that’s not the only approach you can take.

Almost 70% of respondents say they would be willing to share a video if it is of interest to their followers, 65% were willing to share informative videos, and 55% said they might be open to sharing inspirational videos.

The findings make it clear the real trick to making branded videos that people want to share is by pleasing them first and advertising your brand second. If you can get their interest, pull at their heart strings, or make them feel like they’ve learned something, people are likely to start sharing.

For the full study from Wyzowl, click here.

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Is Facebook The New King of Super Bowl Ads?

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The war between YouTube and Facebook for the most popular online platform for sharing and watching videos is heating up, and Facebook may win a major victory this weekend.

With the Super Bowl upon us, everyone is gearing up for one of the greatest competitions of the year – the fight for the most watched Super Bowl ad. But, more Super Bowl ads and teaser videos are being shared online ahead of the big game, and TV ad analytics company iSpot.tv says may be the new place for watching the biggest ads of the year online.

It is a close fight, with Facebook barely pulling ahead of YouTube, but it is a big win for the company either way. YouTube dominated online Super Bowl ads last year, but Facebook has pushed their video platform heavily over the year and seen massive increases in both views and shares.

Source: Marketing Land

Source: Marketing Land

According to iSpot.tv’s data counting video views through Tuesday, February 2, approximately 75 million super bowl ads videos have been viewed on Facebook, compared to 74.9 million on YouTube. As the published report on Marketing Land shows, the numbers are neck-and-neck. But, it is a huge change from last year where YouTube received 87.6 million to Facebook’s 45.5 million.

In most cases, an argument can be made to explain the discrepancy. Facebook counts video views when a user watches for just three seconds, but YouTube doesn’t count until “around” 30 seconds in. However, iSpot.tv says it uses a three-second standard for counting views on both platforms.

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Periscope Videos Are Now Viewable In Twitter Timelines

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Periscope

Periscope has been gaining popularity as a social live video streaming service, but it has been limited by requiring its own app to join in the fun. Now, the Twitter-owned streaming platform is getting some help by finding a place on one of the largest social platforms available.

Twitter users can now share and promote their Periscope videos directly on their time-line, opening up a huge new audience to the service. Users can embed and view Periscope videos directly in the timeline of Twitter’s iOS app. Just as with the Periscope app, broadcasts can be rewatched for up to 24 hours before automatically vanishing.

Twitter has been struggling to expand their market, as the recent 10,000 character tweet controversy and plummeting stock price shows. The company is most likely hoping this move will help both platforms expand their utility and user base, though only time will tell if that is the case.

The new feature is currently only available through the iOS Twitter app, but Android and web versions are expected in the near future.

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Google Celebrates 2015 With The Top YouTube Videos of The Year

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2015 is coming to a close, and Google has begun their end-of-the-year celebrations by highlighting the most popular videos of the year. The past year has been an especially big one for YouTube, which has been celebrating its 10th birthday all year long.

It has also been the first year that YouTube has seen true competition. Facebook’s video platform has given the service a run for its money, by giving videos a wider platform and more prominent place in news feeds.

Despite this challenge, YouTube continues to be one of the largest platforms in the world, and is still synonymous with internet video. The past year, the service has helped drive a dance craze that swept the nation, become the new home of Super Bowl ads, and helped promote equality with these videos:

Google’s Top Trending Videos of 2015

1. Silento- Watch Me (Whip/Nae Nae) #WatchMeDanceOn by Tianne King

2. Clash of Clans: Revenge (Official Super Bowl TV Commercial) by Clash of Clans

3. Crazy Plastic Ball PRANK!! by RomanAtwood

4. Love Has No Labels | Diversity & Inclusion | Ad Council by Ad Council

5. Lip Sync Battle with Will Ferrell, Kevin Hart and Jimmy Fallon by The Tonight Show Starring Jimmy Fallon

https://www.youtube.com/watch?v=HvRypx1lbR4

6. Justin Bieber Carpool Karaoke by The Late Late Show with James Corden

7. 6ft Man in 6ft Giant Water Balloon – 4K – The Slow Mo Guys by The Slow Mo Guys

8. Golden boy Calum Scott hits the right note | Audition Week 1 | Britain’s Got Talent 2015 by Britain’s Got Talent

9. Dover Police DashCam Confessional (Shake it Off) by Dover Police

10. Mean Tweets – President Obama Edition by Jimmy Kimmel Live

To help reminisce about 2015, YouTube also gathered over 150 YouTube creators for the latest installation of YouTube’s annual Rewind video, showcasing everything from dance prodigies, TV personalities, and even an insane plastic ball fight.

YouTube is certain to be a huge part of all of our lives for the years to come and these videos show the wide variety of videos you can find across the site. If you have a video you want seen in 2016, especially business related videos, YouTube is the place to look.

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YouTube Announces Ad-Free Subscription Service ‘YouTube Red’

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YouTubeRed

YouTube has long been a favorite platform for online video advertisers, thanks to its full-featured and highly effective ad service. However, that might be changing in the near future.

YouTube has announced it will be launching an ad-free subscription service starting on October 28th, in order to meet the demands of users.

The new service, YouTube Red, claims to give users “exactly what they want” by providing ad-free and offline viewing capabilities.

If you absolutely can’t stand ads, you can get rid of them entirely by subscribing for the cost of $9.99 a month.

Thankfully, you aren’t just paying that much for removing ads from your cat videos. YouTube Red will also contain original content from some of YouTube’s biggest names such as PewDiePie and College Humor, launching in 2016.

Starting October 28th, anyone in the US can sign up for a free one-month trial of the service, which will be available for mobile and desktop. The company says it will be expanding to other companies before long.

It is unclear exactly how this will affect advertising earnings and YouTube has not said if there will be revenue sharing amongst publishers. However, if YouTube Red catches on it be the final push to make some video advertisers finally turn to Facebook’s video platform.

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